A model assessing the effectiveness of direct-to-consumer advertising: integration of concepts and measures from marketing and healthcare
Matthew Perri III, Aparna D Deshpande, Anil Menon and George M Zinkhan
The advertising of prescription medications directly to consumers (DTC advertising) has become a familiar practice in the USA.
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
Georgia
INTRODUCTION
The
phenomenon...
