Direct-to-Consumer Drug Advertisements and the Informed Patient: A Legal, Ethical, and Content Analysis

43 Pages Posted: 9 Feb 2013

See all articles by Joshua E. Perry

Joshua E. Perry

Indiana University - Kelley School of Business - Department of Business Law

Anthony Cox

Indiana University - Kelley School of Business - Department of Marketing

Dena Cox

Indiana University - Kelley School of Business - Department of Marketing

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

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

Dena Cox

Indiana University - Kelley School of Business - Department of Marketing ( email )

Kelley School of Business
Bloomington, IN 47405
United States

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