Direct-to-Consumer Advertising and Its Effect on Prescription Requests

Advertising prescription drugs to consumers is becoming increasingly common and expensive - over $3 billion in 2003 - yet the mechanism by which advertising drives requests for prescription drugs remains largely unexplored.

Direct-to-Consumer Advertising and Its Effect on Prescription Requests

Angela HausmanXavier University

INTRODUCTION

Certainly, the role of advertising in positioning a product to ultimately result in product purchase (or purchase intentions) is well established...

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