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| Medium Designator (05) | : | Controlled trial |
| Author, Monographic (07) | : | Leisten, Volker//Schmieder, Wilfried//Wenzel, Jnrgen |
| Title, Monographic (09) | : | Proof of effectiveness: ôpharma-adsö |
| Publisher Name (19) | : | Arbeitsgemeinschaft LAMED |
| Date of Publication (20) | : | October 1993 |
| Volume ID (22) | : | 15650 |
| Extent of Work (26) | : | 30 |
| Packaging Method (27) | : | pages |
| Availability (37) | : | Pharma-Ad Study Advertising Sales Dept. Williams & Wilkins +410-528-4000 |
| Notes (42) | : | For review see: Ned Matalia, Medical Marketing & Media 1994;29(5):12-14, 16, 18-20. Methodology note: The method of randomly selecting the doctors in this study is not well described. It is unclear what the participation rate by doctors was. The actual q |
| Abstract (43) | : | Based on a realistic press schedule, four ads were tested using a split circulation and under completely ônaturalö reading conditions. The circulation split made it possible to create a direct comparison with a control group, similar to a ôdouble blindö study, where the respondents of that group had no way of seeing the ads and the interviewer was not aware that there was a control group as well as a test group. As well, no other ads were run for these products either before or during the study, not even outside support through sales representatives was available. The products were all well established medications, which means that the study was not influenced by the novelty effect of a new product. Doctors remembered seeing test ads , recalled elements of the ads and could correctly identify the source of the ad. In a separate questionnaire doctors were asked if their prescribing was influenced by journal advertisements. Even in the 39% who claimed that ads did not influence them, 45% mentioned ads as a source of information. |
| Keywords (45) | : | *controlled trial/Germany/doctors/journal advertisements/source of information/ ad recognition/ attitude toward promotion/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS |
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