Title

Urban Senior Citizens' Versus Rural Consumers' Views of DTC Advertising: A Preliminary Investigation

Publication Title

Journal of Medical Marketing

Publication Date

1-2009

Document Type

Article

DOI

10.1057/jmm.2008.17

Keywords

dtc advertising, medicare part D, rural versus urban consumers, senior citizens

Disciplines

Business Administration, Management, and Operations | Gerontology | Marketing | Other Business

Abstract

This study examines direct-to-consumer (DTC) advertising by comparing the views of urban senior citizens to rural consumers; the study, therefore, compares two groups that frequently use prescription drugs. The findings reveal that older urban consumers are less likely to believe that DTC advertising accurately portrays side effects and risks or to go to a physician based on these advertisements as compared to their rural counterparts. Older urban consumers were more aware of the Medicare Part D drug insurance programme, but less satisfied with these programmes compared to rural residents who were also Medicare Part D participants. The paper closes with a discussion of the implications of these findings.

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