Superimposed Text Size and Contrast Effects in DTC TV Advertising

Which Presentation Format is Best For Rx Drug Messaging to Consumers?

Ryan S. Paquin, Amie C. O'Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams
DOI: 10.2501/JAR-2020-021 Published 28 September 2020

Article Information

DOI 
https://doi.org/10.2501/JAR-2020-021
Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received March 10, 2019
  • Received (in revised form) July 24, 2019
  • Accepted January 16, 2020
  • Published online September 28, 2020.

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Copyright & Usage 
Copyright© 2020 ARF. All rights reserved.

Author Information

  1. Ryan S. Paquin
  1. RTI International, rpaquin{at}rti.org
  1. Amie C. O'Donoghue
  1. U.S. Food and Drug Administration, amie.Odonoghue{at}fda.hhs.gov
  1. Bridget J. Kelly
  1. RTI International, bkelly{at}rti.org
  1. Kevin R. Betts
  1. U.S. Food and Drug Administration, Kevin.Betts{at}fda.hhs.gov
  1. Mihaela Johnson
  1. RTI International, mjohnson{at}rti.org
  1. Christine N. Davis
  1. RTI International, cdavis{at}rti.org
  1. Alyssa Jordan
  1. RTI International, ajordan{at}rti.org
  1. Peyton Williams
  1. RTI International, pwilliams{at}rti.org
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Superimposed Text Size and Contrast Effects in DTC TV Advertising
Ryan S. Paquin, Amie C. O'Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams
Journal of Advertising Research Sep 2020, JAR-2020-021; DOI: 10.2501/JAR-2020-021
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