Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness

Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling.

Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness

Rick T. WilsonHofstra UniversityBrian D. TillSaint Louis University

INTRODUCTION

Pharmaceutical companies spend in the neighborhood of $2.6 billion...

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