PT  - JOURNAL ARTICLE
AU  - Abhilasha Mehta
AU  - Scott C. Purvis
TI  - Consumer response to print prescription drug advertising
AID  - 10.2501/JAR-43-2-194-206
DP  - 2003 Jun 01
TA  - Journal of Advertising Research
PG  - 194--206
VI  - 43
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/43/2/194.short
4100  - http://www.journalofadvertisingresearch.com/content/43/2/194.full
SO  - J Advert Res2003 Jun 01; 43
AB  - 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