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Public Responses to Direct-to-Consumer Advertising of Prescription Drugs

Sheng Yuan
DOI: 10.2501/S0021849908080069 Published 1 March 2008
Sheng Yuan
Indiana University-Bloomington,
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  • For correspondence: syuan@indiana.edu
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ABSTRACT

In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of prescription drugs. The study was based on a telephone interview with a nationally representative sample of 3,000 adults regarding their responses to DTC advertising. The findings advanced the theoretical development of DTC advertising effectiveness models, suggested ideal research methods for future study, and offered drug marketers some practical advice.

  • © Copyright 2008 The ARF. All rights reserved.

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Vol 48 Issue 1

Journal of Advertising Research: 48 (1)
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Public Responses to Direct-to-Consumer Advertising of Prescription Drugs
Sheng Yuan
Journal of Advertising Research Mar 2008, 48 (1) 30-41; DOI: 10.2501/S0021849908080069

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Public Responses to Direct-to-Consumer Advertising of Prescription Drugs
Sheng Yuan
Journal of Advertising Research Mar 2008, 48 (1) 30-41; DOI: 10.2501/S0021849908080069
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