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Keywords: Pharmaceutical advertising
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Journal Articles
Smart advertising in prescription only medication; aligning it with prescriber’s or consumer’s behavior
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2022) 16 (1): 55–74.
Published: 11 October 2021
... 03 04 2021 16 08 2021 13 09 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Pharmaceutical advertising Prescription only medication Direct-to-consumer advertising (DTCA) Alike the ordinary marketing practices...
Journal Articles
Trends and effects of pharmaceutical DTCA
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2018) 12 (1): 61–70.
Published: 03 April 2018
... Pharmaceutical advertising Physician/patient relationship Prescription drug coupons The direct-to-consumer advertising (DTCA) of pharmaceutical firms has been defined as an attempt of the pharmaceutical companies to advertise or promote the information regarding prescription drugs directly to patients...
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
... produced the opposite. Consequently, perceptual (visual) attributes of the target were better encoded in the read condition. © Emerald Group Publishing Limited 2011 Pharmaceuticals industry Disclosure Pharmaceutical advertising CSR practices Consumer behaviour Advertising effectiveness...
