the increasing penetration rate of mobile phone, with specific characteristics of this medium, such as almost everywhere with the audience, has attracted companies' attention to it as an advertising channel. mobile devices facilitate highly customized marketing communication in terms of person, time location and context so numbers of companies that use this medium for communicating with th...

Commercialization of genetic technologies is expanding the horizons for the marketing and sales of genetic tests direct-to-consumers (DTCs). This study assesses the information provision and access requirements that are in place for genetic tests that are being advertised DTC over the Internet. Sets of key words specific to DTC genetic testing were entered into popular Internet search engines t...

* Approved by the ASHG Board of Directors in January 2007. Direct-to-consumer (DTC) genetic testing has been gaining prominence over the past several years. Proponents of DTC testing cite benefits that include increased consumer access to testing, greater consumer autonomy and empowerment, and enhanced privacy of the information obtained. Critics of DTC genetic testing have pointed to the risks...

This article examines factors influencing consumer attitudes towards SMS advertising. The study’s research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and...

At present, only the United States and New Zealand allow direct-to-consumer advertising (DTCA) of prescription medicine. In other countries where DTCA is not allowed, including Australia and the United Kingdom, pharmaceutical companies undertake disease awareness advertising (DAA). In DAA, advertisements do not name a drug directly, but provide general information about diseases and treatments,...

Analysis of the welfare effect of advertising depends critically upon the effect of advertising on market prices. In many circumstances, advertising that leads to higher (lower) market prices is overproduced (underproduced) from society s perspective. This paper demonstrates that these predictions may not hold when consumer search costs are important. A model is developed to show how advertisin...

advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

OBJECTIVE To assess the impact of direct to consumer advertising of prescription drugs in the United States on Canadian prescribing rates for three heavily marketed drugs-etanercept, mometasone, and tegaserod. DESIGN Controlled quasi-experimental study using interrupted time series analysis. POPULATION Representative sample of 2700 Canadian pharmacies and prescription data from 50 US Medica...