Methodological challenges surrounding direct-to-consumer advertising research-The measurement conundrum

Research in Social and Administrative Pharmacy

Volumn 1, Issue 2, 2005, Pages 331-347

  Hansen, Richard A ^a   Droege, Marcus ^b  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b NOVA SOUTHEASTERN UNIVERSITY   (United States)

Author keywords

Direct to consumer advertising; Effect; Exposure; Measurement

Indexed keywords

DRUG;

ADVERTIZING; ARTICLE; COGNITION; HEALTH BEHAVIOR; HUMAN; METHODOLOGY;

ADVERTISING; ADVERTISING AS TOPIC; COGNITION; HEALTH BEHAVIOR; HUMANS; PHARMACEUTICAL PREPARATIONS; RESEARCH DESIGN;

EID: 33745943379     PISSN: 15517411     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.sapharm.2005.03.005     Document Type: Article

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