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Health Marketing Quarterly Volume 29, 2012 - Issue 3
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Original Articles

Message Strategies in Direct-to-Consumer Pharmaceutical Advertising: A Content Analysis Using Taylor's Six-Segment Message Strategy Wheel

Wan-Hsiu (Sunny) Tsai School of Communication, University of Miami, Coral Gables, FloridaCorrespondence[email protected]
&
Alyse R. Lancaster School of Communication, University of Miami, Coral Gables, Florida
Pages 239-255 | Published online: 20 Aug 2012

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Read on this site (6)

Joyce M. Wolburg & Eric Haley. (2023) Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate. Journal of Current Issues & Research in Advertising 0:0, pages 1-21.
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Kathryn J. Aikin, Vanessa Boudewyns, Kevin R. Betts, Kristen C. Giombi, Ryan S. Paquin, Micaela Brewington & Raahina Malik. (2023) Implied Claims in Drug Advertising: A Review of Recent Literature and Regulatory Actions. Health Communication 0:0, pages 1-14.
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Jonas Volz & Michael Volgger. (2022) Does Airbnb offer hedonic or utilitarian products? An experimental analysis of motivations to use Airbnb. Current Issues in Tourism 25:22, pages 3591-3606.
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Tao Deng, Daradirek Ekachai & James Pokrywczynski. (2022) Global COVID-19 Advertisements: Use of Informational, Transformational and Narrative Advertising Strategies. Health Communication 37:5, pages 628-636.
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Pedro Quelhas Brito & Joaquim Pratas. (2016) Online brochures: relationship between message strategies and communicated attributes. Anatolia 27:1, pages 47-57.
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Ilwoo Ju & Jin Seong Park. (2015) Communication Strategies in Direct-to-Consumer Prescription Drug Advertising (DTCA): Application of the Six Segment Message Strategy Wheel. Journal of Health Communication 20:5, pages 546-554.
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Articles from other publishers (11)

Kristen Giombi, Jessica Thompson, Candi Wines, Ryan Haughney, Helen W. Sullivan & Kevin R. Betts. (2023) A scoping review of empirical research on prescription drug promotion. Research in Social and Administrative Pharmacy 19:6, pages 859-872.
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Charisse L'Pree Corsbie-Massay & Michele G. Wheatly. (2022) The role of media professionals in perpetuating and disrupting stereotypes of women in Science, Technology, Engineering and Math (STEM) fields. Frontiers in Communication 7.
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Nilay AKGÜN AKAN. (2021) Türkiye’deki Covid-19 Reklamları: Bilgilendirici ve Dönüşümsel Mesaj Stratejilerinin KullanımıCovid-19 Advertisements in Turkey: Use of Informational and Transformational Message Strategies. Türkiye İletişim Araştırmaları Dergisi:38, pages 55-72.
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Hediye AYDOĞAN. (2021) COVID-19 Pandemisinde YouTube Ads Leaderboard’da Listelenen Türkiye’deki Reklamların Yaratıcı Mesaj StratejileriCreative Message Strategies of Ads in Turkey Listed in YouTube Ads Leaderboard During COVID-19 Pandemic. Erciyes İletişim Dergisi 8:2, pages 727-753.
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A. Mücahid ZENGİN & Güldane ZENGİN. (2020) AN APPLICATION OF THE SIX-SEGMENT MESSAGE STRATEGY WHEEL TO BRAND POSTS ON INSTAGRAMALTI PARÇALI MESAJ STRATEJİSİ ÇEMBERİNİN INSTAGRAM’DA YAYINLANAN MARKA GÖNDERİLERİ ÜZERİNE BİR UYGULAMASI. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 8:2, pages 785-804.
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Özge ULUĞ YURTTAŞ & Yelda ÖZKOÇAK. (2020) CREATIVE STRATEGIES onTURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEELCREATIVE STRATEGIES on TURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL. Stratejik ve Sosyal Araştırmalar Dergisi 4:1, pages 1-16.
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Kathryn J. Aikin, Kevin R. Betts, Aysha Keisler & Kathryn Schaefer Ziemer. (2019) Market claims and efficacy information in direct‐to‐consumer prescription drug print advertisements. Psychology & Marketing 36:8, pages 747-757.
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Zaheer-Ud-Din Babar, Ashna Medina Siraj & Louise Curley. (2018) A review of DTCA techniques: Appraising their success and potential impact on medication users. Research in Social and Administrative Pharmacy 14:3, pages 218-227.
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Vanessa Boudewyns & Pamela A. Williams. (2016) Content analysis of comparative claims in drug advertisements. International Journal of Pharmaceutical and Healthcare Marketing 10:3, pages 302-322.
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Marjorie Delbaere & Erin Willis. (2016) Direct-to-consumer advertising and the role of hope. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing 15:1-2, pages 26-38.
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Adrienne E. Faerber & David H. Kreling. (2013) Content Analysis of False and Misleading Claims in Television Advertising for Prescription and Nonprescription Drugs. Journal of General Internal Medicine 29:1, pages 110-118.
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