Record Details

Advertising to the End Consumers by Pharmaceutical Companies: Blessing or Curse?

International Journal of Research in Business and Social Science

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Field Value
 
Title Advertising to the End Consumers by Pharmaceutical Companies: Blessing or Curse?
 
Creator Goldberg, Scott; Business Faculty and

Training Manager, Asia Pacific Military Campus

Okinawa, Japan
 
Subject —
Advertising; Pharmaceutical, Ethical Issues, Corporate Responsibility, Marketing Directly To Consumer
 
Description The last several years have seen an increase inthe number of direct to consumer advertisements by pharmaceutical companies.Direct to Consumer advertisements (DTC) means targeting the end consumerthrough advertisements on television, radio, in newspapers, magazines, and theInternet. The qualitative study presents data and supports  the need for a future quantitative study toask physicians and consumers their opinions on whether pharmaceutical companiesshould be allowed to advertise directly to the end consumer. This article reviewsthe literature on this controversial topic, supporting the need to explore thereserach questions in greater detail. A review of the literature suggests thereis financial motivation on the part of the pharmaceutical companies to increasetheir sales by advertsing directly to the end consumer as opposed to performingan educational service to the consumer.
 
Publisher SSBFNET
 
Contributor —
 
Date 2013-10-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/189
 
Source International Journal of Research in Business and Social Science ( ISSN: 2147- 4478); Vol 2, No 4 (2013): October; 60-71
2147-4478
 
Language eng
 
Relation http://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/189/350