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Abstract
The advertising of prescription medications directly to consumers (DTC advertising) has become a familiar practice in the USA. As with all advertising spending, key questions include: how effective is this advertising?; what are the best ways to measure advertising effectiveness? This paper identifies key effectiveness measures that are appropriate for the unique situation of DTC advertising, and presents these measures in a unified framework. In addition, it briefly describes candidate predictors of DTC ad effectiveness. In an attempt to gain a better understanding of DTC advertising, the paper integrates concepts and measures from the fields of marketing and healthcare.
Additional information
Notes on contributors
Ajit M. Menon
Ajit Menon is a doctoral candidate at the College of Pharmacy, University of Georgia. Menon’s research interests are in multiple aspects of the effects of Directto-Consumer Advertising on consumer behavior. Currently, he is investigating how corporate credibility and celebrity endorser credibility mediate consumers’ attitudes towards DTC advertising.
Aparna D. Deshpande
Aparna D. Deshpande is a doctoral candidate and research assistant at the College of Pharmacy, University of Georgia. She is currently examining the effects of communicating risk information in Direct-to-Consumer advertisements
M. Zinkhan George
Matthew Perri III is Professor and Associate Department Head for Community Practice at the College of Pharmacy, University of Georgia. Dr. Perri’s research interests focus on how patients process and act on information provided to them by either health care professionals or through the media. Dr. Perri is widely published in the area of health care marketing and patient education.
Matthew Perri
Dr. Zinkhan is the Coca-Cola Professor of Marketing at the University of Georgia. Since receiving his M.B.A. in Operations Research (1979) and Ph.D. (1981) from the University of Michigan, he has published more than 140 articles in the areas of advertising, promotion, knowledge development, and electronic commerce.
