title: Nonbranded or branded direct-to-consumer prescription drug advertising-which is more effective?
abstract: Recently, pharmaceutical manufacturers have increased the amount of nonbranded, disease-education focused, direct-to-consumer advertisements. A comparison to branded, product-specific, ads was examined through a series of survey questions measuring consumer attitudes and the role of involvement. Nonbranded ads compared favorably to branded ads and should remain a viable part of the marketing mix. Consumers' level of disease state involvement was the strongest determinant of attitudes overall and within the two ad groupings, as highly involved consumers had significantly more positives attitudes regarding the nonbranded ads. Regardless of involvement level, however, nonbranded ads maintained positive attitude levels.
authors.affiliation: School of Pharmacy, Philadelphia College of Osteopathic Medicine-Georgia Campus, Suwanee, Georgia, USA. brentro@pcom.edu
authors.forename: Brent L
authors.initials: BL
authors.lastname: Rollins
authors.forename: Karen
authors.initials: K
authors.lastname: King
authors.forename: George
authors.initials: G
authors.lastname: Zinkhan
authors.forename: Matthew
authors.initials: M
authors.lastname: Perri
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D001290:Attitude; D003256:Community Participation; D003430:Cross-Sectional Studies; D003625:Data Collection; D004345:Drug Industry; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D014481:United States; D055815:Young Adult