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Recall scores among women were higher than among men, the study found, while net-action levels generated after exposure were similar.

The top actions consumers took were "Have a more favorable opinion about the brand," "Ask a doctor of other medical professional about the product" and "Gather more information about the product." The campaign that generated the highest action score among consumers was Roche's Tamiflu, a drug designed to treat the flu within the first two days of symptoms.

Nearly 60 unique campaigns ran in the first quarter, Robinson says.

One of the general issues addressed by the survey was the way prescription drug advertising is viewed by consumers.

"There is some confusion about this category," he notes.

"One of the intentions is to get people to comply with their own prescriptions and the numbers show this kind of impact is pretty small." As for consumer perception, Affinity found that consumers most often turn to "Doctor, nurse or pharmacist," "Friends, colleagues or family members" and "Health-related articles on Web sites" for information about new medications.

Other key findings: More than eight out of ten consumers (81%) believe that prescription drug commercials should also highlight the potential risks and side effects of the advertised medication.

More than four out of ten consumers (41%) beli...

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