|
|
|
| Author, Analytic (01) | : | Everett, Stephen E. |
| Title, Analytic (04) | : | Lay audience response to prescription drug advertising |
| Medium Designator (05) | : | Analytic survey |
| Journal Title (10) | : | Journal of Advertising Research |
| Date of Publication (20) | : | April/May, 1991 |
| Volume ID (22) | : | 3200 |
| Location in Work (25) | : | 43-49 |
| Notes (42) | : | Methodology note: This was a telephone survey and therefore excluded people without phones. The survey was done in a single community in the United States and the results may not be generalizable. Respondents did not actually see a DTC advertisement and t |
| Abstract (43) | : | This study found that the lay audience is willing to attend to direct-to-consumer advertising and would discusssuch advertised prdoucts with their physicians. In general, members of the public will not tend to appraoch prescription drug advertising and product selection as a trivial, low-involvement task. Elderly consumers comprise one possible exception to this generally rational audience. |
| Keywords (45) | : | *analytic survey/United States/direct-to-consumer advertising/general public and consumers/attitude toward promotion/doctor-patient relationship/elderly/consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/INFLUENCE OF PROMOTION: DOCTOR-PATIENT RELATIONSHIP/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING |
|
|
|