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September 01, 2008 (Vol. 28, No. 15)

Marketing Analysis: What Is the Future of DTC Drug Advertising?

Content Analysis of Direct-to-Consumer Television Ads Yields Interesting Results

  • Pharmaceuticals have become one of the largest and fastest-growing advertising categories in the U.S., accounting for around $2.8 billion in 2000 and over $4.2 billion in 2005. In February, Pfizer voluntarily withdrew the direct-to-consumer (DTC) drug advertising featuring Robert Jarvik, best known for his work on the artificial heart, ...

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