product categories. This paper investigates how advertising in the market of over-the-counter (OTC) drugs affects the decision … to identify the effect of advertising and find positive effects of umbrella branding on sales of prescription drugs …. Umbrella branding results in market expansion, particularly for generic firms which invest in OTC drug advertising. If the …

evidence that increased levels of promotion and advertising lead to increased reporting of adverse medical events for certain …

USA), in terms of taking a closer look at the effects ofsuch advertising efforts. In July of 2005, the US SenateMajority … leader asked pharmaceutical marketers to voluntarilystop their direct-to-consumer advertising during a drug's firsttwo years …