Direct-to-Consumer Prescription Drug Advertising and the Public

Science.gov (United States)

Bell, Robert A; Kravitz, Richard L; Wilkes, Michael S

1999-01-01

OBJECTIVE Drug manufacturers are intensely promoting their products directly to consumers, but the impact has not been widely studied. Consumers' awareness and understanding of, attitudes toward, and susceptibility to direct-to-consumer (DTC) drug advertising were examined. DESIGN Random-digit dialing telephone survey with a random household member selection procedure (completion and response rates, 58% and 69%, respectively). SETTING Respondents were interviewed while they were at their residences. PARTICIPANTS Complete data were obtained from 329 adults in Sacramento County, California. MEASUREMENTS AND MAIN RESULTS Outcome measures included awareness of advertisements for 10 selected drugs, misconceptions about DTC advertising, attitudes toward DTC ads, and behavioral responses to such promotions. The influence of demographic characteristics, health status, attitudes, beliefs, and media exposure on awareness and behaviors was examined. On average, respondents were aware of advertisements for 3.7 of the 10 drugs; awareness varied from 8% for Buspar (buspirone) to 72% for Claritin (loratadine). Awareness was associated with prescription drug use, media exposure, positive attitudes toward DTC advertising, poorer health, and insurance status. Substantial misconceptions were revealed; e.g., 43% thought that only “completely safe” drugs could be advertised. Direct-to-consumer advertisements had led one third of respondents to ask their physicians for drug information and one fifth to request a prescription. CONCLUSIONS Direct-to-consumer advertisements are reaching the public, but selectively so, and affecting their behaviors. Implications for public policy are examined. PMID:10571712

Direct-to-consumer advertising: its effects on stakeholders.

Science.gov (United States)

Montoya, Isaac D; Lee-Dukes, Gwen; Shah, Dhvani

2008-01-01

The escalating growth in the development of pharmaceutical drugs has caused the pharmaceutical industry to market drugs directly to consumers. Direct-to-consumer (DTC) advertising has increased immensely in the past 15 years and continues to grow each year. The advantages of DTC advertising include an increase in consumer knowledge, patient autonomy, and possibly providing physicians and pharmacists with up-to-date information about the recent trends in the marketplace. However, there is also an equally notable list of disadvantages, which include concerns about the quality of information provided, loss in physician productivity due to time spent convincing patients that what they want is not in their best interest, and increases in the reimbursement expenditure of the insurers. Because of these conflicting outcomes, the issue of DTC advertising has become controversial. This report offers an overview of DTC advertising and focuses on its effects on physicians, pharmacists, consumers, insurers, the government, and pharmaceutical manufacturers.

Direct-to-consumer prescription drug advertising: history, regulation, and issues.

Science.gov (United States)

Huh, Jisu; DeLorme, Denise E; Reid, Leonard N; An, Soontae

2010-03-01

Direct-to-consumer advertising has changed the way prescription drugs are marketed in the United States. This article traces the history of direct-to-consumer advertising of prescription and over-the-counter medications and describes how drug advertising is regulated and by whom. It also discusses the controversies that surround direct-to-consumer marketing of prescription drugs.

Direct-to-consumer advertising of predictive genetic tests: a health belief model based examination of consumer response.

Science.gov (United States)

Rollins, Brent L; Ramakrishnan, Shravanan; Perri, Matthew

2014-01-01

Direct-to-consumer (DTC) advertising of predictive genetic tests (PGTs) has added a new dimension to health advertising. This study used an online survey based on the health belief model framework to examine and more fully understand consumers' responses and behavioral intentions in response to a PGT DTC advertisement. Overall, consumers reported moderate intentions to talk with their doctor and seek more information about PGTs after advertisement exposure, though consumers did not seem ready to take the advertised test or engage in active information search. Those who perceived greater threat from the disease, however, had significantly greater behavioral intentions and information search behavior.

Models of physician-patient relationships in pharmaceutical direct-to-consumer advertising and consumer interviews.

Science.gov (United States)

Arney, Jennifer; Lewin, Benjamin

2013-07-01

The rise of direct-to-consumer advertising (DTCA) has mirrored, if not facilitated, the shift toward more active health care consumers. We used content analysis to identify models of physician-patient interaction in DTCA from the 1997 to 2006 issues of a broad sample of women's, men's, and common readership magazines. We also conducted 36 in-depth interviews to examine the ways consumers receive and regard advertising messages, and to explore their preferences for clinical communication and decision making. We identified four models of physician-patient relationships that vary in their locus of control (physician, patient, or shared) and the form of support sought or obtained in the relationship (emotional or instrumental). Whereas consumer interviews reflected references to all four models of interaction, only two appeared in DTCA. The limited range of interactions seen in these advertisements creates a lack of congruity between interaction styles found in advertisements vs. styles reported by actual consumers.

Storytelling, the Threshold of Illegal Advertising on Consumer Rights Under

OpenAIRE

Oliveira, Josinaldo Leal de; Cezar, Thyago

2016-01-01

Understanding the advertising control system on consumer rights should be a concern of the operator's right, there is a view of the power of the front advertising phenomenon to a vulnerable subject: the consumer. Every day more companies have used marketing and advertising techniques to present their products to the consumer market, and currently a technique that has been widely used is the storytelling, however, this technique must meet certain parameters otherwise lead the consumer into err...

A decade of direct-to-consumer advertising of prescription drugs.

Science.gov (United States)

Donohue, Julie M; Cevasco, Marisa; Rosenthal, Meredith B

2007-08-16

Evidence suggests that direct-to-consumer advertising of prescription drugs increases pharmaceutical sales and both helps to avert underuse of medicines and leads to potential overuse. Concern about such advertising has increased recently owing to the withdrawal from the market of heavily advertised drugs found to carry serious risks. Moreover, the Food and Drug Administration (FDA) has been criticized for its weak enforcement of laws regulating such advertising. We examined industry-wide trends in spending by pharmaceutical companies on direct-to-consumer advertising and promotion to physicians during the past decade. We characterized the drugs for which such advertising is used and assessed the timing of advertising after a drug is introduced. Finally, we examined trends in the FDA's regulation of drug advertising. Total spending on pharmaceutical promotion grew from $11.4 billion in 1996 to $29.9 billion in 2005. Although during that time spending on direct-to-consumer advertising increased by 330%, it made up only 14% of total promotional expenditures in 2005. Direct-to-consumer campaigns generally begin within a year after the approval of a product by the FDA. In the context of regulatory changes requiring legal review before issuing letters, the number of letters sent by the FDA to pharmaceutical manufacturers regarding violations of drug-advertising regulations fell from 142 in 1997 to only 21 in 2006. Spending on direct-to-consumer advertising has continued to increase in recent years in spite of the criticisms leveled against it. Our findings suggest that calls for a moratorium on such advertising for new drugs would represent a dramatic departure from current practices. Copyright 2007 Massachusetts Medical Society.

Health care knowledge and consumer learning: the case of direct-to-consumer drug advertising.

Science.gov (United States)

Delbaere, Marjorie; Smith, Malcolm C

2006-01-01

This research develops a framework for understanding how consumers process health-related information and interact with their caregivers. The context is direct-to-consumer (DTC) advertising by pharmaceutical companies in North America. This theoretical research presents a research framework and focuses on the presentation of information in advertisements, consumer-learning processes, consumer utilization of health care knowledge, and bias in perceived risk. The paper proposes that consumers who lack expertise with prescription drugs learn from DTC ads differently than those with expertise. Further, it is proposed that consumers also process the information in DTC ads differently depending on the perceived effectiveness of the drug being advertised, and ultimately utilize the knowledge taken from the ads in many different ways, some of which may appear irrational to health care providers. By understanding how consumers interpret and learn from DTC ads, health care organizations and providers may be able to improve health care delivery and consumer outcomes.

Effects of consumer motives on search behavior using internet advertising.

Science.gov (United States)

Yang, Kenneth C C

2004-08-01

Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent advertising research has extended the theory to study the use of Internet advertising. The current study explores the effects of consumer motives on their search behavior using Internet advertising. The study employed a 2 by 2 between-subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product involvement-advertising appeal conditions. Results indicated that main effects for product involvements and advertising appeals were statistically significant. Univariate ANOVA also showed that advertising appeals and product involvement levels influenced the total amount of search. Three-way interactions among advertising appeals, product involvement levels, and information motive were also statistically significant. Implications and future research directions are discussed.

Does self-regulation of advertisement length improve consumer welfare?

OpenAIRE

Matsubae, Taisuke; Matsushima, Noriaki

2012-01-01

In Japan, TV platforms regulate themselves as to the length of the advertisements they air. Using modified Hotelling models, we investigate whether such self-regulation improves consumer and social welfare or not. When all consumers choose a single TV program (the utility functions of consumers satisfy the standard 'full-coverage' condition), self-regulation always reduces consumer welfare. It improves social welfare only if the advertisement revenue of each platform is not small and the cost...

Antecedents to Consumers' Acceptance of Mobile Advertisements

DEFF Research Database (Denmark)

Rajala, Risto; Westerlund, Mika

2010-01-01

The paper presents a hierarchical construct PLS structural equation model to analyze mobile advertisement acceptance. Hypotheses are established and tested about the hierarchical structure and the effects of the factors that precede consumers' behavioral intention to accept mobile advertisement....... The results suggest that valuable content and trust in advertisers are key predictors of mobile device users' acceptance of mobile advertising. In addition, subjective value of the ads and subjective norms mediate these antecedent-acceptance relationships. The results are invaluable to both scholars...

Hongmei Li, Advertising and Consumer Culture in China,

OpenAIRE

Bai, Ruoyun

2017-01-01

Advertising and Consumer Culture in China is an excellent survey of Chinese advertising as embedded in the context of marketisation, globalisation and authoritarianism in the market reform era. Approaching Chinese advertising “as an industry, a profession, and a discourse,” Hongmei Li examines the formation and transformation of China’s advertising industry from the late 1970s to the present, structural constraints upon the creative practices of its advertising professionals, and dominant dis...

Media and message strategies: consumer input for hospital advertising.

Science.gov (United States)

Flexner, W A; Berkowitz, E N

1981-01-01

In summary, the results of the study suggest that a potentially large segment of consumers views advertising as an appropriate way to communicate about hospital services and rates. These consumers are unique not by traditional measures of audience/patient sociodemographic characteristics, but rather by their values and outlook toward hospitals and health care providers. Effective hospital advertising should recognize this segment's perspective in the message that are part of overall advertising strategy.

Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements

NARCIS (Netherlands)

Shehu, Edlira; Bijmolt, Tammo H. A.; Clement, Michel

Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their

Advertising to the End Consumers by Pharmaceutical Companies: Blessing or Curse?

Directory of Open Access Journals (Sweden)

Scott Goldberg

2013-10-01

Full Text Available The last several years have seen an increase inthe number of direct to consumer advertisements by pharmaceutical companies.Direct to Consumer advertisements (DTC means targeting the end consumerthrough advertisements on television, radio, in newspapers, magazines, and theInternet. The qualitative study presents data and supports  the need for a future quantitative study toask physicians and consumers their opinions on whether pharmaceutical companiesshould be allowed to advertise directly to the end consumer. This article reviewsthe literature on this controversial topic, supporting the need to explore thereserach questions in greater detail. A review of the literature suggests thereis financial motivation on the part of the pharmaceutical companies to increasetheir sales by advertsing directly to the end consumer as opposed to performingan educational service to the consumer.

Benefits and harms of direct to consumer advertising: a systematic review.

Science.gov (United States)

Gilbody, S; Wilson, P; Watt, I

2005-08-01

Direct to consumer advertising is increasingly used by the pharmaceutical industry, but its benefits and harms have yet to be summarised in a comprehensive and rigorous manner. A systematic review was conducted of robust evaluations of the impact (positive and negative) of direct to consumer advertising. A broad range of databases and data sources (including Cinahl, Embase, HMIC, HSRProj, Medline, PsycInfo, and the internet) were searched from inception to 2004. From 2853 citations only four reports were found that met the strict inclusion criteria and provided usable results. Direct to consumer advertising is associated with increased prescription of advertised products and there is substantial impact on patients' request for specific drugs and physicians' confidence in prescribing. No additional benefits in terms of health outcomes were demonstrated. Direct to consumer advertising is banned in most countries, and the research evidence tends to support the negative impact that is feared by those who support a legislative ban. Further research is needed into the clinical and economic impact of direct to consumer advertising in healthcare systems.

Physicians' and consumers' conflicting attitudes toward health care advertising.

Science.gov (United States)

Krohn, F B; Flynn, C

2001-01-01

The purpose of this paper is to explore the conflicting attitudes held by physicians and health care consumers toward health care advertising in an attempt to resolve the question. The paper introduces the differing positions held by the two groups. The rationale behind physicians' attitudes is then presented that advertising can be unethical, misleading, deceptive, and lead to unnecessary price increases. They believe that word-of-mouth does and should play the major role in attracting new patients. The opposite view of consumers is then presented which contends that health care advertising leads to higher consumer awareness of services, better services, promotes competitive pricing, and lowers rather than raises health care costs. The final section of the paper compares the arguments presented and concludes that health care advertising clearly has a place in the health care industry.

Children as consumers: advertising and marketing.

Science.gov (United States)

Calvert, Sandra L

2008-01-01

Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to narrow cast to children, thereby creating a growing media space just for children and children's products. Calvert explains that paid advertising to children primarily involves television spots that feature toys and food products, most of which are high in fat and sugar and low in nutritional value. Newer marketing approaches have led to online advertising and to so-called stealth marketing techniques, such as embedding products in the program content in films, online, and in video games. All these marketing strategies, says Calvert, make children younger than eight especially vulnerable because they lack the cognitive skills to understand the persuasive intent of television and online advertisements. The new stealth techniques can also undermine the consumer defenses even of older children and adolescents. Calvert explains that government regulations implemented by the Federal Communications Commission and the Federal Trade Commission provide some protection for children from advertising and marketing practices. Regulators exert more control over content on scarce television airwaves that belong to the public than over content on the more open online spaces. Overall, Calvert concludes, children live and grow up in a highly sophisticated marketing environment that influences their preferences and behaviors.

Children as Consumers: Advertising and Marketing

Science.gov (United States)

Calvert, Sandra L.

2008-01-01

Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the…

Firearm advertising: product depiction in consumer gun magazines.

Science.gov (United States)

Saylor, Elizabeth A; Vittes, Katherine A; Sorenson, Susan B

2004-10-01

In contrast to tobacco, alcohol, and other consumer products associated with health risks, we know very little about how firearm manufacturers advertise their products. The authors examined advertisements for firearms in all 27 ad-accepting magazines listed in Bacon's Magazine Directory "guns and shooting" category. Sixty-three manufacturers spent an estimated $1,195,680 on firearm advertising during the month studied. Annual advertising costs ranged widely; manufacturers spent an estimated $28.16 in advertising per firearm produced. Firearms generally were presented as a part of a lifestyle. Self-protection was noted infrequently in the advertisements. By contrast, attributes of the gun, typically technological characteristics, were noted in almost every advertisement.

Impact of Advertising: Implications for Consumer Education.

Science.gov (United States)

Cook, Zena; And Others

This report reviews and analyzes the effects advertising has on consumer choice, national values, and life styles. It is intended to aid consumer educators and others in related fields. The report's focus is on two central issues: consumer sovereignty and patterns of personal, industrial, and national resource allocation. The first of four…

Advertising for Attention in a Consumer Search Model

OpenAIRE

Marco A. Haan; Jose Luis Moraga-Gonzalez

2009-01-01

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. This may result in lower firm profits when search costs increase. We extend the basic model by allowing for firm heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lowe...

Ethical aspects of advertising in the struggle for consumer confidence

Directory of Open Access Journals (Sweden)

Galavtina Anna

2016-05-01

Full Text Available This article discusses the issues associated with ethical aspects of advertising activities of the enterprise and consumer perception. The significance of this study is primarily due to the fact that in today's world, the realization of any products (goods is impossible without advertising support. The consumer has the right to receive the necessary, affordable, reliable and timely information about the product, which allows its conscious and informed choice. The purpose of this article is to reveal the problematic issues of ethics and truthfulness in advertising and to show their influence on consumer choice. The results of the study show that consumers tend to choose the product, which they are more informed about, even being aware of the shortcomings of this product. Companies, open to consumers, increasingly come into market leaders.

Media advertising effects on consumer perception of orthodontic treatment quality.

Science.gov (United States)

Edwards, Daenya T; Shroff, Bhavna; Lindauer, Steven J; Fowler, Chad E; Tufekci, Eser

2008-09-01

To determine the effect of media advertising on consumer perception of orthodontic treatment quality. A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by eight orthodontic offices in and around the Richmond, Virginia area. The survey return rate was 97%. Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50% to 57%). A caring attitude and good practitioner reputation were the top reasons influencing actual selection of an orthodontist (53% and 49%, respectively). Of respondents, 14% to 24% felt that advertising orthodontists would offer a lower quality of care than nonadvertising orthodontists. Newspaper, magazine, and direct mail advertisements were viewed more favorably than radio, television, and billboard advertisements. Chi-square analyses revealed few statistically significant differences in perception between different income and education groups. The majority of patients do not perceive advertising to reflect poorly on the quality of orthodontic care. However, patients with different income and education levels perceive media advertising differently.

Direct-to-consumer advertising of prescription medicines: a counter argument.

Science.gov (United States)

Mintzes, Barbara; Mangin, Dee

2009-12-01

Direct-to-consumer advertising of prescription-only medicines is currently only permitted in the USA and New Zealand. Barbara Mintzes and Dee Mangin provide their case against direct-to-consumer advertising of prescription medicines, arguing that its wider introduction would lead to a 'Pharma-knows-best' culture.

Direct-to-Consumer Advertising and the Demand for Cholesterol-Reducing Drugs

OpenAIRE

Winston, Clifford; Calfee, John E.; Stempski, Randolph

2003-01-01

In August 1997, the Food and Drug Administration (FDA) reinterpreted its advertising regulations to ease limits on the use of broadcast media when advertising prescription drugs directly to consumers. We estimate the effect of direct-to-consumer advertising on demand, using 1995-2000 data from the market for the statin class of cholesterol-reducing drugs. We find no statistically significant effect from any form of advertising and promotion on new statin prescriptions or renewals and no evide...

The Role of Gender on Consumer Attitudes toward Multiple Celebrity Advertisements

Directory of Open Access Journals (Sweden)

Işık Özge YUMURTACI

2013-12-01

Full Text Available Although its has been widely used in advertising, the impact of multiple celebrity endorsement on consumers has not been known. Therefore, the aim of this study is to examine whether consumers’ attitudes towards advertisement and brand, and their purchase intention differ regarding to the gender of consumers in multiple celebrity endorsement. Hence, survey study was conducted with 256 individuals. The findings of this study indicates that when two celebrities are used in an advertisement, based on the consumers’ attitudes towards the celebrities, the attitudes towards advertisement and brand, and purchase intentions may show discrepancies according to the gender of consumers. This study may shed light on how to use multiple celebrities in companies’ marketing strategies in a more accurate and effective way while considering consumer gender differences

Australian consumer responses to DTCA and other pharmaceutical company sponsored advertisements.

Science.gov (United States)

Hall, Danika V; Jones, Sandra C

2008-10-01

This study aimed to elicit and compare the responses of Australian consumers towards New Zealand (NZ) direct-to-consumer-advertisements (DTCA) for prescription medicines and matched pharmaceutical company-sponsored advertisements from Australia. A survey questionnaire was mailed to a random sample of residents in a metropolitan area in NSW. Potential participants were randomised to receive one of four different advertisements: two for weight loss and two for Alzheimer's disease. A total of 413 responses were received and analysed. Participants reported that they were not likely to ask for a prescription from their doctor as a result of seeing any of the advertisements in the study. The Australian disease awareness advertisement that did not refer to a medicinal treatment was perceived as more valuable than the NZ DTCA or other Australian advertisement. Overall, participants found it easier to make sense of the more informational advertisements, and felt that there was insufficient information regarding the disease/condition and treatments in the more emotive and transformational advertisements. While there is concern over potential negative effects of pharmaceutical-sponsored disease awareness advertisements, this study found that Australian consumers perceived an informational advertisement with a list of disease symptoms to be valuable. These findings contribute to debate in New Zealand and Australia regarding DTCA and disease awareness advertising, and have the potential to inform guidelines relevant to the advertising of prescription medicine in each country.

Direct-to-consumer antidepressant advertising and consumers' optimistic bias about the future risk of depression: the moderating role of advertising skepticism.

Science.gov (United States)

Park, Jin Seong; Ju, Ilwoo; Kim, Kenneth Eunhan

2014-01-01

Although exposure to direct-to-consumer prescription drug advertising (DTCA) is reported to influence the public's beliefs about diseases, no research has investigated how DTCA may affect the extent of consumers' optimistic bias about the future risk of diseases. Based on a survey with members of an online consumer panel (n = 699), the current study revealed that: (a) Consumers exhibited a tendency to believe they were at less risk of developing clinical depression in the future than their peers, demonstrating an optimistic bias. (b) Exposure to antidepressant DTCA acted to reduce the extent of such bias, especially when consumers were less skeptical of prescription drug advertising. When consumers were highly skeptical, DTCA exposure did not significantly relate to the extent of optimistic bias. (c) Once formed, the extent of optimistic bias negatively related to consumers' intention to seek information about depression. Implications of the research for the theory and practice of DTCA were discussed.

Competing for Customers' Attention: Advertising When Consumers Have Imperfect Memory

OpenAIRE

Oksana Loginova

2005-01-01

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two firms and infinitely many identical consumers. The firms produce a homogeneous product and distribute their brands through a common retailer. Consumers randomly arrive and are willing to buy one unit of the product. They are unaware of the existence of a par...

Advertising for attention in a consumer search model

NARCIS (Netherlands)

Haan, M.A.; Moraga González, J.L.

We model the idea that when consumers search for products, they first visit the firm whose advertising is most salient. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search costs rise. As a result, higher search costs may decrease

Firearm Advertising: Product Depiction in Consumer Gun Magazines

Science.gov (United States)

Saylor, Elizabeth A.; Vittes, Katherine A.; Sorenson, Susan B.

2004-01-01

In contrast to tobacco, alcohol, and other consumer products associated with health risks, we know very little about how firearm manufacturers advertise their products. The authors examined advertisements for firearms in all 27 ad-accepting magazines listed in "Bacon's Magazine Directory" "guns and shooting" category. Sixty-three manufacturers…

An empirical analysis of consumers' attitudes toward physicians' advertising.

Science.gov (United States)

Moser, H

2008-01-01

Advertising by physicians is a relatively recent phenomenon. Historically, most professions prohibited licensed members from engaging in speech activities that proposed a commercial transaction-advertising. However the history of a physician's legal right to advertise is not the main focus of this article. A brief review of the past, present, and possible future of such rights might assist readers in understanding the revolutionary constitutional and commercial speech changes that have occurred over the past three decades. A physician's legal right to advertise has developed as part of the evolutionary interpretation of the First Amendment of the U.S. Constitution. The purposes of this study were to determine (a) consumers' attitudes toward advertising by physicians and (b) whether city of residence, occupation, age, sex, race, marital status, number of children in household, total family household income, and education of the consumer accounted for any significant difference in attitude toward physicians who advertise. The intent was to discover information that would be useful to physicians in planning marketing strategies and improving the quality of their advertising. The study seems to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the future of health care services.

Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Question How Often Consumers Purchase Sporting Goods

Directory of Open Access Journals (Sweden)

Gorica Zoric

2018-01-01

Full Text Available Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Montenegrin consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 342 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test.Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.000.

Semiotic analysis of Indian television advertisements and its impact on consumers: an exploratory study

Directory of Open Access Journals (Sweden)

Pooja SHARMA

2015-07-01

Full Text Available Everyday consumers are exposed to a huge and wide variety of advertisements. These advertisements fall into different categories of communication media such as television, print media e.g., magazines and newspapers, cinema or billboards, radio etc. Advertising now reaches far more people than it used to with traditional media since it has major presence in new digital media which has also transformed immensely in recent time. These advertisements deliver and also utilise a wide range of meaning, symbols and messages also called semiotics in their advertisements. Importantly, large part of any individual is surrounded by lot of signs and symbols, however, the way they comprehend these sign, symbols and meaning differ from one to other individual. Since, India is a vast country with vivid and varied culture and demographics, it becomes a challenge for advertisers to target and attract right consumers through their advertisements. In such a situation it is essential for advertisers to understand the choice consumers have for advertisements and the differential impact it has on the consumers. Our study shows the differential impact advertisements have through their themes, colours, to be more specific, impact that semiotics have on consumers and how it can be made more effective and targeted by understanding the language and impact of semiotics on consumers in India.

The Role of Social Media Advertising in Consumer Buying Behavior

Directory of Open Access Journals (Sweden)

Adnan Veysel Ertemel

2017-06-01

Full Text Available P Consumer buying behavior is known also as consumer decision making is the process by which individuals search for, select, purchase, use, and dispose of goods and services to satisfy require needs. This study has been designed to answer main question about the role of social media advertising on consumer buying behavior in very active field which is fashion retail industry, then determine the differences if existed in this relation regarding to the name of the brands and consumer demographics factors. By electronic questionnaires conducted for consumers live in Istanbul-Turkey, findings showed weak relation between social media advertising and consumer need recognition, no relation at all with search for information, strong relation with evaluate the alternatives, and moderate relation for both buying decision and post-purchase behavior, as those steps represent the five steps need recognition model in consumer buying behavior. Moreover, findings showed no changes in this relation regarding to consumer’s age, and education level. However, there were changes between Females and males in the relation with consumer need recognition, and search for information. In addition, another changes regarding to income between social media advertising and evaluate the alternatives especially for consumers earn more than 5.000TL among other income groups.

Do media consumers really dislike advertising? An empirical assessment of the role of advertising in print media markets

OpenAIRE

Kaiser, U; Song, M

2009-01-01

This paper uses data on German consumer magazines observed between 1992 and 2004 to analyze the extent to which consumers (dis-)like advertising. We estimate logit demand models separately for the six most important magazine segments in terms of circulation. We find little evidence for readers disliking advertising. On the contrary, we show that readers in many magazine segments appreciate advertising. Readers of Women's magazines, Business and politics magazines as well as Car magazines ...

Advertising Pricing Models in Media Markets: Lump-Sum versus Per-Consumer Charges

OpenAIRE

Helmut Dietl; Markus Lang; Panlang Lin

2012-01-01

This paper develops a model of asymmetric competition between a pay and a free media platform. The pay media platform generates revenues from media consumers through subscription fees, while the free media platform generates revenues from charging advertisers either on a lump-sum basis (regime A) or on a per-consumer basis (regime B). We show that the free platform produces a higher advertising level and attracts more consumers in regime A than B although advertisers must pay more for ads and...

Colour temperature in advertising and its impact on consumer purchase intentions

OpenAIRE

Pilelienė, Lina; Grigaliūnaitė, Viktorija

2017-01-01

Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising ef...

Awareness of and attitudes toward direct-to-consumer prescription drug advertising among young adults.

Science.gov (United States)

Alperstein, Neil M

2014-01-01

This study examines awareness and knowledge of and attitudes toward direct-to-consumer (DTC) prescription drug advertising among young adults between 18 and 24 years of age. The study finds that young adults are not as aware of prescription drug advertising as older consumers, however, they are aware of specific heavily advertised drugs, especially those for allergy medications, birth control, and sleep aids. Young adults hold mixed to negative views about advertising in general, and they do not view DTC prescription drug advertising as a beneficial source of information, nor do they believe such advertising serves to educate consumers.

Age differences in how consumers behave following exposure to DTC advertising.

Science.gov (United States)

DeLorme, Denise E; Huh, Jisu; Reid, Leonard N

2006-01-01

This study was conducted to provide additional evidence on how consumers behave following direct-to-consumer (DTC) advertising exposure and to determine if there are differences in ad-prompted acts (drug inquiry and drug requests) between different age groups (i.e., older, mature, and younger adults). The results suggest that younger, mature, and older consumers are all moved to act by DTC drug ads, but that each age group behaves in different ways. Somewhat surprisingly, age was not predictive of ad-prompted behavior. DTC advertising was no more effective at moving older consumers to behave than their younger counterparts. These results suggest that age does not matter that much when it comes to the "moving power" of prescription drug advertising, even though research indicates that older consumers are more vulnerable to the persuasive effects of communication.

Health literacy knowledge among direct-to-consumer pharmaceutical advertising professionals.

