Direct-to-Consumer (DTC) Advertising
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Royne, M. B. 2010. Direct-to-Consumer (DTC) Advertising. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
Direct-to-consumer (DTC) advertising - the advertising of prescription drugs directly to the consumer - continues to remain controversial. This article briefly discusses the nature of this controversy, and whether or not such advertising is beneficial for the consumer.
- pharmaceutical marketing;
- prescription drugs;
- FDA regulations;
- controversial advertising