On American Drug Advertising - An Examination of its Effects on Sales and the Public Health in the Case of the Opioid Crisis
- The following thesis examines the role of drug advertising in the United States. It takes a theoretical approach to explore the relationship between drug sales and the corresponding advertising and their perception, effects and implications on the public by focusing on the opioid crisis in the United States. In order to assess the effectiveness of drug advertising, the theoretical hierarchical framework by Robert J. Lavidge and A Steiner was utilized as it provides a straight-forward and frequently applied model to examine the workings of advertising in general. The thesis’s conclusions give a synopsis of the results both for drug advertising and its effects on sales, as well as the implications drug advertising can entail as demonstrated in the case of the opioid crisis.
| Author: | Nikolas Rogg |
|---|---|
| Advisor: | Paul Taylor |
| Document Type: | Bachelor Thesis |
| Language: | English |
| Year of Completion: | 2020 |
| Granting Institution: | Hochschule Furtwangen |
| Release Date: | 2020/09/01 |
| Tag: | Drug advertising; Medication |
| Page Number: | 55 |
| Degree Program: | IBM - International Business Management |
| Functional area: | Marketing |
| Licence (German): |  Urheberrechtlich geschützt |