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A STUDY TO EXPLORE SCOPE OF DIRECT TO CONSUMER ADVERTISEMENT (DTCA) OF PRESCRIPTION DRUGS IN INDIA
ISSN: 0976 - 6421
Publisher: author
A STUDY TO EXPLORE SCOPE OF DIRECT TO CONSUMER ADVERTISEMENT (DTCA) OF PRESCRIPTION DRUGS IN INDIA
Indexed in
Business and Management
ARTICLE-FACTOR
1.3
Article Basics Score: 2
Article Transparency Score: 2
Article Operation Score: 2
Article Articles Score: 2
Article Accessibility Score: 2
SUBMIT PAPER ASK QUESTION
International Category Code (ICC):
ICC-0502
Publisher: International Journal Of Marketing And Human Resource Mana..
International Journal Address (IAA):
IAA.ZONE/097638006421
eISSN
:
0976 - 6421
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Abstract
Direct to Consumer Advertisement (DTCA) is an innovative practice of promoting prescription drugs through popular media, which is currently allowed only in US & New Zealand. In India we are already exposed to television advertisements of many OTC drugs like contraceptive pills, inhalers in bronchial asthma, insulin for diabetes mellitus, etc. Main objective of this study is to explore scope of direct to consumer advertising of prescription drugs in Indian market. Research study is exploratory in nature and helps in tracing knowledge, perceptions, and responsiveness of consumers, doctors & marketers towards direct-to-consumer advertising of prescription medicines. Factorial analysis is used to draw conclusion and to know about factors which drive towards and against DTCA in India.
