The Modified Structural Model of Attitude Toward the Ad Formation served as the theoretical basis for a systematic analysis of the message content of the pharmacy product information contained in 99 community pharmacy newspaper advertisements. Two classes of pharmacy products were advertised: (1) physical goods, such as legend and nonlegend drugs and other health care goods merchandised in the pharmacy, and (2) service goods. Three classes of ads were identified: (1) physical goods, (2) service g*, and $3) combined physical and service goods. Pharmacy product information was classified into two categories: price and product attributes. A four component standard ad information product was developed and used to extract pharmacy product information from ads, then a standardized measure of the information contained in the ads was developed. Price and product infonnation accounted for 30.7% (n = 666) and 69.3% (n = 1,506), respectively, of total ad bit information. There were 9 sponsors of the 99 ads, of which 42.4% (n = 42). 26.3% (n = 26), and 31.3% (n = 31) were for physical, service and combined physical and service goods ads, respectively. Of the most frequent ad sponsors, three most often sponsored phys~cal goods ads. For one of these ad sponsors, the most total ad information was contained in combined physical and service goods ads. For four of the most frequent ad sponsors, physical goods ads contained more price information than was contained in their other ads. Based on grand averages, combined physical and service goods ads contained the most total ad information, while service goods ads contained the least. On average, physical goods ads contained about 1.6 times as much product as price information. Service goods ads contained about 7.4 times as much product as price information. Combined physical and service goods ads contained about 2.7 times as much product as price information.
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