INTRODUCTION AND LITERATURE REVIEW

Today consumers who watch television programs and read popular magazines are bombarded by drug advertisements which promise to cure a plethora of illnesses, ranging from allergies to depression. Until recently, pharmaceutical companies have been prevented from advertising directly to consumers. However, in 1997, the Food and Drug Administration (FDA) began to loosen its advertising restrictions, and "direct-to-consumer" (DTC) marketing gained popularity among pharmaceutical companies (4). In 2001 alone, $2.5 billon was spent on DTC marketing (6). Considering the large amount of money spent on this form of marketing, the goal of this research project is to determine the opinions of future consumers, current college students, on DTC marketing.

While the Federal Trade Commission monitors the advertising for most consumer products, the FDA alone must ensure that the claims given by DTC advertisements are reinforced by science (1). However, given......

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Title: Opinions Of Pharmaceutical Direct-To Consumer Marketing On College Students
Approximate Word Count: 2055
Approximate Pages: 9 (250 words per double-spaced page)

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