An assessment of direct-to-consumer (DTC) pharmaceutical advertising spending

Material TypeArticleLanguageEnglish
TitleAn assessment of direct-to-consumer (DTC) pharmaceutical advertising spending Author(S)Yunjae Cheong (Author)
Abstract  This study applies data envelopment analysis to evaluate the financial efficiency of a sample of 63 top US pharmaceutical advertisers, based on their sales and media advertising expenditures in 11 key media outlets (i.e. network TV, cable TV, syndicated TV, spot TV, magazines, Sunday magazines, national newspapers, newspapers, network radio, national spot radio, and outdoor). ...Paginationp 91-112
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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