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.
Year of publication: |
2003
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Authors: | Mehta, Abhilasha ; Purvis, Scott C. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 43.2003, 2, p. 194-206
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