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Keywords: DTCA (direct‐to‐consumer advertising)
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Journal Articles
Consumer perceptions of product‐claim versus help‐seeking direct‐to‐consumer advertising
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International Journal of Pharmaceutical and Healthcare Marketing (2010) 4 (3): 232–246.
Published: 07 September 2010
... consumers (Iizuka and Jin, 2005 ; Narayanan et al., 2004 ; Rosenthal et al., 2003 ; Xie and Krishnamurthi, 2004). DTCA (direct‐to‐consumer advertising) Product‐claim DTCA Help‐seeking DTCA Persuasive intent Informativeness In this paper, we examine consumer perceptions...
