title: Consumers young and old: segmenting the target markets for direct-to-consumer prescription drug advertising.
abstract: Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.
authors: School of Journalism and Mass Communication, University of Minnesota, Minneapolis, USA. jgerardball@yahoo.com
authors: Jennifer Gerard
authors: JG
authors: Ball
authors: Danae
authors: D
authors: Manika
authors: Patricia
authors: P
authors: Stout
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D000367:Age Factors; D000368:Aged; D004345:Drug Industry / Q000458:organization & administration*; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000458:organization & administration; D008402:Mass Media; D008875:Middle Aged; D010342:Patient Acceptance of Health Care; D055553:Prescription Drugs; D013334:Students; D035502:Trust; D014495:Universities; D055815:Young Adult
chemical_list: D055553:Prescription Drugs