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 … OTC status is associated with an increase in advertising expenditures and the number and pages of magazine advertisements …

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 …

first causal evidence on whether e-cigarette advertising on television and in magazines (which comprise about 90% of total … advertising but no for magazine advertising. Our results indicate that a policy to ban TV advertising of e-cigarettes would have …

the advertising of menthol cigarettes. In this paper we contribute new empirical evidence on the effects of magazine … advertisements for menthol cigarettes on cigarette demand. Unlike previous research on cigarette advertising and demand, we use … individual-level data and a measure of advertising exposure based on each consumer's magazine-reading habits. These data allow us …

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 …

Do news media bias content in favor of advertisers? We examine the relationship between advertising by auto … readers from other newspapers mitigates bias, while competition for advertising by online platforms exacerbates it. Finally …

branding, the structure of product attributes, and several puzzling aspects of mutual fund advertising …