Direct-to-consumer advertising of prescription drugs.

نویسندگان

  • J R Williams
  • P J Hensel
چکیده

Starting consumers off on the "path to purchase" by encouraging them to seek more information is a major goal of direct-to-consumer (DTC) advertising for prescription medications. But the authors found that a consumer's attitude toward DTC advertising can determine which of several paths he or she is likely to take. The attitudes of older adults are especially significant for pharmaceutical marketers because these consumers are heavy users of the drugs being advertised.

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عنوان ژورنال:
  • Minnesota medicine

دوره 88 3  شماره 

صفحات  -

تاریخ انتشار 1993