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 …

We examine manufacturers' decisions of whether and how to offer their products for sale over the internet …. Manufacturers that rely on promotion of their products by brick and mortar retailers must consider the possibility that internet … their products over the internet and to control the pricing of their products over the internet. We examine three categories …

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 …

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 …

literature has been prominent in legislative debates about taxation as a tool to discourage smoking, and has contributed theory … other tobacco control policies, such as advertising restrictions, prominent in tobacco control debates. Research addressing …