Perception towards the Direct – to – Consumer Advertisements of Health Care Products-Advertisers’ Perspective

Abstract

Direct-To-Consumer advertisements of the health care products have grown popular. It is one very important area in advertising. When it comes to the non prescribed health care products the risk of advertising gets high. Advertisers’ generally fail to communicate the main aim of advertising such products. Especially when such advertisements are using television as a medium, different factors should be taken care of. The viewers are free to develop their perceptions on such products after watching such advertisements. The present study was an attempt to highlight the perception of the advertisers towards the Direct-to-consumer advertisements. The study was conducted by taking primary data collected from a focus group comprising of Five Advertising agencies in India. The research design considered for the study is Descriptive. The study reveals the perceptions held by an advertiser of a Direct-To-Consumer health care product on the basis of seven factors recognized by the researcher to understand the advertisers’ views. Further five popular non prescribed health care product advertisements aired on Indian television were also considered for studying the perception of the advertisers.