Attitudes towards DTC advertising in Australia: an exploratory study

Miller, KE; Waller, DS

Attitudes towards DTC advertising in Australia: an exploratory study

Miller, KE Waller, DS

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Publication Type:: Journal Article
Citation:: International Journal of Advertising, 2004, 23 (3), pp. 389 - 405
Issue Date:: 2004-01-01

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Field	Value	Language
dc.contributor.author	Miller, KE	en_US
dc.contributor.author	Waller, DS https://orcid.org/0000-0002-4016-4275	en_US
dc.date.issued	2004-01-01	en_US
dc.identifier.citation	International Journal of Advertising, 2004, 23 (3), pp. 389 - 405	en_US
dc.identifier.issn	0265-0487	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5350
dc.description.abstract	In Australia direct-to-consumer (DTC) advertising of prescription medicines is currently not permitted. Despite a government report that did not recommend a change, pharmaceutical companies have continued a campaign for the ban to be lifted, resulting in strong opposition by doctors and consumer groups. This exploratory study aims to discover the attitudes of a sample of Australians towards the advertising of prescription medicines before any possible (or probable) changes takes place. A survey of 619 people was undertaken and four factors were discovered: (I) information; (II) quality; (III) credibility; and (IV) price. Comparisons were also made to determine whether there were any differences in attitudes based on gender or age. From these results some issues relating to DTC advertising will be discussed. © 2004, Advertising Association.	en_US
dc.relation.ispartof	International Journal of Advertising	en_US
dc.relation.isbasedon	10.1080/02650487.2004.11072890	en_US
dc.subject.classification	Marketing	en_US
dc.title	Attitudes towards DTC advertising in Australia: an exploratory study	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	23	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Wroclaw, Poland
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.issue	3	en_US
pubs.publication-status	Published	en_US
pubs.volume	23	en_US

Abstract:

In Australia direct-to-consumer (DTC) advertising of prescription medicines is currently not permitted. Despite a government report that did not recommend a change, pharmaceutical companies have continued a campaign for the ban to be lifted, resulting in strong opposition by doctors and consumer groups. This exploratory study aims to discover the attitudes of a sample of Australians towards the advertising of prescription medicines before any possible (or probable) changes takes place. A survey of 619 people was undertaken and four factors were discovered: (I) information; (II) quality; (III) credibility; and (IV) price. Comparisons were also made to determine whether there were any differences in attitudes based on gender or age. From these results some issues relating to DTC advertising will be discussed. © 2004, Advertising Association.

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http://hdl.handle.net/10453/5350