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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.

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Author:Nikolas Rogg
Advisor:Paul Taylor
Document Type:Bachelor Thesis
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):License LogoUrheberrechtlich geschützt