Direct-to-consumer (DTC) prescription drug advertising has grown
significantly over the last few years and extended into a variety of
health conditions, even as the controversy around it continues. How do
consumers feel about this advertising, who reads it, and what are the
likely behavioral responses? This article attempts to answer these
questions. Based on a sample of 1,475 women who are regular readers of
magazines, consumer attitudes and response to print DTC advertising is
explored. Results show that women generally value DTC advertising, and
readership levels are substantial especially if the advertisement is
about a symptom that the respondent has or may have. DTC advertisements
also seem to encourage respondents to ask their doctors about what they
saw advertised, and some respondents are likely to insist on
prescriptions as well. Age and usership of prescription drugs
significantly enhance the interest and response to this category of
advertising.