Healthy Skepticism Library item: 4118

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

Information or communication? A consumer study of television advertising
Taylor Nelson Research 1990;

Abstract:

Groups of consumers were shown different versions of television ads for two over-the-counter medications: one with the full label text, one with the simple text and one with no additional text. Full text ads were more likely to be described as unclear, complicated, confusing and with too much information. There is some evidence to suggest that the presence of the full text will lead some people to assume they are experts about medicines and therefore take them more readily perhaps without reading the label. On-the-other hand, some people may take more care as a result of the presence of the text, but the benefits of this are likely to be outweighed by the potential disadvantages. The “Always Read the Label” text encourages people to do so and reinforces such behaviour by indicating how important it is.

Keywords:
*controlled trial/United Kingdom/DTCA/ direct-to-consumer advertising/ over-the-counter medications/ quality of information/ labeling/ broadcast advertisements/ general public and consumers/ consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTION IN SPECIFIC THERAPEUTIC AREAS: OTC MEDICATIONS