TITLE

THE SCIENCE OF DTC

AUTHOR(S)
Arnold, Matthew
PUB. DATE
April 2006
SOURCE
Medical Marketing & Media;Apr2006, Vol. 41 Issue 4, p38
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article examines research on how consumers absorb direct-to-consumer drug advertising in the United States. Merck & Co. Inc. is looking into how consumers read broadcast drug advertisements, with a view toward sharing the information gathered with the Food and Drug Administration and competitors. Meanwhile, the Department of Psychology at Duke University has examined distracting visuals in advertising.
ACCESSION #
20408864

 

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