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Direct-to-Consumer (DTC) Advertising

Part 4. Advertising and Integrated Communication

  1. Marla B. Royne

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04059

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Royne, M. B. 2010. Direct-to-Consumer (DTC) Advertising. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. University of Memphis, Memphis, TN, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • pharmaceutical marketing;
  • prescription drugs;
  • PhRMA;
  • FDA regulations;
  • controversial advertising