Science.gov (United States)

Mackert, Michael

2011-09-01

While direct-to-consumer (DTC) prescription drug advertising has been the subject of ongoing debate, to this point the perspective of the advertising professionals engaged in creating these ads has been absent from the discussion. This study, consisting of in-depth interviews with advertising professionals (N = 22), was an initial investigation focused on these individuals. The primary purpose of this study was to explore advertising professionals' understanding of health literacy-consumers' ability to obtain, process, and act on health information; with that context in place, participants' views on the role of DTC advertising, industry regulations, and the future of the industry were also investigated. While some participants knew nothing about health literacy or had a relatively simple conceptualization (e.g., grade level of written materials), others exhibited more nuanced understanding of health literacy (e.g., the need to pair relevant images with text to enhance understanding). Participants spoke of the potential public health benefit of DTC advertising in educating consumers about health issues, but were realistic that such efforts on the part of pharmaceutical companies were driven primarily by business concerns-educational messages need to be tied directly to an advertised medication and its benefits. These professionals spoke of industry regulations as presenting additional barriers to effective communication and suggested that industry trends toward more niche products will necessitate more patient education about less well-known health issues. Directions for future research are considered, as more investigation of this understudied group is necessary to enrich the DTC prescription drug advertising debate.

Consumer Products Advertised to Save Energy--Let the Buyer Beware.

Science.gov (United States)

1981-07-24

AD-AL06 653 GENERAL ACCOUNTING OFFICE WASHINGTON DC HUMAN RESOUR--ETC F/G 5/3 CONSUMER PRODUCTS ADVERTISED TO SAVE ENERGY--LET THE BUYER BEWA-ETC...COMPTROLLER GENERAL’S CONSUMER PRODUCTS ADVERTISED REPORT TO THE CONGRESS TO SAVE ENERGY- - LET THE BUYER BEWARE D IG E ST In efforts to reduce energy costs...and comparable, GAO believes that the best ad- vice for consumers is "let the buyer beware." (See p. 42.) F’TC ’S COMMENTS FTC said that GAO

Advertising and consumer search in a duopoly model

NARCIS (Netherlands)

Janssen, Maarten C. W.; Non, Marielle C.

We consider a duopoly in a homogenous goods market where part of the consumers are ex ante uninformed about prices. Information can come through two different channels: advertising and sequential consumer search. We arrive at the following results. First, there is no monotone relationship between

Consumers' reports on the health effects of direct-to-consumer drug advertising.

Science.gov (United States)

Weissman, Joel S; Blumenthal, David; Silk, Alvin J; Zapert, Kinga; Newman, Michael; Leitman, Robert

2003-01-01

We conducted a national telephone survey about health care experiences associated with direct-to-consumer advertising (DTCA) of prescription drugs. Among the 35 percent of our sample who had a physician visit during which DTCA was discussed, 25 percent received a new diagnosis, of which 43 percent were considered high priority according to authoritative sources. More than half also reported actions taken by their physician other than prescribing the advertised drug. Despite concerns about DTCA's negative consequences, we found no differences in health effects between patients who took advertised drugs and those who took other prescription drugs.

Vehicle emissions and consumer information in car advertisements

Directory of Open Access Journals (Sweden)

Thomson George

2008-04-01

Full Text Available Abstract Background The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements. Methods Content analysis of the two most popular current affairs magazines in New Zealand for the five year period 2001–2005 was undertaken (n = 514 advertisements. This was supplemented with vehicle data from official websites. Results The advertisements studied provided some information on fuel type (52%, and engine size (39%; but hardly any provided information on fuel efficiency (3%, or emissions (4%. Over the five-year period the reported engine size increased significantly, while fuel efficiency did not improve. For the vehicles advertised, for which relevant official website data could be obtained, the average "greenhouse rating" for carbon dioxide (CO2 emissions was 5.1, with a range from 0.5 to 8.5 (on a scale with 10 being the best and 0.5 being the most polluting. The average CO2 emissions were 50% higher than the average for cars made by European manufacturers. The average "air pollution" rating for the advertised vehicles was 5.4 (on the same 1–10 scale. The yearly averages for the "greenhouse" or "air pollution" ratings did not change significantly over the five-year period. One advertised hybrid vehicle had a fuel consumption that was under half the average (4.4 versus 9.9 L/100 km, as well as the best "greenhouse" and "air pollution" ratings. Conclusion To enhance informed consumer choice and to control greenhouse gas and air pollution emissions, governments should introduce regulations on the content of vehicle advertisements and marketing (as started by the European Union. Similar regulations are already in place for the marketing of many other consumer products.

Vehicle emissions and consumer information in car advertisements

Science.gov (United States)

Wilson, Nick; Maher, Anthony; Thomson, George; Keall, Michael

2008-01-01

Background The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements. Methods Content analysis of the two most popular current affairs magazines in New Zealand for the five year period 2001–2005 was undertaken (n = 514 advertisements). This was supplemented with vehicle data from official websites. Results The advertisements studied provided some information on fuel type (52%), and engine size (39%); but hardly any provided information on fuel efficiency (3%), or emissions (4%). Over the five-year period the reported engine size increased significantly, while fuel efficiency did not improve. For the vehicles advertised, for which relevant official website data could be obtained, the average "greenhouse rating" for carbon dioxide (CO2) emissions was 5.1, with a range from 0.5 to 8.5 (on a scale with 10 being the best and 0.5 being the most polluting). The average CO2 emissions were 50% higher than the average for cars made by European manufacturers. The average "air pollution" rating for the advertised vehicles was 5.4 (on the same 1–10 scale). The yearly averages for the "greenhouse" or "air pollution" ratings did not change significantly over the five-year period. One advertised hybrid vehicle had a fuel consumption that was under half the average (4.4 versus 9.9 L/100 km), as well as the best "greenhouse" and "air pollution" ratings. Conclusion To enhance informed consumer choice and to control greenhouse gas and air pollution emissions, governments should introduce regulations on the content of vehicle advertisements and marketing (as started by the European Union). Similar regulations are already in place for the marketing of many other consumer products. PMID:18445291

Vehicle emissions and consumer information in car advertisements.

Science.gov (United States)

Wilson, Nick; Maher, Anthony; Thomson, George; Keall, Michael

2008-04-29

The advertising of vehicles has been studied from a safety perspective but not in terms of vehicle air pollutants. We aimed to examine the content and trends of greenhouse gas emissions and air pollution-related information, in light passenger vehicle advertisements. Content analysis of the two most popular current affairs magazines in New Zealand for the five year period 2001-2005 was undertaken (n = 514 advertisements). This was supplemented with vehicle data from official websites. The advertisements studied provided some information on fuel type (52%), and engine size (39%); but hardly any provided information on fuel efficiency (3%), or emissions (4%). Over the five-year period the reported engine size increased significantly, while fuel efficiency did not improve. For the vehicles advertised, for which relevant official website data could be obtained, the average "greenhouse rating" for carbon dioxide (CO2) emissions was 5.1, with a range from 0.5 to 8.5 (on a scale with 10 being the best and 0.5 being the most polluting). The average CO2 emissions were 50% higher than the average for cars made by European manufacturers. The average "air pollution" rating for the advertised vehicles was 5.4 (on the same 1-10 scale). The yearly averages for the "greenhouse" or "air pollution" ratings did not change significantly over the five-year period. One advertised hybrid vehicle had a fuel consumption that was under half the average (4.4 versus 9.9 L/100 km), as well as the best "greenhouse" and "air pollution" ratings. To enhance informed consumer choice and to control greenhouse gas and air pollution emissions, governments should introduce regulations on the content of vehicle advertisements and marketing (as started by the European Union). Similar regulations are already in place for the marketing of many other consumer products.

Study of Consumer Attitudes Toward Television Advertising Using Celebrity Endorser

Directory of Open Access Journals (Sweden)

Asmirandi Noor Hudha

2011-03-01

Full Text Available This research analyzed how the attractiveness of a celebrity endorser is able to influ-ence customers’ brand choice behavior and how customers perceive celebrity-based television advertising. The study is based on an empirical research approach, which use a convenience sample of 150 students who lives in Yogyakarta. The respondents rate the attractiveness of ce-lebrity-based on television advertising and the influence of celebrity-based television advertis-ing on consumers’ brand choice behavior. The sample of advertisement in this research is XL television advertising which is featuring Raffi Ahmad, a famous celebrity. The data evaluated by using several statistical techniques, including Descriptive analysis, and Analysis of Variance (One Sample t-Test Based on the research findings and the analysis, it is proved that the ce-lebrity-based television advertising has positively attracted the consumers. As a consequence, this response significantly influences the consumers’ brand choice behavior. It can be con-cluded that the attractiveness of celebrity-based on television advertising is likely to have a positive relationship to consumers and celebrity-based television advertising is likely to have a positive influence toward consumers’ brand choice behavior.Keywords:    celebrity concept, power of celebrity endorsement, attitude towards the ad and brand, endorser selection criteria

Advertising and Consumer Search in a Duopoly Model

NARCIS (Netherlands)

M.C.W. Janssen (Maarten); M.C. Non (Marielle)

2005-01-01

textabstractWe consider a duopoly in a homogenous goods market where part of the consumers are ex ante uninformed about prices. Information can come through two different channels: advertising and sequential consumer search. The model is similar to that of Robert and Stahl (1993) with two major (and

What nurse practitioners should know about direct-to-consumer advertising of prescription medications.

Science.gov (United States)

Viale, Pamela Hallquist

2003-07-01

To describe the marketing strategies of direct-to-consumer (DTC) advertising and the risks, benefits, and potential influence on the prescribing practices of nurse practitioners (NPs). Journal articles, media sources, and clinical experience. The effect of DTC advertising of prescription medications on NPs has not been well studied. Although there are studies that examine the effects of DTC advertising on physician prescribing as well as the effects of this practice on the consumer, opinions on the benefits of DTC advertising are varied. NPs need to recognize the potential influence of DTC advertising and to be prepared to guide patients toward appropriate medication choices by participating in a partnership with patients. Health care providers, including NPs, need to work with the pharmaceutical industry to encourage accountability of DTC advertising, thus improving dissemination of correct information and promoting positive outcomes for health consumers and patients.

Enhancing the educational value of direct-to-consumer advertising of prescription drugs.

Science.gov (United States)

Hwang, Monica J; Young, Henry N

The educational value of direct-to-consumer advertising (DTCA) of prescription drugs hinges on its ability to convey important benefit and risk information to consumers. However, the literacy level required to understand some of the information presented in print advertisements may hinder DTCA's ability to educate consumers. The objective of this study was to compare the comprehension and retention of benefit and risk information between consumers who viewed an original print DTCA and those who viewed an advertisement modified according to health literacy principles. An experimental design was used to conduct the study. Participants were randomly assigned to view a modified print advertisement (experimental group) or the original print advertisement (control group) for an antidepressant medication. Study participants were recruited from the University of Wisconsin Kidney Clinic. Ten true-false and 10 multiple-choice questions were developed to assess participants' comprehension and retention of benefit and risk information. A total of 120 participants were randomized to view either the original or the modified version of the advertisement. Regarding the comprehension and retention of only the benefit information, no significant differences were observed between the 2 groups. Significant differences were observed for comprehension and retention of only the risk information. The experimental group had significantly higher scores in comprehension (U = 1224; P advertisement were successful in enhancing both consumers' comprehension and their retention of information presented in a print DTCA. This was especially apparent for the risk information. Copyright © 2017 American Pharmacists Association®. Published by Elsevier Inc. All rights reserved.

Direct-to-Consumer Drug Advertising Prohibition in Ethiopia: Health ...

African Journals Online (AJOL)

Abstract. Ethiopia prohibited direct-to-consumer advertising (DTCA) for any drug product since the early 1980s. This total drug advertising prohibition is rare, and possibly unique, in the world. The purpose of this study was to determine the knowledge and perceptions of health professionals on issues regarding DTCA.

Investigating the effect of advertisement on consumer behavior

Directory of Open Access Journals (Sweden)

Sahar Khodakaram Arzanagh

2014-01-01

Full Text Available During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to reach organizations’ objectives. This paper presents an empirical investigation using highly reliable and efficient method called AIDA, which consists of four factors: attention, interest, desire and action. The study is implemented for one of Iranian food suppliers called TABAROK located in city of Mashad, Iran. The survey selects a sample of 300 regular customers and distributes a standard questionnaire among them. Cronbach alpha has been calculated as 0.93, which is well above the minimum desirable level. Using Spearman correlation test, the study confirms that all four components of the survey influences consumer behavior, positively. The study also indicates that there were some positive and meaningful correlations among various components of the survey. In addition, applying Freedman test indicates that advertisement has the highest impact on convincing consumer to purchase product.

Educational content and health literacy issues in direct-to-consumer advertising of pharmaceuticals.

Science.gov (United States)

Mackert, Michael; Love, Brad

2011-01-01

Direct-to-consumer (DTC) pharmaceutical advertisements have been analyzed in many ways, but richer conceptualizations of health literacy have been largely absent from this research. With approximately half of U.S. adults struggling to understand health information, it is important to consider consumers' health literacy when analyzing DTC advertisements. This project, framed by the health belief model, analyzed 82 advertisements. Advertisements provided some kinds of educational content (e.g., drugs' medical benefits) but typically failed to offer other useful information (e.g., other strategies for dealing with conditions). Issues likely to be barriers to low health literate consumers, such as nonstandard text formatting, are common.

Sales drive advertising expenditures: Evidence for consumer packaged and durable goods in Germany

OpenAIRE

Lischka, Juliane A; Kienzler, Stephanie; Mellmann, Ulrike

2014-01-01

The relation between sales and advertising is both complex and diverse. Whether advertising activities drive or follow sales is still unclear. We uncover this relation distinguishing between consumer packaged goods (CPG) and durable consumer goods (DCG) industries. We fit vector autoregressive models to sales and advertising expenditures of four CPG and three DCG industries in Germany from 1991 q1 to 2009 q4. Findings reveal that advertising expenditures do not increase total sales of industr...

Factors influencing consumers' attitudinal and behavioral responses to direct-to-consumer and over-the-counter drug advertising.

Science.gov (United States)

Lee, Mina; Whitehill King, Karen; Reid, Leonard N

2015-04-01

Using a model developed from the research literature, the authors compared consumers' attitudinal and behavioral responses to direct-to-consumer prescription drug advertising (DCTA) and over-the-counter nonprescription drug advertising (OTCA) of drugs. Adults 18 years of age and older who had taken any prescription drugs in the past 6 months completed online survey questionnaires. Variables measured included demographics (age, gender, race, education, and income), health-related characteristics (health status, prescription and over-the-counter drug use, health consciousness, and involvement with prescription or over-the-counter drugs), perceived amount of attention and exposure to DTCA and OTCA, attitudinal outcomes (skepticism toward DTCA/OTCA and attitude toward DTCA/OTCA), and behavioral outcomes triggered by DTCA and OTCA. The findings indicate that exposure to drug advertising is one of the most significant predictors of attitudinal and behavioral outcomes. Some audience factors such as health status, involvement with drugs, health consciousness, drug use, income, and age also were differentially associated with consumer responses to drug advertising.

Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression: the moderating role of skepticism.

Science.gov (United States)

Park, Jin Seong; Ahn, Ho-Young Anthony

2013-01-01

Based on a survey with members of an online consumer panel (N= 699), this study revealed that: (a) a substantial percentage of consumers held misperceptions about the chemical imbalance theory of depression; (b) personal and interpersonal experiences with depression positively related to such misperceptions; (c) overall, exposure to direct-to-consumer (DTC) antidepressant advertising did not significantly relate to misperceptions; and (d) DTC exposure magnified misperceptions when consumers were highly trustful of DTC advertising, whereas exposure diluted misperceptions when consumers were highly skeptical. Theoretical and practical implications of the research are discussed, especially in light of the social responsibility of DTC advertising.

The association of consumer cost-sharing and direct-to-consumer advertising with prescription drug use.

Science.gov (United States)

Hansen, Richard A; Schommer, Jon C; Cline, Richard R; Hadsall, Ronald S; Schondelmeyer, Stephen W; Nyman, John A

2005-06-01

Previous research on the impact of various cost-sharing strategies on prescription drug use has not considered the impact of direct-to-consumer (DTC) advertising. To explore the association of cost-containment strategies with prescription drug use and to determine if the association is moderated by DTC prescription drug advertising. The study population included 288 280 employees and dependents aged 18 to 65 years with employer-sponsored health insurance contributing to the MEDSTAT MarketScan administrative data set. Person-level enrollment and claims data were obtained for beneficiaries enrolled continuously during July 1997 through December 1998. Direct-to-consumer advertising data were obtained from Competitive Media Reporting and linked to the MEDSTAT enrollment files. Localized DTC advertising expenditures for one class of medication were evaluated and matched with prescription claims for eligible MEDSTAT contributors. The association of various types and levels of cost-sharing incentives with incident product use was evaluated, controlling for the level of DTC advertising, health status, and other demographic covariates. The relationship of cost-sharing amounts with drug use was modified by the level of DTC advertising in a geographic market. This relationship was dependent on the type of cost-sharing, distinguishing between co-payments for provider visits and co-payments for prescription drugs. Compared with low-advertising markets, individuals residing in markets with high levels of advertising and paying provider co-payments of $10.00 or more were more likely to use the advertised product. In the same markets, higher prescription drug co-payments were associated with a decreased likelihood of using the advertised product. A similar relationship was not observed for the nonadvertised competitor. Among insured individuals, response to cost-sharing strategies is moderated by DTC prescription drug advertising. The relative ability of cost-sharing strategies to

Smooth handling: The lack of safety‐related consumer information in car advertisements

Science.gov (United States)

Wilson, Nick; Maher, Anthony; Thomson, George; Keall, Michael

2007-01-01

Objective To examine the content and trends of safety‐related consumer information in magazine vehicle advertisements, as a case study within the worldwide marketing of vehicles. Methods Content analysis of popular current affairs magazines in New Zealand for the 5‐year period 2001–2005 was undertaken (n  =  514 advertisements), supplemented with vehicle data from official websites. Results Safety information in advertisements for light passenger vehicles was relatively uncommon with only 27% mentioning one or more of nine key safety features examined (average: 1.7 out of nine features in this 27%). Also included were potentially hazardous features of: speed imagery (in 29% of advertisements), power references (14%), and acceleration data (4%). The speed and power aspects became relatively more common over the 5‐year period (p consumer choice and improve injury prevention, governments should consider regulating the content of vehicle advertisements and vehicle marketing – as already occurs with many other consumer products. PMID:17916885

Commercial and Advertising Content in Free Consumer Curriculum Materials.

Science.gov (United States)

Rudd, Joel

The results of the first systematic content analysis of free consumer curriculum materials indicate the extent to which such business sponsored materials are an advertising vehicle for their producers. The business sponsored materials in this sample of 116 items contain nearly twice as many advertising statements as the non-business materials.…

Developing Advertising Strategy by Understanding Consumer Behavior

OpenAIRE

Nguyen, Pham Tram Anh

2015-01-01

Nowadays, there are numerous companies operating in different industries all over the world, and competition among opposing companies is relentless. Every single year, several corporations invest a lot of resources in various activities in order to differentiate themselves from competitors, and stimulate consumers to purchase their offerings. Advertising is one of those activities, as it plays an important role in facilitating firms in appealing to their target consumers. More importantly, no...

Understanding the role consumer involvement plays in the effectiveness of hospital advertising.

Science.gov (United States)

McCullough, Tammy; Dodge, H Robert

2002-01-01

Both intensified competition and greater consumer participation in the choice process for healthcare has increased the importance of advertising for health care providers and seriously challenged many of the preconceptions regarding advertising. This study investigates the effectiveness of advertising under conditions of high and low involvement using the Elaboration Likelihood Model to develop hypotheses that are tested in a 2 x 2 x 2 experimental design. The study findings provide insights into the influence of message content and message source on consumers categorized as high or low involvement. It was found that consumers classified as high-involvement are more influenced by a core service-relevant message than those consumers classified as low-involvement. Moreover, a non-physician spokesperson was found to have as much or more influence as a physician spokesperson regardless of the consumers' involvement level.

The Impact of Hidden Advertising on Consumers Purchase Behaviour of Books

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Helena Rojec

2013-09-01

Full Text Available ABSTRACTCovert advertising is a form of illegal marketing when a text is published as editorial content although it is ordered and paid for by the advertiser. Covert advertising has an increasing influence on book consumption and on book consumers whose choices are often made unconsciously. They are frequently affected by various psychological factors such as motives, perceptions, attitudes and personality. The aim of the survey was to find out purchasing habits of book consumers, reasons for buying books and the amount of money they are willing to spend on books. We were interested whether consumers know that covert advertising is illegal and that it influences their behaviour. A web questionnaire accessible for three months was completed by 470 respondents. The results show that most respondents like to purchase books. Most often they buy books that are classified as the light reading (novels, thrillers, etc.. When buying books they usually pay attention to the book genre, its title and author. The survey results also point to the poor understanding of the term “covert advertising”. Thus, they could be an incentive to raise consumers awareness of this form of advertising. More stringent control of media editors and tougher penalties for offenders are suggested as well as a public list of all those who in any way contribute to misleading the public.

HOW DOES THE MEANING THAT CONSUMERS DERIVE FROM ADVERTISEMENTS VARY ACROSS CULTURE?

OpenAIRE

Mohanasundaram, Arun Pragash

2010-01-01

Due to the convergence of homogenous consumer needs, taste and lifestyle, the globalization of media, incomes and technology were expected. But many researchers debated that adaptation is needed in the place of standardization in many places especially in the field of advertising. The aim of this dissertation is to analyze the influence of culture in advertising and also to show how does the meaning that consumers derive from advertisements, vary across cultures. The influence of culture in a...

Attitudes of Turskish Consumers toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods

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Gorica Zoric

2017-08-01

Full Text Available Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 173 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between one of three variables at univariate level (p=.05. It is interesting to highlight that most of potential consumers (n=146 have recognized themselves in two categories: as consumers who purchase sport goods less than ones a month and one to three times a months, while there were no differences among the groups. If we take a look into previous investigations, it is interesting there are some opposite results, and the recommendations for further research are directed to spread out the sample a little bit more, mostly due to the reason the consumers who had a more negative attitudes were in the group that didn’t purchase the sport goods at all.

Consumer Advertising: Its Role in Bringing a Product to Market. Revised Edition.

Science.gov (United States)

Procter and Gamble Educational Services, Cincinnati, OH.

This kit, designed for high school classes, considers advertising from both consumers' and manufacturers' perspectives. The role of advertising in relation to free enterprise principles is discussed in chapter 1, while chapter 2 provides a history of U.S. advertising processes and development. Chapter 3 describes advertising's role in bringing a…

Anxiety, Sadness, and Emotion Specificity: The Role of Music in Consumer Emotion and Advertisement Evaluation

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Felix Septianto

2013-12-01

Full Text Available Although music could diversely influence consumer judgment process and behavior, it is still unclear whether music can evoke discrete emotions on consumers and influence consumer evaluation toward certain advertisements. This research proposes that music could evoke sad and anxious emotion on consumers; subsequently, consumers would regulate their negative emotions in accordance to their emotion orientations: Consumers who feel sad would show high evaluation toward happy-themed advertisement, while consumers who feel anxious would show high evaluation toward calm-themed advertisement. This paper concludes with the discussion of theoretical and practical implications and conclusion of this study.

THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION

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Maryna SOBOLIEVA

2016-07-01

Full Text Available In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemic structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

THEORETICAL APPROACHES TO ASSESS THE IMPACT OF ADVERTISING ON CONSUMERS AND MARKET COMPETITION

Directory of Open Access Journals (Sweden)

Maryna SOBOLIEVA

2016-07-01

Full Text Available In the article we examine theoretical perspectives on the impact of advertising on consumer behavior, entry barriers in the industry, the structure of the industry, the competitive behavior of firms and market power; systemize structure of the research of advertising impact on consumer behavior; analyze the main results of empirical studies of the effects of advertising on the competitive relationship in the market.

Potential Effects of a Ban on Direct-to-Consumer Advertising of New Prescription Drugs

OpenAIRE

Congressional Budget Office

2011-01-01

Concerns about direct-to-consumer advertising of prescription drugs have spurred recent proposals for a moratorium on advertising brand-name prescription drugs to consumers during the first two years following a drug's approval by the Food and Drug Administration. This Congressional Budget Office brief examines some of the effects of such a moratorium, drawing on data documenting direct-to-consumer advertising and other promotional activities used by pharmaceutical producers as well as academ...

A consumer perspective of advertising by attorneys

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C. Boshoff

1991-06-01

Full Text Available Attorneys in South Africa may soon be permitted to advertise their services for the first time. This recommendation put forward by the Association of Law Societies, though still to be ratified by the four provincial law societies, has come amid increasing competition between attorneys and non- professionals. The marketing fraternity is, however, uncertain as to how members of the public are likely to react to legal services advertising. This study attempts to provide some tentative guidelines for decision-making on advertising by attorneys. Interested parties like attorneys, marketing consultants, and advertising agencies could use the researched information to structure marketing communication strategies which will not transgress the ethical code of the attorneys' profession, but which will satisfy the information needs of consumers. The study reports the findings of a survey conducted among 1 000 members of the public. Indications are that consumers not only think that advertising should be permitted, but also that it will benefit both themselves and the legal profession. Opsomming Prokureurs mag moontlik binnekort toegelaat word om hul dienste te adverteer. Die aanbeveling van die Vereniging van Prokureursordes, wat nog deur die vier provinsiale wetsgenootskappe bekragtig moet word, is geneem as gevolg van toenemende mededinging tussen prokureurs en nie-professionele praktisyns. Bemarkingsdeskundiges is egter onseker oor wat die publiek se reaksie sal wees. Die studie poog om enkele tentatiewe riglyne voor te stel vir bemarkingskommunikasiestrategieë wat nie die regsprofessie se etiese kode sal oortree nie, maar tog voldoende inligting aan verbruikers sal beskikbaar stel. Die bevindinge van 'n opname onder 1 000 lede van die publiek dui daarop dat reklame nie alleen verwelkom sal word nie, maar dat dit moontlik tot voordeel van sowel die publiek as die regsprofessie sal strek.

Consumer responses to advertising on the Internet: the effect of individual difference on ambivalence and avoidance.

Science.gov (United States)

Jin, Chang Hyun; Villegas, Jorge

2007-04-01

The purpose of this study was to understand the effect that individual characteristics have on consumer advertising processing under high- and low-interactivity circumstances on the Web. Tests on the relationship between individual differences and advertising responses form the basis of this empirical study on the Web. The results indicated that consumers have a higher tendency to avoid or experience ambivalence about Internet advertisements under low-interactivity circumstances, and attitudinal ambivalence lead to avoidance when responding to advertisements on the Internet. Personality variables are the main factors in consumer decision-making behaviors and Internet characteristics, such as levels of interactivity, can greatly influence the effectiveness of advertising in online environments. Advertising credibility could influence people's consumer attitudes, beliefs, or behaviors over time on the Web.

Nutrition Advertisements in Consumer Magazines: Health Implications for African Americans.

Science.gov (United States)

Pratt, Charlotte A.; Pratt, Cornelius B.

1996-01-01

Examines the "Ladies' Home Journal" and two popular consumer magazines that target blacks to determine the proportions of food and beverage advertisements, nutrition advertisements and their promotional messages, and the health implications they reveal. Findings reveal these magazines had a significantly higher number of alcohol ads,…

Smooth handling: the lack of safety-related consumer information in car advertisements.

Science.gov (United States)

Wilson, Nick; Maher, Anthony; Thomson, George; Keall, Michael

2007-10-01

To examine the content and trends of safety-related consumer information in magazine vehicle advertisements, as a case study within the worldwide marketing of vehicles. Content analysis of popular current affairs magazines in New Zealand for the 5-year period 2001-2005 was undertaken (n = 514 advertisements), supplemented with vehicle data from official websites. Safety information in advertisements for light passenger vehicles was relatively uncommon with only 27% mentioning one or more of nine key safety features examined (average: 1.7 out of nine features in this 27%). Also included were potentially hazardous features of: speed imagery (in 29% of advertisements), power references (14%), and acceleration data (4%). The speed and power aspects became relatively more common over the 5-year period (p advertisements and vehicle marketing - as already occurs with many other consumer products.

Methodological challenges surrounding direct-to-consumer advertising research--the measurement conundrum.

Science.gov (United States)

Hansen, Richard A; Droege, Marcus

2005-06-01

Numerous studies have focused on the impact of direct-to-consumer (DTC) prescription drug advertising on consumer behavior and health outcomes. These studies have used various approaches to assess exposure to prescription drug advertising and to measure the subsequent effects of such advertisements. The objectives of this article are to (1) discuss measurement challenges involved in DTC advertising research, (2) summarize measurement approaches commonly identified in the literature, and (3) discuss contamination, time to action, and endogeneity as specific problems in measurement design and application. We conducted a review of the professional literature to identify illustrative approaches to advertising measurement. Specifically, our review of the literature focused on measurement of DTC advertising exposure and effect. We used the hierarchy-of-effects model to guide our discussion of processing and communication effects. Other effects were characterized as target audience action, sales, market share, and profit. Overall, existing studies have used a variety of approaches to measure advertising exposure and effect, yet the ability of measures to produce a valid and reliable understanding of the effects of DTC advertising can be improved. Our review provides a framework for conceptualizing DTC measurement, and can be used to identify gaps in the literature not sufficiently addressed by existing measures. Researchers should continue to explore correlations between exposure and effect of DTC advertising, but are obliged to improve and validate measurement in this area.

