Morales, Carlos J.
This paper examines the historical aspects of direct to consumer advertising (DTCA) for prescription medications and proposes several techniques to assess the effects of DTCA on society. Three surveys were developed to evaluate the impact of DTCA, and one survey was administered on a pilot basis to high school and college students. Logistic regression methodologies were implemented for the analysis of data. The paper concludes with a set of general and specific recommendations for administration of future studies.
Worcester Polytechnic Institute
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