consumer response to print prescription drug advertising
Abhilasha MehtaandScott C. Purvis Gallup & Robinson, Inc
Even as the controversy around direct-to-consumer (DTC) prescription drug advertising continues to gain momentum, advertising budgets for these products are escalating. Pharmaceutical companies spent $1.8 billion on advertising in 1999, up from $1.3 billion in 1998, and $1 billion in 1997 (Kranhold, 2000). How do the consumers, targets of this advertising, feel about DTC advertising? How effective is this advertising and who reads it? What actions, if any, are taken after exposure to these advertisements? This article is designed to answer these...