‐to‐consumer (DTC) advertising on consumers and physicians. Design/methodology/approach – Controversy around the benefits and concerns … data. This will help consumers avoid overuse of drugs. Originality/value – This paper recognizes DTC advertising as a … associated with DTC advertising are summarized. The sources are sorted based on their position toward DTC promotions: defending …

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would … the reasons for this disparity and proposes that the integration of general advertising models into the services … advertising literature may provide a useful underpinning for future research. To illustrate this point, the FCB grid is examined …