|
|
|
| Author, Analytic (01) | : | Walton, Harold |
| Title, Analytic (04) | : | A case for medical journal advertising |
| Journal Title (10) | : | Medical Marketing & Media |
| Date of Publication (20) | : | August 1978 |
| Volume ID (22) | : | 1650 |
| Location in Work (25) | : | 37-43 |
| Notes (42) | : | Methodology note: The sample of doctors may have been biased limiting the generalizability of the results. Ads for nonexistent products were not used to check the accuracy of physiciansÆ responses. There is the possiblity of recall bias |
| Abstract (43) | : | A countrywide sample of 600 private practice physicians, stratified by specialty, made a total of 22,500 observations of 225 medical journal ads for 147 different products. Among the responses recorded were each respondentÆs recollection of the ads and an affirmation or denial of prescribing activity in the month prior to the interview. The findings provide convincing evidence that prescribers are relatively more abundant among those who recall journal advertisements than among those who do not. |
| Keywords (45) | : | *analytic survey/United States/journal advertisements/ad recognition/analysis of prescribing pattern/EVALUATION OF PROMOTION: JOURNAL ADVERTISEMENTS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: JOURNAL ADVERTISEMENTS |
|
|
|