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| Author, Analytic (01) | : | Morris, Louis A.//Millstein, Lloyd G. |
| Title, Analytic (04) | : | Drug advertising to consumers: effects of formats for magazine and television advertisements |
| Medium Designator (05) | : | Controlled trial |
| Journal Title (10) | : | Food Drug Cosmetic Law Journal |
| Date of Publication (20) | : | 1984 |
| Volume ID (22) | : | 4150 |
| Location in Work (25) | : | 497-503 |
| Notes (42) | : | Methodology note: The method of randomly recruiting subjects is not described. The drugs tested were fictitious and therefore there were no actual drug users. The ads used were informative and dramatic and other advertising themes may have affected consum |
| Abstract (43) | : | Test advertisements were created that presented risk information in different formats to test which was the best way of communicating risk information to consumers. The amount of risk information presented in a television commercial was positively correlated with the amount communicated. There was no evidence of information overload, but the authors believed that it was doubtful that people would routinely read all of the warning material at the end of a televsion commercial under nonexperimental conditions. In the magazine advertisements, reprinting risk information at the bottom of the page appeared to dissuade readership of the ad. Emphasizing risk information by printing it in bold typeface was marginally superior at communicating risk information. On television, techniques used to emphasize risk information were inferior to integrating that information more fully into the ad. Ads with specific risks were more informative but people preferred the general risk ads. |
| Keywords (45) | : | *controlled trial/United States/direct-to-consumer advertising/print advertisements/broadcast advertisements/safety & risk information/attitude toward promotion/doctor-patient relationship/general public and consumers/consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/EVALUATION OF PROMOTION: DRUG SAFETY/INFLUENCE OF PROMOTION: DOCTOR-PATIENT RELATIONSHIP |
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