PT - JOURNAL ARTICLE AU - Sheng Yuan TI - Public Responses to Direct-to-Consumer Advertising of Prescription Drugs AID - 10.2501/S0021849908080069 DP - 2008 Mar 01 TA - Journal of Advertising Research PG - 30--41 VI - 48 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/48/1/30.short 4100 - http://www.journalofadvertisingresearch.com/content/48/1/30.full SO - J Advert Res2008 Mar 01; 48 AB - 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.