To measure the dependent variable "Intention to Ask a Doctor" (IAaD), a five item 7-point unipolar scale developed by Huh and Becker (2005) was employed.
Their mean scores of 'IAaD', ADTCA, and AB for all three types of ads (Persuasive, Informational and Reminder Ads) are significantly higher than the mean scores for younger and more educated consumers.
It also assures homogeneity of variance since univariate Levene's Tests are not significant for all dependent variables (for IAaD, p>.062; for PRICE, p>.33, for ADTCA, p<.27, and for AB, p>.26).
The mean scores of 'IAaD', ADTCA, and AB for a Persuasive Ad are significantly higher than Informational and Reminder Ads.
They show that independent variables (types of DTC ad and product involvement) have significant main effects on dependents variables (IAaD, PRICE, ADTCA, and AB).
Ducati, an Italy-based automaker, has collaborated with IAAD to launch the first Ducati Design Experience summer class.
The complete immersion training will carry participants into the world of Ducati icons, under the guidance of Ducati professionals and of IAAD lecturers.
The first edition of the summer class will be held on July 15 to July 26th, alternating lessons and workshops at IAAD's head office in Bologna and at Ducati's factory in Borgo Panigale.