Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising-Which is More Effective?

Authors

Brent L. Rollins, Philadelphia College of Osteopathic MedicineFollow
Karen King
George Zinkhan
Matthew Perri

Document Type

Article

Publication Date

1-1-2011

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.

Publication Title

Health Marketing Quarterly

Volume

28

Issue

1

First Page

86

Last Page

98

PubMed ID

21347943

Comments

This article was published in Health Marketing Quarterly, Volume 28, Issue 1, January 2011, Pages 86-98.

The published version is available at http://dx.doi.org/10.1080/07359683.2011.545337

Copyright © 2011 Taylor and Francis Group, LLC

Recommended Citation

Rollins, Brent L.; King, Karen; Zinkhan, George; and Perri, Matthew, "Nonbranded or Branded Direct-to-Consumer Prescription Drug Advertising-Which is More Effective?" (2011). PCOM Scholarly Papers. 186.
https://digitalcommons.pcom.edu/scholarly_papers/186