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

Abstract

This exploratory study applies Taylor's (1999) six-segment message strategy wheel to direct-to-consumer (DTC) pharmaceutical television commercials to understand message strategies adopted by pharmaceutical advertisers to persuade consumers. A convenience sample of 96 DTC commercial campaigns was analyzed. The results suggest that most DTC drug ads used a combination approach, providing consumers with medical and drug information while simultaneously appealing to the viewer's ego-related needs and desires. In contrast to ration and ego strategies, other approaches including routine, acute need, and social are relatively uncommon while sensory was the least common message strategy. Findings thus recognized the educational value of DTC commercials.

KEYWORDS:

• creative strategy
• content analysis
• direct-to-consumer
• prescription drug advertising
• message strategy

Notes

Note. Percentage reflects the column (within each message strategy). Totals for each column are greater than 100% because many ads contained more than one product attributes.