|
|
|
| Author, Analytic (01) | : | Morris, Louis A.//Mazis, Michael B.//Brinberg, David |
| Title, Analytic (04) | : | Risk disclosures in televised prescription drug advertising to consumers |
| Medium Designator (05) | : | Controlled trial |
| Journal Title (10) | : | Journal of Public Policy & Marketing |
| Date of Publication (20) | : | 1989 |
| Volume ID (22) | : | 18240 |
| Location in Work (25) | : | 64-80 |
| Notes (42) | : | Methodology note: The television ads that consumers viewed were for mock drugs. Ads for real drugs, that may have been used by some of the participants, may have elicited different reactions. Participants were contacted by telephone thereby excluding peop |
| Abstract (43) | : | Advertising prescription drugs directly to the public is a marketing strategy currently being considered by several manufacturers. However, direct-to-consumer advertising is discouraged because federal regulations mandate extensive disclosure of product risks within television commercials. An experimental study of 676 subjects was performed to examine the impact of risk disclosure variations in television commercials on awareness and knowledge of both the warnings and the promotional messages. The amount, specificity, and format of risk information contained in the ads was varied while the promotional message remained constant. Results indicated a ôtrade-offö in risk/benefit communications. Risk disclosures that produced greater risk awareness and knowledge also reduced promotional message awareness and knowledge. |
| Keywords (45) | : | *controlled trial/United States/regulation of promotion/DTCA/direct-to-consumer advertising/broadcast advertisements/safety & risk information/ consumer behaviour & knowledge/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS |
|
|
|