Direct‐to‐consumer advertising and young consumers: building brand value

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Direct-to-consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions and attitudes toward DTCA. The purpose of this article is to examine direct-to-consumer prescription drug advertising issues among younger adults as both consumers and caregivers to determine whether companies are, or should be, taking advantage of building brand value through DTCA. Design/methodology/approach -A sample of 225 young adults answered questionnaires to measure the effects of DTCA. The questionnaire was based on a study by the National Consumers League and only the items that were most central to the current study were utilized and/or modified to measure the following key variables: age; current health status; prescription drug use; attitudes toward DTCA; interest in DTCA; DTCA recall; and inclination to seek additional information. Findings -The findings show that demographics influence attitudes and interest in DTCA, as well as younger consumers' interest and propensity to seek additional information for themselves and family members. Details of the statistical analysis of the study are given. Originality/value -The implications of the findings for pharmaceutical marketers, health care advisors, and academic researchers are discussed in the paper.

Awareness of and Attitudes Toward Direct-to-Consumer Prescription Drug Advertising Among Young Adults

“…DTCA and Young Adults 233 Baca, Holguin, and Stratemeyer (2005) considered the issue of prescription drug advertising and youth ''perplexing,'' because such advertising is generally directed toward older consumers, but they cite two phenomena that suggest a shift in the trend (p. 380). First, they claimed some medications, such as those directed toward allergy sufferers are advertised to a ''broad age group,'' and second, they cite the growing number of younger people who care for older people that are inadvertently consuming prescription drug advertising.…”

“…While the pharmaceutical industry has agreed not to market medications to those under 18 years old, the present study is concerned about the direction of those marketing efforts, the degree to which the industry is reaching younger consumers in terms of awareness and knowledge, and the impact such advertising may have on their attitudes toward DTC prescription drug advertising, including how those attitudes may impact their broader view of the casual use of pharmaceuticals in general. During the pre-social-media era, young adults (below the age of 25) demonstrated awareness and interest in prescription drug advertising, but perhaps because of their general good health they were not moved toward interest or action regarding prescription drugs (Baca et al, 2005). In fact, Frank, Berndt, Donohue, Epstein, and Rosenthal (2002) reported that over 90% of consumers have seen a prescription drug advertisement.…”

“…differs only minimally for adults 18-24 compared to other age segments (up to age 65þ)' ' (2008, p. 2). To date, research has treated young adults peripherally; for example Baca, Holguin, and Stratemeyer (2005) concluded that awareness of prescription drug advertising among younger individuals was primarily a function of caregiving to someone their elder. Research in the area of direct to consumer prescription drug advertising has primarily focused on adult and elderly consumers regarding awareness, attitudes, healthcare outcomes, doctor-patient relationships, or content analyses of drug advertisements in various media.…”

Consumers Young and Old: Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising

“…Consequently, less is known about the appropriate use of prescription drugs among college age adults and how this group is influenced by DTCA. In one study among the limited research pertaining to this topic, Baca et al (2005) applied a hierarchy of effects model to examine the effects of DTCA on young adults. Findings indicated the sample of undergraduate college students had relatively high interest and neutral attitudes toward DTCA.…”

“…This presents a unique marketing potential for pharmaceutical companies. Furthermore, DTCA can contribute to developing brand equity among young consumers (Baca, Holguin, & Stratemeyer, 2005;Kadison, 2005).…”