The Inference of the Characteristics of Pharmaceutical Drug Advertising upon the level of Physicians’ Acceptance of Drugs in Jordan

Abstract

This research aims to identify the characteristics of pharmaceutical drug advertisements and to investigate its influence upon the level of physicians' acceptance. The population of the research consists of all physicians working in the private sector in Amman. The researchers used a questionnaire to collect the primary data for the sample of the research in order to achieve the researcher's objectives. The results of the research showed that the level of physicians' acceptance is affected by different characteristics of pharmaceutical advertisement, such as advertisement through broadcast, network media, and advertisement language and advertisement duration. The results also showed that advertisement duration is the most influential characteristic of advertisement on the level of physicians' acceptance, while the effect of broadcast media is stronger than network media on the level of physicians' acceptance, the advertisement through print media, advertisement appeal, advertisement simplicity, advertisement credibility and advertisement frequency have no influence on the level of physicians' acceptance. The researchers recommended that marketing managers should focus on different characteristics of pharmaceutical drug advertisement to increase the levels of physicians' acceptance mainly through broadcast and network media. [PUBLICATION ABSTRACT]