Article
Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising-Which is More Effective?
Health Marketing Quarterly
Document Type
Article
Publication Date
1-1-2011
Disciplines
Abstract
Recently, pharmaceutical manufacturers have increased the amount of nonbranded, disease-education focused, direct-to-consumer advertisements. A comparison to branded, product-specific, ads was examined through a series of survey questions measuring consumer attitudes and the role of involvement. Nonbranded ads compared favorably to branded ads and should remain a viable part of the marketing mix. Consumers' level of disease state involvement was the strongest determinant of attitudes overall and within the two ad groupings, as highly involved consumers had significantly more positives attitudes regarding the nonbranded ads. Regardless of involvement level, however, nonbranded ads maintained positive attitude levels.
PubMed ID
21347943
Citation Information
Brent L. Rollins, Karen King, George Zinkhan and Matthew Perri. "Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising-Which is More Effective?" Health Marketing Quarterly Vol. 28 Iss. 1 (2011) p. 86 - 98 Available at: http://works.bepress.com/brent_rollins/2/
This article was published in Health Marketing Quarterly, Volume 28, Issue 1, January 2011, Pages 86-98.
The published version is available at http://dx.doi.org/10.1080/07359683.2011.545337
Copyright © 2011 Taylor and Francis Group, LLC