Download This PaperDirect-to-Consumer Drug Advertisements and the Informed Patient: A Legal, Ethical, and Content Analysis
43 Pages Posted: 9 Feb 2013
Date Written: January 15, 2013
Abstract
The ultimate goal of most advertising is to increase product sales. However, much advertising does not exert an immediate impact on consumer purchase behavior, but rather elicits intermediate consumer responses, such as increased brand awareness, interest, and information seeking.
Keywords: Direct-to-consumer advertising, DTC, drugs, pharmaceutical, learned intermediary, ethics, marketing
Suggested Citation: Suggested Citation
Perry, Joshua E. and Cox, Anthony and Cox, Dena, Direct-to-Consumer Drug Advertisements and the Informed Patient: A Legal, Ethical, and Content Analysis (January 15, 2013). Available at SSRN: https://ssrn.com/abstract=2213993 or http://dx.doi.org/10.2139/ssrn.2213993
Joshua E. Perry (Contact Author)
Indiana University - Kelley School of Business - Department of Business Law ( email )
Bloomington, IN 47405
United States
Anthony Cox
Indiana University - Kelley School of Business - Department of Marketing ( email )
Kelley School of Business
Bloomington, IN 47405
United States
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