The effect of direct-to-consumer advertising of prescription drugs on retail gross margins: Empirical evidence and public policy implications

被引:13
作者
Kopp, SW [1 ]
Sheffet, MJ [1 ]
机构
[1] UNIV NO IOWA,COLL BUSINESS ADM,DEPT MKT,CEDAR FALLS,IA 50614
关键词
D O I
10.1177/074391569701600207
中图分类号
F [经济];
学科分类号
02 ;
摘要
In the past decade, manufacturers of prescription drug products have begun advertising their products directly to consumers. Among the controversies surrounding this practice is its effect on prescription drug prices. The authors examine the effects of manufacturers' direct-to-consumer advertising on retail gross margins to determine that the effect of such advertising has been on retailers' margins. The authors test a hypothesis that is based on the ''dual-stage'' theory. which describes a relationship between manufacturers' advertising and the retail gross margins of advertised brands, and on the basis of the results, discuss public policy implications.
引用
收藏
页码:270 / 276
页数:7
相关论文
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