Prescription Drug Advertising to Consumers: Brief Summary Formats for Television and Magazine Advertisements

摘要

The study investigated to what extent, if any, it was possible to convey risk information in consumer advertisements. The study tested various formats for presenting information about the risks and precautions of prescription drugs in advertisements directed to consumers. Television and magazine advertisements for 2 fictitious drugs were developed. These ads varied the nature and amount of risk and promotional material. There were approximately 1,500 subjects recruited at random.