Abstract:
Direct-to-Consumer Advertising (DTCA). DTCA refers to advertisements that are directed to patients, the final consumers of the pharmaceutical product. In the U.S., the FDA permits three different types of DTCA: Product-claim ads, which mention the name of the drug, outline its use, and describe the risks and benefits, in addition to discussing the medical condition it treats; Help-seeking ads, which discuss the medical condition but do not mention a specific drug product; and Reminder ads, which provide the name of the drug but do not discuss its uses, risks, or benefits, nor the medical condition it treats. The purpose of this research is to better understand the effectiveness of Direct-to-Consumer Advertising (DTCA) by examining consumer perceptions of persuasive intent and informativeness associated with product-claim and help-seeking ads.
