The extent of pharmaceutical advertising and promotion can be characterized by a balancing act between profitable … of competition (e.g. monopoly versus oligopoly). In this paper we model the firm's behavior under different competitive … scenarios and test the model's predictions using a novel combination of sales, promotion, advertising, and adverse event reports …

public health and welfare partly depend on whether, and to what extent, advertising: 1) raises "selective" or brand … and persuasive elements. Consumer advertising is more effective at enlarging the market, educating consumers, inducing … physician contact, expanding drug treatment, and promoting adherence among existing users. Physician advertising is primarily …

In this paper we investigate how direct-to-consumer (DTC) advertising of pharmaceutical products in affected by … heavily regulated than cigarettes. Our empirical analysis uses data on advertising expenditures and data from an archive of … advertisements of prescription pharmaceuticals, substantially reducing the costs of a print advertisement. Our results suggest that …

Pharmaceutical firms currently spend over $4 billion on direct-to-consumer advertising (DTCA) of prescription drugs, a … driven by the introduction of Medicare Part D in 2006. Using data on advertising for local media markets from Nielsen, we … beneficiaries compared to areas with a low concentration. We examine the effects of this sudden differential increase in advertising …

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 …

empirical study of the impact of pharmaceutical industry advertising on smoking cessation decisions. We link survey data on … consumers that the advertisers observe, we can control for the potential endogeneity of advertising due to firms' targeting … decisions. We find that when smokers are exposed to more advertising, they are more likely to attempt to quit and are more …

We examine the effect of direct-to-consumer advertising (DTCA) of drug treatment on an important health habit, physical …

We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …

nonmonotonic investment. The pharmaceutical data contain advertising, product proliferation, and pricing information for a sample … motivation are that incumbents in markets of intermediate size have lower levels of advertising and are more likely to reduce … advertising immediately prior to patent expiration …

rapid rise in direct-to-consumer advertising (DTCA), made feasible by the Food and Drug Administration's (FDA) clarification … and relaxation of the rules governing broadcast advertising in 1997 and 1999. This study investigates the separate effects …