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| Author: | Pashupati, K. |
| Title: | Beavers, bubbles, bees, and moths. An examination of animated spokescharacters in DTC prescription-drug advertisements and websites |
| Journal: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 373-393 |
| Index terms: | pharmaceutical industry advertising research advertising effectiveness advertising campaigns product differentiation consumer behaviour marketing brand names products USA |
| Freeterms: | brand image Internet advertising WWW |
| Language: | eng |
| Abstract: | Animated characters in direct-to-consumer (DTC) advertising are used for several prescription drug brands. Drawing on the literature on spokescharacters (henceforth as: sp-chars.) this study addresses four research questions: i. What different types of animated sp-chars. are used in DTC advertising? ii. How are prescription drug marketers using sp-chars. in DTC advertising? iii. To what extent are these sp-chars. integrated into the websites for these brands? iv. Is there any evidence that the use of animated sp-chars. enhances advertising effectiveness? Animated characters are used in many different ways. Brands vary greatly in their integration of sp-chars. into DTC websites. Based on evidence from secondary data, it is indicated that brands using sp-chars. do better than average in recall and in brand-association tests. |
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