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Advertising \ can benefit ( iTAFF REPORTS rm i aagazines through "direct consumer idvertising," said Dr. Gene Reeder, irofessor and director of the Center for Outcomes Research and Evaluation at JSCs College of Pharmacy. "If s a different type of marketing," *e said. "Previously, the decision for Patients to receive a prescription drug vas left up to the physician. Now, pharmaceutical companies are making Patients aware of new, therapeutic Dedications that are available." And if s big business. Over the past ?uple of years, pharmaceutical companies Pave spent "many millions of dollars" o raise public awareness and, in turn, ncrease their sales, Reeder said. To protect consumers, advertising or prescription drugs is regulated by Stud HRV @ The Uni ONECOUR THE a Look forward to onnfiHonpo Fnrnll an elective that's di other college cour: offers hands-on tre that gives you exp helps build confic THES * For Details, visii i nanKs to advertising, consumers an learn about new prescription drugs lmost as easily as they can discover a iew cereal. Television viewers probably have loticed ads for Claritin, die prescription jrug used to treat allergies. EULEXIN 'apsules for patients with advanced 'restate cancer were advertised in Time magazine's June 3 issue. And People magazines issue of the 50 most beautiful 'eople in the world contained advertisements for IMITREX to treat aigraine pain, Ambien for sleep problems, ^dalat CC for high blood pressure and >PORANOXto treat toenail fungus. Prescription drugs, once unknown o most patients until prescribed by >hysicians, now are advertised on elevision and radio and in popular prescription :onsumers, the Food and Alcohol and Dri Administration. Advertising that lin a drug to the treatment of a specil illness must be accompanied by an "i brief summary discussing the produ and its use, as well as precautions, si effects and adverse reactions. The television ads for Claritin dor link the product with its use - tl treatment of allergies. The ads simp state that Claritin is a new drug on t] market and they provide a toll-fr number that consumers can call for mc information. But the Time and Peop ads link the drugs with specific illness and, therefore, contain brief summari about the product, along with the glos advertisements for the products. However, the summaries usually a very detailed and are not necessari written for the lay public, Reeder sa: Thafs why any consumer interested a new drug that is being advertis should talk to their pharmacist or prima care physician. "Your pharmacist sometimes is mc easily accessible than your physicia He or she should know your medicati history and can provide you wi information about the new prescripti drug. That way, youU know whether go ahead and make an appointment talk to your physician," he said. Reeder said there are sor advantages to this new wave advertising. Patients, for example, mig learn about a medication new to t market since their last visit to the doct "Advertising creates an awarene of new treatment alternatives. It al raises awareness in people's minds lent Med versify of South Car Welcoi uses $i 638 > * ' . > iF^ ' ' . J|> - ^ SE THAT COD )URSE OF YOl i the future with acter and m in Army ROTC, the credenl fferent from any for. ROTC is se. Army ROTC sophomore lining. Training and requir< erience and per wee fence,char- on a who ARMY ROTC SMARTEST COLLEGE COURSE YOU C t Legare College or call J * 777-6543/6542 The Gamecock medications physicians ig illnesses and may lead them to seek ks medical treatment for a condition thai fic they may not otherwise have sought/ n- he said. ict The downside to advertising is thai de it may encourage patients to seek prescriptions they don't need, and some l't consumers may not understand a i e physician's reluctance to prescribe the ly sought-after drug," Reeder said "It opens he a Pandora's box of questions." ee Overall, Reeder says advertising >re provides consumers with more tie information for their health care. He es offers these suggestions for consumers es interested in new prescription medicines sy they see advertised: ire ?? Make informed choices. Talk to youi ily pharmacist, and then discuss new drug id. treatments with your physician, in ?? Don't demand the prescription froir ed your physician. He or she may believ< ay the new medicine is not right for you ?? Have a primary care physician anc ire a primary care pharmacist who knov in. your medical and prescription histories on ?? Consider your relationship with you] th physician and pharmacist as i on partnership for better health