直接面向消費(fèi)者的處方藥廣告一項(xiàng)消費(fèi)者態(tài)度和行為意圖的研究【外文翻譯】

1、標(biāo)題：DirecttoconsumerPreionDrugAdvertising:aStudyofConsumerAttitudesBehavialIntentions原文：IntroductionIndertoincreasebrawarenessfpreionmedicationdrugmanufacturersspent$15.7billiononpromotionsin2001ofwhich$2.5billionwenttoma

2、ssmediaadvertising.Preiondrugadvertisingoftenreferredtoasdirecttoconsumer(DTC)advertisinghasincreasedatanannualrateof1320percentsince1997.ThusfartherehavebeenmixedfindingsregardingtheoverallfinancialimpactofDTCadvertisin

3、gonthepharmaceuticalindustry.Whilethereissomeevidencethatsuggestsadirectpositivecrelationbetweenmassmediaadvertisingdrugmanufacturers’earnings(Findlay2002erson2003)therelationshipbetweenadvertingexpendituresthesuccessofs

4、pecificbrsisnotclear.ClearlydrugmanufacturersplaceagreatdealoffaithinDTCadstheimpactthattheycanhaveonconsumers’decisiontoadoptadvertisedbrsbuttheexactnatureofthatimpactremainscontroversial.Whilearecentstudyreptsthatfever

5、y10percentincreaseinDTCadvertisingthereisa1percentincreaseindrugsales(KaiserFamilyFoundation2003)thereisalsoevidencethatDTCadvertisingoftenservestoincreasethesizeofamarketfaspecificclassofdrugsbutnotnecessarilythemarkets

6、harefaparticularbr(Krisanits2003).ResearchershaveexaminedDTCadvertisingfromvariousviewpoints.SomehavefocusedonthegovernmentalrulingsthathavepavedthewayfDTCadvertising(Dukesetal.2001)thecaselawthatdealswithdrugmanufacture

7、rs’responsibilitytowarnconsumersaboutthesideeffectsofpreionmedication.OtherresearchershaverecentlyaddressedtheefficacyofDTCadvertisingasaneducationaltool.Whilesomeclaimthatthereis“l(fā)ittlerationalefdirecttoconsumeradvertis

8、ingofpreiondrugs”(LexchinMintzes2002p.194)otherssuggestthatDTCadvertisingbenefitsnotonlyhealthcareganizationsbutalsophysiciansaswellaspatients(Calfee2002).productstoconsumersisarelativelyrecentphenomenon(Dukesetal.2001).

9、Pritothe1980spreiondrugmanufacturersprimarilymarketedbreddrugstophysiciansinaneffttoavoiddisruptingtheintricateoftendelicaterelationshipthatexistedbetweendoctspatients(Dukesetal.2001Ausness2002).Between19831985theFDArequ

10、estedavoluntarymatiumonDTCadvertisingnotingthattherewasalackofpreviouscourtrulingsontheissue.Around1985thebanwasliftedthecourtsreachedacompromisebydeclaringthatDTCadsweretobesubjectedtothesameregulationsthathadpreviously

11、guidedpharmaceuticaldrugadvertisingtophysicians.Consumersweretobeprotectedthrough“fulldisclosure”drugmanufacturerswouldberequiredtoprovidea“briefsummary”oftheproductinthefmofpackage.Asaresultofindustrypressureafterconsid

12、erabledebatedeliberationtheFDArelaxeditsrulesin1997fthefirsttimemanufacturerswereallowedtoprovidethenameofthedrugtheconditionsthatwereassociatedwithitsuse.AtthesametimetheFDArelaxedtheguidelinesconcerningtheinfmationrega

13、rdingtheinclusionofproductriskinfmation.Withtherelaxedguidelinesdrugmanufacturerswouldonlyberequiredtomentionthemostcriticalinfmation–basicallythoserisksthatwouldbecommonfthegeneralpopulation.Inadditiondrugmanufacturersw

14、erealsorequiredtoopenupthelinesofcommunicationwiththeirconsumers.ConsequentlydrugmanufacturersstartedprovidingconsumerswithinfmationonrequestviatollfreenumberstheInterprintadvertisingsimilarmeans(Wilkesetal.2000).By1999t

15、hefinalguidanceonDTCadvertisingwasissuedDTCadshadgonemainstreamwithdrugmanufacturersusingabroadspectrumofpromotionaldevicesfpreiondrugsincludingthebackofATMreceiptsbankstatementsairlineluggagelabels(Reastetal.2004).Thede