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| Author: | Wilson, R.T. Till, B.D. |
| Title: | Direct-to-consumer pharmaceutical advertising: Building and testing a model for advertising effectiveness |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 270-282 |
| Index terms: | advertising effectiveness pharmaceutical industry consumer attitudes models |
| Freeterms: | direct advertising direct marketing |
| Language: | eng |
| Abstract: | Based on a large-scale database, a model for direct-to-consumer (DTC) advertising (hereafter as: adv-g.) effectiveness through structural equation modeling is presented and tested. It is suggested by results that consumers greatly involved in their healthcare and having positive attitudes toward DTC adv-g. seem to be more likely to contact a doctor about the prescription drug after viewing a DTC adv-g. While individuals poor in health and/or hold more favourable attitudes toward the healthcare system do appear to respond to DTC adv-g., the effect is quite small. The results of this study provide a comprehensive overview of DTC adv-g.'s effect on consumer behaviour. |
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