RT Journal Article
SR Electronic
T1 Public Responses to Direct-to-Consumer Advertising of Prescription Drugs
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 30
OP 41
DO 10.2501/S0021849908080069
VO 48
IS 1
A1 Sheng Yuan
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/1/30.abstract
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.