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Measuring the impact of direct-to-co...

Fisher, Stacey Ann.

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Measuring the impact of direct-to-consumer pharmaceutical advertising messages.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Measuring the impact of direct-to-consumer pharmaceutical advertising messages./
Author:	Fisher, Stacey Ann.
Description:	75 p.
Notes:	Chair: Donald K. Wright.
Contained By:	Masters Abstracts International43-03.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1423396
ISBN:	9780496088843

Measuring the impact of direct-to-consumer pharmaceutical advertising messages.
Fisher, Stacey Ann.

Measuring the impact of direct-to-consumer pharmaceutical advertising messages. - 75 p.

Chair: Donald K. Wright.

Thesis (M.A.)--University of South Alabama, 2004.

Prescription drugs were traditionally marketed and promoted to healthcare professionals such as medical doctors, nurses, nurse practitioners, pharmacists and medical interns (Lipsky & Taylor, 1997). Healthcare professionals then were expected to relay information about the pharmaceutical drug to the patient. (Bell, Kravitz & Wilkes, 1999). Direct-to-consumer (DTC or DTCA) pharmaceutical advertising began in the early 1980's, when a few pharmaceutical companies decided to advertise directly to patients. Numerous debates have ensued since in favor and against the DTC advertisements, although there are relatively few research studies on the subject (Everett, 1991).

ISBN: 9780496088843Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Measuring the impact of direct-to-consumer pharmaceutical advertising messages.
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020 $a 9780496088843
035 $a (UMI)AAI1423396
035 $a AAI1423396
040 $a UMI $c UMI
100 1 $a Fisher, Stacey Ann. $3 1279466
245 1 0 $a Measuring the impact of direct-to-consumer pharmaceutical advertising messages.
300 $a 75 p.
500 $a Chair: Donald K. Wright.
500 $a Source: Masters Abstracts International, Volume: 43-03, page: 0646.
502 $a Thesis (M.A.)--University of South Alabama, 2004.
520 $a Prescription drugs were traditionally marketed and promoted to healthcare professionals such as medical doctors, nurses, nurse practitioners, pharmacists and medical interns (Lipsky & Taylor, 1997). Healthcare professionals then were expected to relay information about the pharmaceutical drug to the patient. (Bell, Kravitz & Wilkes, 1999). Direct-to-consumer (DTC or DTCA) pharmaceutical advertising began in the early 1980's, when a few pharmaceutical companies decided to advertise directly to patients. Numerous debates have ensued since in favor and against the DTC advertisements, although there are relatively few research studies on the subject (Everett, 1991).
520 $a This research examines the progression of research by surveying and analyzing responses to a direct-to-consumer pharmaceutical advertisement. The study suggests pharmaceutical advertising messages positively impact communication understanding and intended behavior among adult females. This study also finds that advertising messages are an effective way for pharmaceutical companies to communicate with adult females.
590 $a School code: 0491.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Health Sciences, Pharmacy. $3 1017737
650 4 $a Mass Communications. $3 1017395
690 $a 0338
690 $a 0572
690 $a 0708
710 2 $a University of South Alabama. $3 1017878
773 0 $t Masters Abstracts International $g 43-03.
790 $a 0491
790 1 0 $a Wright, Donald K., $e advisor
791 $a M.A.
792 $a 2004
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1423396