Public Responses to Direct-to-Consumer Advertising of Prescription Drugs

In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of prescription drugs.

Public Responses to Direct-to-Consumer Advertising of Prescription Drugs

Sheng YuanIndiana University-Bloomington

INTRODUCTION

In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of...

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