Message Strategies in Direct-to-Consumer Pharmaceutical Advertising: A Content Analysis Using Taylor's Six-Segment Message Strategy Wheel

Wan Hsiu Tsai, Alyse R. Lancaster

Research output: Contribution to journalArticle

7 Scopus citations

Abstract

This exploratory study applies Taylor's (1999) six-segment message strategy wheel to direct-to-consumer (DTC) pharmaceutical television commercials to understand message strategies adopted by pharmaceutical advertisers to persuade consumers. A convenience sample of 96 DTC commercial campaigns was analyzed. The results suggest that most DTC drug ads used a combination approach, providing consumers with medical and drug information while simultaneously appealing to the viewer's ego-related needs and desires. In contrast to ration and ego strategies, other approaches including routine, acute need, and social are relatively uncommon while sensory was the least common message strategy. Findings thus recognized the educational value of DTC commercials.

Original languageEnglish (US)
Pages (from-to)239-255
Number of pages17
JournalHealth Marketing Quarterly
Volume29
Issue number3
DOIs
StatePublished - Jul 1 2012

Keywords

  • content analysis
  • creative strategy
  • direct-to-consumer
  • message strategy
  • prescription drug advertising

ASJC Scopus subject areas

  • Marketing
  • Health Professions(all)

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