We study effects of direct-to-consumer advertising (DTCA) in the prescription drug market. There are two pharmaceutical …

We study effects of direct-to-consumer advertising (DTCA) in a market with two pharmaceutical firms providing …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are … loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are …

We present a Hotelling model of price and advertising competition between prescription drugs that differ in quality …. We show that advertising intensities are strategic substitutes, with the better quality drugs being the ones that are … loyalty is endogenously determined by promotional effort. The model's main results on advertising and pricing strategies are …

The welfare implications of direct-to-consumer advertising (DTCA) have garnered considerable attention and are … complicated since the consumer delegates some decision-making authority to the physician, who is exposed to advertising as well … roles of physician advertising on the choice of the drug …

) advertising. We use information on: the effect of DTC in generating patient visits; the effect of patient visits and mentions of a … drug in generating prescriptions; and the effect of advertising on the cost effectiveness for specific advertised drugs. In … all cases, we find that DTC advertising does not alter the cost effectiveness of the medications, all of which remain …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

We develop an empirical study of the information–persuasion trade-off in advertising using data on the information …

This paper empirically investigates the advertising competition in the French broadcast television industry within a …, and quantities of advertising of twenty-one TV channels from March 2008 to December 2013. We specify a structural model of … oligopoly competition and identify the shape and magnitude of the feedback loop between TV viewers and advertisers. We also …