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| Author: | Menon, A.M. (et al.) |
| Title: | A model assessing the effectiveness of direct-to-consumer advertising: integration of concepts and measures from marketing and healthcare |
| Journal: | International Journal of Advertising
2004 : VOL. 23:1, p. 91-118 |
| Index terms: | Advertising Direct selling Health and safety Marketing Medical care USA |
| Language: | eng |
| Abstract: | It has become a familiar practice to advertise prescription medications directly to consumers (DTC advertising) in USA. As with all advertising spending, key questions include: How effective is this advertising? What are the best ways to measure advertising effectiveness? Key effectiveness measures that are appropriate for the unique situation of DTC advertising are identifed and these measures are presented in a unified framework. |
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