2008 NOV 3 - (VerticalNews.com) -- According to recent research from the United Kingdom, "This article reports the findings of two surveys examining U.K. physician and consumer attitudes to the introduction of direct to consumer advertising (DTCA), and its likely impact, if implemented, in the strategically important U.K. prescription drug market."

  "The findings, in general, suggest that neither physicians nor consumers are positively disposed to the advertising of prescriptions drugs, although significant differences in attitudes toward such policies emerged between the two groups based upon ''ethics and approval levels,'' ''ethics-related impacts,'' and the ''impact of unbranded disease awareness campaigns.'' The findings for consumers and physicians do not at present support the extension of DTCA in the United Kingdom, but are supportive of a continuation of unbranded ''disease awareness'' campaigns. Guidance for practitioners within the established U.S.," wrote J. Reast and colleagues, University of Hull ...read more

  2008 NOV 3 - (VerticalNews.com) -- According to recent research published in the Journal of Advertising Research, "The impact of two dimensions of television program induced interactivity on advertisement and brand recall of an embedded commercial was examined with 246 respondents. Program-induced two-way communication (playing along with a quiz) had a strong negative impact on advertisement and brand recall."

  "The negative effect of user control (amount of available clicks in the program) was also noticeable, but less prominent. There also appeared to be an interaction effect of two-way communication and user control on advertisement and brand recall. A moderate level of user control results in better recall when the respondent had no play along possibilities, but leads to less recall when he/she could play along with the quiz," wrote V. Cauberghe and colleagues, University of Antwerp ...read more

  2008 NOV 3 - (VerticalNews.com) -- According to recent research from Stockholm, Sweden, "Could ''wasteful'' advertising creativity that does not add to the functionality of the advertisement (i.e., it neither enhances recall and liking of the advertising, nor increases comprehension and persuasiveness of the communicated message) be useful? An experimental study shows that it can."

  "By signaling greater effort on behalf of the advertiser and a greater ability of the brand, advertising creativity enhances both brand interest and perceived brand quality. The effects are mediated by consumer-perceived creativity, suggesting that consumers are important judges of creativity," wrote M. Dahlen and colleagues ...read more