Persuasive Advertising : Consumers' views of and responses to the advertising of health-related products

OpenAIRE

Edin, Malin

2012-01-01

The problem that this thesis deals with is that the intense competition and increasing consumer power in the health industry calls for the operating companies to take consumers’ considerations into account when advertising their products. It is further suggested that consumers will be extra careful before buying health-related products due to their direct effect on their personal health. Thus, companies selling health-related products must gain an understanding of how consumers form their jud...

Direct-to-consumer advertisements of prescription medications over the Internet.

Science.gov (United States)

Fogel, Joshua; Novick, Daniel

2009-01-01

This study sought data on the impact of direct-to-consumer (DTC) advertisements and both intentions and frequency to seek more information about the drug being advertised. Data were collected from 498 college students regarding intention to seek and how frequently they obtained more information about prescription medications. For intentions, grocery or pharmacy and radio advertisements were associated with lesser intentions. For frequency, Internet advertisements were associated, while newspaper and spam e-mail advertisements were not. Types of sources associated with seeking additional information were doctor, Internet, and 1-800 information numbers. A significant interaction existed for seeing Internet advertisements for drugs and then seeking additional information from a doctor and not from the Internet. In conclusion, Internet advertising is associated with seeking additional information from a reliable source such as a doctor.

Driving advertising into mobile mediums : Study of consumer attitudes towards mobile advertising and of factors affecting on them

OpenAIRE

Pietz, Michal; Storbacka, Lauri

2007-01-01

The high penetration rate of mobile phones along with the recent technological development has created a whole new marketing medium named mobile advertising filled with possibilities for the advertisers. Earlier studies have although indicated the success of this new advertising channel to depend on user acceptance of receiving mobile ads. Wherefore a study of consumer attitudes towards mobile advertising can be considered necessary in order to create a lucrative business. Even though this to...

What do we know about direct-to-consumer advertising of prescription drugs?

Science.gov (United States)

Calfee, John E

2003-01-01

Two papers, by Joel Weissman and colleagues and by Robert Dubois, add to our limited knowledge of the effects of direct-to-consumer (DTC) advertising of prescription drugs. Their results reinforce the largely positive findings from consumer surveys, while adding valuable new data and insights. These suggest that DTC ads probably improve patients' health outcomes and do not tend to lead to inappropriate prescribing. DTC advertising is emerging as a positive force in health care markets, consistent with what is known about the effects of advertising in many other markets.

The Effects of Advertising Strategies on Consumer Trust: A Case of Skin Care Products in Taiwan

OpenAIRE

Velly Anatasia; Sunitarya Sunitarya; Vinda Adriana

2016-01-01

The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements, celebrity endorsement, branding, product attribute, and third party certification, were investigated in this study. Data were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Li...

Then and Now: Examining How Consumer Communication and Attitudes of Direct-to-Consumer Pharmaceutical Advertising Have Changed in the Last Decade.

Science.gov (United States)

Wood, Kelly S; Cronley, Maria L

2014-09-01

This study examines changes over a 10-year period in consumer reports of communication with health care providers about direct-to-consumer advertised (DTCA) medications. Two rounds of survey data were collected in 2003 and 2012 using repeated cross-sectional procedures to examine consumer willingness to discuss DTCA medications, content and tone of those conversations, and attitudes about the advertisements. In total, 472 surveys were analyzed. Generally, we found physician-patient conversations, attitudes, and behaviors regarding DTCA have changed. Consumers in 2012 reported talking significantly less about the names of the advertised drug, comparing the advertised drug with their current medication, and sharing general information than consumers in 2003. Attitudes toward the advertisements were significantly more negative in 2012 compared to 2003. Of those who specifically asked for a prescription, the proportion of patients who received the prescription was significantly lower in 2012, despite research suggesting increased rates of prescriptions. These results are interpreted in light of previous research about the lack of research examining the actual communication between physicians and patients on this topic. Limitations of the study are provided along with directions for future research about DTCA and physician-patient communication.

Neural responsivity during soft drink intake, anticipation, and advertisement exposure in habitually consuming youth

Science.gov (United States)

Burger, Kyle S.; Stice, Eric

2014-01-01

OBJECTIVE Although soft drinks are heavily advertised, widely consumed, and have been associated with obesity, little is understood regarding neural responsivity to soft drink intake, anticipated intake, and advertisements. METHODS Functional MRI was used to assess examine neural response to carbonated soft drink intake, anticipated intake and advertisement exposure as well as milkshake intake in 27 adolescents that varied on soft drink consumer status. RESULTS Intake and anticipated intake of carbonated Coke® activated regions implicated in gustatory, oral somatosensory, and reward processing, yet high-fat/sugar milkshake intake elicited greater activation in these regions versus Coke intake. Advertisements highlighting the Coke product vs. non-food control advertisements, but not the Coke logo, activated gustatory and visual brain regions. Habitual Coke consumers vs. non-consumers showed greater posterior cingulate responsivity to Coke logo ads, suggesting that the logo is a conditioned cue. Coke consumers exhibited less ventrolateral prefrontal cortex responsivity during anticipated Coke intake relative to non-consumers. CONCLUSIONS Results indicate that soft drinks activate reward and gustatory regions, but are less potent in activating these regions than high-fat/sugar beverages, and imply that habitual soft drink intake promotes hyper-responsivity of regions encoding salience/attention toward brand specific cues and hypo-responsivity of inhibitory regions while anticipating intake. PMID:23836764

Third-person effects and direct-to-consumer advertisements for antidepressants.

Science.gov (United States)

Taylor, Laramie D; Bell, Robert A; Kravitz, Richard L

2011-02-01

This study examines the evidence for a third- person effect (TPE) in the reactions of individuals affected by depression to direct-to-consumer (DTC) advertisements for antidepressants. TPE predicts that people will perceive the self to be less vulnerable to such advertisements than others. Previous research has identified such an effect, but did so in general population surveys. Past Previous research has also found a link between depression and diminished self-serving biases; whether this would be the case for TPE is unknown. An online questionnaire was administered to 148 participants in an Internet depression support group to investigate their perceptions of the influence of direct-to-consumer (DTC) advertisements for antidepressants. Consistent with expectations derived from third-person effect TPE research, participants, although relatively neutral in their attitudes toward such advertisements, nevertheless perceived other individuals with depression as more influenced than themselves. Positive attitudes towards DTC advertisements and depressive symptoms at the time of the survey were each negatively associated with this third-person perception (TPE). Individuals who have been diagnosed with depression and who participated in an online depression support group believe that they are less vulnerable to the influence of DTC advertisements than the typical person with a history of depression. This is moderated by attitudes towards DTC advertisements as well as by depressive symptoms, each of which is associated with a weakened TPE. © 2010 Wiley-Liss, Inc.

The effects of involvement and ad type on attitudes toward direct-to-consumer advertising of prescription drugs.

Science.gov (United States)

Limbu, Yam; Torres, Ivonne M

2009-01-01

This article examines consumers' attitudes toward Direct-to-Consumer (DTC) advertising of prescription drugs that are influenced by the use different types of DTC ads and product involvement. Our findings suggest that product involvement and the type of DTC ad are significant predictors of consumers' attitudinal responses toward DTC advertising. High involvement consumers have more favorable attitudes toward the drug's price, DTC ad and brand name, and a higher intention to ask a doctor about the advertised drug than low involvement consumers. In contrast to Informational and Reminder DTC ads, Persuasive ads have more favorable effects on consumers' reactions to DTC prescription drug advertising.

Consumer Perception of Online Advertising - The Effects of Animation, Ad Characteristics, Repetition and Task Relevancy on Attention and Memory

OpenAIRE

Kuisma, Jarmo

2015-01-01

Prior advertising research on advertising perception models has mainly focused on effects that occur after consumers have been exposed to advertising stimuli. Little research has examined how consumers are exposed to advertising and the quality of visual attention during advertising exposure. This doctoral dissertation examines how consumers allocate their visual attention to online ads and how consumers memorize ads in different viewing conditions. More precisely, the dissertation focuses on...

On the nature and properties of appeals used in direct-to-consumer advertising of prescription drugs.

Science.gov (United States)

Pinto, M B

2000-04-01

The past decade has seen a steady rise in expenditures for direct-to-consumer pharmaceutical advertising. While total revenues across all media are approaching the $1 billion dollar mark, surprisingly little is known about the effectiveness of these types of advertisements, including the appropriateness of various forms of emotional and informational appeal. A content analysis of direct-to-consumer advertising in 24 popular magazines shows that these advertisements are found in every category of magazine, the advertisements employ a mix of informational and emotional appeals, all types of emotional appeals are used, and to date, the type of appeal (emotional and/or informational) tends not to be based on the type of drug advertised. Implications of this content analysis are considered and directions for research on appeals used in direct-to-consumer advertising are suggested.

Direct‐to‐consumer advertising of pharmaceuticals: developed countries experiences and Turkey

Science.gov (United States)

Semin, Semih; Aras, Şahbal; Guldal, Dilek

2006-01-01

Abstract While several major problems concerning drugs occur in the world, the attempts to direct‐to‐consumer advertising (DTCA) has gained a considerable impetus lately in both developed and developing countries. DTCA has increasingly become an appealing advertising alternative for the pharmaceutical industry as drug companies have come to wrestle with such problems as the expansion of the drug market; the decline of the medical representatives’ work efficiency; drug reimbursement restrictions; and the escalating role of the Internet in the consumer market. Some of the main disadvantages of the DTCA are: increasing drug expenditures, unnecessary drug consumption and adverse effect risks. Even though the influence of pharmaceuticals on health services and the economy hold the same importance in the developed and developing countries, its negative consequences have increased by encompassing developing countries in its grip. Therefore, in this review, using Turkey as an example, the situation of direct‐to‐consumer advertisements in developing countries is analysed in relation with developed countries. PMID:17324191

Direct-to-consumer advertising of pharmaceuticals: developed countries experiences and Turkey.

Science.gov (United States)

Semin, Semih; Aras, Sahbal; Guldal, Dilek

2007-03-01

While several major problems concerning drugs occur in the world, the attempts to direct-to-consumer advertising (DTCA) has gained a considerable impetus lately in both developed and developing countries. DTCA has increasingly become an appealing advertising alternative for the pharmaceutical industry as drug companies have come to wrestle with such problems as the expansion of the drug market; the decline of the medical representatives' work efficiency; drug reimbursement restrictions; and the escalating role of the Internet in the consumer market. Some of the main disadvantages of the DTCA are: increasing drug expenditures, unnecessary drug consumption and adverse effect risks. Even though the influence of pharmaceuticals on health services and the economy hold the same importance in the developed and developing countries, its negative consequences have increased by encompassing developing countries in its grip. Therefore, in this review, using Turkey as an example, the situation of direct-to-consumer advertisements in developing countries is analysed in relation with developed countries.

Opinion: the case for advertising pharmaceuticals direct to consumers.

Science.gov (United States)

Auton, Frank

2009-07-01

Direct-to-consumer advertising (DCTA) of prescription-only medicines is currently only permitted in the USA and New Zealand. While proponents of DCTA argue that it allows patients to make more informed choices about available treatment options, opponents claim that marketing inevitably presents a biased viewpoint of pharmaceutical products. Frank Auton, senior lecturer in marketing and business strategy at the University of Westminster, UK, presents his case in favor of advertising pharmaceuticals directly to patients.

Postexperience Advertising Effects on Consumer Memory.

OpenAIRE

Braun, Kathryn A

1999-01-01

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently present...

Determinants of Consumer Perceptions toward Mobile Advertising - A Comparison between Japan and Austria

OpenAIRE

Sinkovics, Noemi; Liu, Chia Ling Eunice; Sinkovics, Rudolf R.; Pezderka, Noemi; Haghirian, Parissa

2012-01-01

Mobile marketing provides an innovative channel for transmitting advertising messages to customers via mobile devices. The growth of mobile advertising in recent years requires that researchers and practitioners understand consumer perceptions of this form of advertising. The purpose of this paper is to investigate factors influencing the perception of mobile advertising in different cultures. Based on samples from Austria and Japan, we empirically examine relevant m-advertising effects. The ...

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

OpenAIRE

Pozharliev, Rumen; Verbeke, Willem; Bagozzi, Richard

2017-01-01

textabstractThe application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising stimuli. To address this issue, we first review previous key findings of neuroscience research on advertising effectiveness. Next, we discuss traditional advertising research into the effects social cont...

Impact of Mobile advertising on consumer attitudes in Algeria: case study of Ooredoo

Directory of Open Access Journals (Sweden)

Amina Merabet

2017-04-01

Full Text Available Mobile advertising is a perfect tool to build a relationship based on proximity between brand and consumer. It is tactile, interactive, and personalized. As few studies have focused on this con-cept, particularly in the Algerian context, we aim in this research to show the role of mobile ad-vertising on consumer attitudes. After a literature review, an empirical study is conducted among150 students in Tlemcen city. Results, using regression analysis, show that attitude to-wards mobile advertising had no influence on the attitude towards brand and purchase intention.

How Amount of Brand Advertising is Related to Consumer Buying Behavior.

Science.gov (United States)

Haefner, James E.; And Others

1983-01-01

Finds that total brand advertising in 63 consumer product categories is positively and significantly related to the total number of brands in the category and to the average number of brands consumers usually buy. (FL)

The Issues of Effectiveness of Advertisement Communication Process: A Case Study of Lithuania Consumers

OpenAIRE

Laimona Sliburyte

2007-01-01

The goal of this study was to disclose the core of the advertising research based on the psychological aspects by acquainting with the nature of advertising research and revealing the importance of psychological aspects of advertising during the advertising research. The growing interest in consumer response to advertisement served as an encouragement to make the analysis of psychological aspects of the advertising research, because the information obtained during the advertising research hel...

Direct-to-consumer advertising and corporate social responsibility

NARCIS (Netherlands)

van de Pol, P.K.C.; de Bakker, F.G.A.

2010-01-01

Direct-to-consumer advertising (DTCA) of prescription drugs has been a heavily contested issue over the past decade, touching on several issues of responsibility facing the pharmaceutical industry. Much research has been conducted on DTCA, but hardly any studies have discussed this topic from a

From Lydia Pinkham to Queen Levitra: direct-to-consumer advertising and medicalisation.

Science.gov (United States)

Conrad, Peter; Leiter, Valerie

2008-09-01

The medicalisation of life problems has been occurring for well over a century and has increased over the past 30 years, with the engines of medicalisation shifting to biotechnology, managed care, and consumers. This paper examines one strand of medicalisation during the last century: direct-to-consumer advertising (DTCA) of pharmaceuticals. In particular, it examines the roles that physicians and the Food and Drug Administration (FDA) have played in regulating DTCA in the US. Two advertising exemplars, the late 19(th) century Lydia E. Pinkham's Vegetable Compound (for 'women's complaints') and contemporary Levitra (for erectile dysfunction) are used to examine the parallels between the patent medicine era and the DTCA era. DTCA re-establishes the direct and independent relationship between drug companies and consumers that existed in the late 19(th) century, encouraging self-diagnosis and requests for specific drugs. The extravagant claims of Lydia Pinkham's day are constrained by laws, but modern-day advertising is more subtle and sophisticated. DTCA has facilitated the impact of the pharmaceutical industry and consumers in becoming more important forces in medicalisation.

Parent and Adolescent Interaction in Television Advertisements as Consumer Socialization Agents

Science.gov (United States)

Ozmete, Emine

2009-01-01

This study aimed at determining the interaction between parents and adolescents pertaining to television advertisements as a consumer socialization agent and the effects of advertisements on the purchasing decisions of adolescents. The effects of age and sex were also investigated. The sample included 240 high school students in grades 9, 10 and…

The Effects of Advertising Strategies on Consumer Trust: A Case of Skin Care Products in Taiwan

Directory of Open Access Journals (Sweden)

Velly Anatasia

2016-09-01

Full Text Available The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data were collected to answer two research questions: (1 To investigate the advertising strategies of skin care products leading to consumer trust, (2 To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent variables are found having a significant relationship with trust in skin care advertising, in which branding has the greatest influence on increasing consumer trust. The control variable which is financial status is not found having statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order to optimize their marketing strategies.

Costs and consequences of direct-to-consumer advertising for clopidogrel in Medicaid.

Science.gov (United States)

Law, Michael R; Soumerai, Stephen B; Adams, Alyce S; Majumdar, Sumit R

2009-11-23

Direct-to-consumer advertising (DTCA) is assumed to be a major driver of rising pharmaceutical costs. Yet, research on how it affects costs is limited. Therefore, we studied clopidogrel, a commonly used and heavily marketed antiplatelet agent, which was first sold in 1998 and first direct-to-consumer advertised in 2001. We examined pharmacy data from 27 Medicaid programs from 1999 through 2005. We used interrupted time series analysis to analyze changes in the number of units dispensed, cost per unit dispensed, and total pharmacy expenditures after DTCA initiation. In 1999 and 2000, there was no DTCA for clopidogrel; from 2001 through 2005, DTCA spending exceeded $350 million. Direct-to-consumer advertising did not change the preexisting trend in the number of clopidogrel units dispensed per 1000 enrollees (P = .10). However, there was a sudden and sustained increase in cost per unit of $0.40 after DTCA initiation (95% confidence interval, $0.31-$0.49; P consumer advertising was not associated with an increase in clopidogrel use over and above preexisting trends. However, Medicaid pharmacy expenditures increased substantially after the initiation of DTCA because of a concomitant increase in the cost per unit. If drug price increases after DTCA initiation are common, there are important implications for payers and for policy makers in the United States and elsewhere.

Direct-to-consumer advertising in black and white: racial differences in placement patterns of print advertisements for health products and messages.

Science.gov (United States)

Crawley, LaVera M; Hisaw, Lisa; Illes, Judy

2009-01-01

If direct-to-consumer advertising (DTCA) increases consumer participation in healthcare, then it may provide a useful strategy for addressing health disparities, in part, where patient-level barriers have contributed to such disparities. However, this presumes equitable access to DTCA. Using mixed methods, we explored advertisement patterns in matched African American and general audience magazines across a range of genres and ad types. Results suggest no significant differences in ad frequencies by race. However other meaningful categorical and qualitative differences were found, suggesting that advertisers may fall short in maximizing DTCA as an adjunctive strategy for empowering populations at risk for health disparities.

Physicians report on patient encounters involving direct-to-consumer advertising.

Science.gov (United States)

Weissman, Joel S; Blumenthal, David; Silk, Alvin J; Newman, Michael; Zapert, Kinga; Leitman, Robert; Feibelmann, Sandra

2004-01-01

We surveyed a national sample of 643 physicians on events associated with visits during which patients discussed an advertised drug. Physicians perceived improved communication and education but also thought that direct-to-consumer advertising (DTCA) led patients to seek unnecessary treatments. Physicians prescribed the advertised drug in 39 percent of DTCA visits but also recommended lifestyle changes and suggested other treatments. Referring to visits when the DTCA drug was prescribed, 46 percent said that it was the most effective drug, and 48 percent said that others were equally effective. Prescribing DTCA drugs when other effective drugs are available warrants further study.

Multilingualism and Web Advertising: Addressing French-Speaking Consumers

Science.gov (United States)

Martin, Elizabeth

2011-01-01

Drawing inferences from both quantitative and qualitative data, this study examines the extent to which American companies tailor their Web advertising for global audiences with a particular focus on French-speaking consumers in North America, Europe, Africa, the Caribbean and French Polynesia. Explored from a sociolinguistic and social semiotic…

Neural responsivity during soft drink intake, anticipation, and advertisement exposure in habitually consuming youth.

Science.gov (United States)

Burger, Kyle S; Stice, Eric

2014-02-01

Although soft drinks are heavily advertised, widely consumed, and have been associated with obesity, little is understood regarding neural responsivity to soft drink intake, anticipated intake, and advertisements. Functional MRI was used to assess examine neural response to carbonated soft drink intake, anticipated intake and advertisement exposure as well as milkshake intake in 27 adolescents that varied on soft drink consumer status. Intake and anticipated intake of carbonated Coke® activated regions implicated in gustatory, oral somatosensory, and reward processing, yet high-fat/sugar milkshake intake elicited greater activation in these regions vs. Coke intake. Advertisements highlighting the Coke product vs. nonfood control advertisements, but not the Coke logo, activated gustatory and visual brain regions. Habitual Coke consumers vs. nonconsumers showed greater posterior cingulate responsivity to Coke logo ads, suggesting that the logo is a conditioned cue. Coke consumers exhibited less ventrolateral prefrontal cortex responsivity during anticipated Coke intake relative to nonconsumers. Results indicate that soft drinks activate reward and gustatory regions, but are less potent in activating these regions than high-fat/sugar beverages, and imply that habitual soft drink intake promotes hyper-responsivity of regions encoding salience/attention toward brand specific cues and hypo-responsivity of inhibitory regions while anticipating intake. Copyright © 2013 The Obesity Society.

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context

NARCIS (Netherlands)

R. Pozharliev (Rumen); W.J.M.I. Verbeke (Willem); R.P. Bagozzi (Richard)

2017-01-01

textabstractThe application of neurophysiological methods to study the effects of advertising on consumer purchase behavior has seen an enormous growth in recent years. However, little is known about the role social settings have on shaping the human brain during the processing of advertising

Consumers' various and surprising responses to direct-to-consumer advertisements in magazine print.

Science.gov (United States)

Arney, Jennifer; Street, Richard L; Naik, Aanand D

2013-01-01

Direct-to-consumer advertising (DTCA) is ubiquitous in media outlets, but little is known about the ways in which consumers' values, needs, beliefs, and biases influence the perceived meaning and value of DTCA. This article aims to identify the taxonomy of readership categories that reflect the complexity of how health care consumers interact with DTCA, with particular focus on individuals' perceptions of print DTCA in popular magazines. Respondent-driven sampling was used to recruit 18 male and female magazine readers and 18 male and female prescription medication users aged 18-71 years. Semi-structured, in-depth interviews with consumers about their attentiveness, motivations, perceived value, and behavioral responses to DTCA were conducted. The analyses were guided by principles of grounded theory analysis; four categories that vary in consumers' attentiveness, motivations, perceived value, and behavioral responses to DTCA were identified. Two categories - the lay physician and the informed shopper - see value in information from DTCA and are likely to seek medical care based on the information. One category - the voyeur - reads DTCA, but is not likely to approach a clinician regarding advertised information. The fourth category - the evader - ignores DTCA and is not likely to approach a clinician with DTCA information. Responses to DTCA vary considerably among consumers, and physicians should view patients' understanding and response to DTCA within the context of their health-related needs. Patients' comments related to DTCA may be used as an opportunity to engage and understand patients' perspectives about illness and medication use. Clinicians may use information about these categories to facilitate shared understanding and improve communication within the doctor-patient relationship.

Is advertising by dental professionals having a negative impact on consumers?: the perspectives of Indian consumers.

Science.gov (United States)

Dable, Rajani A; Musani, Smita I; Wasnik, Pradnya B; Nagmode, Sunilkumar L; Pawar, Babita R

2014-01-01

Advertising by dentists is a controversial issue. Many feel that advertising is necessary for creating dental awareness, whereas, many others feel that it should be banned to keep intact the ethical aspect of the profession, which aims at serving the community. This study explores consumers' ideas about advertising. A total of 562 respondents from various parts of India participated in this study. The response rate was 46.83%. The data were analyzed by applying the chi-square test of association and the Z test of difference between two proportions at 5% and 1% level of significance (i.e., p<.05 and p<.01).

Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?

Science.gov (United States)

Martínez-Ruiz, María Pilar; Izquierdo-Yusta, Alicia; Olarte-Pascual, Cristina; Reinares-Lara, Eva

2016-01-01

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant.

Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?

Science.gov (United States)

Martínez-Ruiz, María Pilar; Izquierdo-Yusta, Alicia; Olarte-Pascual, Cristina; Reinares-Lara, Eva

2017-01-01

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents and consequences of attitudes toward permission-based mobile advertising. More specifically, it sought to identify the antecedents of attitudes toward mobile advertising and the bridges between these attitudes and consumers' intentions upon receiving advertising on their mobile devices. To this end, a causal model was proposed and tested with a sample of 612 mobile phone users that was collected from a panel of Spanish adults who receive advertising on their mobile phones in the form of SMS text messages. The structural model used was validated using the partial least squares (PLS) regression technique. The results show that the greatest influence was that exerted by positive emotions on feelings, suggesting that positive emotions have an indirect effect on attitude toward mobile advertising. This influence was even greater than their direct effect. Another important, though less powerful, effect was the influence of attitude on behavioral intentions to receive mobile advertising. In contrast, the influence of cognitive variables on attitude was less relevant. PMID:28096797

Visual elements in direct-to-consumer advertising: Messages communicated to patients with arthritis.

Science.gov (United States)

Willis, Erin

2017-01-01

Direct-to-consumer (DTC) advertising saturates popular health magazines, communicating persuasive messages to readers that may influence attitudes and behaviors. This research used a two-prong approach to investigate the visual elements used in DTC advertising and their influence on consumers' understanding of a disease and its treatment options. An analysis was conducted of DTC advertisements (N = 62) from a population sample of Arthritis Today magazine, 2000-2010. Three panels of people with arthritis were used to validate the findings and discuss implications for health literacy. Pharmaceutical companies have an opportunity to communicate tailored messages to readers of niche publications and improve disease management.

Effect of illicit direct to consumer advertising on use of etanercept, mometasone, and tegaserod in Canada: controlled longitudinal study.

Science.gov (United States)

Law, Michael R; Majumdar, Sumit R; Soumerai, Stephen B

2008-09-02

To assess the impact of direct to consumer advertising of prescription drugs in the United States on Canadian prescribing rates for three heavily marketed drugs-etanercept, mometasone, and tegaserod. Controlled quasi-experimental study using interrupted time series analysis. Representative sample of 2700 Canadian pharmacies and prescription data from 50 US Medicaid programmes. Differences in number of filled prescriptions per 10,000 population per month between English speaking and French speaking (control) Canadian provinces before and after the start of direct to consumer advertising in the United States. Spending on direct to consumer advertising for study drugs ranged from $194m to $314m ( pound104m- pound169m; euro131m-euro212m) over the study period. Prescription rates for etanercept and mometasone did not increase in English speaking provinces relative to French speaking controls after the start of direct to consumer advertising. In contrast, tegaserod prescriptions increased 42% (0.56 prescriptions/10,000 residents, 95% confidence interval 0.37 to 0.76) in English speaking provinces immediately after the start of US direct to consumer advertising. Uncontrolled analysis of US Medicaid data showed a larger 56% increase in tegaserod prescriptions. However, this increase did not persist over time in either country, despite continued advertising. Exposure to US direct to consumer advertising transiently influenced both Canadian and US prescribing rates for tegaserod, a drug later withdrawn owing to safety concerns. The impact of direct to consumer advertising on drug use seems to be highly variable and probably depends on the characteristics of the advertised drug, the level of exposure to direct to consumer advertising, and the cultural context.

Do perceptions of direct-to-consumer pharmaceutical advertising vary based on urban versus rural living?

Science.gov (United States)

Spake, Deborah F; Joseph, Mathew; Megehee, Carol M

2014-01-01

This study explores the connection between perceptions of direct-to-consumer (DTC) advertising based on where people live and shop. Urban consumers were found to be more skeptical of DTC advertising, but more likely to believe that physicians select pharmaceuticals based on the efficacy of the product. Those living in rural areas were more motivated to visit a doctor and more likely to feel an equal doctor-patient relationship after exposure to DTC advertising. Interaction effects among gender, income, and education were detected, as well as an interaction effects between location and income on views of DTC advertising.

Effect of illicit direct to consumer advertising on use of etanercept, mometasone, and tegaserod in Canada: controlled longitudinal study

Science.gov (United States)

Majumdar, Sumit R; Soumerai, Stephen B

2008-01-01

Objective To assess the impact of direct to consumer advertising of prescription drugs in the United States on Canadian prescribing rates for three heavily marketed drugs—etanercept, mometasone, and tegaserod. Design Controlled quasi-experimental study using interrupted time series analysis. Population Representative sample of 2700 Canadian pharmacies and prescription data from 50 US Medicaid programmes. Main outcome measures Differences in number of filled prescriptions per 10 000 population per month between English speaking and French speaking (control) Canadian provinces before and after the start of direct to consumer advertising in the United States. Results Spending on direct to consumer advertising for study drugs ranged from $194m to $314m (£104m-£169m; €131m-€212m) over the study period. Prescription rates for etanercept and mometasone did not increase in English speaking provinces relative to French speaking controls after the start of direct to consumer advertising. In contrast, tegaserod prescriptions increased 42% (0.56 prescriptions/10 000 residents, 95% confidence interval 0.37 to 0.76) in English speaking provinces immediately after the start of US direct to consumer advertising. Uncontrolled analysis of US Medicaid data showed a larger 56% increase in tegaserod prescriptions. However, this increase did not persist over time in either country, despite continued advertising. Conclusions Exposure to US direct to consumer advertising transiently influenced both Canadian and US prescribing rates for tegaserod, a drug later withdrawn owing to safety concerns. The impact of direct to consumer advertising on drug use seems to be highly variable and probably depends on the characteristics of the advertised drug, the level of exposure to direct to consumer advertising, and the cultural context. PMID:18765444

Pharmacy students' knowledge, attitudes, and evaluation of direct-to-consumer advertising.

Science.gov (United States)

Naik, Rupali K; Borrego, Matthew E; Gupchup, Gireesh V; Dodd, Melanie; Sather, Mike R

2007-10-15

To assess pharmacy students' knowledge, attitudes, and evaluation of direct-to-consumer advertising (DTCA). A cross sectional, self-administered, 106-item survey instrument was used to assess first, second, and third professional year pharmacy students' knowledge about DTCA regulations, attitudes toward DTCA, and evaluation of DTC advertisements with different brief summary formats (professional labeling and patient labeling) and in different media sources (print and television). One hundred twenty (51.3%) of the 234 students enrolled participated in the study. The mean percentage knowledge score was 48.7% +/- 12.5%. Based on the mean scores per item, pharmacy students had an overall negative attitude toward DTC advertisements. Students had an overall negative attitude toward television and print advertisements using the professional labeling format but an overall positive attitude toward the print advertisement using the patient labeling format. Lectures discussing DTC advertising should be included in the pharmacy curriculum.

Impact of Mobile advertising on consumer attitudes in Algeria: case study of Ooredoo

OpenAIRE

Amina Merabet; Abderrezzak Benhabib; Abderrezzak Merabet

2017-01-01

Mobile advertising is a perfect tool to build a relationship based on proximity between brand and consumer. It is tactile, interactive, and personalized. As few studies have focused on this con-cept, particularly in the Algerian context, we aim in this research to show the role of mobile ad-vertising on consumer attitudes. After a literature review, an empirical study is conducted among150 students in Tlemcen city. Results, using regression analysis, show that attitude to-wards mobile adverti...

Direct-to-consumer advertising skepticism and the use and perceived usefulness of prescription drug information sources.

Science.gov (United States)

DeLorme, Denise E; Huh, Jisu; Reid, Leonard N

2009-01-01

This study investigates advertising skepticism in the context of consumers' prescription drug information seeking behavior. Results of a telephone survey found that: (a) the overall level of direct-to-consumer advertising (DTCA) skepticism among consumers was neutral; (b) DTCA skepticism was unrelated to age, positively related to education and income, and varied by race; (c) however, when all the antecedent variables were considered concurrently, only education emerged as a significant predictor (consumers with higher education were more skeptical of DTCA); (d) DTCA skepticism was not significantly related to perceived importance of prescription drug information; (e) DTCA skepticism was not associated with use of advertising and interpersonal sources of prescription drug information; and (f) DTCA skepticism was negatively related to perceived usefulness of advertising sources but unrelated to perceived usefulness of professional interpersonal sources (i.e., physicians and pharmacists). The article concludes with a discussion of findings and directions for future research.

Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods

Directory of Open Access Journals (Sweden)

Gorica Zoric

2018-04-01

Full Text Available Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Sarajevo consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 358 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test.Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.000.

Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods

Directory of Open Access Journals (Sweden)

Dusko Bjelica

2018-04-01

Full Text Available Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 228 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test.Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.020.

How direct-to-consumer television advertising for osteoarthritis drugs affects physicians' prescribing behavior.

Science.gov (United States)

Bradford, W David; Kleit, Andrew N; Nietert, Paul J; Steyer, Terrence; McIlwain, Thomas; Ornstein, Steven

2006-01-01

Concern about the potential pernicious effect of direct-to-consumer (DTC) drug advertising on physicians' prescribing patterns was heightened with the 2004 withdrawal of Vioxx, a heavily advertised treatment for osteoarthritis. We examine how DTC advertising has affected physicians' prescribing behavior for osteoarthritis patients. We analyzed monthly clinical information on fifty-seven primary care practices during 2000-2002, matched to monthly brand-specific advertising data for local and network television. DTC advertising of Vioxx and Celebrex increased the number of osteoarthritis patients seen by physicians each month. DTC advertising of Vioxx increased the likelihood that patients received both Vioxx and Celebrex, but Celebrex ads only affected Vioxx use.

77 FR 4273 - Direct-to-Consumer Prescription Drug Advertisements; Presentation of the Major Statement in...

Science.gov (United States)

2012-01-27

...The Food and Drug Administration (FDA) is reopening the comment period on specific data related to a proposed rule published in the Federal Register of March 29, 2010 (75 FR 15376), to establish standards that would be considered in determining whether the major statement in direct-to-consumer (DTC) television and radio advertisements relating to the side effects and contraindications of an advertised prescription drug intended for use by humans is presented in a clear, conspicuous, and neutral manner. FDA is announcing that it has added a document to the docket for the proposed rulemaking concerning a study entitled: ``Experimental Evaluation of the Impact of Distraction on Consumer Understanding of Risk and Benefit Information in Direct-to- Consumer Prescription Drug Television Advertisements'' (Distraction Study). This study was designed to investigate some advertising factors that could influence consumers' understanding of a drug's risks. This document reopens the comment period for the rulemaking proceeding to allow an opportunity for comment on the study as it relates to the proposed standards.

Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

OpenAIRE

Cheng, Emelie; Khan, Nadia

2017-01-01

This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. There is, however, a lack of prior research and contrasting views regard...

Consumer Perceptions of the Media and Their Advertising Content.

Science.gov (United States)

Larkin, Ernest F.

To determine consumer preference regarding four forms of mass communication, an 18-item questionnaire was devised that asked individuals where they sought information on national and world affairs, local events, entertainment, and shopping (advertising). Results from the 108 respondents in the random sample indicated the following: newspapers…

“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising

Directory of Open Access Journals (Sweden)

Nithima Sumpradit

2015-12-01

Full Text Available We examine how consumers react to direct-to-consumer advertising (DTCA by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion focus and self-construal orientation (independent versus interdependent and find that prevention (versus promotion focused consumers form stronger intentions to speak with physicians and are more likely to discuss an advertised drug, when the ad uses an interdependence self-construal theme, whereas promotion (versus prevention focused consumers form stronger intentions to speak with physicians and are more likely to discuss an advertised drug, when the ad uses an independent self-construal theme. The above two-way interaction was further found to be governed by attitudes toward DTCA. Under goal compatibility, consumers who had positive or neutral attitudes toward DTCA (versus negative had stronger (a intentions to speak with physicians about the advertised drug, (b stronger intentions to speak with physicians about high cholesterol, (c greater likelihood of discussing the drug with health professionals, and (d greater likelihood of requesting a prescription, yet did not differ in perceptions of drug benefits and risks. Hypotheses were tested on a sample of 197 female staff and retirees (aged 40–80 years at a large university.

An Updated Analysis of Direct-to-Consumer Television Advertisements for Prescription Drugs.

Science.gov (United States)

Applequist, Janelle; Ball, Jennifer Gerard

2018-05-01

In 2015, the American Medical Association called for a ban of direct-to-consumer advertising (DTCA) for prescription drugs. Yet, the pharmaceutical industry spends more than ever on broadcast advertisements, with national health care costs largely driven by drug spending. An evaluation of these ads is critical, as these advertisements can impact the frequency which patients ask their doctors about medications. A content analysis of prime-time direct-to-consumer ads was conducted across 4 major cable television networks. The ad content (n = 61) was coded for factual claims made regarding target conditions, appeals used, portrayal of medications, and lifestyle characteristics shown. We found a substantial decrease in the percentage of ads that conveyed information about the conditions being targeted, such as risk factors (16%) and prevalence (16%). Positive emotional appeals (94%) continued to be emphasized; yet there was decreased use of negative emotional appeals (51%), pointing to an overall more positive portrayal of a patient's experience with a medication. The lifestyles portrayed in the sample largely featured how products can enable more recreational activities (69%) and fewer ads (7%) presented alternatives to product use. Direct-to-consumer advertising continued to promote prescription drugs above educating the population. Improvement in the educational value of DTCA is likely to require regulatory action rather than reliance on self-regulation by the pharmaceutical industry. © 2018 Annals of Family Medicine, Inc.

Using social cognitive theory to explain consumers' behavioral intentions in response to direct-to-consumer prescription drug advertising.

Science.gov (United States)

Young, Henry N; Lipowski, Earlene E; Cline, Rebecca J W

2005-06-01

Previous research describing consumers' communication behaviors in response to direct-to-consumer advertising (DTCA) suggests a social cognitive rationale to explain DTCA-related communication behavior. Guided by social cognitive theory, the objective of this study was to explore outcome expectancy and self-efficacy beliefs as predictors of individuals' intentions to communicate with their physicians about an advertised drug. One hundred and seven female college students completed a questionnaire, read an advertisement for an oral contraceptive drug, and completed a second questionnaire. The questionnaires assessed participants' self-efficacy and outcome expectancy beliefs, intended communication behavior, and demographic information. Pearson product-moment correlation analyses showed that outcome expectancy (r=0.75, Pbehavior (B=1.56, Padvertised drug [t(106)=14.75, Pconsumers' plans for interacting with physicians in response to DTCA. Health care providers can use these results to guide communication with patients regarding DTCA and meet patients' drug-related informational expectations.

Informative advertising and consumer search in a differentiated-products duopoly

Czech Academy of Sciences Publication Activity Database

Celik, Levent

-, Č. 332 (2007), s. 1-17 ISSN 1211-3298 Institutional research plan: CEZ:MSM0021620846 Keywords : consumer search * duopoly * ínformative advertising Subject RIV: AH - Economics http://www.cerge.cuni.cz/pdf/wp/Wp332.pdf

A Quantitative Study on How Internet Search Ads Generate Consumer Traffic to Advertisers' Website

Directory of Open Access Journals (Sweden)

Jungsun Son

2011-06-01

Full Text Available This study aims to measure the impact of these two variables on consumers' 'click-through' rates (the number of users that click on the ad compared to the number of times the ad is delivered. The result is as follows. First, search ads play a critical role in drawing consumers to advertisers' websites. Once search ads are placed, the number of visitors increased tenfold. Secondly, when search ads are keyed to highly-involved words such as 'IDC', 'hosting' and 'co-location', click-through rates significantly fluctuate according to the type of advertising message. In this case, consumers respond much more positively to ads highlighting credibility and product quality than to ads with emphasis on sales and events. Thirdly, the placement of search ads also matters. The ad placed first in the search list overpowers ads in the third or fifth place in terms of click-through rates. However, there was no significant difference of click-through rates between ads in the third place and ads in fifth. Lastly, when estimating which variable plays the bigger role in bringing traffic to advertisers' websites, consumers are more receptive to the substance of the advertising message than to its placement, under the circumstances of high involvement.

'People Love Player's': Cigarette Advertising and the Teenage Consumer in Post-war Britain.

Science.gov (United States)

O'Neill, Daniel

2017-09-01

This article explores the background, creation and reception of a prominent cigarette advertising campaign from the early 1960s. The advertisements featured young couples falling in love as they shared Player's Medium cigarettes together. As such, the advertisements reflected the central place of the teenager within post-war British consumer culture. The campaign was built upon the insights of market research, particularly that carried out by Mark Abrams and his research organization Research Services Limited. Historians have played down the significance of Abrams's work, but it is argued here that the studies and reports Abrams produced rendered the teenage consumer knowable in a powerful way. Advertisers and manufacturers now had detailed knowledge about young people's consumption habits and their motivations. Such research helped the British tobacco industry formulate a controversial marketing strategy-the need to 'recruit' young people to the smoking habit-and the People Love Player's campaign was created with this in mind. The representations of love and gender included in the advertisements gave the campaign an emotional pull which was designed to resonate with young people. The advertisements were widely criticized and this drove the British tobacco industry to remove from its advertising appeals which might influence the young, such as love. © The Author [2017]. Published by Oxford University Press. All rights reserved. For Permissions, please email: journals.permissions@oup.com.

Direct-to-consumer advertising of COX-2 inhibitors: effect on appropriateness of prescribing.

Science.gov (United States)

Spence, Michele M; Teleki, Stephanie S; Cheetham, T Craig; Schweitzer, Stuart O; Millares, Mirta

2005-10-01

Spending on direct-to-consumer advertising (DTCA) of prescription drugs has increased dramatically in the past several years. An unresolved question is whether such advertising leads to inappropriate prescribing. In this study, the authors use survey and administrative data to determine the association of DTCA with the appropriate prescribing of cyclooxygenase-2 (COX-2) inhibitors for 1,382 patients. Treatment with either a COX-2 or a traditional nonsteroidal anti-inflammatory drug (NSAID) was defined as appropriate or not according to three different definitions of gastrointestinal risk. Patients who saw or heard a COX-2 advertisement and asked their physician about the advertised drug were significantly more likely to be prescribed a COX-2 (versus a NSAID, as recommended by evidence-based guidelines) than all other patients. Findings also suggest that some patients may benefit from DTCA. The authors discuss the need for balanced drug information for consumers, increased physician vigilance in prescribing appropriately, and further study of DTCA.

Direct-to-consumer pharmaceutical advertising: physician and public opinion and potential effects on the physician-patient relationship.

Science.gov (United States)

Robinson, Andrew R; Hohmann, Kirsten B; Rifkin, Julie I; Topp, Daniel; Gilroy, Christine M; Pickard, Jeffrey A; Anderson, Robert J

2004-02-23

Previous studies have shown that direct-to-consumer (DTC) pharmaceutical advertising can influence consumer behavior and that many physicians have negative views of these advertisements. Physician and public opinions about these advertisements and how they may affect the physician-patient relationship are not well established. Mail survey of 523 Colorado physicians and 261 national physicians and telephone survey of 500 Colorado households asking respondents to rate their agreement with statements about DTC advertising. Most physicians tended to view DTC advertisements negatively, indicating that such advertisements rarely provide enough information on cost (98.7%), alternative treatment options (94.9%), or adverse effects (54.8%). Most also believed that DTC advertisements affected interactions with patients by lengthening clinical encounters (55.9%), leading to patient requests for specific medications (80.7%), and changing patient expectations of physicians' prescribing practices (67.0%). Only 29.0% of public respondents agreed that DTC advertising is a positive trend in health care and 28.6% indicated that advertisements make them better informed about medical problems; fewer indicated that advertisements motivated them to seek care (10.5%) or led them to request specific medications from their physicians (13.3%). Most physicians have negative views of DTC pharmaceutical advertising and see several potential effects of these advertisements on the physician-patient relationship. Many public respondents have similarly negative views, and only a few agree that they change their expectations of or interactions with physicians. While these advertisements may be influencing only a few consumers, it seems that the impact on physicians and their interactions with patients may be significant.

The Impact of Credibility, Informative, and Hedonic/pleasure on Youth Consumers€™ Attitude Towards Advertising: Study of Mobile Advertising

OpenAIRE

Sebastian, Sondakh David Reynaldo

2016-01-01

The mobile media will be the primary focus of this study due to the rapid growth of mobile devices users each year and simply the huge number of mobile devices users which already in the billions of users. Because of this number of user, it results in huge number of advertisement delivered. That is why it is important to understand the consumers€™ attitude towards advertising. Based on previous research regarding attitude towards advertising, a questionnaire was created to identify the relati...

Direct‐to‐consumer advertising of pharmaceuticals: developed countries experiences and Turkey

OpenAIRE

Semin, Semih; Aras, Şahbal; Guldal, Dilek

2006-01-01

While several major problems concerning drugs occur in the world, the attempts to direct‐to‐consumer advertising (DTCA) has gained a considerable impetus lately in both developed and developing countries. DTCA has increasingly become an appealing advertising alternative for the pharmaceutical industry as drug companies have come to wrestle with such problems as the expansion of the drug market; the decline of the medical representatives’ work efficiency; drug reimbursement restrictions; and t...

Consumer Attitudinal Insights about Social Media Advertising: A South Asian Perspective

OpenAIRE

Imran Anwar Mir

2012-01-01

Current study aims to indentify the underlying belief dimensions that influence consumer attitudes toward social media advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study data was collected from randomly chosen university students (n=210) using survey at Islamabad capital city of Pakistan. Res...

Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

Directory of Open Access Journals (Sweden)

Ivanete Schneider Hahn

2016-01-01

Full Text Available Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers. The results showed the following: (1 the emotional response to advertising on social media had a positive influence on brand evaluation; and (2 consumer trust had a positive influence on brand evaluation and emotional response to advertisements on social media. It is possible to conclude that consumer trust is the key variable to a positive emotional response to advertisements on social media and to a positive brand evaluation. Finally, this study demonstrates that companies must measure the emotional response to advertising in their social media activities as a way of enhancing brand evaluation.

Behavioral Advertising: tracking consumers with consent : Consideration of the substantive and procedural role of online contracts and other agreements, consent, and regulation of behavioral advertising in the US and the EU.

OpenAIRE

McGillivray, Kevin

2010-01-01

Technologies have been introduced that allow companies to track consumer browsing online. Behavioral advertising, also referred to as behavioral targeting, is a method of collecting consumer information based on online behavior. From the information collected, by an advertiser, a detailed consumer profile can be created. The consumer profile is designed to provide advertisers with a more accurate picture of the kinds of services or products that a group of users, or a specific user, might b...

Attitudes of Montenegrin Consumers Toward Advertising Through Sport Among the Frequency of Watching Sports Events

Directory of Open Access Journals (Sweden)

Bojan Masanovic

2018-01-01

Full Text Available It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Montenegrin consumers toward advertising through sport among. The sample included 342 respondents, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.00. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. These results are so important for the marketers, mostly due to the reason they can’t merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this is the case in previous investigations and this observation presents relevant information.

Effects of Deceptive Advertising on Consumer Loyalty in Telecommunication Industry of Pakistan

OpenAIRE

Hasan, Syed Akif; Subhani, Muhammad Imtiaz

2011-01-01

This study is an attempt to interrogate the effects of deceptive advertising on consumer loyalty in telecommunication industry of Pakistan. Four variables, Call Charges (CC), Network Coverage (NC), Network Quality (NQ) and Customer Service (CS) were used to measure deception in Telecom Ads and then its effect on consumer loyalty while the consumer preference is used as the proxy of consumer loyalty. 10,000 random individuals from telecom industry were selected to conclude the results. Testing...

Cancer-related direct-to-consumer advertising: a critical review.

Science.gov (United States)

Kontos, Emily Z; Viswanath, K

2011-02-01

The direct-to-consumer advertising (DTCA) phenomenon has received attention because of its attempt to reach out to consumers by bypassing important gatekeepers such as physicians. The emergence of new information platforms and the introduction of genetic tests directly to the consumer have heightened the concern with DTCA and its potential consequences. These effects of DTCA are particularly important given the communication inequalities among social groups, with class, race and ethnicity influencing how people access, seek, process and act on information. This Science and Society article reviews the major issues regarding general and cancer-related DTCA and also offers data from a national survey in the United States as an example of the communication inequalities in genetic testing awareness.

The cost-effectiveness of direct-to-consumer advertising for prescription drugs.

Science.gov (United States)

Atherly, Adam; Rubin, Paul H

2009-12-01

In this paper we use published information to analyze the economic value of Direct to Consumer Advertising (DTCA). The reviewed research finds that DTCA leads to increased demand for the advertised drug and that the effect of the drug tends to be class-wide rather than product specific. There is weak evidence that DTCA may increase compliance and improve clinical outcomes. However, there is little research on the effect of DTCA on inappropriate prescribing or on the characteristics of patients who respond to treatment. On net, if the advertised drugs are cost effective on average and the patients using the drugs in response to the advertisement are similar to other users, DTCA is likely cost effective. Overall, the literature to date is consistent with the idea that DTCA is beneficial, but further research is needed before definitive conclusions can be drawn.

"Be ready against cancer, now": direct-to-consumer advertising for genetic testing.

Science.gov (United States)

William-Jones, Bryn

2006-04-01

A recent addition to the debate about the benefits and harms of direct-to-consumer (DTC) advertising of medicines and pharmaceuticals is a growing critique of DTC marketing and sale of genetic tests. Academic and policy literatures exploring this issue have, however, tended to focus on the sale of genetic tests, paying rather less attention to the particular implications of advertising. The globalization of broadcast media and ever increasing access to the Internet mean that public exposure to advertising for medical technologies is a reality that national regulatory bodies will be hard pressed to constrain. Working through a case study detailing Myriad Genetics' 2002 pilot advertising campaign for their BRACAnalysis genetic susceptibility test for hereditary breast and ovarian cancer, this paper highlights some of the diverse and often overlooked and unregulated approaches to DTC advertising, and the associated social, ethical and policy implications.

Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how often Consumers purchase Sporting Goods

Directory of Open Access Journals (Sweden)

Vladimir Djurisic

2018-04-01

Full Text Available This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often consumers purchase sporting goods. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of (p=.000. Hence, it is interesting to highlight that it was found there were significant differences showed up between the consumers who purchase sport goods. The significant differences were found in two of three variables, while the consumers who purchase sport goods less than 3 times a moths had much more negative attitudes toward advertising though sport.

Living in the "land of no"? Consumer perceptions of healthy lifestyle portrayals in direct-to-consumer advertisements of prescription drugs.

Science.gov (United States)

Frosch, Dominick L; May, Suepattra G; Tietbohl, Caroline; Pagán, José A

2011-10-01

Direct-to-consumer advertising (DTCA) of prescription drugs is the most common form of health communication Americans are exposed to. The effects of DTCA on prescription requests and utilization are well established, but little is known about the effects of advertisements on health behaviors. Many advertisements, especially those promoting drugs to prevent or treat cardiovascular disease, refer to lifestyle change as a way to improve health. However, no studies have examined how consumers interpret these frequently ambiguous messages. We used in-depth interviews with 45 participants, recruited in Los Angeles, USA between April 2007 and July 2008, to explore perceptions of 5 advertisements for drugs that prevent or treat cardiovascular disease (Lipitor(®), Vytorin(®), Zetia(®), Caduet(®), Plavix(®)). We found that participants interpreted advertising messages within their own life context and identified four trajectories for enacting behavior change versus taking prescription drugs: Negotiators, Avoiders, Embracers and Jumpstarters. Underlying these four typologies were beliefs about whether lifestyle change was something an individual could do or was willing to do. Our results also show how an advertisement narrative could potentially shift perceptions of causality by suggesting that high cholesterol is primarily hereditary, thereby obviating the need for lifestyle change. Some participants stated that they would prefer lifestyle change to a particular prescription drug, but felt that others would be more likely to embrace taking a prescription drug. This "Third Person Effect" may be masking participants' intentions by identifying a more socially desirable route to therapeutic change. These findings raise questions about how the typologies are distributed in the population and how advertising may shift consumers' beliefs over time, thereby contributing to new forms of medicalization. Effective regulation of DTCA may require expanding scrutiny beyond the

Attitudes of Turkish Consumers toward Advertising through Sport among the Frequency of Watching Sports Events

Directory of Open Access Journals (Sweden)

Bojan Masanovic

2017-08-01

Full Text Available It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among. The sample included 173 respondents, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between two out of three variables at a significance level of p=.05. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. These results are so important for the marketers, mostly due to the reason they can’t merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this is the case in previous investigations and this observation presents relevant information.

Effects of image congruency on persuasiveness and recall in direct-to-consumer prescription drug advertising.

Science.gov (United States)

Kiernicki, Kristen; Helme, Donald W

2017-01-01

Although direct-to-consumer (DTC) prescription drug advertising is regulated by the U.S. Food and Drug Administration, content analyses suggest advertisers may not disclose drug risks in the same way they describe drug benefits. This study tests the relationship between image congruency in televised DTC advertisements, recall of risks/benefits, and perceived persuasiveness. Advertisements for Nasonex, Advair, and Lunesta were shown to college students in either their original (image incongruent) or modified (image neutral) form. Risks were easier to recall with image-neutral advertisements. Gender also had a significant interaction effect, suggesting that males and females process DTC advertisement differently.

Amount of Televised Alcohol Advertising Exposure and the Quantity of Alcohol Consumed by Youth.

Science.gov (United States)

Naimi, Timothy S; Ross, Craig S; Siegel, Michael B; DeJong, William; Jernigan, David H

2016-09-01

Although studies demonstrate that exposure to brand-specific alcohol advertising is associated with an increased likelihood of youth consuming particular brands, the relationship between quantity of brand-specific advertising exposure and quantity of brand-specific consumption has not been firmly established. Using the Alcohol Brand Research Among Underage Drinkers (ABRAND) national sample of 1,031 young drinkers (ages 13-20), this study examined the relationship between their aggregated past-year exposure to advertising (in adstock units, a measure based on gross rating points) for 61 alcohol brands that advertised on the 20 most popular nonsports television programs viewed by underage youth and their aggregated total consumption of those same brands during the past 30 days. Predictive models adjusted for other media exposure, predictors of youth's alcohol consumption, and the consumption of brands not advertised on the 20 shows. For the fully adjusted models, each 100 adstock unit increase in exposure (about 1 SD) was associated with an increase of 5.9 drinks (95% CI [0.9, 11.0 drinks]) consumed during the past 30 days among those with less than 300 units of advertising exposure, and an increase of 55.7 drinks (95% CI [13.9, 97.4 drinks]) among those with 300 or more adstock units of exposure. Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure-consumption relationships longitudinally and in other media.

Amount of Televised Alcohol Advertising Exposure and the Quantity of Alcohol Consumed by Youth

Science.gov (United States)

Naimi, Timothy S.; Ross, Craig S.; Siegel, Michael B.; DeJong, William; Jernigan, David H.

2016-01-01

Objective: Although studies demonstrate that exposure to brand-specific alcohol advertising is associated with an increased likelihood of youth consuming particular brands, the relationship between quantity of brand-specific advertising exposure and quantity of brand-specific consumption has not been firmly established. Method: Using the Alcohol Brand Research Among Underage Drinkers (ABRAND) national sample of 1,031 young drinkers (ages 13–20), this study examined the relationship between their aggregated past-year exposure to advertising (in adstock units, a measure based on gross rating points) for 61 alcohol brands that advertised on the 20 most popular nonsports television programs viewed by underage youth and their aggregated total consumption of those same brands during the past 30 days. Predictive models adjusted for other media exposure, predictors of youth’s alcohol consumption, and the consumption of brands not advertised on the 20 shows. Results: For the fully adjusted models, each 100 adstock unit increase in exposure (about 1 SD) was associated with an increase of 5.9 drinks (95% CI [0.9, 11.0 drinks]) consumed during the past 30 days among those with less than 300 units of advertising exposure, and an increase of 55.7 drinks (95% CI [13.9, 97.4 drinks]) among those with 300 or more adstock units of exposure. Conclusions: Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure–consumption relationships longitudinally and in other media. PMID:27588530

THE IMPACT OF ADVERTISEMENT ON ALCOHOL CONSUMPTION: A CASE STUDY OF CONSUMERS IN BANTAMA SUB-METRO

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Frank Amoateng

2013-01-01

Full Text Available The general focus of the study was to investigate the impact of advertisement on alcoholic beverage consumption at Bantama Sub-Metro in Kumasi. Objectives were to analyse the nature of advertisement of alcoholic beverages, determine factors that influence the consumption of alcoholic beverages and to examine the influence of advertisement on the consumption of alcoholic beverages. A convenient sampling, which is a non-probability sampling, was used to select 220 respondents for the study. Instruments used to collect data were questionnaires. Regression analysis was used to establish the relationship between advertisement and alcohol consumption, which indicated a highly positive correlation. It was revealed that electronic medium was the biggest vehicle through which adverts of alcoholic beverages reach consumers. Again, consumers were more attracted to adverts that made bare the product functions or performances and musicians made the highest impact on consumption patterns of consumers among the celebrities used in adverts of alcoholic beverages among others. The alcohol brewing industries in order to assert themselves well and widen the scope of their products to their target consumers should endeavour to sponsor public events.

Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes

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Maya B. Mathur

2016-10-01

Full Text Available Background: Direct-to-consumer (DTC prescription drug advertisements are thought to induce boomerang effects, meaning they reduce the perceived effectiveness of the alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. Research in other risk domains has found that individual problem status often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects. Objectives: We aimed to assess whether priming with real direct-to-consumer (DTC television advertisements elicited boomerang effects on perceptions of lifestyle change and whether these effects, if present, were moderated by individual problem status. Methods: We assembled a sample of real, previously aired DTC television advertisements in order to naturalistically capture the portrayal of lifestyle change in real advertisements. We randomized 819 adults in the United States recruited via Amazon Mechanical Turk to view or not view an advertisement for a prescription drug. We further randomized subjects to judge either lifestyle change or drugs on three measures: general effectiveness, disease severity for a hypothetical patient, and personal intention to use the intervention if diagnosed with the target health condition. Results: Advertisement exposure induced a statistically significant, but weak, boomerang effect on general effectiveness (p = 0.01, partial R2 = 0.007 and did not affect disease severity score (p = 0.32, partial R2 = 0.0009. Advertisement exposure elicited a reverse boomerang effect of similar effect size on personal intentions, such that advertisement-exposed subjects reported comparatively higher intentions to use lifestyle change relative to drugs (p = 0.006, partial R2 = 0

Direct-to-consumer prescription drug advertising, 1989-1998. A content analysis of conditions, targets, inducements, and appeals.

Science.gov (United States)

Bell, R A; Kravitz, R L; Wilkes, M S

2000-04-01

We conducted a content analysis of consumer-targeted prescription drug advertisements to explore trends in prevalence, shifts in the medical conditions for which drugs are promoted, reliance on financial and nonmonetary inducements, and appeals used to attract public interest. We collected the drug advertisements appearing in 18 consumer magazines from 1989 through 1998. Two judges independently coded each advertisement and placed it in a category pertaining to the target audience, use of inducements, and product benefits (mean kappa=0.93). We employed descriptive statistics, cross-tabulations, and curve estimation procedures. A total of 320 distinct advertisements were identified, representing 101 brands and 14 medical conditions. New advertisement and brand introductions increased dramatically during this decade. Advertisements for drugs used for dermatologic, human immunodeficiency virus/acquired immune deficiency syndrome (HIV/AIDS), and obstetric/gynecologic conditions were most common. Almost all of the advertisements were aimed at the potential user of the drug, not third-party intermediaries such as parents and spouses. Although most advertisements were gender-neutral, women were more likely to be exclusively targeted. One eighth of the advertisements offered a monetary incentive (eg, a rebate or money-back guarantee), and one third made an offer of additional information in printed or audio/video form. The most common appeals used were effectiveness, symptom control, innovativeness, and convenience. Consumer-directed prescription drug advertising has increased dramatically during the past decade. The pharmaceutical industry is turning to this type of advertising to generate interest in its products. Our data may be useful to physicians who want to stay abreast of the treatments that are being directly marketed to their patients.

A review of empirical studies on examining the consumers' mobile advertising attitudes between 2000-2011

OpenAIRE

ALTUĞ, Nevin; YÜRÜK, Pınar

2013-01-01

Changes in the mobile phone technology and the rapid increase in the use of mobile phones have created a new field both for marketers and advertisers as well as for researchers to reach consumers. Therefore, marketing applications made through mobile phones have become a subject for various researches. In this study, mobile marketing and advertising have been discussed. This paper investigates the theoretical base in the literature about the relations which display “whether the consumers appr...

A review of empirical studies on examining the consumers' mobile advertising attitudes between 2000-2011

OpenAIRE

ALTUĞ, Nevin; YÜRÜK, Pınar

2014-01-01

Changes in the mobile phone technology and the rapid increase in the use of mobile phones have created a new field both for marketers and advertisers as well as for researchers to reach consumers. Therefore, marketing applications made through mobile phones have become a subject for various researches. In this study, mobile marketing and advertising have been discussed. This paper investigates the theoretical base in the literature about the relations which display “whether the consumers appr...

Mobile location-based advertising: how information privacy concerns influence consumers' attitude and acceptance

NARCIS (Netherlands)

Limpf, N.; Voorveld, H.A.M.

2015-01-01

This study investigates the effect of information privacy concerns on consumers' attitude toward and acceptance of mobile location-based advertising (LBA), and the moderating role of the type of mobile LBA, namely push versus pull. Using an online experiment (N = 224), it was found that consumers'

The Impact of Direct-to-Consumer Advertising on Pharmaceutical Prices and Demand

OpenAIRE

Dhaval Dave; Henry Saffer

2010-01-01

Expenditures on prescription drugs are one of the fastest growing components of national health care spending, rising by almost three-fold between 1995 and 2007. Coinciding with this growth in prescription drug expenditures has been a rapid rise in direct-to-consumer advertising (DTCA), made feasible by the Food and Drug Administration's (FDA) clarification and relaxation of the rules governing broadcast advertising in 1997 and 1999. This study investigates the separate effects of broadcast a...

The Influence of Brand Image and Advertising on Consumer Buying Behavior in Telkomsel 4g Package Plan

OpenAIRE

Umboh, Frederik Jibrael; Tielung, Maria V.J

2016-01-01

This research is about to analyze the influence of brand image and advertising on consumer buying behavior in Telkomsel 4G package plan. Consumer buying behavior plays an important role to increase sales of a company's product. In order to attract consumer buying behavior, company need to implement some strategies to increase their sales. Strategy that must be considered by Telkomsel to increase 4G users they are building a stronger brand image and massive promotion through their advertising ...

The Effects of Direct-To-Consumer-Advertising on Mental Illness Beliefs and Stigma.

Science.gov (United States)

Brown, Seth A

2017-07-01

Despite widespread use, little is known about how video direct-to-consumer-advertising (DTCA) influences beliefs about or stigma towards mental illness. The purpose of this study was to examine the effects of a medication advertisement on beliefs and stigma towards one mental disorder-bipolar disorder. A total of 424 participants were randomly assigned to view a medication or automobile advertisement and completed measures of beliefs and stigma towards bipolar disorder before and immediately after the advertisement. The medication advertisement did not lead to changes in perception of biological etiology, but did lead to increases in perception of prevalence, treatability, and controllability. No substantive changes were noted in stigma. In contrast to previous research and speculation, DTCA did not have an immediate, substantial impact on stigma or contribute to the "medicalization" of mental disorders.

The 2007 ABJS Marshall Urist Award: The impact of direct-to-consumer advertising in orthopaedics.

Science.gov (United States)

Bozic, Kevin J; Smith, Amanda R; Hariri, Sanaz; Adeoye, Sanjo; Gourville, John; Maloney, William J; Parsley, Brian; Rubash, Harry E

2007-05-01

Direct-to-consumer advertising (DTCA) has become an influential factor in healthcare delivery in the United States. We evaluated the influence of DTCA on surgeon and patient opinions and behavior in orthopaedics by surveying orthopaedic surgeons who perform hip and knee arthroplasties and patients who were scheduled to have hip or knee arthro-plasty. Respondents were asked for their opinions of and experiences with DTCA, including the influence of DTCA on surgeon and patient decision making. Greater than 98% of surgeon respondents had experience with patients who were exposed to DTCA. The majority of surgeon respondents reported DTCA had an overall negative impact on their practice and their interaction with patients (74%), and their patients often were confused or misinformed about the appropriate treatment for their condition based on an advertisement (77%). Fifty-two percent of patient respondents recalled seeing or hearing advertisements related to hip or knee arthroplasty. These patients were more likely to request a specific type of surgery or brand of implant from their surgeon and to see more than one surgeon before deciding to have surgery. Direct-to-consumer advertising seems to play a substantial role in surgeon and patient decision making in orthopaedics. Future efforts should be aimed at improving the quality and accuracy of information contained in consumer-directed advertisements related to orthopaedic implants and procedures.

Comparative Advertisements in the Business World: Need for Interplay of Trademark Law, Consumer Law and Competition Law

OpenAIRE

Sreenivasulu, Neeruganti Shanmuka

2018-01-01

Comparative advertisements also known as disparaging advertisements are regulated for the purpose of ensuring that nobody should negatively portray or present the competitors goods, and services or image and reputation in the business world. Though trademarks serve the purpose of identifying, representing and also advertising the brand of the business, business world often aims to reach out to the consumer through audiovisual means such as advertisements. Audiovisual advertisements would attr...

Consumers' various and surprising responses to direct-to-consumer advertisements in magazine print

Directory of Open Access Journals (Sweden)

Arney J

2013-01-01

Full Text Available Jennifer Arney,1–3 Richard L Street Jr,2–4 Aanand D Naik2,31Department of Sociology, University of Houston – Clear Lake, 2Houston VA Health Services Research and Development Center of Excellence, Michael E DeBakey Department of Veterans Affairs Medical Center, 3Section on Health Services Research, Baylor College of Medicine, Houston, 4Department of Communication, Texas A&M University, College Station, TX, USAAbstract: Direct-to-consumer advertising (DTCA is ubiquitous in media outlets, but little is known about the ways in which consumers' values, needs, beliefs, and biases influence the perceived meaning and value of DTCA. This article aims to identify the taxonomy of readership categories that reflect the complexity of how health care consumers interact with DTCA, with particular focus on individuals' perceptions of print DTCA in popular magazines. Respondent-driven sampling was used to recruit 18 male and female magazine readers and 18 male and female prescription medication users aged 18–71 years. Semi-structured, in-depth interviews with consumers about their attentiveness, motivations, perceived value, and behavioral responses to DTCA were conducted. The analyses were guided by principles of grounded theory analysis; four categories that vary in consumers' attentiveness, motivations, perceived value, and behavioral responses to DTCA were identified. Two categories – the lay physician and the informed shopper – see value in information from DTCA and are likely to seek medical care based on the information. One category – the voyeur – reads DTCA, but is not likely to approach a clinician regarding advertised information. The fourth category – the evader – ignores DTCA and is not likely to approach a clinician with DTCA information. Responses to DTCA vary considerably among consumers, and physicians should view patients' understanding and response to DTCA within the context of their health-related needs. Patients' comments

Optimistic bias, advertising skepticism, and consumer intentions for seeking information about the health risks of prescription medicine.

Science.gov (United States)

Park, Jin Seong; Ahn, Ho-Young Anthony; Haley, Eric John

2017-01-01

Based on a survey of prescription drug users (N = 408), this study revealed that: (a) the frequency of consumers' personal experience of prescription medicine adverse reactions negatively related to the extent of their optimistic bias about the chances of such events, (b) consumers' perceived personal control over adverse reactions positively related to optimistic bias, and (c) optimistic bias related more negatively to intentions to seek risk information when consumer skepticism toward direct-to-consumer advertising was high. When skepticism was low to average, optimistic bias did not inhibit such intentions. Implications and recommendations for the practice of direct-to-consumer advertising are provided.

THE INFLUENCE OF INTERACTIVITY ON CONSUMER ATTITUDE OF ADVERTISING IN VIDEO GAMES

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Alina SZUZ‐POP (GHIRVU

2014-06-01

Full Text Available Progress of new digital technologies has led to a new type of consumer, more dynamic and difficult to satisfy, which made the efficiency of the old promotion methods to decrease. Marketers who are looking for new ways to reach their audience found in online video games a reliable ally. Previous studies that have been conducted internationally showed that advertising through online games and delivering promotional messages in the virtual space mediated by Internet technology has a high degree of acceptance from the public. In Romania such studies are lacking , and this gap in the literature led to the need to study the potential that promoting in video game has on consumers from this market . In this paper we present some of the results of a larger quantitative research, which has investigated several aspects that influence consumer attitudes towards video games with advertising content, focusing on the factor with the most strongly impact - interactivity . The study used self-administered online questionnaire method to collect primary data that were further analyzed by descriptive statistical methods and factor analysis . The results revealed that in general the consummers from Romania have a positive attitude towards advertising presented in video games and the interactivity given by the game construction that allows the manipulation of branded objects during a play session has a direct and positive influence on the attitude.

The skeptical green consumer revisited: testing the relationship between green consumerism and skepticism toward advertising

NARCIS (Netherlands)

Matthes, J.; Wonneberger, A.

2014-01-01

This article revisits the widely believed notion of the skeptical green consumer, in other words, that green consumers tend to distrust green advertising. Study 1, a survey of U.S. consumers, found no positive relationship between green consumerism and general ad skepticism. However, green

THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PURCHASE SPORTING GOODS

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Stevo Popović

2011-08-01

Full Text Available This research was aimed at gaining relevant knowledge about the attitudes toward sport advertising among the question how often consumers participate in sports activities The sample included 433 respondents, divided into six subsample groups: consumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a months. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.05. It is interesting to highlight that it was found that the significant differences showed up between the consumers who do not purchase sport goods at all with negative attitudes and consumers who purchase sport goods less than ones a months and more with positive attitudes toward sport advertising

Attitudes of Consumers from Podgorica toward Advertising through Sport among the Frequency of Watching Sports Events

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Nikola Milovic

2018-04-01

Full Text Available This investigation was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.00. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. The significant differences were found in two of three variables, while the consumers who do not watch sports events had much more negative attitudes toward advertising though sport.

Experience-based authority argumentation in direct-to-consumer medical advertisements: An analytical and empirical study concerning the strategic anticipation of critical questions

NARCIS (Netherlands)

Wierda, R.M.

2015-01-01

In a direct-to-consumer (DTC) medical advertisement an advertiser aims to convince consumers to use a medical product, such as a dietary supplement, a freely obtainable pain killer or a prescription drug. Such advertisements sometimes feature endorsers who claim to have experienced the desirable

The role of nutrition labels and advertising claims in altering consumers' evaluation and choice

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Bialkova, Svetlana; Bialkova, Svetlana; Sasse, Lena; Fenko, Anna

2016-01-01

Despite policy efforts, consumers' well-informed healthful choice is a challenge. Due to increasing number of benefit claims advertising taste or health front of pack (FOP), consumers face the dilemma to trade taste for health. To understand the mechanisms underlying food evaluation, this study

The Effects of Television Advertising on Children. Report No. 4: Attitudes of Industry Executives, Government Officials and Consumer Critics Toward Children's Advertising. Final Report.

Science.gov (United States)

Atkin, Charles K.; Culley, James

This report, the fourth in a series of six reports on television advertising and children, describes attitudes toward children's television advertising held by industry executives, government officials, and consumer critics. The accuracy with which each group perceives the positions of the other parties involved is also assessed. Data were…

Effective advertising and its influence on consumer buying behavior

OpenAIRE

Niazi, Ghulam Shabbir Khan; Siddiqui, Javaria; Shah, Burhan Ali; Hunjra, Ahmed Imran

2011-01-01

Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 200 responses in twins’ cities of Pakistan. Findings of this study show ...

Impact of celebrity pitch in direct-to-consumer advertising of prescription drugs.

Science.gov (United States)

Bhutada, Nilesh S; Menon, Ajit M; Deshpande, Aparna D; Perri, Matthew

2012-01-01

Online surveys were conducted to determine the impact of endorser credibility, endorser effectiveness, and consumers' involvement in direct-to-consumer advertising. In a randomized posttest only study, using the elaboration likelihood model, survey participants (U.S. adults) were either exposed to a fictitious prescription drug ad with a celebrity or a noncelebrity endorser. There was no significant difference in credibility and effectiveness between the celebrity and the noncelebrity endorser. High involvement consumers viewed the ad more favorably and exhibited significantly stronger drug inquiry intentions during their next doctor visit. Further, consumers' involvement did not moderate the effect of celebrity endorser.

A Typology of Consumer Strategies for Resisting Advertising, and a Review of Mechanisms for Countering Them

NARCIS (Netherlands)

Fransen, M.L.; Verlegh, P.W.J.; Kirmani, A.; Smit, E.G.

2015-01-01

This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology.

A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them

NARCIS (Netherlands)

Fransen, M.L.; Verlegh, P.W.J.; Kirmani, A.; Smit, E.G.

2015-01-01

This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology.

77 FR 16973 - Direct-to-Consumer Prescription Drug Advertisements; Presentation of the Major Statement in...

Science.gov (United States)

2012-03-23

...The Food and Drug Administration (FDA) is reopening the comment period on specific data related to a proposed rule published in the Federal Register of March 29,, to establish standards that would be considered in determining whether the major statement in direct-to- consumer (DTC) television and radio advertisements relating to the side effects and contraindications of an advertised prescription drug intended for use by humans is presented in a clear, conspicuous, and neutral manner. In the Federal Register of January 27, 2012, FDA announced that it had added a document to the docket for the proposed rulemaking concerning a study entitled ``Experimental Evaluation of the Impact of Distraction on Consumer Understanding of Risk and Benefit Information in Direct-to-Consumer Prescription Drug Television Advertisements'' (Distraction Study) and the public was given until February 27, 2012, to comment on this study as it relates to the proposed standards. FDA is reopening the comment period for the rulemaking proceeding in response to a request for more time to submit comments to the Agency.

ATTITUDES OF SERBIAN CONSUMERS TOWARD ADVERTISING THROUGH SPORT WITH REGARD TO THE FREQUENCY OF PURCHASING SPORTING GOODS

Directory of Open Access Journals (Sweden)

Stevo Popović

2015-05-01

Full Text Available Unlike other advertising mediums such as TV commercials or online advertising, people involuntarily receive sport advertisements; they prefer to watch the game for the sporting action than the regular advertisements (Pyun, 2006; Pyun & James, 2009. However, it is important to analyse their general attitudes among various questions, mostly due to the reason it varies from demographic group to demographic group (Popović et al., 2011. Hence, this research was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among the question how often consumers purchase sporting goods. Methods: The sample included 127 respondents, divided into six subsample groups: onsumers who do not purchase sport goods at all, then consumers who purchase sport goods less than ones a month, next 1–3 a month, 4–6 a month, 7–9 a month, as well as consumers who purchase sport goods more than 10 times a months. The sample of variables contained the system of three general attitudes which were modeled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Results: Based on the results it was concluded that significant differences occur at multivariate level, as well as between two of three variables at univariate level (p=.05. It is interesting to highlight that most of potential consumers (n=99 have recognized themselves in two categories: as consumers who purchase sport goods less than ones a months and one to three times a months, while there were no diffrences among the groups. Discussion: If we take a look into previous investigations, it is interesting there are some opposite results (Popović, 2011, and the recommnedations for further research are directed to spead out the sample a little bit more, mostly due to the reason the consumers who had a more negative attitudes were in the group that didn’t purchase

Variables associated with seeking information from doctors and the internet after exposure to direct-to-consumer advertisements for prescription medications.

Science.gov (United States)

Fogel, Joshua; Teichman, Chaim

2014-01-01

This study examines variables associated with seeking information from doctors, the Internet, and a combination of both doctors and Internet after exposure to direct-to-consumer advertisements. Data were analyzed from 462 college students. Younger age, women, and health insurance were associated with greater odds for doctor; women, subjective norms, intentions, and greater time since seen doctor were associated with greater odds for Internet; and African American, Hispanic, subjective norms, intentions, and health insurance were associated with greater odds for both doctor and Internet. Marketers of direct-to-consumer advertisements can use these findings for tailoring and targeting direct-to-consumer advertisements.

Appeals in Web Advertising : Exploring the influence of ethical and financial appeals on consumer attitudes

OpenAIRE

Klingström, Jonas

2014-01-01

Advertising has been a common element in the web experience for years. Advertisers can use many strategies to reach their intended consumer, and can appeal to for example rationality, emotion or ethics. Using theories on the composition of ads, their context and the web user, this paper presents a study testing two types of advertising appeals – an ethical appeal and a financial appeal. The experiment tested for the effect of these appeals on outcome measures of attitude, trust and credibilit...

Direct-to-consumer advertising for bleeding disorders: a content analysis and expert evaluation of advertising claims.

Science.gov (United States)

Abel, G A; Neufeld, E J; Sorel, M; Weeks, J C

2008-10-01

In the United States, the Food and Drug Administration (FDA) requires that all direct-to-consumer advertising (DTCA) contain both an accurate statement of a medication's effects ('truth') and an even-handed discussion of its benefits and risks/adverse effects ('fair balance'). DTCA for medications to treat rare diseases such as bleeding disorders is unlikely to be given high priority for FDA review. We reviewed all DTCA for bleeding disorder products appearing in the patient-directed magazine HemeAware from January 2004 to June 2006. We categorized the information presented in each advertisement as benefit, risk/adverse effect, or neither, and assessed the amount of text and type size devoted to each. We also assessed the readability of each type of text using the Flesch Reading Ease Score (FRES, where a score of >or=65 is considered of average readability), and assessed the accuracy of the advertising claims utilizing a panel of five bleeding disorder experts. A total of 39 unique advertisements for 12 products were found. On average, approximately twice the amount of text was devoted to benefits as compared with risks/adverse effects, and the latter was more difficult to read [FRES of 32.0 for benefits vs. 20.5 for risks/adverse effects, a difference of 11.5 (95% CI: 4.5-18.5)]. Only about two-thirds of the advertising claims were considered by a majority of the experts to be based on at least low-quality evidence. As measured by our methods, print DTCA for bleeding disorders may not reach the FDA's standards of truth and fair balance.

Advertising in a cross-cultural environment: a study of French and Chinese consumers

OpenAIRE

Simon, Charlotte

2007-01-01

The globalisation of media, incomes and technology was expected as the convergence of homogeneous consumer needs, tastes and lifestyle. However, there is a debate on the fact that culture is universal or not. This paper aim is to research the possibility of initiating a new strategy for advertisement in a cross-cultural environment. By studying the concept of culture and using it to compare the way Chinese and French people consider advertising, this paper wants to outline a new pattern fo...

A 3-stage model for assessing the probable economic effects of direct-to-consumer advertising of pharmaceuticals.

Science.gov (United States)

Vogel, Ronald J; Ramachandran, Sulabha; Zachry, Woodie M

2003-01-01

The pharmaceutical industry employs a variety of marketing strategies that have previously been directed primarily toward physicians. However, mass media direct-to-consumer (DTC) advertising of prescription drugs has emerged as a ubiquitous promotional strategy. This article explores the economics of DTC advertising in greater depth than has been done in the past by using a 3-stage economic model to assess the pertinent literature and to show the probable effects of DTC advertising in the United States. Economics literature on the subject was searched using the Journal of Economic Literature. Health services literature was searched using computer callback devices. Spending on DTC advertising in the United States increased from $17 million in 1985 to $2.5 billion in 2000. Proponents of DTC advertising claim that it provides valuable product-related information to health care professionals and patients, may contribute to better use of medications, and helps patients take charge of their own health care. Opponents argue that DTC advertising provides misleading messages rather than well-balanced, evidence-based information. The literature is replete with opinions about the effects of prescription drug advertising on pharmaceutical drug prices and physician-prescribing patterns, but few studies have addressed the issues beyond opinion surveys. The economic literature on advertising effects in other markets, however, may provide insight. DTC advertising indirectly affects the price and the quantity of production of pharmaceuticals via its effect on changes in consumer demand.

The Impact of ConsumerNavigation Behaviour on VisualAttention to Online Advertising

OpenAIRE

SCHULLSTRÖM, TERESIA

2013-01-01

The wide use of Internet has opened up many opportunities for advertisers. This has resulted in a multitude of ads in different format and contexts on everything from entertainment sites and online newspapers to search engine result pages (SERPs) and e-commerce websites. However, it has been shown that when surfing online, the consumers are more engaged in the current task and thereby also more goal directed than when consuming traditional media. This has, in combination with cluttered websit...

Advertising and the Management of Aggregate Consumer Demand: A Cross-National Test of the Galbraithian Argument.

Science.gov (United States)

Quarles, Rebecca C.; And Others

John Kenneth Galbraith maintains that advertising is the prime instrument for the management of total consumer demand and results in increased consumption. Galbraith also maintains that television is a more effective advertising tool, in that it reaches people in all spectrums of intelligence. Other economists disagree, holding that it is actually…

Nonbranded or branded direct-to-consumer prescription drug advertising-which is more effective?

Science.gov (United States)

Rollins, Brent L; King, Karen; Zinkhan, George; Perri, Matthew

2011-01-01

Recently, pharmaceutical manufacturers have increased the amount of nonbranded, disease-education focused, direct-to-consumer advertisements. A comparison to branded, product-specific, ads was examined through a series of survey questions measuring consumer attitudes and the role of involvement. Nonbranded ads compared favorably to branded ads and should remain a viable part of the marketing mix. Consumers' level of disease state involvement was the strongest determinant of attitudes overall and within the two ad groupings, as highly involved consumers had significantly more positives attitudes regarding the nonbranded ads. Regardless of involvement level, however, nonbranded ads maintained positive attitude levels.

Humor in advertising: a review on use of television radio and print advertising media

OpenAIRE

S, venkatesh; N, senthilkumar

2015-01-01

Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is the effective and convenient way to attract the any consumers because they are emotional based content and makes the consumer to special for satisfaction. Compared to all emotions humor advertising is ...

Yellow pages advertising by physicians. Are doctors providing the information consumers want most?

Science.gov (United States)

Butler, D D; Abernethy, A M

1996-01-01

Yellow pages listing are the most widely used form of physician advertising. Every month, approximately 21.6 million adults in the United States refer to the yellow pages before obtaining medical care. Mobile consumers--approximately 17% of the U.S. population who move each year--are heavy users of yellow pages. Consumers desire information on a physician's experience, but it is included in less than 1% of all physician display ads.

Do coverage mandates affect direct-to-consumer advertising for pharmaceuticals? Evidence from parity laws.

Science.gov (United States)

Nathenson, Robert; Richards, Michael R

2018-01-29

Direct-to-consumer advertising (DTCA) for prescription drugs is a relatively unique feature of the US health care system and a source of tens of billions of dollars in annual spending. It has also garnered the attention of researchers and policymakers interested in its implications for firm and consumer behavior. However, few economic studies have explored the DTCA response to public policies, especially those mandating coverage of these products. We use detailed advertising expenditure data to assess if pharmaceutical firms increase their marketing efforts after the implementation of relevant state and federal health insurance laws. We focus on mental health parity statutes and related drug therapies-a potentially ripe setting for inducing stronger consumer demand. We find no clear indication that firms expect greater value from DTCA after these regulatory changes. DTCA appears driven by other considerations (e.g., product debut); however, it remains a possibility that firms respond to these laws through other, unobserved channels (e.g., provider detailing).

Direct-to-consumer advertising for bleeding disorders: a content analysis and expert evaluation of advertising claims

Science.gov (United States)

Abel, G. A.; Neufeld, E. J.; Sorel, M; Weeks, J. C.

2009-01-01

OBJECTIVE In the United States, the Food and Drug Administration (FDA) requires that all direct-to-consumer advertising (DTCA) contain both an accurate statement of a medication’s effects (“truth”) and an even-handed discussion of its benefits and risks/adverse effects (“fair balance”). DTCA for medications to treat rare diseases such as bleeding disorders is unlikely to be given high priority for FDA review. METHODS We reviewed all DTCA for bleeding disorder products appearing in the patient-directed magazine HemeAware from January, 2004 to June, 2006. We categorized the information presented in each advertisement as benefit, risk/adverse effect, or neither, and assessed the amount of text and type size devoted to each. We also assessed the readability of each type of text using the Flesch Reading Ease Score (FRES, where a score of ≥ 65 is considered of average readability), and assessed the accuracy of the advertising claims utilizing a panel of five bleeding disorder experts. RESULTS A total of 39 unique advertisements for 12 products were found. On average, approximately twice the amount of text was devoted to benefits as compared to risks/adverse effects, and the later was more difficult to read (FRES of 20.45 for risks/adverse effects versus 32.08 for benefits; difference of 11.56 [95% CI: 4.52, 18.60]). Only about two-thirds of the advertising claims were considered by a majority of the experts to be based on at least low-quality evidence. CONCLUSION As measured by our methods, print DTCA for bleeding disorders may not reach the FDA’s standards of truth and fair balance. PMID:18647231

Impact Of Online Advertising On Consumer Attitudes And Interests Buy Online Survey On Students Of Internet Users In Makassar

Directory of Open Access Journals (Sweden)

Muhammad Aqsa

2015-04-01

Full Text Available ABSTRACT The rapid development of technology today makes Internet users continues to increase. This is supported by the ease of internet users access the internet either through a PC laptop mobile phones tablets and other media. The increase in Internet users this makes the internet into a proper promotion using online advertising. With a wide reach and touch the various layers of the Internet media communities may be appropriate advice for company promotion. However an increasing number of Internet users especially in the city of Makassar is not accompanied by an increase in the number of online purchases. Based on that it is necessary to examine how the effect of online advertising on consumer buying behavior and online as well as how to control the behavior and subjective norms influence the attitudes and interests of consumers buy online. This study aims to analyze and test the effect of online advertising on consumer attitudes and purchase interest online a survey conducted on students of Internet users in the city of Makassar. The study was conducted on students of public and private universities in the city of Makassar. The method used was a quantitative analysis using the technique of purposive sampling method with a sample of 340 people. Testing this hypothesis using structural equation modeling SEM. The results showed that online advertising has an influence on consumer buying behavior and online. Dimensions interactivity of online advertising provides the highest influence on the attitudes and interests of consumers purchasing online.

Direct to consumer advertising in healthcare: history, benefits, and concerns.

Science.gov (United States)

Adeoye, Sanjo; Bozic, Kevin J

2007-04-01

Physicians, health plans, hospitals, pharmaceutical companies, and medical device manufacturers have all recognized the benefits of marketing their products and services directly to the end user. As a result, there has been tremendous growth of direct-to-consumer advertising (DTCA), illustrated by the increase in spending on DTCA related to prescription drugs from an estimated $55 million in 1991 to $3.2 billion in 2003. This increase in DTCA has sparked vigorous debate among the major stakeholders in healthcare over the benefits and drawbacks of advertising directly to the healthcare consumer. Issues with DTCA include its impact on the doctor-patient relationship, patient education, inappropriate resource utilization, healthcare costs, healthcare quality, and overall patient wellbeing. Orthopaedic surgery is no longer insulated from this expanding trend in DTCA, as orthopaedic surgeons and hospitals are responsible for a substantial portion of DTCA related to orthopaedic devices and procedures. The Food and Drug Administration has a limited regulatory role and limited power related to DTCA due to considerable inefficiencies in its review and disciplinary processes. Therefore, physicians, including orthopaedic surgeons, must take a leadership role on this issue to ensure the integrity of information provided to patients and to protect the sanctity of the doctor-patient relationship.

Evaluating the evidence: direct-to-consumer screening tests advertised online.

Science.gov (United States)

Lovett, Kimberly M; Mackey, Timothy K; Liang, Bryan A

2012-09-01

Unsupervised online direct-to-consumer (DTC) access to medical services has rapidly expanded to medical screening tests, which have not been critically evaluated for their evidence basis. The objective of this study is to identify the scope of online-advertised DTC screening tests, outline the evidence for use of available DTC testing and suggest regulatory reform to address the relevant issues. An observational study of website advertisements, testing services and counselling/follow-up services for DTC testing was conducted. Data were collected from websites between 4 April and 1 June 2011. Each website was assessed for tests offered, advertised indications and availability of counselling/follow-up services. Advertised testing indications were compared with US Preventive Services Task Force recommendations and/or specialty guidelines and categorized as Supported, Against, Insufficient Evidence or No Guidance. Of 20 companies identified as offering DTC screening tests, 95% (19/20) do not clearly offer pretest counselling, post-test counselling and/or test follow-up. One hundred and twenty-seven different tests were identified. Only 19/127 (15%) could be Supported for screening in a target group selected for testing; 38/127 (30%) were given recommendations to avoid use in specific target group(s) selected for testing ('Against recommendations'); 29/127 (23%) had Insufficient Evidence of value, and for 64/127 (50%) No Guidance could be given. Only 4/127 (3%) tests were Supported for general screening use. Virtually all identified medical tests advertised and offered DTC are not recommended for use in screening by evidence-based guidelines. Limited oversight may lead to inaccurate self-diagnosis, treatment and wasted health resources.

ATTITUDES OF SERBIAN CONSUMERS TOWARD ADVERTISING THROUGH SPORT WITH REGARD TO THE FREQUENCY OF WATCHING SPORTS EVENTS

Directory of Open Access Journals (Sweden)

Stevo Popović

2015-05-01

Full Text Available It is proposed that potential cosumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product (Pyun, 2006. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among. Methods: The sample included 127 respondents, divided into six subsample groups: cconsumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modeled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Results: Based on the statistical analyses it was found that significant differences didn’t occur at multivariate level, as well as between all three variables at a significance level of p=.05. Hence, it is interesting to highlight that it was found there are no significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. Discussion: These results are so important for the marketers, mostly due to the reason they can merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this wasn’t the case in previous investigations (Bjelica and Popović, 2011 and this observation presents relevant information.

Do Antidepressant Advertisements Educate Consumers and Promote Communication Between Patients with Depression and Their Physicians?

Science.gov (United States)

Bell, Robert A.; Taylor, Laramie D.; Kravitz, Richard L.

2010-01-01

Objective To examine how online depression support group members respond to direct-to-consumer (DTC) antidepressant advertising. Methods Survey of 148 depression forum members, administered via an online questionnaire. Results Chronicity was high, as 79.1% had received a diagnosis of depression 3 or more years earlier. Respondents reported seeing advertisements for an average of 4.3 of 7 brands investigated. A majority rated the information quality of these advertisements as “poor” or “fair.” Attitudes toward antidepressant advertisements were neutral (mean: 2.96 on a 5-point scale). More than half (52.4%) visited official websites provided in these advertisements, 39.9% had talked with a doctor after seeing an advertisement, 20.3% made an advertisement-induced prescription request, and 25.7% said these advertisements reminded them to take their antidepressants. Amount of attention given to these advertisements correlated positively with belief in the brain chemical imbalance causal model, but belief in this model did not predict prescription requests. Conclusion Awareness of DTC antidepressant advertisements is high among individuals with depression, but so is skepticism. Practice Implications Among members of an on-line support group, these advertisements encourage patient-doctor dialogue, prescription requests, and adherence, but might also reduce the acceptability of psychotherapy and encourage doctor switching in a small number of patients. PMID:20176456

THE ATTITUDES TOWARD SPORT ADVERTISING AMONG THE QUESTION HOW OFTEN CONSUMERS PARTICIPATE IN SPORTS ACTIVITIES

Directory of Open Access Journals (Sweden)

Stevo Popović

2011-08-01

Full Text Available This research was aimed at gaining relevant knowledge about the attitudes toward sport advertising among the question how often consumers participate in sports activities The sample included 433 respondents, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a months. The sample of variables contained the system of three general attitudes which were modeled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the results it was concluded that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.05. It is interesting to highlight that it was found that the significant differences showed up between the consumers who participate in sports activities less than four times a months with negative attitudes and consumers who participate in sports activities more than five times a months with positive attitudes toward sport advertising

The impact of consumer knowledge, information mode and presentation form on advertising effects

OpenAIRE

Nagaraj, Sanjay

2007-01-01

Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. Researchers also seem to believe that the use of persuasive ads increases recall of attribute information, enhances attitude toward the ad, brand, and positively affects intent to purchase. Such i...

Advertising Appeal.

Science.gov (United States)

Miller, Sandra K.

The individualized learning package for secondary consumer education deals with consumer buying as influenced by advertising. The teacher's section of the package contains a statement of purpose and instructional objectives. Equipment and materials (specific textbooks, audiovisual aids, and sources for sample post-test advertisements) needed for…

Advertising

OpenAIRE

Crawford, Robert

2008-01-01

Sydney is Australia’s advertising capital and the relationship between the city and the advertising industry stretches back to the earliest years of European settlement. Advertising helped propel commercial activity in Sydney and the advertising industry has been no less active in shaping Sydney, illuminating the city’s skyline and streetscape, and influencing the lives of all Sydneysiders – from suburban consumers to esteemed artists. Moreover, advertising has promoted the city itself as a ...

The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications

OpenAIRE

Mackey, Tim K.; Cuomo, Raphael E.; Liang, Bryan A.

2015-01-01

Background Pharmaceutical marketing is undergoing a major shift in the United States, in part due to new transparency regulations under the healthcare reform act. Changes in pharmaceutical marketing practices include a possible shift from more traditional forms of direct-to-consumer advertising towards emerging use of Internet-based DTCA (?eDTCA?) given the growing importance of digital health or ?eHealth.? Though legally allowed only in the U.S. and New Zealand, eDTCA poses novel regulatory ...

The effect of search condition and advertising type on visual attention to Internet advertising.

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Kim, Gho; Lee, Jang-Han

2011-05-01

This research was conducted to examine the level of consumers' visual attention to Internet advertising. It was predicted that consumers' search type would influence visual attention to advertising. Specifically, it was predicted that more attention to advertising would be attracted in the exploratory search condition than in the goal-directed search condition. It was also predicted that there would be a difference in visual attention depending on the advertisement type (advertising type: text vs. pictorial advertising). An eye tracker was used for measurement. Results revealed that search condition and advertising type influenced advertising effectiveness.

Trade Agreements and Direct-to-Consumer Advertising of Pharmaceuticals

Directory of Open Access Journals (Sweden)

Deborah Gleeson

2018-02-01

Full Text Available There is growing international concern about the risks posed by direct-to-consumer advertising (DTCA of prescription pharmaceuticals, including via the internet. Recent trade agreements negotiated by the United States, however, incorporate provisions that may constrain national regulation of DTCA. Some provisions explicitly mention DTCA; others enable foreign investors to seek compensation if new regulations are seen to harm their investments. These provisions may thus prevent countries from restricting DTCA or put them at risk of expensive legal action from companies seeking damages due to restrictions on advertising. While the most recent example, the Trans-Pacific Partnership Agreement (TPP, collapsed following US withdrawal in January 2017, early indications of the Trump Administration’s trade policy agenda signal an even more aggressive approach on the part of the United States in negotiating advantages for American businesses. Furthermore, the eleven remaining TPP countries may decide to proceed with the agreement in the absence of the United States, with most of the original text (including the provisions relevant to DTCA intact.

Selling Health to the Distracted: Consumer Responses to Source Credibility and Ad Appeal Type in a Direct-to-Consumer Advertisement.

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Lemanski, Jennifer L; Villegas, Jorge

2015-01-01

Since 1997, when the U.S. Food and Drug Administration first allowed prescription drug companies to release ads directly targeting the public, direct-to-consumer (DTC) advertising has become an integral part of the pharmaceutical industry marketing toolkit, reaching over $4 billion in 2005. In an experiment where cognitive load, a task that requires the investment of a subject's memory in an unrelated task; source credibility; and advertising appeal type (affective or cognitive) were manipulated, attitude toward the ad was measured for a print DTC meningitis vaccine ad. Main effect results for source credibility and advertising appeal type on attitude toward the ad were found, and interactions between manipulated variables were apparent when the individual difference variables related to a specific illness (vaccination history, living in a dorm, family members or friends who had suffered the illness) were taken into account.

Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes.

Science.gov (United States)

Mathur, Maya B; Gould, Michael; Khazeni, Nayer

2016-01-01

Background: Direct-to-consumer (DTC) prescription drug advertisements are thought to induce "boomerang effects," meaning they reduce the perceived effectiveness of a potential alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. In other risk domains, individual "problem status" often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects. Objectives: We aimed to assess whether priming with real DTC television advertisements elicited boomerang effects on perceptions of lifestyle change and whether these effects, if present, were moderated by individual problem status. Methods: We assembled a sample of real, previously aired DTC television advertisements in order to naturalistically capture the portrayal of lifestyle change in real advertisements. We randomized 819 adults in the United States recruited via Amazon Mechanical Turk to view or not view an advertisement for a prescription drug. We further randomized subjects to judge either lifestyle change or drugs on three measures: general effectiveness, disease severity for a hypothetical patient, and personal intention to use the intervention if diagnosed with the target health condition. Results: Advertisement exposure induced a statistically significant, but weak, boomerang effect on general effectiveness ( p = 0.01, partial R 2 = 0.007) and did not affect disease severity score ( p = 0.32, partial R 2 = 0.0009). Advertisement exposure elicited a reverse boomerang effect of similar effect size on personal intentions, such that advertisement-exposed subjects reported comparatively higher intentions to use lifestyle change relative to drugs ( p = 0.006, partial R 2 = 0.008). Individual problem status did not

Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors.

Science.gov (United States)

Bhutada, Nilesh S; Rollins, Brent L

2015-01-01

Direct-to-consumer (DTC) advertising is still a controversial topic for pharmaceutical manufacturers' and researchers, and while numerous studies have examined the DTC phenomenon, little research has examined the effect of gender, particularly gender of the endorser and consumer. The objective of this research was to assess the impact of the endorser (celebrity vs. expert vs. non-celebrity) and gender - both gender of the endorser and gender of the consumer - on consumers' attitudes and behaviors in response to a print disease-specific direct-to-consumer advertisement. Using Qualtrics consumer panel, data were obtained for 514 US adults (age 18 years and above) who demonstrated at least minimal symptoms of depression and need for monitoring based on the Patient Health Questionnaire (PHQ) score. Data were analyzed using a 3 (Endorser Type: Celebrity/Expert/Non-Celebrity) × 2 (Endorser Gender: Male/Female) × 2 (Consumer Gender: Male/Female) full factorial between subjects multivariate analysis of variance (MANOVA) and necessary univariate analysis. Only the type of the endorser (celebrity vs. expert vs. non-celebrity) used in the ad had a significant main effect on the dependent variables. Further univariate analyses revealed that, of the several dependent variables, endorser type had a significant influence only on attitude towards the ad, attention paid to the ad, and endorser credibility, with gender being non-significant in all cases. Expert endorser generated significantly more favorable levels of attitude towards the ad, and endorser credibility compared to the non-celebrity endorser. Celebrity endorser attracted more consumer attention towards the ad and generated favorable endorser credibility perceptions compared to the non-celebrity endorser. However, celebrity and expert endorsers did not significantly differ from each other on the abovementioned ad effectiveness variables. Lastly, endorser gender and consumer gender did not have a significant influence

Changing effects of direct-to-consumer broadcast drug advertising information sources on prescription drug requests.

Science.gov (United States)

Lee, Annisa Lai

2009-06-01

This study tracks the changes of the effects of 4 information sources for direct-to-consumer drug advertising on patients' requests for prescription drugs from physicians since the inception of the "Guidance for Industry about Consumer-directed Broadcast Advertisements." The Guidance advises pharmaceuticals to use four information sources for consumers to seek further information to supplement broadcast drug advertisements: small-print information, the Internet, a toll-free number, and health-care providers (nurses, doctors, and pharmacists). Logistic models were created by using survey data collected by the Food and Drug Administration in 1999 and 2002. Results show that throughout the years, health-care providers remain the most used and strongest means associated with patients' direct requests for nonspecific and specific prescription drugs from doctors. The small-print information source gains power and changes from an indirect means associated with patients' discussing drugs with health-care providers to a direct means associated with patients' asking about nonspecific and specific drugs from their doctors. The Internet is not directly related to drug requests, but the effect of its association with patients seeking information from health-care providers grew 11-fold over the course of the study. The toll-free number lost its power altogether for both direct request for a prescription drug and further discussion with health-care providers. Patient demographics will be considered for specific policy implications.

General principles of advertising practices and consumer protection

OpenAIRE

Slánská, Martina

2008-01-01

Diploma thesis provides an overview of legal and ethical regulation of advertising, defines the basic concepts in advertising, summarizes the functions and objectives of advertising and characterized various forms of advertising by the communication media. Through the questionnaire survey detects and analyzes the general attitudes towards advertising as specific views on ethically problematic advertisements.

"When diet and exercise are not enough": an examination of lifestyle change inefficacy claims in direct-to-consumer advertising.

Science.gov (United States)

Byrne, Sahara; Niederdeppe, Jeff; Avery, Rosemary J; Cantor, Jonathan

2013-01-01

Previous research suggests that direct-to-consumer (DTC) advertisements for pharmaceutical drugs have the potential to influence consumers' perceptions of whether symptoms should be treated medically and/or through behavior change. However, the relative frequency of messages emphasizing these approaches in pharmaceutical advertising remains largely unknown. A content analysis of print and television advertisements for cholesterol management medication between 1994 and 2005 (for print) and between 1999 and 2007 (for television) was conducted. First, the extent to which established theoretical constructs drawn from health communication scholarship are depicted in the content of DTC cholesterol advertisements is quantified. Second, specific claims about behavior change inefficacy when a pharmaceutical alternative is available are identified. Findings indicate that DTC ads offer many mixed messages about the efficacy of diet and exercise in reducing cholesterol and risk of heart disease. Theoretical and practical implications of this work are discussed.

Morphing banner advertising

NARCIS (Netherlands)

G.L. Urban (Glen); G. Liberali (Gui); E. MacDonald (Erin); R. Bordley (Robert); J. Hauser (J.)

2014-01-01

textabstractResearchers and practitioners devote substantial effort to targeting banner advertisements to consumers, but they focus less effort on how to communicate with consumers once targeted. Morphing enables a website to learn, automatically and near optimally, which banner advertisements to

Advertising-Induced Embarrassment

NARCIS (Netherlands)

Puntoni, S.; Hooge, de I.E.; Verbeke, W.J.M.I.

2015-01-01

Abstract Consumer embarrassment is a concern for many advertisers. Yet little is known about ad-induced embarrassment. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing

Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective

NARCIS (Netherlands)

Osinga, Ernst C.; Leeflang, Peter S. H.; Srinivasan, Shuba; Wieringa, Jaap E.

Marketing managers increasingly recognize the need to measure and communicate the impact of their actions on shareholder returns. This study focuses on the shareholder value effects of pharmaceutical direct-to-consumer advertising (DTCA) and direct-to-physician (DTP) marketing efforts. Although DTCA

Effects of direct-to-consumer advertising and clinical guidelines on appropriate use of human papillomavirus DNA tests.

Science.gov (United States)

Price, Rebecca Anhang; Frank, Richard G; Cleary, Paul D; Goldie, Sue J

2011-02-01

Both clinical guidelines and direct-to-consumer (DTC) advertising influence the use of new health care technologies, but little is known about their relative effects. The introduction of a cervical cancer screening test in 2000 offered a unique opportunity to assess the 2 strategies. To evaluate the effects of clinical guidelines and a targeted DTC advertising campaign on overall and appropriate use of human papillomavirus (HPV) DNA tests. Quasi-experimental study using difference-in-differences analysis. Data were MarketScan private insurance claims for 500,000 women aged 21 to 64 enrolled at least 12 consecutive months from January 2001 through December 2005. Both clinical guidelines and DTC advertising were associated with increases in overall HPV DNA test use. DTC advertising was associated with a statistically significant increase in HPV DNA test use in 2 groups of DTC cities (+5.57%, P advertising was associated with comparable increases in the probability of appropriate and inappropriate use of the HPV DNA test in primary screening. Clinical guideline releases from the American College of Obstetricians and Gynecologists, and by a cosponsored panel, were associated with greater increases in HPV DNA tests for appropriate primary screening than for inappropriate primary screening (β = 0.3347, P advertising was associated with increased overall use of a cervical cancer screening test, whereas clinical guidelines were differentially associated with increased appropriate use. These findings suggest distinct influences of consumer marketing and professional guidelines on the use of health care products and services.

Pharmaceutical direct-to-consumer advertising and US Hispanic patient-consumers.

Science.gov (United States)

Barker, Kristin K; Vasquez Guzman, Cirila Estela

2015-11-01

Hispanic Americans use prescription medications at markedly lower rates than do non-Hispanic whites. At the same time, Hispanics are the largest racial-ethnic minority in the USA. In a recent effort to reach this underdeveloped market, the pharmaceutical industry has begun to create Spanish-language direct-to-consumer advertising (DTCA) campaigns. The substantive content of these campaigns is being tailored to appeal to the purported cultural values, beliefs and identities of Latino consumers. We compare English-language and Spanish-language television commercials for two prescription medications. We highlight the importance of selling medicine to a medically under-served population as a key marketing element of Latino-targeted DTCA. We define selling medicine as the pharmaceutical industry's explicit promotion of medicine's cultural authority as a means of expanding its markets and profits. We reflect on the prospects of this development in terms of promoting medicalisation in a US subgroup that has heretofore eluded the pharmaceutical industry's marketing influence. Our analysis draws on Nikolas Rose's insights concerning variations in the degree to which certain groups of people are more medically made up than others, by reflecting on the racial and ethnic character of medicalisation in the USA and the role DTCA plays in shaping medicalisation trends. A video abstract of this article can be found at: https://www.youtube.com/watch?v=ZabCle9-jHw&feature=youtu.be. © 2015 Foundation for the Sociology of Health & Illness.

Disentangling location-based advertising: The effects of location congruency and medium type on consumers' ad attention and brand choice

NARCIS (Netherlands)

Ketelaar, P.E.; Bernritter, S.F.; Riet, J.P. van 't; Hühn, A.E.; Woudenberg, T.J. van; Müller, B.C.N.; Janssen, L.

2017-01-01

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

Disentangling location-based advertising: the effects of location congruency and medium type on consumers' ad attention and brand choice

NARCIS (Netherlands)

Ketelaar, P.E.; Bernritter, S.F.; van't Riet, J.; Hühn, A.E.; van Woudenberg, T.J.; Müller, B.C.N.; Janssen, L.

2017-01-01

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

Disentangling location-based advertising : the effects of location congruency and medium type on consumers' ad attention and brand choice

NARCIS (Netherlands)

Ketelaar, Paul; Bernritter, Stefan; van 't Riet, Jonathan; Huhn, Arief Ernst; van Woudenberg, Thabo; Muller, Barbara; Janssen, Loes

2017-01-01

Research on location-based advertising (LBA) suggests that the merits of LBA lie in the fact that consumers can be targeted with location-congruent ads on their personal mobile devices. However, LBA consists of two underlying constructs: a mobile (vs. point-of-sales) advertising medium and location

Taboo advertising - Response to taboo in advertising - A study of the influence of age and gender

OpenAIRE

Schnaider, Jonathan; Härnsäter, David

2015-01-01

Problem: Consumer characteristics have proved to be important influencers in how advertisements are perceived among consumers. Researchers have started to investigate if this assumption is valuable also in special and uncommon marketing strategies. A new field of research regarding advertising is the study of taboo themes. Researchers have so far mainly investigated how consumer respond to advertisements containing themes of taboo, but less research examines the influence of consumer characte...

ANTESEDEN CONSUMERS’ ATITTUDE TERHADAP ADVERTISING DI KOTA BATAM

Directory of Open Access Journals (Sweden)

Golan Hasan

2018-02-01

Full Text Available This study uses credibility, informative, hedonic/ pleasure and good for economy to analyze the effect of the consumers' attitude towards advertising. Methodology of data collection is done by attitude scale using questioner with the number of respondents as many as 300 sheets distributed. The results showed that credibility, informative, hedonic/ pleasure and good for economy simultaneously have significant effect on the consumers' attitude towards advertising. Credibility has positive and significant effect on consumers' attitude towards advertising. Informative has positive and significant effect on the consumers' attitude towards advertising. Hedonic/ pleasure has positive and significant effect on the consumers' attitude towards advertising. Good for economy has positive and significant effect on the consumers' attitude towards advertising.

Effects of comparative claims in prescription drug direct-to-consumer advertising on consumer perceptions and recall.

Science.gov (United States)

O'Donoghue, Amie C; Williams, Pamela A; Sullivan, Helen W; Boudewyns, Vanessa; Squire, Claudia; Willoughby, Jessica Fitts

2014-11-01

Although pharmaceutical companies cannot make comparative claims in direct-to-consumer (DTC) ads for prescription drugs without substantial evidence, the U.S. Food and Drug Administration permits some comparisons based on labeled attributes of the drug, such as dosing. Researchers have examined comparative advertising for packaged goods; however, scant research has examined comparative DTC advertising. We conducted two studies to determine if comparative claims in DTC ads influence consumers' perceptions and recall of drug information. In Experiment 1, participants with osteoarthritis (n=1934) viewed a fictitious print or video DTC ad that had no comparative claim or made an efficacy comparison to a named or unnamed competitor. Participants who viewed print (but not video) ads with named competitors had greater efficacy and lower risk perceptions than participants who viewed unnamed competitor and noncomparative ads. In Experiment 2, participants with high cholesterol or high body mass index (n=5317) viewed a fictitious print or video DTC ad that had no comparative claim or made a comparison to a named or unnamed competitor. We varied the type of comparison (of indication, dosing, or mechanism of action) and whether the comparison was accompanied by a visual depiction. Participants who viewed print and video ads with named competitors had greater efficacy perceptions than participants who viewed unnamed competitor and noncomparative ads. Unlike Experiment 1, named competitors in print ads resulted in higher risk perceptions than unnamed competitors. In video ads, participants who saw an indication comparison had greater benefit recall than participants who saw dosing or mechanism of action comparisons. In addition, visual depictions of the comparison decreased risk recall for video ads. Overall, the results suggest that comparative claims in DTC ads could mislead consumers about a drug's efficacy and risk; therefore, caution should be used when presenting

Developing a consumer evaluation tool of weight control strategy advertisements on the Internet.

Science.gov (United States)

Luevorasirikul, Kanokrat; Gray, Nicola J; Anderson, Claire W

2008-06-01

To develop two evaluation tools for weight loss and weight gain advertisements on the Internet in order to help consumers to evaluate the quality of information within these advertisements. One hundred websites identified by Internet search engines for weight loss and weight gain strategies (50 websites each) were evaluated using two specific scoring instruments, developed by adapting questions from the 'DISCERN' tool and reviewing all related weight control guidelines and advertising regulations. The validity and reliability of the adapted tools were tested. Our evaluation tools rated the information from most websites as poor quality (70%). In the case of weight loss strategies, statements about rapid (18%) and permanent (28%) weight loss caused concern as well as lack of sensible advice about dieting and a lack of product warnings (84%). Safety concerns relating to weight gain products were the lack of warnings about side effects in products containing steroids and creatine (92%). The adapted tools exhibited acceptable validity and reliability. Quality of information within weight control advertisements on the Internet was generally poor. Problems of false claims, little advice on healthy ways to modify weight and few warnings on side effects have been highlighted in this study.

Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention

Directory of Open Access Journals (Sweden)

Mirjam Visser

2015-06-01

Full Text Available Traditionally, marketing of sustainable products addresses green buyers, thus missing out on the mainstream consumers and volume necessary to cover the potentially higher cost of more sustainable materials. However, how to effectively communicate more sustainable products to mainstream consumers and to increase their buying intention is still underexplored. Combining personal and environmental benefits, called double benefit theory, is promoted as an effective green marketing strategy but so far not supported by quantitative research as being effective to reach mainstream consumers. We studied the effect of advertisement elements (layout color, benefit type, and heritage on the products’ perceived sustainability, quality and fashion image, and buying intentions of mainstream consumers. Two hundred adults participated in a study that was based on a 2 (red vs. green layout × 2 (personal vs. environmental benefit × 2 (local vs. global heritage between-subjects factorial design of a sustainable shoe advertisement. The impact of these independent variables on product image as well as on buying intention was analyzed by means of three-way ANOVAs. In line with the double benefit theory, combining a personal benefit with a green layout led to the highest buying intention. Moreover, a mediation analysis revealed the effect of emphasizing a personal benefit on buying intention was mediated by fashion image but not by sustainability. Sustainability, however, did have a positive effect on buying intentions independent of benefit type.

USING CHILDREN TO SELL: CHILDHOOD AND ADVERTISING OF CONSUMER MAGAZINES

Directory of Open Access Journals (Sweden)

Paula Deporte Andrade

2010-09-01

Full Text Available In the present society, also identified as a "consumer society" (Bauman, 2008, people, irrespective of gender, age, social and financial conditions, are all called for consumption. In this article we turn to the childhood and approached one of the faces of their insertion into the society of consumers, trying to show how children are used to sell. As a frame of theoretical reference we adopt, among others, the writings of Zygmunt Bauman, Juliet Schor and Robert Bocock, dealing with contemporary versions of consumption. Analyzing weekly magazines of large circulation, we discuss how productive it is for the economic market the alliance between childhood and consumption and we argue that this use of children in publicity contributes for a new conception of childhood: the childhood of consumption. An erotized childhood, always wanting more and never feeling satisfied, focused in acquiring and showing off. This is the childhood that is coming to school with new interests, preferences and behavior, deserving our entire attention. Key-words: contemporary childhood, childhood and consumption, consumer society, advertising, magazines.

Wave-equation Qs Inversion of Skeletonized Surface Waves

KAUST Repository

Li, Jing

2017-02-08

We present a skeletonized inversion method that inverts surface-wave data for the Qs quality factor. Similar to the inversion of dispersion curves for the S-wave velocity model, the complicated surface-wave arrivals are skeletonized as simpler data, namely the amplitude spectra of the windowed Rayleigh-wave arrivals. The optimal Qs model is the one that minimizes the difference in the peak frequencies of the predicted and observed Rayleigh wave arrivals using a gradient-based wave-equation optimization method. Solutions to the viscoelastic wave-equation are used to compute the predicted Rayleigh-wave arrivals and the misfit gradient at every iteration. This procedure, denoted as wave-equation Qs inversion (WQs), does not require the assumption of a layered model and tends to have fast and robust convergence compared to full waveform inversion (FWI). Numerical examples with synthetic and field data demonstrate that the WQs method can accurately invert for a smoothed approximation to the subsurface Qs distribution as long as the Vs model is known with sufficient accuracy.

Skeletonized wave-equation Qs tomography using surface waves

KAUST Repository

Li, Jing

2017-08-17

We present a skeletonized inversion method that inverts surface-wave data for the Qs quality factor. Similar to the inversion of dispersion curves for the S-wave velocity model, the complicated surface-wave arrivals are skeletonized as simpler data, namely the amplitude spectra of the windowed Rayleigh-wave arrivals. The optimal Qs model is then found that minimizes the difference in the peak frequencies of the predicted and observed Rayleigh wave arrivals using a gradient-based wave-equation optimization method. Solutions to the viscoelastic wave-equation are used to compute the predicted Rayleigh-wave arrivals and the misfit gradient at every iteration. This procedure, denoted as wave-equation Qs tomography (WQs), does not require the assumption of a layered model and tends to have fast and robust convergence compared to Q full waveform inversion (Q-FWI). Numerical examples with synthetic and field data demonstrate that the WQs method can accurately invert for a smoothed approximation to the subsur-face Qs distribution as long as the Vs model is known with sufficient accuracy.

Wave-equation Qs Inversion of Skeletonized Surface Waves

KAUST Repository

Li, Jing; Dutta, Gaurav; Schuster, Gerard T.

2017-01-01

We present a skeletonized inversion method that inverts surface-wave data for the Qs quality factor. Similar to the inversion of dispersion curves for the S-wave velocity model, the complicated surface-wave arrivals are skeletonized as simpler data, namely the amplitude spectra of the windowed Rayleigh-wave arrivals. The optimal Qs model is the one that minimizes the difference in the peak frequencies of the predicted and observed Rayleigh wave arrivals using a gradient-based wave-equation optimization method. Solutions to the viscoelastic wave-equation are used to compute the predicted Rayleigh-wave arrivals and the misfit gradient at every iteration. This procedure, denoted as wave-equation Qs inversion (WQs), does not require the assumption of a layered model and tends to have fast and robust convergence compared to full waveform inversion (FWI). Numerical examples with synthetic and field data demonstrate that the WQs method can accurately invert for a smoothed approximation to the subsurface Qs distribution as long as the Vs model is known with sufficient accuracy.

Consumers young and old: segmenting the target markets for direct-to-consumer prescription drug advertising.

Science.gov (United States)

Ball, Jennifer Gerard; Manika, Danae; Stout, Patricia

2011-10-01

Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis.

Science.gov (United States)

Hongyan, Lin; Zhankui, Chen

2017-01-01

Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Directory of Open Access Journals (Sweden)

Lin Hongyan

2017-06-01

Full Text Available Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps, has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications.

Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis

Science.gov (United States)

Hongyan, Lin; Zhankui, Chen

2017-01-01

Mobile shopping is increasing in prevalence and has become a necessary part of many people's daily lives. However, one main channel for mobile shopping, mobile shopping applications (apps), has not been thoroughly investigated. This study focused on mobile text advertising delivered from mobile shopping apps using the intention to purchase as the dependent variable for testing its marketing effect. In the context of a promotion focus vs. a prevention focus, we used Higgins' regulatory focus theory combined with Ajzen's TPB and Herzog's U&G to analyze the mechanism by which consumers formulate an intention to purchase in a mobile advertising context. This empirical study surveyed 320 consumers who had made a purchase using a mobile shopping app in the previous month. The results showed that infotainment, irritation, and subjective norms were significantly associated with attitudes; in turn, attitudes mediated the impact of these three factors on the intention to purchase. Moreover, a high promotion focus not only strengthened the positive effect of infotainment on attitudes but also intensified the mediation effect of attitudes between infotainment and the intention to purchase. A high prevention focus also consolidated the negative effect of irritation on attitudes as well as reinforced the mediation effect of attitudes between irritation and the intention to purchase. Furthermore, attitudes, subjective norms, and perceived behavioral control collectively impacted the intention to purchase. These findings shed light on ways to customize goods information in mobile advertising and have strong theoretical and practical implications. PMID:28690564

Does direct-to-consumer advertising affect patients' choice of pain medications?

Science.gov (United States)

Liu, Yifei; Doucette, William R

2008-04-01

In the United States, direct-to-consumer advertising (DTCA) has grown rapidly to promote prescription medications, including analgesics. Few studies in the literature directly examine the association between DTCA and patients' choice of pain medications. This article discusses how DTCA affects such choice from a behavioral perspective, because DTCA-prompted behaviors are important indicators of DTCA's influence. After DTCA exposure, patients may request prescriptions, seek further medication information, and ask about advertised conditions. Patients who suffer from pain may seek more communication with their health care providers because they are cautious about the information quality of DTCA, mainly because of the recall of rofecoxib (Vioxx; Merck, Whitehouse Station, NJ). However, the availability and DTCA of over-the-counter analgesics complicate their treatment choice. Patients could use DTCA as a tool to launch health communication and make an informed treatment choice with the guidance of their health care providers.

The attitudes and beliefs of oncology nurse practitioners regarding direct-to-consumer advertising of prescription medications.

Science.gov (United States)

Viale, Pamela Hallquist; Sanchez Yamamoto, Deanna

2004-07-01

To obtain information about the knowledge and attitudes of oncology nurse practitioners (ONPs) concerning the effect of direct-to-consumer (DTC) advertising of prescription medications on prescribing patterns. Exploratory survey. Oncology Nursing Society Nurse Practitioner Special Interest Group members in the United States. 221 of 376 ONPs completed the survey (58%). Researcher-developed 12-question postal survey. Knowledge and attitudes of ONPs on DTC advertising effects on prescribing patterns. The findings were similar to those of previous studies of physicians regarding the number of visits when patients requested DTC-advertised medications. Major differences were the positive attitudes of ONPs toward potentially longer patient visits to explain and educate patients regarding medication requests based on DTC advertising and smaller percentages of ONPs who felt "pressured" to prescribe requested medications. ONPs have mixed opinions regarding the practice of DTC advertising but do not believe that they are influenced heavily by advertising with regard to prescriptive practices. ONPs consider patient encounters for education purposes as appropriate and include information about requested DTC-advertised medications in their approach to patient care. This is an exploratory survey of a specialty group of ONPs. More research is needed to further explore the practice of DTC advertising and potential influences on the prescribing patterns of ONPs. DTC advertising of prescription medications is increasing; ONPs need to increase their knowledge base about the potential for influences of prescriptive practices.

Advertising Agencies

DEFF Research Database (Denmark)

Moeran, Brian

2015-01-01

Advertising agencies are the most significant organizations in the development of advertising and marketing worldwide. An advertising agency is an independent service company, composed of business, marketing and creative people, who develop, prepare, and place advertising in advertising media...... for their clients, the advertisers, who are in search of customers for their goods and services. Agencies thus mediate between three different but interlocking social groups: industry, media, and consumers. The history of advertising is largely the history of the advertising agencies that have served the needs....... This article is concerned with the origins, early developments, organization, compensation arrangements, and accounts of contemporary full-service advertising agencies....

16 CFR 255.2 - Consumer endorsements.

Science.gov (United States)

2010-01-01

... ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING § 255.2 Consumer endorsements. (a) An advertisement employing endorsements by one or more consumers about the performance of an advertised product or service will be... persons in such advertisements are not actual consumers of the advertised product. Example 1: A brochure...

Post-purchase advertisement readership behaviour and repeat purchase intentions of motor vehicle consumers

Directory of Open Access Journals (Sweden)

S. Brijball

2000-06-01

Full Text Available The study assesses post-purchase advertisement readership behaviour and repeat purchase intentions of motor vehicle consumers. The aim is to determine the prevalence of selective exposure, and the impact of motor vehicle features and dissonance respectively. The empirical analysis was undertaken on a sample of 200 new motor vehicle buyers The results indicate that the majority of consumers do not engage in post-purchase selective advertisement readership behaviour. Furthermore, whilst motor vehicle features (make, model, dealership, month of purchases/ time lapse after purchases do not influence consumers' repeat purchase intentions, reported dissonance and the magnitude of cognitive dissonance experienced have a significant impact. Opsomming Hierdie studie evalueer die reaksie van verbruikers op advertensies nadat hulle n voertuig aangekoop het. Die doel was om vas te stel in watter n mate verbruikers selektiefis met advertensies en watter effek voertuig-eienskappe en dissonansie op die moontlikheid het om weer dieselfde voertuig te koop. Die empiriese anahse is mtgevoer op n steekproefvan 200 eicnaars van nuwe voertuie. Uit die resultate blyk dit dat die meerderheid van verbruikers me advertensies selektief lees nan aankoop me.Verder blyk dit dat die eienskappe vann motorvoertmg fabnkaat, model handelaar, maand van aankoop/tydsverloop na aankoop nie n verbruiker beinvloed om dieselfde voertuig weer te koop nie. Gerapporteerde dissonansie en die omvang van kognitiewe dissonansie na n aankoop, blyk tog 'n betekenisvolle impak te he.

Sikap, Periklanan dan Attitude Toward Advertising

OpenAIRE

Imasari, Kartika

2010-01-01

Advertising addresses to create consumers' affection and cognition; besides, affect buying behaviour. Advertising also used to create long-term image's product or to trigger sales. It can be formed if we can understand costumer's behaviour which created the advertising itself. The advertising consumer's approval will be influential to goods or services offered.

Attitudes of Consumers from the Mostar Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events

Directory of Open Access Journals (Sweden)

Marina Vukotic

2018-04-01

Full Text Available It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Mostar consumers toward advertising through sport among. The sample included 228 respondents, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.006. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. These results are so important for the marketers, mostly due to the reason they can’t merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this is the case in previous investigations and this observation presents relevant information.

Attitudes of Consumers from the Sarajevo Canton in Bosnia and Herzegovina toward Advertising through Sport among the Frequency of Watching Sports Events

Directory of Open Access Journals (Sweden)

Izet Bajramovic

2018-04-01

Full Text Available It is proposed that potential consumers form attitudes based on advertising through sport can influence decisions to purchase a particular advertiser’s product. From this reason, it is important to analyse their general attitudes toward advertising through sport among various questions, and this investigation was aimed at gaining relevant knowledge about the attitudes of Sarajevo consumers toward advertising through sport among. The sample included 358 respondents, divided into six subsample groups: consumers, who do not watch sports events at all, then consumers who watch sports events 1-30 minutes, next 31-60 minutes, 61-90 minutes, 91-120 minutes, as well as consumers who watch sports events more than 120 minutes during the typical day. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analysed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.00. Hence, it is interesting to highlight that it was found there are significant differences showed up between the attitudes of consumers toward advertising through sport among the frequency of watching sports events. These results are so important for the marketers, mostly due to the reason they can’t merge all the potential consumers regarding the frequency they watch the sports events. On the other hand, this is the case in previous investigations and this observation presents relevant information.

Emotional response to advertising

Directory of Open Access Journals (Sweden)

Bogdan Anastasiei

2014-11-01

Full Text Available Emotions can transcend cultural, linguistic, demographic, and social boundaries. Emotions affect information processing and create a positive attitude toward the ad, which becomes associated with the brand. Objectives. This study investigates the role of pleasure (P, arousal (A and domination (D emotions in mobile’s photo camera advertisement and how each of them is influencing consumer attitude towards the advertisement and brand. Prior Work. Holbrook and Batra (1987 developed their own emotional scale based on these three dimensions (PAD, showing that these emotions mediate consumer responses to advertising. Approach. A 1*4 factorial experiment design method was adopted in order to measure the impact of independent variables (emotion type on dependent variables (attitude toward ad, attitude toward brand. Results. The results revealed that emotions like Pleasure (loving, friendly, grateful and Arousal (active, interested, excited, entertained influence consumers' attitudes towards brand and advertising. Value. Marketers need to understand the role of pleasure and arousal emotions when making advertising campaign; an effective promotion leads to persuading consumers. The results indicate that marketing practitioners should measure affective responses when testing an advertisement, as long as this action would predict brand attitude.

Attitudinal Factors Affecting Viral Advertising Pass-On Behaviour of Online Consumers in Food Industry

Science.gov (United States)

Mohd Salleh, Nurhidayah; Ariff, Mohd Shoki Md; Zakuan, Norhayati; Sulaiman, Zuraidah; Zameri Mat Saman, Muhamad

2016-05-01

The increase number of active users of social media, especially Facebook, stimulates viral advertising behaviour among them, thus attracting e-marketers to focus on viral advertising in promoting their products. In global market, use of Facebook platform indicated that food services/restaurant of food industry is ranked number 11 with 18.8% users’ response rate within the platform. This development calls for e-marketers in Malaysia to use Facebook as their viral advertising channel. Attitudinal factors affecting the viral advertising pass-on behaviour (VAPB) especially among members of social media is of interest to many researchers. The typical attitudinal factors used were attitude toward social media (ATSM), attitude toward advertising in social media (AASM) and attitude toward advertising in general (AAIG). Attitude toward advertised brand (ATAB) is important in fast food industry because users of social media tend to share their experience about tastes and features of the food. However, ATAB is less emphasized in the conceptual model between attitudinal factors and VAPB. These four factors of consumer attitude served as independent variables in the conceptual model of this study and their effect on viral advertising pass-on behaviour among members of Domino's Pizza Malaysia Facebook page was examined. Online survey using a set of questionnaire which was sent to the members of this group via private message was employed. A total of 254 sets of usable questionnaires were collected from the respondents. All the attitudinal factors, except for AASM, were found to have positive and significant effect on VAPB. AAIG exerted the strongest effect on VAPB. Therefore, e-marketers should emphasize on developing a favourable attitude toward advertising in general among members of a social media to get them involve in viral advertising. In addition, instilling a favourable attitude towards advertised brand is also vital as it influences the members to viral the brand

Do Affective Variables Make a Difference in Consumers Behavior Toward Mobile Advertising?

OpenAIRE

Mart?nez-Ruiz, Mar?a Pilar; Izquierdo-Yusta, Alicia; Olarte-Pascual, Cristina; Reinares-Lara, Eva

2017-01-01

Research into permission-based mobile marketing is increasingly common due to the widespread adoption of mobile technology and its use as a communication channel. Yet few studies have attempted to analyze the factors that determine attitudes toward mobile advertising while simultaneously considering: the links among them and consumers' intentions, behavior, and/or cognitive and affective variables simultaneously. The present research therefore sought to deepen understanding of the antecedents...

Impact of Animated Spokes-Characters in Print Direct-to-Consumer Prescription Drug Advertising: An Elaboration Likelihood Model Approach.

Science.gov (United States)

Bhutada, Nilesh S; Rollins, Brent L; Perri, Matthew

2017-04-01

A randomized, posttest-only online survey study of adult U.S. consumers determined the advertising effectiveness (attitude toward ad, brand, company, spokes-characters, attention paid to the ad, drug inquiry intention, and perceived product risk) of animated spokes-characters in print direct-to-consumer (DTC) advertising of prescription drugs and the moderating effects of consumers' involvement. Consumers' responses (n = 490) were recorded for animated versus nonanimated (human) spokes-characters in a fictitious DTC ad. Guided by the elaboration likelihood model, data were analyzed using a 2 (spokes-character type: animated/human) × 2 (involvement: high/low) factorial multivariate analysis of covariance (MANCOVA). The MANCOVA indicated significant main effects of spokes-character type and involvement on the dependent variables after controlling for covariate effects. Of the several ad effectiveness variables, consumers only differed on their attitude toward the spokes-characters between the two spokes-character types (specifically, more favorable attitudes toward the human spokes-character). Apart from perceived product risk, high-involvement consumers reacted more favorably to the remaining ad effectiveness variables compared to the low-involvement consumers, and exhibited significantly stronger drug inquiry intentions during their next doctor visit. Further, the moderating effect of consumers' involvement was not observed (nonsignificant interaction effect between spokes-character type and involvement).

A Theory of Combative Advertising

OpenAIRE

Yuxin Chen; Yogesh V. Joshi; Jagmohan S. Raju; Z. John Zhang

2009-01-01

In mature markets with competing firms, a common role for advertising is to shift consumer preferences towards the advertiser in a tug-of-war, with no effect on category demand. In this paper, we analyze the effect of such “combative” advertising on market power. We show that, depending on the nature of consumer response, combative advertising can reduce price competition to benefit competing firms. However, it can also lead to a procompetitive outcome where individual firms advertise to incr...

Direct-to-consumer advertising for urological pharmaceuticals: a cross-sectional analysis of print media.

Science.gov (United States)

Folsom, Craig; Fesperman, Susan F; Tojuola, Bayo; Sultan, Shahnaz; Dahm, Philipp

2010-05-01

To investigate direct-to-consumer advertising (DTCA) of prescription drugs that are relevant to urological conditions. Evidence suggests that DTCA of prescription drugs increase pharmaceutical sales. Concern about such advertising methods has recently increased owing to the market withdrawal of heavily marketed drugs that were found to have serious health risks. Three consecutive issues of 26 popular magazines during a 3-month period were screened for urology-related DTCA. Advertisements were abstracted using a standardized evaluation form that was pilot-tested in a separate sample of nonurological advertisements. Variables analyzed included the type of advertisement, claims of effectiveness, references of research studies, inducements, and use of tables, figures, and pictures. We identified 8 unique DTCA in 4 different magazines (Ladies Home Journal, Golf Digest, Sports Illustrated, and Good Housekeeping). All advertisements were disease-specific and targeted patients with benign prostatic hyperplasia-related symptoms (n = 3), incontinence (n = 3), or erectile dysfunction (n = 2). The median number of claims made per DTCA was 3 (range, 2-6). None of the claims made were supported by research data, as presented in tables or figures, or referenced peer-reviewed publications. The most common types of appeals addressed symptom control (8/8), lifestyle improvement (7/8), effectiveness (4/8), and dependability (3/8), while none addressed drug safety. DTCA of prescription drugs for urological conditions are found in select journals and focus on few highly prevalent conditions. None of the advertisement claims identified in this study were supported by research data. There seems to be significant room for improvement in the quality of information provided by urological advertisements. Copyright 2010 Elsevier Inc. All rights reserved.

The Impact of Direct-to-Consumer Advertising on Health Insurance Markets

OpenAIRE

William Encinosa; Chad Meyerhoefer; Samuel Zuvekas; Dongyi Du

2014-01-01

Direct-to-consumer advertising (DTCA) for drugs has increased from US$200 million in 1997 to US$4 billion in 2011. While studies show that DTCA impacts the patient-physician relationship, little is known of the effect of DTCA on health insurance markets. We test whether DTCA raises the costs in these markets or makes the markets more efficient in drug pricing. Across 212 markets, we examine the impact of DTCA on insurers’ negotiated prices for 166 drugs. Controlling for unobserv...

Thinking outside the medicine cabinet: a comparative content analysis of direct-to-consumer advertisements for prescription drug treatments.

Science.gov (United States)

McKeever, Robert

2014-01-01

This study content analyzed online direct-to-consumer advertisements (DTCA) for prescription drug treatments to explore whether ads for prescription treatments for psychiatric conditions, which are commonly untreated, differ from other drug advertisements. Coded variables included the presence of interactive technological components, use of promotional incentives, and the social contexts portrayed in images shown on each site. Statistical analysis revealed ads for psychiatric medications contained fewer interactive website features, financial incentives, and calls to action than other types of prescription drug advertisements. Implications for health communication researchers are discussed.

The Impact of Cognitive-Affective Content on Advertising Messages in Consumer Attitudes and Behavioral Intentions: The Dual Cognitive-Affective Model (DMAC)-Edición Única

OpenAIRE

Valdéz García, Carlos G.

2005-01-01

In advertising, two important theoretical approaches, cognitive and affective, explain how consumer attitudes and behavioral intentions are affected by message content. However, the effects of cognitive and affective content in a single advertising message in consumer attitudes and behaviors have been understudied. In vi this research, using the theoretical constructs of cognitive and affective approaches to explore the effects of their interaction in advertising messages wa...

Advertising quality and market share

OpenAIRE

Πέκκα - Οικονόμου, Βικτωρία; Σολδάτος, Γεράσιμος Θ.

1999-01-01

This paper utilizes a signaling-game approach to advertising and concludes that advertising is a means of increasing profits and not an instrument of consumer preferences manipulation. It also concludes that advertised brands should offer to the consumer something original and if not, then offer what more or less the rival do.

NCTA v. FCC - Do Commercial Free Speech Justifications Trump Consumers' Personal Data Protection Rights? Answer To Shape Mobile Advertising Industry

DEFF Research Database (Denmark)

Cleff, Evelyne Beatrix; King, Nancy J.

2010-01-01

's right to communicate with their customers. Considering privacy risks associated with advances in computer technology, the complexities of modern information processing and evolving mobile advertising (m-advertising) practices, privacy regulations should not be equated with unwarranted speech regulations...... balance between protecting consumers' information privacy in an era of pervasive data processing and protecting the rights of marketers to engage in protected commercial free speech that involves using customers' personal information. A ruling against the FCC would have limited the use of government...... to support the growth of the global mobile advertising (m-advertising) industry....

Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation

OpenAIRE

Ivanete Schneider Hahn; Flavia Luciane Scherer; Kenny Basso; Marindia Brachak dos Santos

2016-01-01

Social media is becoming an important part of an organization's media strategy. This study examines the effects of trust and consumer emotional response to advertisements on brand evaluation in an online social media context. The study used a survey method, and the studied population consisted of 927 Brazilian social media users (Facebook subscribers). The results showed the following: (1) the emotional response to advertising on social media had a positive influence on brand evaluation; and ...

An exploratory study of adolescent female reactions to direct-to-consumer advertising: the case of the Human Papillomavirus (HPV) Vaccine.

Science.gov (United States)

Leader, Amy E; Cashman, Rebecca; Voytek, Chelsea D; Baker, Jillian L; Brawner, Bridgette M; Frank, Ian

2011-10-01

When the human papillomavirus (HPV) vaccine was approved in 2006, an extensive direct-to-consumer (DTC) advertising campaign raised awareness and promoted vaccination. This study explores adolescents' exposure to and understanding of the messages in these advertisements. Sixty-seven African American females participated in a focus group about DTC advertising for the HPV vaccine. Virtually all adolescents had seen an HPV vaccine DTC advertisement, but most did not understand the health information contained in it. If DTC advertising is to be an effective source of health information for adolescents in the future, it must take into account the unique features of an adolescent audience.

Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study

Directory of Open Access Journals (Sweden)

Tanti Handriana

2017-12-01

Full Text Available Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the product’s involvement on the consumers’ attitude towards the advertisement and the brand. The research’s approach used a 2x2 factorial experimental design. A total of 120 undergraduate students, who were further divided into 4 groups, were selected as the respondents of this study. The results show the differences in consumer attitudes towards advertisements and the brand, based on the number of endorsers and the product’s involvement. The study also reveals that if there is low involvement with the product, multiple celebrity endorsements will generate a better consumers’ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will also generate a better attitude among the consumers towards the brand than a single celebrity endorsement will produce.

Die verband tussen genade en werke in 1QS se reddingsbegrip

Directory of Open Access Journals (Sweden)

J.W. Semmelink

1995-09-01

Full Text Available The relationship between faith and works in the soteriology of 1QS. An analysis was made of 1QS to construct its view on grace and works in salvation. The author contends that Qumran makes much of works and that E P Sanders understated this element. Salvation according to 1QS can best be described by the modem term "synergism".

ANALISIS CATEGORY ADVERTISING EXPENDITURE DAN CONSUMER MEDIA HABIT DI MEDIA TELEVISI DAN MEDIA CETAK

Directory of Open Access Journals (Sweden)

Zifwen Zifwen

2011-08-01

Full Text Available Normal 0 false false false MicrosoftInternetExplorer4 The purpose of the study is to identify the category of advertising expenditure and media habit on media advertising, especially on television and print ad such as newspapers, magazines and tabloids. The Data were collected  from Nielsen Media Research (NMR data base from a number of cities in Indonesia, such as Jakarta,Surabaya, Bandung, Semarang, Surabaya, Yogyakarta, Bali, Medan,Palembang and Makassar. There are three different type of data used to acquire the secondary data for the study: (1  Telescope (data collected for rating analysis January 1st, 2005 to March 31st, 2005, (2 Print scope (data collected from the readership of magazines, tabloids and newspaper January 1st, 2004 to December 31st, 2004 and (3 Ad quest (data collected from advertising expenditure for all categories. The data were collected, calculated and analyzed from January 1st, 2002 to December 31st, 2004. The purpose of the study is to uncover the trend of advertising budget from all categories on the television and print ads, in order to describe the consumption tendency of the people within advertising media. Index analysis and Biplot were used to analyze the data. Based on the result of advertising expenditure analysis of data, showing that all categories were completely different in the utilization of the media for advertisement. Some categories used mix media to support their campaign and others used a single media. Characteristic of the categories were strongly involved in the decision making in way of choosing and using the advertising media. The result of consumer media analysis found that the people habit were completely different and unique in media consumption. Different of age, sex and social economic status can create a different habit in term of hobbies and desire within the channel, programme, newspaper, magazines and the tabloids. Finally, to create an effective and efficient advertising activity

Negotiations and Exclusivity Contracts for Advertising

OpenAIRE

Anthony Dukes; Esther Gal–Or

2003-01-01

Exclusive advertising on a given media outlet is usually profitable for an advertiser because consumers are less aware of competing products. However, for such arrangements to exist, media must benefit as well. We examine conditions under which such exclusive advertising contracts benefit both advertisers and media outlets (referred to as ) by illustrating that exclusive equilibria arise in a theoretical model of the media, advertisers, and consumers who participate in both the product and me...

To ban or not to ban: direct-to-consumer advertising and human rights analysis

Directory of Open Access Journals (Sweden)

Alex Wellington

2010-12-01

Full Text Available The issues surrounding Direct-To-Consumer Advertising of pharmaceuticals are ripe for scrutiny through the lens of Human Rights analysis. Among the human rights most decisively engaged by DTCA is the right to autonomy in health-related decision making, which in turn incorporates right of access to health-related information. The latter incorporates, in part, right of access to reliable and beneficial information through the avenues of commercial speech among others. Another crucial human right is the right not to be harmed by unsafe consumer products through corporate malfeasance or negligence. The most commonly invoked policy options in the context of DTCA are either an outright ban or strengthening regulatory oversight in combination with voluntary guidelines. Banning Direct-To-Consumer Advertising risks being both over inclusive and under inclusive as a policy option. A wholesale ban risks being over inclusive in that it could deprive consumers of information about medications with a positive benefit-risk profile, ones that could enhance their quality of health and well being. Thus it risks being overly paternalistic. Banning DTCA, by itself, is under inclusive in that it is insufficient to address the ways that unadvertised drugs can pose significant risks to consumers. Other policy measures would be most optimal to deal with the very serious deficits in the processes by which prescription drugs undergo clinical trials, and garner regulatory approval prior to their promotion in the marketplace. A more finely tuned approach to regulatory oversight is endorsed, one involving a proactive and precautionary approach reliant upon prior approval. Such an approach could help to address the very serious concerns about potential infringements of the human right not to be harmed by unsafe consumer products through corporate malfeasance or negligence.

IN-GAME ADVERTISING: ADVANTAGES AND LIMITATIONS FOR ADVERTISERS

OpenAIRE

Alina GHIRVU

2012-01-01

The increase fragmentation of mass-media and the decline on television efficiency in promotion and market targeting, determined the appearance and development of new methods, more efficient for communicating with consumers, especially for gaining attention of those who are not for the moment consumers of a specific brand. The attempt of finding new promotion methods, video games found a place as a new advertising environment. In-game advertising is remarkable due to its numerous benefits, fir...

Consumers don’t play dice, influence of social networks and advertisements

Science.gov (United States)

Groot, Robert D.

2006-05-01

Empirical data of supermarket sales show stylised facts that are similar to stock markets, with a broad (truncated) Lévy distribution of weekly sales differences in the baseline sales [R.D. Groot, Physica A 353 (2005) 501]. To investigate the cause of this, the influence of social interactions and advertisements are studied in an agent-based model of consumers in a social network. The influence of network topology was varied by using a small-world network, a random network and a Barabási-Albert network. The degree to which consumers value the opinion of their peers was also varied. On a small-world and random network we find a phase transition between an open market and a locked-in market that is similar to condensation in liquids. At the critical point, fluctuations become large and buying behaviour is strongly correlated. However, on the small world network the noise distribution at the critical point is Gaussian, and critical slowing down occurs which is not observed in supermarket sales. On a scale-free network, the model shows a transition between a gas-like phase and a glassy state, but at the transition point the noise amplitude is much larger than what is seen in supermarket sales. To explore the role of advertisements, a model is studied where imprints are placed on the minds of consumers that ripen when a decision for a product is made. The correct distribution of weekly sales returns follows naturally from this model, as well as the noise amplitude, the correlation time and cross-correlation of sales fluctuations. For particular parameter values, simulated sales correlation shows power-law decay in time. The model predicts that social interaction helps to prevent aversion, and that products are viewed more positively when their consumption rate is higher.

The effects of direct-to-consumer advertising on medication use among Medicaid children with asthma.

