An empirical investigation of the variations in direct-to-consumer prescription drug advertising

International Journal of Pharmaceutical and Healthcare Marketing

Volumn 5, Issue 4, 2011, Pages 248-261

  Sen, Kabir C ^a  

^a LAMAR UNIVERSITY   (United States)

Author keywords

Advertising effectiveness; Direct to consumer advertising; Drug exclusivity; Pharmaceuticals industry; Sales performance

Indexed keywords

EID: 84986146061     PISSN: 17506123     EISSN: None     Source Type: Journal    
DOI: 10.1108/17506121111190095     Document Type: Article

References (23)

1. Ananatharaman, R., Parthan, A. and Shepherd, M. (2005), “Examination of the relationship between direct-to-consumer advertising expenditure and price”, Drug Information Journal, Vol. 39 No. 1, pp. 13–24.
2. Balasubramanian, S.K. and Kumar, V. (1990), “Analyzing variations in advertising and promotional expenditures: key correlates in consumer, industrial and service markets”, Journal of Marketing, Vol. 54 No. 2, pp. 57–68.
3. Calfee, J.E. (2002), “Public policy issues in direct-to-consumer advertising of prescription drugs”, Journal of Public Policy and Marketing, Vol. 21 No. 2, pp. 174–93.
4. DeLorme, D.E., Huh, J. and Reid, L.R. (2006), “Perceived effects of direct-to-consumer (DTC) prescription drug advertising on self and others”, Journal of Advertising, Vol. 35 No. 3, pp. 47–65.
5. Farris, P.W. and Albion, M.S. (1981), “Determinants of the advertising-to-sales ratio”, Journal of Advertising Research, Vol. 21 No. 1, pp. 19–27.
6. Farris, P.W. and Buzzell, R.D. (1979), “Why advertising and promotion costs vary: some cross sectional analyses”, Journal of Marketing, Vol. 443 No. 4, pp. 112–22.
7. Iizuka, T. (2004), “What explains the use of direct-to-consumer advertising of prescription drugs?”, The Journal of Industrial Economics, Vol. 52 No. 3, pp. 349–79.
8. (The) Henry J. Kaiser Family Foundation (2003), “Impact of direct-to-consumer advertising on prescription drug spending”, available at: www.kff.org/rxdrugs/6084-index.cfm (accessed 15 June 2011).
9. Jones, J.P. (1990), “Ad spending: maintaining market share”, Harvard Business Review, Vol. 68 No. 1, pp. 38–42.
10. Kalyanaram, G. (2008), “The order of entry effect in prescription (Rx) and over-the-counter (OTC) pharmaceutical drugs”, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2 No. 1, pp. 35–46.
11. Kalyanaram, G. (2009), “The endogenous modeling of the effect of direct-to-consumer advertising in prescription drugs”, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 3 No. 2, pp. 137–48.
12. Lichtenberg, F.R. and Duflos, G. (2009), “The effect of patent expiration on US drug prices, marketing, and utilization by the public”, The Manhattan Institute, available at: www.manhattan-institute.org/html/mpr_11.htm (accessed 15 June 2011).
13. Milne, C-P. (2002), “Orphan products: pain relief for clinical development headaches”, Nature Biotechnology, Vol. 20, pp. 780–4.
14. Narayanan, S., Desiraju, R. and Chintagunta, P.K. (2004), “Return on investment implications for pharmaceutical promotional expenditures: the role of marketing-mix interactions”, Journal of Marketing, Vol. 68 No. 4, pp. 90–105.
15. National Institute for Health Care Management (2000), “Prescription drugs and mass media advertising”, available at: www.nihcm.org/pdf/DTCbrief.pdf (accessed 26 July 2011).
16. National Institute for Health Care Management (2001), “Prescription drugs and mass media advertising”, 2000, available at: www.nihcm.org/pdf/DTCbrief2001.pdf (accessed 26 July 2011).
17. Palumbo, F.B. and Mullins, C.D. (2002), “The development of direct-to consumer prescription drug advertising regulation”, Food and Drug Law Journal, Vol. 57 No. 3, pp. 423–43.
18. Rosenthal, M.B., Berndt, E.R., Donohue, J.M., Frank, R.G. and Epstein, A.E. (2002), “Promotion of prescription drugs to consumers”, The New England Journal of Medicine, Vol. 346 No. 7, pp. 498–505.
19. Rundfelt, R. (1973), Advertising Costs in Sweden: Structure and Determinants, Almqvist och Wiksell, Stockholm.
20. Shimp, T. (2007), Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 7th ed., Southwestern, Mason, OH.
21. (The) US Food and Drug Administration (2007a), Drugs@FDA, available at: www.accessdata.fda.gov/scripts/cder/drugsatfda/index.cfm (accessed 15 June 2011).
22. (The) US Food and Drug Administration (2007b), “Electronic orange book”, available at: www.accessdata.fda.gov/scripts/cder/ob/default.cfm (accessed 15 June 2011).
23. White, H. (1980), “A heteroskedasticity-consistent covariance matrix estimator and a direct test for heteroskedasticity”, Econometrica, Vol. 48 No. 4, pp. 817–38.