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Purpose: Prior to this data collection, no study had documented insights into the usage of financial inducements and comparative appeals in direct-to-consumer magazine ads nor cataloged the ads by ailments associated with drug classes. Since that time, the literature does not suggest strategy changes in DTCA. However, future healthcare regulation to revamp pricing issues may impact the incentives of marketers and their advertising strategies thus calling for a revisitation using this study as a template. Design/methodology/approach: A content analysis was conducted of over 1600 total pages of ads from November 2016 and May 2017 issues of 82 national magazines where 432 DTC advertisements were identified. Findings: Financial inducements were found in over half of the DTC ads. Savings and free options were used most often with copays mentioned less frequently. Comparative appeals were found in only 11% of the ads required. Comparisons revealed differences by drug classes. Research implications: Magazine print advertising is significant in terms of ad quantity and dollars spent by pharmaceutical companies. Content analysis continues to be a useful technique. Originality/value: The examination of financial inducements and comparative appeals as promotional tools used in DTC advertising has not received sufficient attention. Important strategic, managerial and research insights are discussed.

Comparative and inducement appeals Rx by drug class