Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled.

Why DTC Advertising Has Failed In the United States And How It Can Succeed

An exploratory study of consumer attitudes reveals the myths and the realities

Michelle CastilloandRenee HopkinsDecision Analyst Inc.

INTRODUCTION

Since the U.S. Food &...