Medicines, in their various forms, are an important part of daily life and health for many consumers across diverse cultures. However, beliefs and trust inherent in treatment are - at best - poorly understood. Major dislocation of trust occurs when the media report medical scandals, or when...

This paper reviews the literature relating to the impact of advertising in mature markets, together with a range of data illustrating the impact of inflation, advertising rate increases and audience fragmentation on the purchasing power of advertisers. We show that substantial reported...