FEEDBACK TO DIRECT-TO-CONSUMER ADVERTISING OF PRESCRIPTION DRUGS IN MASS MEDIA
FEEDBACK TO DIRECT-TO-CONSUMER ADVERTISING OF PRESCRIPTION DRUGS IN MASS MEDIA
Author(s): Ewa DudzicSubject(s): Social Sciences, Psychology, Business Economy / Management, Communication studies, Sociology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: communication studies; direct-to-consumer advertising (DTCA); feedback; marketing; mass media; pharmaceutical industry;
Summary/Abstract: Direct-to-consumer advertising of prescription drugs has been a phenomenon directly linking health and disease treatment with the mass media and massmedia communication. Considering that in the Communication-based Marketing Model, the communication and marketing processes are parallel to each other, the aim of the article was to show the relationship between feedback to directto-consumer advertising of prescription drugs and observed market reactions. A review of the literature and evidence relating to both the phenomenon of directto-consumer advertising and consumer reaction to it was undertaken. The results showed that direct-to-consumer advertising of prescription medicines provokes an increase in prescription drug sales figures, the growth of consumer health information data and intensification of prescription drug acquisition behaviour. These findings suggest that direct-to-consumer advertising of prescription drugs is a mass communication process that induces feedback from its target audience in the form of market data.
Journal: Megatrendy a médiá
- Issue Year: 4/2017
- Issue No: 1
- Page Range: 212-228
- Page Count: 17
- Language: English