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 …

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 … of broadcast and non-broadcast DTCA on price and demand, utilizing an extended time series of monthly records for all …

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 …

incorporate Ricardo's insight about demand-driven productivity in settings of variable scarce resources, and estimate the industry …'s responsiveness to changes in demand over this timeframe using therapeutic class-specific data. In contrast to many analyses, our … empirical estimates indicate that the industry has "met demand" with remarkable consistency since the late-1980s. The growth in …

public health and welfare partly depend on whether, and to what extent, advertising: 1) raises "selective" or brand …-specific demand versus "primary" or industry-wide demand; 2) impacts drug costs; and 3) impacts competition. Empirical evidence from … and persuasive elements. Consumer advertising is more effective at enlarging the market, educating consumers, inducing …

The extent of pharmaceutical advertising and promotion can be characterized by a balancing act between profitable … demand expansions and potentially unfavorable subsequent regulatory actions. However, this balance also depends on the nature … scenarios and test the model's predictions using a novel combination of sales, promotion, advertising, and adverse event reports …

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 examine the role of consumption externalities in the demand for pharmaceuticals at both the brand level and over a … data for H2-antagonist antiulcer drugs to estimate a dynamic demand model and quantify these effects. The model has three …

We examine the role of network effects in the demand for pharmaceuticals at both the brand level and for a therapeutic …