Then they are wasting an awful lot of money, and potentially this is a non-problem. If the ads don’t lead to increased sales, then they’re not really influencing anyone. Although if you’re comparing the totality of the industry, then it doesn’t account for competition for marketshare. Eli Lilly would much rather you use Cialis instead of Viagra. Dong-drugs are still being purchased either way and that affects the market’s overall rate of ROI for drugs, but one company is benefiting more than the other.
