Magazine article Drug Topics

Study Finds Strong Consumer Awareness of DTC Rx Ads

Magazine article Drug Topics

Study Finds Strong Consumer Awareness of DTC Rx Ads

Article excerpt

Brace yourself for more questions from consumers about drugs promoted in direct-toconsumer advertising. Why? DTC Rx ad expenditures and consumer awareness of DTC advertising are skyrocketing. These findings were revealed in Time Inc.'s latest study, which was conducted to measure the awareness and impact of DTC advertising. The latest telephone survey was conducted in April 2000 among 1,000 adults aged 18 and older.

In presenting the findings at a press conference in New York City, Caryn Klein, director of advertising research at Time Inc., indicated that in 1999, DTC spending jumped to $1.9 billion, a 39% increase over '98. She projected that expenditures will reach $2.5 billion in 2000.

Key findings of the Time Inc. study include the following:

* Approximately 61% of consumers who said they would not take an advertised drug were deterred by the side-effect information presented in TV commercials; 38% were put off by side effects stated in magazine ads.

* Over two-thirds of respondents said they seek information about prescription drugs from physicians and pharmacists. However, significantly more respondents mentioned physicians, a 13% increase from 1999.

* A little over half of the respondents said they utilize media sources for Rx information; one-quarter use the Internet as a source. …

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