Consumer Response to Print Prescription Drug Advertising
|Year of publication:||
|Authors:||MEHTA, ABHILASHA ; PURVIS, SCOTT C.|
Journal of Advertising Research. - Cambridge University Press. - Vol. 43.2003, 02, p. 194-206
Cambridge University Press
|Description of contents:||Abstract|
PRESCRIPTION DRUG ADVERTISING - Consumer Response to Print Prescription Drug Advertising - Print prescription drug advertising is generally valued by respondents, and readership levels for these advertisements can be substantial. Response to these advertisements includes discussion with doctors and sometimes insistence on prescriptions as well.
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Reconsidering Recall and Emotion in Advertising - Recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.
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Burton, Philip W., (1989)
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