Direct-to-consumer advertising and online search

Volume: 46, Pages: 1 - 22
Published: Mar 1, 2019
Abstract
Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed information on the internet. The hope was that consumers would seek additional information online to understand the risks and benefits of taking the medication. This policy motivates us to analyze direct-to-consumer advertising (DTCA) and search engine click-through data on a...
Paper Details
Title
Direct-to-consumer advertising and online search
Published Date
Mar 1, 2019
Volume
46
Pages
1 - 22
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