search query: @indexterm DIRECT RESPONSE MARKETING / total: 38
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| Author: | Yuan, S. |
| Title: | Public responses to direct-to-consumer advertising of prescription drugs |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 30-41 |
| Index terms: | marketing advertising advertising effectiveness pharmaceutical industry direct response marketing consumers USA |
| Language: | eng |
| Abstract: | The article looks at the impact of the different factors in order to develop more effective direct-to-consumers (hereafter as DTC) advertising of prescription drugs. The analyzed data was collected from telephone interviews with a nationally representative sample of 3000 adults in the USA. The results highlight the importance of traditional media as a DTC advertising channel; on the contrary the value of internet advertising was lesser. |
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