Handlin, Amy; Mosca, Joseph B.; Forgione, Dana A.; … - In: Journal of Consumer Marketing 20 (2003) 3, pp. 227-237
Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late 1980s. Liberalization of the Food and Drug Administration regulations in the USA, combined with a substantial body of evidence that DTC advertising is a stimulus to consumer...
