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Health Marketing Quarterly Volume 28, 2011 - Issue 4
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Original Articles

Consumers Young and Old: Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising

Jennifer Gerard Ball School of Journalism and Mass Communication, University of Minnesota, Minneapolis, MinnesotaCorrespondence[email protected]
,
Danae Manika Durham Business School, Durham University, Durham, United Kingdom
&
Patricia Stout Department of Advertising, The University of Texas at Austin, Austin, Texas
Pages 337-353 | Published online: 04 Nov 2011

Citations (17)

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Ilgım Dara Benoit, Elizabeth G. Miller, Ann M. Mirabito & Jesse R. Catlin. (2023) Medical decision-making with tables and graphs: The role of cognition, emotions, and analytic thinking. Health Marketing Quarterly 40:1, pages 59-81.
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Jiawei Liu, Rosemary J. Avery, Jungyon Janice Kim & Jeff Niederdeppe. (2022) Maintaining a Fair Balance? Narrative and Non-Narrative Strategies in Televised Direct-to-Consumer Advertisements for Prescription Drugs Aired in the United States, 2003–2016. Journal of Health Communication 27:3, pages 183-191.
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Paul Sergius Koku. (2022) Revisiting Pfizer’s DTCA of Lipitor Using Dr. Jarvik as a Spokesperson: Analyses under the Teleological and Deontological Theories of Ethics. Journal of Global Marketing 35:1, pages 99-114.
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Paul Sergius Koku. (2021) The legal and ethical dimensions of direct-to-consumer advertising of prescription drugs: the case of Pfizer and Lipitor in the United States. Health Marketing Quarterly 38:1, pages 23-34.
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Joshua Fogel & Anna Zhuk. (2019) Direct-to-consumer prescription medication advertisements and obtaining prescriptions with or without a doctor’s prescription. Health Marketing Quarterly 36:3, pages 220-235.
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Danae Manika, Patricia A. Stout, Linda L. Golden & Michael Mackert. (2017) How does objective and subjective human papillomavirus knowledge affect information-seeking intentions and source preferences?. Health Marketing Quarterly 34:4, pages 247-267.
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Jennifer Gerard Ball, Danae Manika & Patricia Stout. (2016) Causes and consequences of trust in direct-to-consumer prescription drug advertising. International Journal of Advertising 35:2, pages 216-247.
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Jennifer G. Ball, Danae Manika & Patricia A. Stout. (2016) The Moderating Role of Age in Responses to Direct-to-Consumer Prescription Drug Advertising. Journal of Health Communication 21:1, pages 12-32.
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Andy S. L. Tan. (2015) A Study of the Frequency and Social Determinants of Exposure to Cancer-Related Direct-to-Consumer Advertising Among Breast, Prostate, and Colorectal Cancer Patients. Health Communication 30:11, pages 1102-1111.
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Danae Manika, JenniferG. Ball & PatriciaA. Stout. (2014) Factors Associated with the Persuasiveness of Direct-to-Consumer Advertising on HPV Vaccination Among Young Women. Journal of Health Communication 19:11, pages 1232-1247.
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Joshua Fogel & Chaim Teichman. (2014) Variables Associated With Seeking Information From Doctors and the Internet After Exposure to Direct-to-Consumer Advertisements for Prescription Medications. Health Marketing Quarterly 31:2, pages 150-166.
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Articles from other publishers (6)

Ruijuan Wu & Peiyu Li. (2023) Continuance intention to use self-delivery boxes: An empirical study in Tianjin, China. Journal of Retailing and Consumer Services 70, pages 103152.
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Joshua Fogel & Rivka Herzog. 2022. Research Anthology on Social Media Advertising and Building Consumer Relationships. Research Anthology on Social Media Advertising and Building Consumer Relationships 1090 1116 .
Joshua Fogel & Rivka Herzog. (2020) Direct-to-Consumer Prescription Medication Advertisements and Use of Different Types of Media. Journal of Electronic Commerce in Organizations 18:4, pages 51-72.
Crossref
Joshua Fogel & Mohamed Adnan. (2018) Trust for pharmaceutical company direct-to-consumer prescription medication advertisements. Health Policy and Technology 7:1, pages 26-34.
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Richard L Kravitz & Robert A Bell. (2013) Media, messages, and medication: strategies to reconcile what patients hear, what they want, and what they need from medications. BMC Medical Informatics and Decision Making 13:S3.
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Monika Huber, Katrin Dippold & Rudolf Forsthofer. (2012) Which factors drive product sales in OTC markets?. International Journal of Pharmaceutical and Healthcare Marketing 6:4, pages 291-309.
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