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1-5 of 5
Keywords: Advertising effectiveness
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Journal Articles
A review of research on direct‐to‐consumer advertising of prescription drugs: Directions for future research
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (3): 226–243.
Published: 30 August 2013
... of the state‐of‐the‐art in research on DTCA and future research directions. Direct‐to‐consumer advertising Prescription drugs Research themes Advertising effectiveness Pharmaceutical products Direct‐to‐consumer advertising (DTCA) of prescription drugs is allowed currently only in the US and New...
Journal Articles
An empirical investigation of the variations in direct‐to‐consumer prescription drug advertising
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2011) 5 (4): 248–261.
Published: 21 November 2011
... industry Drug exclusivity Advertising effectiveness Sales performance The United States of America is one of the few countries in the world where pharmaceutical companies are allowed to advertise directly to consumers for drugs that are only available to them through prescriptions. Expenditures...
Journal Articles
The effects of visually primed pharmaceutical advertising disclosure on attitudes and perceived CSR practices
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2011) 5 (2): 99–117.
Published: 28 June 2011
... disclosures. Since a mediating relationship between attitude toward the disclosure and attitude toward the pharmaceutical company is materialized by perceived CSR practices, visually primed advertising disclosures perceived as socially responsible practices can facilitate advertising effectiveness and enhance...
Journal Articles
Consumer attitudes toward pharmaceutical direct‐to‐consumer advertising: An empirical study and the role of income
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International Journal of Pharmaceutical and Healthcare Marketing (2008) 2 (2): 117–133.
Published: 27 June 2008
... consumer to prefer more expensive, branded drugs over generic alternatives. Originality/value Limited research has been done on the relationship between consumer perceptions of DTC advertising and differences in consumer groups based on income. Pharmaceutical products Advertising effectiveness...
Journal Articles
Consumer responses to direct to consumer prescription drug advertising
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2007) 1 (4): 276–289.
Published: 27 November 2007
... to DTCA. Advertising Medical prescriptions Pharmaceutical products Consumer behaviour Promotional methods Advertising effectiveness In 2005, the pharmaceutical industry spent over $4 billion on direct to consumer advertising (DTCA) of prescription drugs in the USA (IMS Health Inc., 2006b...
