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| Author, Analytic (01) | : | Walton, Harold |
| Title, Analytic (04) | : | Ad recognition and prescribing by physicians |
| Medium Designator (05) | : | Analytic survey |
| Journal Title (10) | : | Journal of Advertising Research |
| Date of Publication (20) | : | 1980 |
| Volume ID (22) | : | 10430 |
| Issue ID (24) | : | 3 |
| Location in Work (25) | : | 39-48 |
| Notes (42) | : | Methodology note: The doctors were randomly selected from the circulation list of a medical journal. The method of randomly selecting the doctors is not stated. Doctors receiving the medical journal in question may not be representative. The study does no |
| Abstract (43) | : | A sample of 1000 physicians in private practice, stratified by specialty, made a total of 35400 observations of 354 ads, which appeared in medical journals beteween Autumn 1976 and Winter 1977. The evidence adduced provides reliable support for the postulated linkage between physiciansÆ awareness of medical-journal advertisements and subsequent enhanced prescribing, a linkage that is more than a series of coincidences. In real terms 95% of the ads were associated with positive prescribing behaviour patterns. Specifically, within 60 days following a quarterly period of advertising exposure, physicians who recalled ads went on to be prescribers of the products advertised in consistently larger proportions than those who did not recall ads. Moreover, the risk that this behaviour was due to chance is minute: òfor the complete set of observations p < 0.0001; òfor every subset studied, p < 0.001, except in one subset, where p < 0.004. Beyond a reasonable doubt in all instances. Recognition of ads by physicians appears to be central to intensified prescribing in the postexposure period. |
| Keywords (45) | : | *analytic survey/United States/doctors/journal advertisements/ analysis of prescribing pattern/ market share/ ad recognition/INFLUENCE OF PROMOTION: MARKET SHARE/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS |
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