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Keywords: Direct-to-consumer advertising (DTCA)
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2022) 16 (1): 55–74.
Published: 11 October 2021
...Mesay Moges Menebo Purpose This study has four objectives. First is to investigate and compare the immediate and carryover effects of four pharmaceutical marketing tools (prescriber detailing, medical events, journal ads and direct-to-consumer advertising [DTCA]) on sales. Based on the effect...
Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2014) 8 (2): 178–192.
Published: 27 May 2014
...Abdel-Aziz Ahmad Sharabati; Hamzeh Salim Khraim; Rami Atta Khateeb Purpose – The purpose of the study is to investigate the influence of direct-to-consumer advertising (DTCA) on consumers’ decision-making (CDM). Design/methodology/approach – Practical data were used in the empirical...
