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Research papers

Why DTC advertising has failed in the United States and how it can succeed

Since restrictions on direct-to-consumer (DTC) advertising were loosened in 1997, spending on DTC advertising in the United States has quadrupled. Now the European Union may soon begin testing DTC advertising, but not much consumer research on DTC...

Catalogue: ESOMAR Global Healthcare 2002
Authors: Michelle Castillo, Renee Hopkins
Company: Decision Analyst, Inc.
February 17, 2002
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Citation

Castillo and Hopkins (2002a, February 17). Why DTC advertising has failed in the United States and how it can succeed . ANA - ESOMAR. Retrieved May 04, 2024, from


https://ana.esomar.org/documents/why-dtc-advertising-has-failed-in-the-united-states-and-how-it-can-succeed-