A model assessing the effectiveness of direct-to-consumer advertising: integration of concepts and measures from marketing and healthcare

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...