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Direct-to-consumer (DTC) prescription drug advertising has grown significantly over the last few years and extended into a variety of health conditions, even as the controversy around it continues. How do consumers feel about this advertising, who reads it, and what are the likely behavioral responses? This article attempts to answer these questions. Based on a sample of 1,475 women who are regular readers of magazines, consumer attitudes and response to print DTC advertising is explored. Results show that women generally value DTC advertising, and readership levels are substantial especially if the advertisement is about a symptom that the respondent has or may have. DTC advertisements also seem to encourage respondents to ask their doctors about what they saw advertised, and some respondents are likely to insist on prescriptions as well. Age and user-ship of prescription drugs significantly enhance the interest and response to this category of advertising
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