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Corporate advertising in the pharmac...

Shah-Patel, Mansi A.

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Corporate advertising in the pharmaceutical industry.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Corporate advertising in the pharmaceutical industry./
作者:	Shah-Patel, Mansi A.
面頁冊數:	128 p.
附註:	Adviser: John P. Bentley.
Contained By:	Dissertation Abstracts International68-08A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3279426
ISBN:	9780549202998

Corporate advertising in the pharmaceutical industry.
Shah-Patel, Mansi A.

Corporate advertising in the pharmaceutical industry. - 128 p.

Adviser: John P. Bentley.

Thesis (Ph.D.)--The University of Mississippi, 2007.

Corporate advertisement on television positively influences consumers' opinions of the advertised company and makes it more likely that consumers will pay attention to similar advertisements in the future.

ISBN: 9780549202998Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Corporate advertising in the pharmaceutical industry.
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502 $a Thesis (Ph.D.)--The University of Mississippi, 2007.
520 $a Corporate advertisement on television positively influences consumers' opinions of the advertised company and makes it more likely that consumers will pay attention to similar advertisements in the future.
520 $a Although a recent increase in corporate advertising by healthcare organizations has been observed, there is little information available to suggest whether such promotion is effective. The pharmaceutical industry rarely has been studied in the context of its reputation among end consumers (i.e., patients). The objective of this study is to assess experimentally the impact of pharmaceutical corporate advertisements on attitudes toward the pharmaceutical industry (PhAtt) and the advertised company (CAtt), intentions to trust the industry (PhTrust) and the company (Must), and intentions to watch a similar advertisement in the future (WatchAd). Brown's conceptual framework and attribution theory explain the hypothesized relationships.
520 $a The study employed a pre-test-post-test, matched sample, experimental design. The study sample was divided randomly into three groups. One group was exposed to a goodwill advertisement (promoting a prescription discount program) by a pharmaceutical company and the second group was exposed to a name identity advertisement (promoting the company's research activities and investments) by the same company. The third group, a control group, was not exposed to any advertisement. A researcher - administered survey was used for data collection. The study population comprised of non-teaching staff at a public university.
520 $a Subjects' CAtt scores were significantly more positive, and they scored higher on WatchAd, if they viewed either of the two advertisement types, as compared to subjects not exposed to any advertisement. Subjects exposed to the goodwill advertisement reported significantly higher likelihood to trust the pharmaceutical industry and the advertised company, as compared to subjects not exposed to any advertisement.
520 $a Subjects' causal attributions for the pharmaceutical company's reasons for running the advertisement were related to PhAtt and CAM Regardless of their prior attitude toward the industry, subjects who viewed the goodwill advertisement attributed more public-serving motives to the company for airing the advertisement. Whereas, among subjects who viewed the name identity advertisement, those reporting more positive prior attitudes toward the industry attributed more public-serving motives, and those with more negative prior attitudes attributed more company-serving motives.
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