消费者对处方药直接面向消费者广告的认知的探索性分析。

An exploratory analysis of consumer recognition of direct-to-consumer advertising of prescription medications.

作者信息

Perri M, Nelson A A

出版信息

J Health Care Mark. 1987 Mar;7(1):9-17.

Abstract

Consumer knowledge of direct-to-consumer prescription drug advertising was explored by assessing consumer recognition of the direct advertising of Pneumovax by Merck, Sharp and Dohme. Consumer attitudes, medical condition, and demographic characteristics were the central issues of the survey instrument used in the 139 personal interviews conducted. Results indicate 12% of consumers were aware of the Pneumovax promotion. Consumer attitudes were favorable, and the majority of respondents indicated they would ask their physician about advertised prescription medicines.

摘要

通过评估消费者对默克公司、夏普公司和多姆公司（Merck, Sharp and Dohme）肺炎疫苗（Pneumovax）直接面向消费者的广告的认知，来探究消费者对直接面向消费者的处方药广告的了解情况。消费者态度、健康状况和人口统计学特征是在139次个人访谈中所使用的调查问卷的核心问题。结果表明，12%的消费者知晓肺炎疫苗的推广。消费者态度是积极的，并且大多数受访者表示他们会向医生询问广告中宣传的处方药。