Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: they don’t really like it, but they do believe it

Pharmaceutical advertising has generated considerable interest among both researchers and practitioners.

Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: they don't really like it, but they do believe it

Sandra DiehlSaarland University, Germany

Barbara MuellerSan Diego State University, US

Ralf TerlutterUniversity of Klagenfurt, Austria

STATEMENT OF PURPOSE AND BACKGROUND

Pharmaceutical advertising has become an important and widely discussed issue among both researchers and practitioners (e.g. Auton 2004; Huh & Becker 2005; Huh & Langteau 2007; Lee et al. 2007). Pharmaceutical advertising can be defined as messages created by marketers of pharmaceutical products that attempt to inform, persuade and even entertain members...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands