In this paper we investigate how direct-to-consumer (DTC) advertising of pharmaceutical products in affected by … heavily regulated than cigarettes. Our empirical analysis uses data on advertising expenditures and data from an archive of … OTC status is associated with an increase in advertising expenditures and the number and pages of magazine advertisements …

advertising agency industry? This question is addressed by treating an advertising agency as a multiproduct firm. The firm … advertising messages which it creates on behalf of its clients. Evidence is presented indicating that the structure of demand and … costs in the advertising agency industry conforms to the conditions that MacDonald and Slivinski (1987) showed were required …