A model assessing theeffectiveness of direct-to consumeradvertising:integration of concepts andmeasures from marketingand healthcare
Ajit
M. Menon, Aparna
D. Deshpande, George
M. Zinkhan
and
Matthew Perri
III
University
of
INTRODUCTION
The phenomenon of direct-to-consumer (DTC) advertising of prescription medications is now very familiar to most Americans (Palumbo & Mullins 2002). From a relatively slow and controversial beginning in the mid-1980s, this practice has grown exponentially and evolved into a pervasive feature of the pharmaceutical marketplace. Infact, annual expenditures on DTC...