We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

The adoption and use of digital forms of direct-to-consumer advertising (also known as “eDTCA”) is on the rise. At the …

? Empirical analysis of patient-level prescription claims reveals that direct-to-consumer advertising does impact the choice …. Consequently, advertising affects the treatment probability benefiting all competing brands. Second, advertising infleunces demand …

We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility …

of the US regulatory experience with online direct-to-consumer advertising (DTCA) of prescription medicines. This …

structural model that captures the mechanism of how detailing/advertising conveys information in the market under study …

information in such advertisements is, among other things, biased, misleading and causes unnecessary medication. Such advertising …, although under different constraints. This article explores the benefits and the detriments of advertising prescription drugs …