Awareness of and Attitudes Toward Direct-to-Consumer Prescription Drug Advertising Among Young Adults

Abstract

This study examines awareness and knowledge of and attitudes toward direct-to-consumer (DTC) prescription drug advertising among young adults between 18 and 24 years of age. The study finds that young adults are not as aware of prescription drug advertising as older consumers, however, they are aware of specific heavily advertised drugs, especially those for allergy medications, birth control, and sleep aids. Young adults hold mixed to negative views about advertising in general, and they do not view DTC prescription drug advertising as a beneficial source of information, nor do they believe such advertising serves to educate consumers.

KEYWORDS:

• drug advertising
• awareness and attitudes
• youth marketing
• prescription drugs

Notes

^a Top 25 direct-to-consumer advertiser in 2007 (Seegert, 2009).