Understanding the Effects of Direct-to-Consumer Prescription Drug Advertising
Publication Date: November 2001
Publisher: Henry J. Kaiser Family Foundation
Author(s):
Research Area: Health
Type: Report
Coverage: United States
Abstract:
Direct-to-consumer prescription drug advertising, particularly television advertising, has grown rapidly in the last few years. This nationally representative survey examines how consumers who are shown specific television prescription drug ads respond to such ads: what information they retain, what actions they predict they will take, and their views about this type of advertising.
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