Exploring the perceived believability of DTC advertising in the US
Exploring the perceived believability of DTC advertising in the US
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DOI：
10.1080/13527260701250695
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发表时间：
2007-01-01
影响因子：
--
通讯作者：
Beltramini, Richard F.
中科院分区：
文献类型：
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作者：
Atkin, Joann L.;Beltramini, Richard F.
美国制药行业最近推出了关于直接面向消费者 (DTC) 广告的新自律准则，一些人认为这是对其营销策略长期批评的回应。行业、学术界和监管机构目前进行的研究表明，消费者在 DTC 广告中发现了信息价值，但很少有证据表明消费者是否真正相信总体上呈现的信息（而不是任何特定的 DTC 广告）。本文报告了对美国 DTC 广告中药品性能声明的感知可信度进行探索性调查的结果，以及广告的感知可信度是否因来源、渠道或信息因素或消费者人口统计数据而存在差异。结果与目前对 DTC 广告的理解水平是一致的，有时甚至是矛盾的。
The pharmaceutical industry in the US recently introduced new self-regulatory guidelines on direct-to-consumer (DTC) advertising, which some suggest are a response to prolonged criticism of its marketing strategies. Current studies conducted by the industry, academics, and regulatory bodies report that consumers find informational value in DTC advertising, yet scant evidence exists as to whether or not consumers actually believe the information presented overall (as opposed to any specific DTC ad.). This paper reports the results of an exploratory investigation into the perceived believability of pharmaceutical performance claims in US DTC advertisements, and whether or not differences exist in the ad.'s perceived believability by source, channel, or message factors, or by consumer demographics. Results are both consistent and, at times, contradictory, to the current level of understanding regarding DTC advertising.