...Joshua Fogel; Bernard Blaise Purpose Scarcity appeals in advertising can increase consumer purchase intentions. This study aims to examine the impact of different online scarcity message appeals and the association with consumer attitudes for functional and symbolic aspects of vitamins...

...Sung-Yeon Park; Gi Woong Yun; Daniel M. Cook; Max J. Coppes Purpose With the increasing dependence on market-based distribution of health-care resources in the USA, spending on health-care service advertisements directly targeting consumers has also increased. Previous research has shown...

... communication, women’s emotional responses to health advertisements encouraging patient communication with their doctors, attitude toward the message and behavioral intentions after exposure to the advertising message. Design/methodology/approach An experimental design was implemented via an online...

...Brent Rollins; Jisu Huh; Nilesh Bhutada; Matthew Perri Purpose This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA). Design...

...Melanie R. Savelli Purpose Without having a shared operationalization of what constitutes a direct-to-consumer advertising (DTCA) exposure, it is impossible to accurately generalize findings about their effects. First, it needs to be established how the variables involved in exposures impact...

...Marjan Dzeparoski; Suzana Trajkovic-Jolevska Purpose The purpose of this paper is to show that advertising as part of product promotion is in strict correlation with the specific regulation of each product category, food supplements and herbal/over-the-counter medicines. Main contributions...

... are associated with preventive health behaviors. This research aims to examine whether consumers’ familiarity with supplement advertising or their level of health consciousness significantly affects their attitudes toward three different types of dietary supplements. It also assesses whether advertising...

...Avinandan Mukherjee; Yam Limbu; Jennifer Ball; Michael Mackert Purpose Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has been largely absent. This study sought to fill...

...Avinandan Mukherjee; Yam Limbu; Brent Rollins; Shravanan Ramakrishnan; Matthew Perri Purpose Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct‐to‐consumer advertising...

... Publishing Limited 2012 Driver analysis Over‐the‐counter market Regression Time series analysis Shapley value regression Advertising Pharmaceutical products Sales performance The pharmaceutical market can be divided into drugs, that can be bought without prescription, so‐called OTC...

...Juan Meng; Po‐Lin Pan Purpose In response to the rapid growth of the cosmeceutical industry, this study aims to investigate young female consumers' confidence in cosmeceuticals and the perceived competency of cosmeceutical product advertising. Design/methodology/approach An online survey...

...Yam B. Limbu; Bruce A. Huhmann; Robin T. Peterson Purpose This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach This study employed...

... a specific emotion elicited in the ad has differential impact on brand‐related and health‐related outcomes and how the effectiveness of emotional appeals and endorser credibility can be maximized. © Emerald Group Publishing Limited 2012 Direct‐to‐consumer pharmaceutical advertising Fear appeal...

... of issues, not least of which is the tradeoff between promoting low‐cost production and developing what are often expensive but valuable new technologies. © Emerald Group Publishing Limited 2011 National health expenditures Efficiency Pharmaceuticals industry Marketing Advertising United...

...Denise E. DeLorme; Jisu Huh; Leonard N. Reid; Soontae An Purpose The over‐the‐counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug...

...G.K. Kalyanaram Purpose The purpose of this paper is to study two major research objectives. The first objective is to investigate the effect of direct‐to‐consumer advertising (DTCA) on market share in the pharmaceutical drugs industry by modeling advertising decision of the firm as an endogenous...

...Hai D.B. Chen; Norman V. Carroll Purpose The purpose of this paper is to identify the types of patients most likely to visit physicians in response to direct to consumer prescription drug advertising (DTCA). Design/methodology/approach The study used data from a national telephone survey...

... suggest that for multi‐media campaign effectiveness: advertising for a new drug may be most effective on TV but as a brand enters growth or maturity, print may be a better option; marketers should emphasize print in the direct‐to‐consumer (DTC) advertising media mix; sampling strategies should...

.... In addition, it provides a basis for discussing ethics in advertising – e.g. the soft advertising. Originality/value The case has been used successfully in executive MBA courses. The case helps managers and researchers to understand China health supplement market which has indicated many special...