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2. Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions

Author

Kavanoor, Sukumar, Grewal, Dhruv, and Blodgett, Jeff

Subjects
Advertising -- Analysis, Marketing research -- Analysis, Business, Business, general
Abstract

Ad format and credibility produce desirable effects on the beliefs, attitudes and purchase intentions of consumers regarding over-the-counter drugs. Direct comparative ads and ads that have high credibility are found to be associated with positive brand beliefs, brand attitudes and purchase intentions. The belief that ad credibility help moderate ad format was was invalidated by the study.

Published
1997

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