M e d i c i n e A v e 2 7 %s discussed in this book, few changes challenged 1 \. traditional medical advertising agencies more than the advent of DTC advertising of prescription drugs. Agencies had to learn about consumer attitudes and perceptions, become adept at utilization and selection of new media, and help our clients understand how best to use these new (for us) communications channels. What follows are examples of DTC advertising representative of all these new capabilities. 242
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