This paper examines the effects of direct-to-consumer advertising (DTCA) of prescription drugs on doctor choice of drug … DTCA expenditure incurred in this class. In contrast, directed-to-physician advertising (i.e., detailing and medical … journal advertising) has positive, significant, and long-lasting effects on the prescription choice of allergy drugs. These …

) 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 …

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 …

This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

firms can improve brand perceptions through advertising investments, as in Sutton's endogenous sunk cost theory. In the data …, observed advertising levels escalate (i.e. larger brands) in larger markets while the number of advertised brands within an … industry remains stable. Correspondingly, observed concentration levels in advertising-intensive industries are bounded away …