Exploring the Perceived Believability of DTC Advertising in the US

Autor:	Richard F. Beltramini, JoAnn L. Atkin
Rok vydání:	2007
Předmět:	Marketing Value (ethics) Advertising research Demographics business.industry Criticism Advertising Business Business and International Management Pharmaceutical industry
Zdroj:	Journal of Marketing Communications. 13:169-180
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527260701250695
Popis:	The pharmaceutical industry in the US recently introduced new self‐regulatory guidelines on direct‐to‐consumer (DTC) advertising, which some suggest are a response to prolonged criticism of its marketing strategies. Current studies conducted by the industry, academics, and regulatory bodies report that consumers find informational value in DTC advertising, yet scant evidence exists as to whether or not consumers actually believe the information presented overall (as opposed to any specific DTC ad.). This paper reports the results of an exploratory investigation into the perceived believability of pharmaceutical performance claims in US DTC advertisements, and whether or not differences exist in the ad.'s perceived believability by source, channel, or message factors, or by consumer demographics. Results are both consistent and, at times, contradictory, to the current level of understanding regarding DTC advertising.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f90b0674c8f2e0606e877d7795833128 https://doi.org/10.1080/13527260701250695 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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