care. B} tn hoinor infnrmpH vnn and vnnr health vw VVi"6 ** J J J to care provider will be able to make bettei decisions. a e "There is an information explosior o f today in medicine. Advertising can hel] {ht us be better informed about our choices he But I would not consider taking s or. prescription medication until I had talkec sss to my physician or pharmacist first an( so clearly understood the product and iti of possible side effects," Reeder said. ia olina <4 me Back itudents .50 Bud & Bud Light Longnecks gister to win a cruise to the Bahamas each night! Harden Street Now Bookin 256-2741 Rush Partie ID CHANGE in v win JKL1IL. anagement skills. All :ials employers look i open to freshmen and s without obligation as about five hours k. It will put your life le new course. AN TAKE dajor Gary Petree at I Monday, August 19, 199 McKissick Southern tr STAFF REPORTS t > Several crafts and folk-art demonstrations and performances reflecting South Carolina's and Georgia's rich cultural heritage will highlight ; McKissick Museum's second annual Fall L Folklife Festival Saturday, Sept. 14, on s the USC Horseshoe. , The public can see and buy examples of some of the South's traditional crafts, , such as split oak baskets, Catawba j pottery, quilts, brooms and sweetgrass i baskets from 10 a.m. to 4 p.m. , Many of the 25 artists, who are also former South Carolina Folk heritage Award recipients, will demonstrate their crafts, such as duck-decoy carving, knife r Wanna ride? i /7 iff i v ga ?M 3 I With your help, MDA y/ is building Construction) a tomorrow AHEAD without \ neuromuscular diseases. -I MDA Muscular Dystrophy Association 1-800-572-1717 k I Swing; bikes ii FREI | check-c ?i and ac< ST. ANDREWS 2719 Broad River Rd. (across from Bums Factory Outlet) | 798-7799 r i i ^ l,j Imagine - you have t with as much st Maybe you've had yc new pencil? Whateve Register to win one Madness lhursda; PSW 6 Museum c< aditions with f making, wood working, instrument Gang making, animal skin tanning, hand guest i spinning and bobbin lace making. music "Last year's folklife festival helped Handi i to build awareness of Southern cultural Sisten traditions and the immense treasures ^ ^ we have in our commimities. We hope ^ to further that mission this year," said gtate Lynn Robertson, museum director. Tickets, which cost $2 per person or . a. - ', f r r matei , $5 per family, can be purchased in advance or the day of the festival. i Barbecue lunches and refreshments will muse be sold by Taylors Restaurant. includ ' Entertainment will provided each hour by bluegrass, early country and linear ' gospel groups and performers. They Fc ! include bluegrass music by The Dalton musei Lov . ,,.A lntl hbki " ( - mi pi t,a 1 y 1 Si: II 8 ACfeOUNTING TEMPS ADivisi 115 Atrium Way P.O. Box 2329 iiMiiitti your ^ ifor M >vers cessory pac FIVE POINTS 616 Harden St. (across from Groucho's) (S 256-0557 j I ^ r ddlk'L^]. >0 seconds to fill a brand new JS uff as you can and its all your absc iur eye on a new Gamecock sweat! r vnn want whatever von ran cret 1 J * ' J o one minute is yours to keep. of 3 Shopping Spree y, August 22,3-6pm only at Univ Russell House. You must be present to win! M G PHONE: 803/7 httpii 5. 15 elebrates estival and Gill Creek Bluegrass with artist Pat Ahrens; old-time country by Pappy Sherrill and the Hired s; and gospel music by The Lucas 3, The Brotherhood Gospel Singers ianist Kip Anderson. te only research museum in the v.? ~c ITIUTUBSIUA. lias a lUllUCllU dUUIl U1 e and Southeastern vernacular -ials and administers the State \rts Program. Materials in the urn's Folklife Resource Center le more than 30,000 photographs, hours of field recordings and 300 feet of archival materials. >r more information, call the cun at 777-7251. if Country Wheels, Inc. has educed a commuter shutlink between Charleston, mmerville and Columbia, i shuttle leaves on Friday Mrnoons between 4:15 p.m. I 4:30 p.m. and returns nday morning around 8:30 i. Rides are by reservation, >ting $45 for a round trip, idents can receive a 15 cent discount with a valid dent I.D. The van comes lipped with think pads and ebook clip lamps for labi computer use. The van o has a cell/phone and rtable fax machine. To ce a reservation, call 1D-WHEEL-07 (1-800-943>7). [AY H. MAYES, CPA Executive Director (803) 736-1036 FAX (803) 788-1758 on of John Shell Associates 1 Columbia, SC 29224 Cyc;^~ :kages! SPRING VALLEY 9003 Two Notch Rd. pring valley commons chopping <?trj 788-6992 backback )lutely FREE! shirt? Some CDs? A into the backpack in s during Afternoon ersity Bookstore, ilffiffl 77-4160 FAX: 803/777-8673 7www.iMc.bkttr.com I 1