Healthy Skepticism Library item: 3506
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: Journal Article
Perri M, Nelson AA Jr.
An exploratory analysis of consumer recognition of direct-to-consumer advertising of prescription medications.
J Health Care Mark 1987 Mar; 7:(1):9-17
Abstract:
Consumer knowledge of direct-to-consumer prescription drug advertising was explored by assessing consumer recognition of the direct advertising of Pneumovax by Merck, Sharp and Dohme. Consumer attitudes, medical condition, and demographic characteristics were the central issues of the survey instrument used in the 139 personal interviews conducted. Results indicate 12% of consumers were aware of the Pneumovax promotion. Consumer attitudes were favorable, and the majority of respondents indicated they would ask their physician about advertised prescription medicines.
Keywords:
*cross-sectional study/United States/
Adolescent
Adult
Advertising/methods*
Attitude
Consumer Participation*
Data Collection
Drug Industry*
Drug Information Services*
Female
Humans
Male
Middle Aged
Prescriptions, Drug*
Statistics
United States
