Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's 100 smartest marketing campaigns.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
Int. Journal of Advertising
Journal of Advertising Research
Date: newest first
Date: oldest first
Pharmaceutical advertising in the USA: information or influence?
Includes video content
Recommended by Warc editors
Bruce A Huhmann, Jennifer J Argo and Kellly J Main, International Journal of Advertising, Vol. 23, No. 1, 2004, pp. 119-142
While many parts of pharmaceutical advertisements are regulated, each advertisement alsocontains a promotional component in which the advertiser conveys information to theconsumer.
While many parts of pharmaceutical advertisements are regulated, each advertisement alsocontains a promotional component in which the advertiser conveys information to theconsumer. The purpose of this research is to examine the promotional portion ofpharmaceutical advertisements to determine whether factual information and rationalarguments are being provided to consumers to inform them of health problems, treatmentoptions, and medical science advances. The current research compares the promotionalportion of direct-to-consumer (DTC) advertisements for prescription drugs withadvertisements for over-the-counter (OTC) remedies and dietary supplements usingcontent analysis. The results indicate that DTC advertisements do not solely rely onrational appeals; instead, they are using more positive and negative emotional appeals thanOTC remedies or dietary supplements. Further, DTC advertisements also feature fewerwomen in their advertisements, more characters under the age of 18 and primarilyCaucasian models.
Analysis of the Impact of Executional Factors on Advertising Performance
Includes video content
Recommended by Warc editors
David W Stewart and David H Furse, Journal of Advertising Research, Vol. 40, No. 6, November/December 2000
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1985, the authors set out to answer the question 'what executional devices influence the effectiveness of a TV commercial?' They conclude that executional factors appear to account for 13 to 26% of the variance in related recall measures depending on how many variables were used. They also state that the single most important factor related to persuasion was the presence of a brand differentiating message,
YOU ARE IN THE WARC INDEX:
Copywriting and slogans
Advertorials and infomercials
Age and sexual stereotyping
Celebrities and endorsement
Creativity and research
Humour and jokes
Imagery and art direction
Music and sound
User generated content
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the