Thesis (M.A.)--Liberty University, 2009. / Includes bibliographical references.

This study intended to examine the effects of Direct-to-Consumer prescription drug advertising (DTCA). Looking specifically for the behavioral effects that exposure to DTCA had on consumers, data was collected about respondents’ actions after seeing or hearing an advertisement for a prescription drug. Application of the Theory of Planned Behavior and the Theory of Uses and Gratifications demonstrated the potential psychological factors at play throughout consumers’ decision making process. Advertising congruence with media use was an important aspect of the study as well as grasping respondents’ perception of behavioral control with regard to requesting prescription drugs from their doctor. A small portion of this study examined how physician prescribing behavior was affected by DTCA. / text

Direct-to-consumer (DTC) advertising of prescription products is the promotion of prescription-only medicine (POM) to the general public through commercial media. It is a new promotional tool for prescription drugs. Traditionally, pharmaceutical companies have promoted their products to licensed health care professionals only; any direct communication with consumers has been avoided. In the USA and New Zealand, however, DTC advertising is officially allowed. / In Hong Kong, DTC advertisement has never been specially prohibited, but it is not openly endorsed either. Printed advertisements of prescription only medicines started to appear in newspapers in Hong Kong after the relaxation of regulations in 1997. More and more advertisements of prescription-only drugs are appearing in local newspapers and magazines. However, the doctor is the one who makes the diagnosis of the disease and decides the appropiate prescriptions and advertising to consumers may not necessarily affect the prescribing habits of the doctors. It could be useful therefore for the development of local marketing strategies to determine the views and attitudes of physicans and consumers in Hong Kong towards DTC advertising of prescription pharmaceutical products. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.

Thesis (M.A.)--University of Missouri-Columbia, 2008. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 12, 2009) Includes bibliographical references.

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on September 25, 2009). Thesis advisor: Dr. Paul Bolls. Vita. Includes bibliographical references.

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on November 13, 2009). Thesis advisor: Dr. Glenn Leshner. Includes bibliographical references.

Hochschule, Diplomarbeit]--Pforzheim. / Literaturverz. S. 111 - 120. Text in dt., Zsfassung in engl.

The purpose of this essay was to analyze rhetorical features of Swedish drug advertising and see if drug advertising could be misleading or not. The study was primarily concentrated on how pills were described and that was the overall picture of pills created in commercials. The essay uses theories of narrative, semiotic, argumentation and theories concerning social communication in advertising. In this study fife TV-ads were analyzed: Alvedon, Ibumetin, Treo, Bamyl, and Ipren. The analysis showed that drug advertising has the potential to be misleading mostly because the overall picture of pills which creates in commercials is strong and kind heroes. / Reklam för receptfria läkemedel är tillåten i Sverige även om vissa experter, politiker och vanliga konsumenter ställer sig kritiska till reklamens form och innehåll. Det finns en oro om att läkemedelsreklam kan leda till felaktig medicinering. I denna studie genomför jag en retorisk kvalitativ analys av reklamfilmer för receptfria värktabletter för att se om oron är befogad och om reklamen har potential för att vara missvisande. Resultatet visar bl.a. att det i reklamfilmerna åstadkoms en uppfattning om värktabletter som starka och snälla hjälten vilket kan vara starkt vilseledande då dessa kriterier strider mot verkligheten.

Thesis (MA)--University of Montana, 2009. / Contents viewed on November 24, 2009. "Major Subject: Communication Studies" Title from author supplied metadata. Includes bibliographical references.

Submitted by Biblioteca da Faculdade de Farmácia (bff@ndc.uff.br) on 2018-01-31T13:40:32Z No. of bitstreams: 1 Patricky Santos Silva.pdf: 2738268 bytes, checksum: 8f3dfb866a4376c788caa83d1ffa176f (MD5) / Made available in DSpace on 2018-01-31T13:40:32Z (GMT). No. of bitstreams: 1 Patricky Santos Silva.pdf: 2738268 bytes, checksum: 8f3dfb866a4376c788caa83d1ffa176f (MD5) / A propaganda de medicamentos influencia diretamente os usuários quanto à decisão do medicamento a ser utilizado. Esta estratégia de marketing, muitas vezes, amplia os benefícios do uso e oculta os problemas relacionados à administração destas tecnologias. O objetivo deste trabalho foi verificar o atendimento da propaganda direcionada ao público leigo veiculada em farmácias comunitárias frente à RDC nº 96/2008. Além disso, investigou-se a percepção dos usuários sobre o impacto da propaganda na automedicação e se o descumprimento da legislação expôs o usuário a riscos. Entre janeiro e junho de 2016 foram visitadas 72 farmácias para o recolhimento de peças publicitárias e a realização de entrevistas com 384 usuários. Foram analisadas 379 peças inéditas. Para 97,7% dos entrevistados a propaganda de medicamentos exerceu alguma influência na escolha das pessoas e para 75% das pessoas que notaram a existência da propaganda dentro da farmácia, a mesma, exerceu influência em sua escolha. Cerca de 99,5% das peças publicitárias continham algum tipo de irregularidade com média de 5,1 irregularidades por peça. Os fármacos com ação no trato gastrointestinal (24,6%), os analgésicos e/ou antitérmicos (24,5%) e os polivitamínicos (22,8%) estão entre as classes de produtos que foram as mais propagandeadas e as que foram mais adquiridas por automedicação. Os resultados demonstram a necessidade de revisão da legislação e do atual modelo regulador, uma vez que, apesar da propaganda atingir e influenciar a grande maioria da população estudada, a qualidade das peças publicitárias permanece preocupante, permanecendo assim, como um risco sanitário, uma vez que as peças tendem a potencializar a prática da automedicação a partir da ocultação dos riscos e supervalorização dos benefícios partir de informações, muitas das vezes infundadas e inverídicas / Drug advertising directly influences users as to which drug to use. This marketing strategy often extends the benefits of using and hides the problems related to the administration of these technologies. The objective of this work is to verify the service of the advertisement directed to the lay public conveyed in community pharmacies to the RDC nº 96/2008. In addition, we investigated the perception of users about the impact of advertising on self-medication and whether non-compliance with legislation could expose the user to risks. Between January and June of 2016 were visited 72 pharmacies for the collection of publicity pieces and simultaneous interviews with 384 users. We analyzed 379 unpublished pieces. For 97.7% of the interviewed, drug advertising has some influence on the choice of people and for 75% of the people who noticed the existence of the advertisement within the pharmacy, it exerted influence on their choice. About 99.5% of the advertising pieces contained some type of irregularity with an average of 5.1 irregularities per piece. The drugs with action in the gastrointestinal tract (24.6%), analgesics and / or antipyretics (24.5%) and polyvitamins (22.8%) are among the classes that are most advertised and those that are most acquired by Self-medication. The results show the need to revise the legislation and the current regulatory model, since, despite the fact that advertising reaches and influences the great majority of the studied population, the quality of the advertisement remains worrying and remains a health risk once That the pieces tend to enhance the practice of self-medication by hiding risks and overvaluing benefits from information, often unfounded and untrue