Media and message effects on DTC prescription drug print advertising awareness

Martin S. Roth

Despite various surveys of consumer attitudes toward direct-to-consumer (DTC) prescription drug advertising, little is known about the effectiveness of specific advertising campaigns.

media and message effects on DTC prescription drug print advertising awareness

Martin S. RothUniversity of South Carolina

To date, two things are well known about direct-to-consumer (DTC) advertising of prescription drugs – annual expenditures keep...

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