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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 April 27, 2024, from


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


Research papers

Is there such a thing as 'early adopters fatigue'?

Consumers must continue to adopt new technologies in order for the promise of 'convergence' to be realized and to continue driving the engines of the world's major economies. This presentation uses the 'Diffusion of Innovations' model to explore the...

Catalogue: ESOMAR Net Effects 5 2002
Authors: Leyla Namiranian, Renee Hopkins
Company: Decision Analyst, Inc.
February 3, 2002
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Citation

Namiranian and Hopkins (2002a, February 03). Is there such a thing as 'early adopters fatigue'?. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/is-there-such-a-thing-as-early-adopters-fatigue-