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Direct-to-Consumer Messaging: A Phen...

Fancera, Nicholas D.

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Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices./
Author:	Fancera, Nicholas D.
Description:	72 p.
Notes:	Source: Masters Abstracts International, Volume: 54-04.
Contained By:	Masters Abstracts International54-04(E).
Subject:	Mass communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1587439
ISBN:	9781321712766

Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices.
Fancera, Nicholas D.

Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices. - 72 p.

Source: Masters Abstracts International, Volume: 54-04.

Thesis (M.A.)--University of South Florida, 2015.

This study is designed as the building of a foundation in standardizing best practices when designing Direct-to-Consumer messaging. With this being a new and expanding field of marketing and advertising for the high visibility pharmaceutical industry, an establishment of conceptual templature, around which Direct-to-Consumer messaging campaign can be built, offers an opportunity to build a new and vibrant branch on the well-established messaging field. This is particularly important when recognizing the unique needs and requirements of both the pharmaceutical industry and its audience in learning of and about new products.

ISBN: 9781321712766Subjects--Topical Terms:

2144804
Mass communication.

Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices.
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245 1 0 $a Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices.
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500 $a Source: Masters Abstracts International, Volume: 54-04.
500 $a Adviser: Kelly P. Werder.
502 $a Thesis (M.A.)--University of South Florida, 2015.
520 $a This study is designed as the building of a foundation in standardizing best practices when designing Direct-to-Consumer messaging. With this being a new and expanding field of marketing and advertising for the high visibility pharmaceutical industry, an establishment of conceptual templature, around which Direct-to-Consumer messaging campaign can be built, offers an opportunity to build a new and vibrant branch on the well-established messaging field. This is particularly important when recognizing the unique needs and requirements of both the pharmaceutical industry and its audience in learning of and about new products.
520 $a This study attempted to identify current perception of Direct-to-Consumer practices by industry laypersons with in-depth interviews conducted through a phenomenological framework. Participants were interviewed on a range of relevant areas, including directly regarding their perception as well as a broader collection of their thoughts and impressions.
520 $a The results of this study show clear areas of interest, identifying various tactics and strategies employed within Direct-to-Consumer messaging and pointing to areas of potential perception cultivation by those crafting the message. The study also uncovered the presence of the Third-Person Effect playing a key role in determining the response of participants on perception, and potentially opening the door for integrated methods that have been developed with Third-Person Effect in mind when building messages. This study offers a significant first-step of study into the phenomenon of Direct-to-Consumer advertising, as well as a foundation upon which future, larger scale, and more generalizable research can be done.
590 $a School code: 0206.
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