search query: @author Everett, S. / total: 2
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| Author: | Everett, S. |
| Title: | Lay Audience Response to Prescription Drug Advertising |
| Journal: | Journal of Advertising Research
1991 : APR/MAY, VOL.31, p.43-49 |
| Index terms: | ADVERTISING RESEARCH CONSUMER ATTITUDES PHARMACEUTICAL INDUSTRY |
| Language: | eng |
| Abstract: | A telephone survey was conducted in the Denver, Colorado area to assess residents' likely response DTC (direct-to- consumer) ad exposure and the degree to which they value various product attributes when making brand choices. The study found that lay audience is willing to attend to DTC advertising and would discuss such advertised products with their physicians. |
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