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Ole Ole

AREGULATION OF PRESCRIPTION MEDICINE ADVERTISING IN THE UNITED STATES AND NEW ZEALAND: A CONSUMER PERSPECTIVE

Janet Hoek and Philip Gendall
Department of Marketing, Massey University, Palmerston North, New Zealand

WAPOR Conference, Phoenix, Arizona, 11-13 May, 2004

Abstract

Only two countries, New Zealand and the United States, allow direct-to-consumer advertising of prescription medicines (DTCA). The purpose of our research was to examine New Zealand consumers' views of different DTCA regulatory options and to draw some comparisons between New Zealanders' views on DTCA and those of their counterparts in the USA. A mail survey of 800 New Zealanders resulted in a processing sample of 418 cases and a response rate of 62%. The questionnaire examined advertising regulation, and provided respondents with detailed and balanced information about the New Zealand self-regulatory DTCA system. Respondents were then asked to review four options, ranging from continuation of the......


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Approximate Word Count: 6958
Approximate Pages: 28 (250 words per double-spaced page)

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