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ABSTRACT
In this article, the author has explored the factors that influence the effectiveness of direct-to-consumer (DTC) advertising of prescription drugs. The study was based on a telephone interview with a nationally representative sample of 3,000 adults regarding their responses to DTC advertising. The findings advanced the theoretical development of DTC advertising effectiveness models, suggested ideal research methods for future study, and offered drug marketers some practical advice.
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Vol 48 Issue 1
