Purpose – The purpose of this paper is to better understand the effectiveness of direct‐to‐consumer advertising (DTCA) by examining consumer perceptions of persuasive intent and informativeness associated with product‐claim and help‐seeking advertisements, respectively....

Purpose – In order to improve the effectiveness of product‐claim direct‐to‐consumer advertising (DTCA), the current research examines the effect of a presentational element – the number of treatable symptoms for the advertised medical condition featured in the ad – on consumers'...