public health and welfare partly depend on whether, and to what extent, advertising: 1) raises "selective" or brand … and persuasive elements. Consumer advertising is more effective at enlarging the market, educating consumers, inducing … physician contact, expanding drug treatment, and promoting adherence among existing users. Physician advertising is primarily …

Direct-to-consumer advertising of prescription drugs (DTCA) is heavily regulated. Nelson (1974) provides an informal … argument that improved regulation of advertising increases its credibility and therefore the incentives to advertise. He … concludes that tighter regulation will stimulate advertising of true claims and that "moderately enforced" regulation will …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …