Healthy Skepticism Library item: 2264

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: report

Brodie M.
Understanding the effects of direct-to-consumer prescription drug advertising
: Henry J. Kaiser Family Foundation 2001 Nov

Keywords:
*analytic survey/United States/DTCA/direct-to-consumer advertising/broadcast advertisements/ad recognition/consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING

Notes:

Methodology note: Few details are given about how the sample size was selected or about the survey instrument. This study only looked at television advertising and the results may not be generalizable to other forms of DTC advertising. There is a possibility of a social acceptability bias.