Science.gov (United States)

McRoy, Luceta; Weech-Maldonado, Robert; Bradford, W David; Menachemi, Nir; Morrisey, Michael; Kilgore, Meredith

2016-01-01

Asthma medication adherence is low, particularly among Medicaid enrollees. There has been much debate on the impact of direct-to-consumer advertising (DTCA) on health care use, but the impact on medication use among children with asthma has been unexamined. The study sample included 180,584 children between the ages of 5 and 18 with an asthma diagnosis from a combined dataset of Medicaid Analytic eXtract and national advertising data. We found that DTCA expenditure during the study period was significantly associated with an increase in asthma medication use. However, the effectiveness declined after a certain level.

Youth perceptions of alcohol advertising: are current advertising regulations working?

Science.gov (United States)

Aiken, Alexandra; Lam, Tina; Gilmore, William; Burns, Lucy; Chikritzhs, Tanya; Lenton, Simon; Lloyd, Belinda; Lubman, Dan; Ogeil, Rowan; Allsop, Steve

2018-06-01

We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years. Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview. Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age. Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents. © 2018 The Authors.

Consumers’ various and surprising responses to direct-to-consumer advertisements in magazine print

Science.gov (United States)

Arney, Jennifer; Street, Richard L; Naik, Aanand D

2013-01-01

Direct-to-consumer advertising (DTCA) is ubiquitous in media outlets, but little is known about the ways in which consumers’ values, needs, beliefs, and biases influence the perceived meaning and value of DTCA. This article aims to identify the taxonomy of readership categories that reflect the complexity of how health care consumers interact with DTCA, with particular focus on individuals’ perceptions of print DTCA in popular magazines. Respondent-driven sampling was used to recruit 18 male and female magazine readers and 18 male and female prescription medication users aged 18–71 years. Semi-structured, in-depth interviews with consumers about their attentiveness, motivations, perceived value, and behavioral responses to DTCA were conducted. The analyses were guided by principles of grounded theory analysis; four categories that vary in consumers’ attentiveness, motivations, perceived value, and behavioral responses to DTCA were identified. Two categories – the lay physician and the informed shopper – see value in information from DTCA and are likely to seek medical care based on the information. One category – the voyeur – reads DTCA, but is not likely to approach a clinician regarding advertised information. The fourth category – the evader – ignores DTCA and is not likely to approach a clinician with DTCA information. Responses to DTCA vary considerably among consumers, and physicians should view patients’ understanding and response to DTCA within the context of their health-related needs. Patients’ comments related to DTCA may be used as an opportunity to engage and understand patients’ perspectives about illness and medication use. Clinicians may use information about these categories to facilitate shared understanding and improve communication within the doctor–patient relationship. PMID:23378746

Search Advertising

OpenAIRE

Cornière (de), Alexandre

2016-01-01

Search engines enable advertisers to target consumers based on the query they have entered. In a framework with horizontal product differentiation, imperfect product information and in which consumers incur search costs, I study a game in which advertisers have to choose a price and a set of relevant keywords. The targeting mechanism brings about three kinds of efficiency gains, namely lower search costs, better matching, and more intense product market price-competition. A monopolistic searc...

A cross-media content analysis of motivational themes in direct-to-consumer prescription drug advertising.

Science.gov (United States)

Sumpradit, Nithima; Ascione, Frank J; Bagozzi, Richard P

2004-01-01

Direct-to-consumer (DTC) advertising of prescription drugs is a widely discussed issue in health care. However, little is known about the characteristics of the motivational themes used in this type of advertising. The aim of this study was to investigate the concurrent presentation of motivational themes in DTC print and television advertisements. The content analyses focused on advertisements of 2 targeted drug classes (cyclooxygenase-2 enzyme inhibitors and 3-hydroxy-3-methylglutaryl coenzyme A reductase inhibitors) in magazines and on television. Targeted print advertisements (for celecoxib, rofecoxib, atorvastatin, pravastatin, and simvastatin) from September to December 2001 and targeted television advertisements (for celecoxib, rofecoxib, and simvastatin) from November 2001 were investigated. The motivational themes were assessed using a theoretical framework based on self-regulatory focus theory and cultural orientation. Self-regulatory focus was examined in terms of goal orientation (promotion vs prevention) and emotional aspects, (e.g., cheerfulness, dejection, quiescence, agitation). The cultural orientation was examined in terms of individualism versus collectivism. The visual-verbal match was categorized as direct if the audio and visual information was semantically redundant, as partial if it was partially related, and as no match at all if it was different or conflicting. Twelve print advertisements in 10 magazines and 4 television advertisements on 4 television networks were examined; the interrater reliability scores from 3 independent, trained judges ranged from 0.93 to 0.99. The score was low (0.57) in the visual-verbal match measurement for television advertisements. Products in the same category appeared to be promoted using different self-regulatory foci. For example, celecoxib and atorvastatin advertisements tended to be promotion oriented, whereas pravastatin advertisements tended to be prevention oriented. Motivational themes were found

Striving for quality use of medicines: how effective is Australia's ban on direct-to-consumer prescription medicine advertising?

Science.gov (United States)

Brown, Sonja

2009-02-01

The potential for both positive and negative effects arising from direct-to-consumer advertising of prescription medicines challenges health policymakers to develop regulatory schemes which selectively capture the positive aspects of the practice. Australia has dealt with this quandary by banning the practice, while New Zealand and the United States permit it. However, in recent times pharmaceutical companies have been increasingly successful in introducing promotional materials into the Australian market. This article demonstrates that the Australian ban is consistent with striving for the major policy goal of quality use of medicines, thus providing the basis for arguing that solutions to strengthen the ban against the identified threats ought to be implemented. Quality use of medicines can be most effectively achieved via the combined effect of the strengthened ban and the mimicking of the limited positive aspects of direct-to-consumer advertising by government provision of non-promotional information to consumers.

Fair balance in direct-to-consumer antidepressant print and television advertising, 1995-2007.

Science.gov (United States)

Avery, Rosemary J; Eisenberg, Matthew; Simon, Kosali I

2012-01-01

The authors evaluated fair balance in the presentation of risks and benefits in a large sample of direct-to-consumer advertising for prescription antidepressant medications appearing in magazines (1995-2006) and television (1999-2007) to assess how well they meet U.S. Food and Drug Administration guidelines. Using content analysis to capture relevant dimensions of the ads, results indicated that (a) considerably less attention is given to risks relative to benefits and (b) implicit ad content favors communication of drug benefits over risks, but that fair balance in direct-to-consumer ads has improved over time. The authors discuss policy implications and explore future research directions.

THE INFLUENCE OF INTERACTIVITY ON CONSUMER ATTITUDE OF ADVERTISING IN VIDEO GAMES

OpenAIRE

Alina SZUZ‐POP (GHIRVU)

2014-01-01

Progress of new digital technologies has led to a new type of consumer, more dynamic and difficult to satisfy, which made the efficiency of the old promotion methods to decrease. Marketers who are looking for new ways to reach their audience found in online video games a reliable ally. Previous studies that have been conducted internationally showed that advertising through online games and delivering promotional messages in the virtual space mediated by Internet technology has a high degree ...

Examining traditional display advertisement and advertorial according to advertisement and advertised product perception based on factor analysis

OpenAIRE

Okumuş, Abdullah; Çetintürk, Naim; Çetin, Eyüp

2012-01-01

Firms are trying to reach consumers with different advertisement applications for purpose of to give information, remind and convince customers. Traditional advertisement and advertorial which aim to increase reliability and convince of people found themselves with different publishing channels. This research examines the dimensions of two different types of advertisement and the differences between them. Both for exploring active elements and essentials of marketing and an advertising; impor...

Semisynthesis of Analogues of the Saponin Immunoadjuvant QS-21.

Science.gov (United States)

Fernández-Tejada, Alberto; Walkowicz, William E; Tan, Derek S; Gin, David Y

2017-01-01

Saponins are triterpene glycoside natural products that exhibit many different biological properties, including activation and modulation of the immune system, and have therefore attracted significant interest as immunological adjuvants for use in vaccines. QS-21 is the most widely used and promising saponin adjuvant but suffers from several liabilities, such as scarcity, dose-limiting toxicity, and hydrolytic instability. Chemical synthesis has emerged as a powerful approach to obtain homogeneous, pure samples of QS-21 and to improve its properties and therapeutic profile by providing access to optimized, synthetic saponin variants. Herein, we describe a general method for the semisynthesis of these molecules from QS-21, with detailed synthetic protocols for two saponin variants developed in our recent work.

Fashion blogs and advertisement

OpenAIRE

Lindblad, Jessica

2013-01-01

This thesis examines advertisement in fashion blogs. The theoretical part of the research discusses blogs and the social media in general, analyzes the decision-making process of the fashion consumer, along with general consumer behavior, and then examines ethical issues and the various advertising and marketing tools used in blogs. The objective of this thesis is to ascertain how blog readers are reacting to the growing amount of advertisement currently present in fashion blogs and the ...

Consumer–brand assemblages in advertising

DEFF Research Database (Denmark)

Bjerrisgaard, Sofie Møller; Kjeldgaard, Dannie; Bengtson, Anders

2013-01-01

This paper discusses how the use of tattoos in advertising renders diverse brand–consumer assemblages visible. In considering advertising practitioners as professionals of entanglement, the paper emphasizes the embeddedness of practitioners’ use of tattoo symbolism in institutionalized marketing...... systems and in the cultural history of tattooing. In accordance with recent emphasis on the importance of material devices for understanding contemporary sociality, this paper presents a semiotic analysis of a convenience sample of advertisements depicting tattoos. Tattoos are productive for the study...... potency. This analysis demonstrates how the emergence of brand tattoos in advertising challenges the dominant consumer centrism in consumer research and suggests a networked, emerging understanding of the subject in which agency is distributed in socio-technical assemblages....

Brand Positioning Through Advertising in Asia, North America, and Europe : The Role of Global Consumer Culture

NARCIS (Netherlands)

Alden, D.L.; Steenkamp, J.E.B.M.; Batra, R.

1999-01-01

In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture positioning (GCCP), is proposed, operationalized, and tested. This construct associates the brand with a widely

Impact of Humor Advertising in Radio and Print Advertising - A Review

OpenAIRE

S, venkatesh; N, senthilkumar

2015-01-01

The use of humour in advertising is the effective way of communication in any emotion to sell the products. Humor increase attention and attract more consumers so it became an effective advertising in any medium of advertising. Researchers and Advertisers more interested towards humor advertising more than century, but no review paper regarding impact of humor in radio and print advertising are published. Aim of this paper to get detailed review on impact of humor in radio and print advertisi...

The impact of direct-to-consumer television and magazine advertising on antidepressant use.

Science.gov (United States)

Avery, Rosemary J; Eisenberg, Matthew D; Simon, Kosali I

2012-09-01

We examine whether exposure to direct-to-consumer advertising (DTCA) for antidepressant drugs affects individual use of these medications among those suffering from depression. Prior studies have almost exclusively relied on making connections between national or market-level advertising volume/expenditures and national or individual-level usage of medications. This is the first study to: estimate the impact of individual-level exposure to DTCA on individual-level use of antidepressants; estimate the impact of individual-level exposure to television DTCA on individual-level use in any drug class; consider the relative and interactive impact of DTCA in two different media in any drug class; and, consider the heterogeneity of impact among different populations in an econometric framework in the antidepressant market. There are also important limitations to note. Unlike prior market level studies that use monthly data, we are limited to aggregated annual data. Our measures of potential advertising exposure are constructed assuming that media consumption patterns are stable during the year. We are also not able to study the impact of advertising on use of antidepressants for conditions other than depression, such as anxiety disorders. We find that: DTCA impacts antidepressant use in a statistically and economically significant manner; that these effects are present in both television and magazine advertising exposure but do not appear to have interactive effects; are stronger for women than for men in the magazine medium, but are about equally strong for men and women in the TV medium; and, are somewhat stronger for groups suffering from more severe forms of depression. The overall size of the effect is a 6-10 percentage point increase in antidepressant use from being exposed to television advertising; the corresponding magazine effects are between 3 and 4 percentage points. Copyright © 2012 Elsevier B.V. All rights reserved.

The Effect of Sexual Appeal Advertising to Advertising Effectiveness in Manado

OpenAIRE

Muslim, Abdul Wahid

2014-01-01

Advertising is very crucial in marketing. They are literally everywhere in the newspapers, magazines, on TV, on billboards, in the cinema or while surfing the Internet. In marketing campaigns, many techniques and approaches to attract customers. One of those approaches is sexual appeal. Sexy advertising can attract attention, increase retention and improve advertising consumer attitudes toward advertising. Sexual appeals in the media as an advertising strategy to inform a product with the int...

Targeted advertising, platform competition and privacy

NARCIS (Netherlands)

Kox, Henk; Straathof, Bas; Zwart, Gijsbert

2017-01-01

Targeted advertising can benefit consumers through lower prices for access to web sites. Yet, if consumers dislike that web sites collect their personal information, their welfare may go down. We study competition for consumers between web sites that can show targeted advertisements. We find that

The effect of direct-to-consumer advertising on prescription drug use by older adults.

Science.gov (United States)

Datti, Balaji; Carter, Mary W

2006-01-01

Although older adults are frequent consumers of prescription drugs and increasingly the intended audience of direct-to-consumer advertising (DTCA) marketing efforts, little is known about the effect of DTCA on older adults' prescription drug-seeking behaviour. In response, the objective of this study is to examine factors associated with requesting a prescription drug from a physician following exposure to DTCA among older adults, and whether the drug or other medical treatment was prescribed during the encounter. A secondary data analysis of the "Public Health Impact of Direct-to-Consumer Advertising of Prescription Drugs", a data set publicly available through the Inter-university Consortium for Political and Social Research (ICPSR 3687), was conducted. For the purposes of this study, only those respondents who indicated that they had been exposed to DTCA (n = 2601) were included in the study sample. Using a two-step weighted logistic regression approach, separate models were estimated to examine first, whether a request for the advertised drug was made following exposure to DTCA and secondly, the outcomes of any patient-physician encounters that occurred following exposure to DTCA. Descriptive analysis of the outcome variables revealed that, among respondents exposed to DTCA, 31% (n = 801) requested a prescription drug from their physician. Approximately 5% of those who made a request were > or =75 years of age. Among respondents requesting a prescription drug, 69% (n = 556) received a prescription in response to their request, of whom, approximately 5% were > or =75 years of age. Multivariate findings suggest that although adults > or =75 years of age are less likely to request a prescription drug following exposure to DTCA (odds ratio [OR] = 0.58; p = 0.032), when they do approach their physicians, they are more likely to receive recommendations for further treatment, with ORs indicating a 250% (OR = 3.507; p = 0.002) increase in the odds of further referral

Children's processing of new advertising formats: how to improve children's dispositional and situational advertising literacy?

OpenAIRE

Hudders, Liselot; De Pauw, Pieter; Cauberghe, Veroline; Panic, Katarina; Zarouali, Brahim

2015-01-01

Compared to traditional advertising formats, contemporary advertising is characterized by a more subtle, less intrusive commercial nature. Commercial messages are now frequently integrated in or merged with highly entertaining and fun media content, which distract the users from systematically and critically processing the content. This makes it difficult for consumers, especially young consumers with limited advertising literacy, to evaluate the persuasion attempt critically. Not only do...

Twelve years' experience with direct-to-consumer advertising of prescription drugs in Canada: a cautionary tale.

Directory of Open Access Journals (Sweden)

Barbara Mintzes

2009-05-01

Full Text Available Direct-to-consumer advertising (DTCA of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising.Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib, which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings.Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for

Twelve years' experience with direct-to-consumer advertising of prescription drugs in Canada: a cautionary tale.

Science.gov (United States)

Mintzes, Barbara; Morgan, Steve; Wright, James M

2009-05-27

Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow 'reminder' advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. 'Reminder' advertising is prohibited in the US for drugs that have 'black box' warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising. Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib), which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings. Branded 'reminder' advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have been subject to safety advisories. For governments searching for compromise

EFFECTIVENESS OF ONLINE ADVERTISING

OpenAIRE

G. Anusha

2017-01-01

Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (i...

Direct-to-consumer advertising (DTCA) for prescription drugs: consumers' attitudes and preferences concerning its regulation in South Korea.

Science.gov (United States)

Suh, Hae Sun; Lee, Donghyun; Kim, Sang Yong; Chee, Dong Hyun; Kang, Hye-Young

2011-08-01

To examine consumers' attitudes toward direct-to-consumer advertising (DTCA) for prescription drugs in Korea. We conducted a survey of 350 patients visiting community pharmacies to fill their prescriptions. Consumers' attitudes toward DTCA were assessed in terms of whether they felt DTCA was necessary, their trust in the information provided by DTCA, and their intention to use the information provided by DTCA. We examined consumers' preferences regarding the regulation of DTCA and their expectations of the effects of DTCA. About 60% of the respondents responded that DTCA is necessary and that they intended to use the information from DTCA. Less than half of the respondents reported that they would trust DTCA information. About 70% of the participants expressed the need for prior vetting of the DTCA content. Respondents had the highest expectation on the effect of DTCA as an information source for patients. Positive consumer expectations regarding the effects of DTCA were significantly associated with positive consumer attitudes toward DTCA (odds ratio=4.70, 95% confidence interval: 2.25-9.82). This study provides evidence that consumers in South Korea generally have positive attitudes toward DTCA. However, most of the respondents wanted a prior examination system of DTCA content to ensure that the information conveyed to them via DTCA was trustworthy. Policy-makers should be cautious and well-prepared if they decide to introduce DTCA in Korea. Copyright © 2011 Elsevier Ireland Ltd. All rights reserved.

Attention competition with advertisement

Science.gov (United States)

Cetin, Uzay; Bingol, Haluk O.

2014-09-01

In the new digital age, information is available in large quantities. Since information consumes primarily the attention of its recipients, the scarcity of attention is becoming the main limiting factor. In this study, we investigate the impact of advertisement pressure on a cultural market where consumers have a limited attention capacity. A model of competition for attention is developed and investigated analytically and by simulation. Advertisement is found to be much more effective when the attention capacity of agents is extremely scarce. We have observed that the market share of the advertised item improves if dummy items are introduced to the market while the strength of the advertisement is kept constant.

Trade Agreements and Direct-to-Consumer Advertising of Pharmaceuticals.

Science.gov (United States)

Gleeson, Deborah; Menkes, David B

2017-10-16

There is growing international concern about the risks posed by direct-to-consumer advertising (DTCA) of prescription pharmaceuticals, including via the internet. Recent trade agreements negotiated by the United States, however, incorporate provisions that may constrain national regulation of DTCA. Some provisions explicitly mention DTCA; others enable foreign investors to seek compensation if new regulations are seen to harm their investments. These provisions may thus prevent countries from restricting DTCA or put them at risk of expensive legal action from companies seeking damages due to restrictions on advertising. While the most recent example, the Trans-Pacific Partnership Agreement (TPP), collapsed following US withdrawal in January 2017, early indications of the Trump Administration's trade policy agenda signal an even more aggressive approach on the part of the United States in negotiating advantages for American businesses. Furthermore, the eleven remaining TPP countries may decide to proceed with the agreement in the absence of the United States, with most of the original text (including the provisions relevant to DTCA) intact. © 2018 The Author(s); Published by Kerman University of Medical Sciences. This is an open-access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Advertising Guidelines

Science.gov (United States)

Riso, Ovid

1977-01-01

Advertising should be viewed as a sales-building investment and not simply an element of business outlay that actually is a completely controllable expense. Suggestions deal with the sales budget, profiling the store and its customers, advertising media, promotional ideas, and consumer protection. (LBH)

A Pragmatic Analysis of Person Deixis in Advertising Language

Institute of Scientific and Technical Information of China (English)

张路路

2017-01-01

Person deixis is widely used in adverting language, the usage of person deixis in advertising language can reduce psychological distance between potential consumers and advertiser, have a conversation between potential consumers and advertiser and make an advertisement more believable.

'At-risk' individuals' responses to direct to consumer advertising of prescription drugs: a nationally representative cross-sectional study.

Science.gov (United States)

Khalil Zadeh, Neda; Robertson, Kirsten; Green, James A

2017-12-06

The factors determining individuals' self-reported behavioural responses to direct to consumer advertising of prescription drugs were explored with an emphasis on 'at-risk' individuals' responses. Nationally representative cross-sectional survey. Community living adults in New Zealand. 2057 adults (51% women). Self-reported behavioural responses to drug advertising (asking a physician for a prescription, asking a physician for more information about an illness, searching the internet for more information regarding an illness and asking a pharmacist for more information about a drug). Multivariate logistic regressions determined whether participants' self-reported behavioural responses to drug advertising were predicted by attitudes towards advertising and drug advertising, judgements about safety and effectiveness of advertised drugs, self-reported health status, materialism, online search behaviour as well as demographic variables. Identifying as Indian and to a less extent Chinese, Māori and 'other' ethnicities were the strongest predictors of one or more self-reported responses (ORs 1.76-5.00, Ps advertising (ORs 1.34-1.61, all Psadvertising and may make uninformed decisions accordingly. The outcomes raise significant concerns relating to the ethicality of drug advertising and suggest a need for stricter guidelines to ensure that drug advertisements provided by pharmaceutical companies are ethical. © Article author(s) (or their employer(s) unless otherwise stated in the text of the article) 2017. All rights reserved. No commercial use is permitted unless otherwise expressly granted.

Pre-market approval and post-market direct-to-consumer advertising of medical devices in Australia: a case study of breast cancer screening and diagnostic devices.

Science.gov (United States)

Vreugdenburg, T D; Willis, C D; Mundy, L; Hiller, J E

2013-01-01

While research investigating direct-to-consumer advertising of therapeutic goods in Australia has historically focused on prescription medicines, recent action taken by regulators against companies promoting medical devices has placed the industry into the spotlight. Despite the need to effectively regulate direct-to-consumer advertising of medical devices due to its potential harms, inadequacies in the current regulatory system have been noted. Under the present system, devices with a questionable evidence base may enter the Australian marketplace without an evaluation of their effectiveness, and regulators are reliant on industry self-regulation and consumer complaints to draw attention to cases of advertising misconduct. Although some successes in the present system have been observed, we argue that the outlined inadequacies continue to enable the promotion of medical devices to consumers without thorough or sufficient examination of evidence. © 2011 The Authors; Internal Medicine Journal © 2011 Royal Australasian College of Physicians.

Advertising Content

OpenAIRE

Simon P. Anderson; Régis Renault

2002-01-01

Empirical evidence suggests that most advertisements contain little direct informa- tion. Many do not mention prices. We analyze a firm'ss choice of advertising content and the information disclosed to consumers. A firm advertises only product informa- tion, price information, or both; and prefers to convey only limited product information if possible. Extending the "persuasion" game, we show that quality information takes precedence over price information and horizontal product information.T...

Effect of Direct-to-Consumer Advertising on Asthma Medication Sales and Healthcare Use.

Science.gov (United States)

Daubresse, Matthew; Hutfless, Susan; Kim, Yoonsang; Kornfield, Rachel; Qato, Dima M; Huang, Jidong; Miller, Kay; Emery, Sherry L; Alexander, G Caleb

2015-07-01

The United States is one of only two countries that permit direct-to-consumer advertising (DTCA) of prescription drugs, and many questions remain regarding its effects. To quantify the association between asthma-related DTCA, pharmacy sales, and healthcare use. This was an ecological study from 2005 through 2009 using linked data from Nielsen (DTCA television ratings), the IMS Health National Prescription Audit (pharmacy sales), and the MarketScan Commercial Claims data (healthcare use) for 75 designated market areas in the United States. We used multilevel Poisson regression to model the relationship between DTCA and rates of prescriptions and use within and across designated market areas. Main outcome measures include (1) volume of total, new, and refilled prescriptions for advertised products based on pharmacy sales; (2) prescription claims for asthma medications; and asthma-related (3) emergency department use, (4) hospitalizations, and (5) outpatient encounters among the commercially insured. Four Food and Drug Administration-approved asthma medicines were advertised during the period examined: (1) fluticasone/salmeterol (Advair), (2) mometasone furoate (Asmanex), (3) montelukast (Singulair), and (4) budesonide/formoterol (Symbicort). After adjustment, each additional televised advertisement was associated with 2% (incident rate ratio, 1.02; 95% confidence interval, 1.01-1.03) higher pharmacy sales rate from 2005 through 2009, although this effect varied across the three consistently advertised therapies examined. Among the commercially insured, DTCA was positively and significantly associated with emergency room visits related to asthma (incident rate ratio, 1.02; 95% confidence interval, 1.01-1.04), but there was no relationship with hospitalizations or outpatient encounters. Among this population, DTCA was associated with higher prescription sales and asthma-related emergency department use.

Retorical figures in advertising language

Directory of Open Access Journals (Sweden)

Radenković-Šošić Bojana

2012-01-01

Full Text Available Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figures in advertising requires a "text- and reader-aware approach". The use of rhetorical figures in advertising has been overlooked in consumer research. This paper shows that the use of rhetorical elements in the advertising discourse is very frequent, but at the same time it is questioned if the function of the rhetorical figures is just a communication with the target market (which is a base of communication models and if the consequences of linguistic influences are much more serious. The complex nature of advertising language with various rhetorical figures (thropes and schemes do not just stimulate recipients to demonstrate a desirable behavior, but indirectly it constructs a concept of desirable lifestyle and it induces them to identify themselves with the explained model. Moreover, the analyzed corpus included advertising slogans of social responsible companies as well as advertising campaigns with elements of diverse ideologies. In the time of digitization and a rapid information flow, consumer's attention is less dedicated to the advertising messages. Therefore, it should be expected that in the future advertisers will have to adjust linguistic, audio and visual techniques to the unfocused message recipients.

Consumer attitudes toward and intentions to accept mobile advertising

Directory of Open Access Journals (Sweden)

Abednego Feehi Okoe

2015-09-01

Full Text Available The objective of this study was to examine the drivers of consumers’ attitudes towards mobile advertisement. It also sought the relationship between consumers’ attitudes towards mobile advertisement and their willingness to accept mobile advertising. Confirmatory factor analysis was used to assess the measurement model while structural equation was conducted to assess the goodness-fit of the overall model. The findings indicate that entertainment, credibility and personalization had positive effects on consumers’ attitudes toward mobile advertising. Furthermore, the results show that, consumers’ attitude determines their willingness to accept mobile advertising.

Direct-to-physician and direct-to-consumer advertising: Time to have stringent regulations.

Science.gov (United States)

Kannan, S; Gowri, S; Tyagi, V; Kohli, S; Jain, R; Kapil, P; Bhardwaj, A

2015-01-01

Direct to physician advertisements and direct to consumer advertisement (DTCA) is a well-known marketing strategy of pharmaceutical companies. Studies from the West and also from the Indian sub-continent revealed several lacunae in such advertisements. The present study was carried out to understand the international and national scenario regarding the lacunae in drug advertisements and the opinion of both physicians and patients regarding DTCA. The present study was conducted after obtaining approval from the institutional ethics committee. Warning letters (WLs) issued to pharmaceutical companies by United States Food and Drug Administration (USFDA) and Therapeutic Goods Administration (TGA) due to discrepancies in the advertisements were analyzed for reasons that were grouped into one of the following categories: overstatement of efficacy; unapproved indication; lack of adequate directions to use; omission of adverse effects; misleading claims; advertisement made for an unapproved drug (investigational new product). Drug advertisements in Current Index of Medical Specialties (CIMS) April-July 2014 issue was also analyzed for lacunae depending on categories as mentioned above. Physicians and patients in a tertiary care medical college and hospital were administered a validated questionnaire exploring their views about crucial aspects of DTCA. Descriptive statistics was used for each of the categories. A total of 93 WLs issued by USFDA and 36 by TGA were assessed. Majority of the WLs by USFDA were issued for omission of adverse effects (61/93, 65.6%) followed by misleading claims (54/93, 58.1%). Similarly, WLs by TGA were also mainly issued for the presence of misleading claims (35/36, 97.2%) followed by overstatement of efficacy (26/36, 72.2%) and CIMS evaluation had revealed that 78/92 (84.8%) advertisements omitted adverse effects, 20/92 (21.7%) had misleading claims, 9/92 (9.8%) had unapproved indications and 7/92 (7.6%) overstated the efficacy. With regard to

Impact of direct-to-consumer advertising (DTCA) on patient health-related behaviors and issues.

Science.gov (United States)

Polen, Hyla H; Khanfar, Nile M; Clauson, Kevin A

2009-01-01

The pharmaceutical industry spends billions of dollars annually on direct-to-consumer advertising (DTCA). Patient perspectives on the impact of televised DTCA on health-related behaviors and issues were assessed by means of a 68-question survey. 58.6% of respondents believed that DTCA allowed consumers to have a more active role in managing their health. However, 27.6% felt DTCA caused confusion, and an alarming 17.8% of respondents stopped taking their medication because of concerns about serious side effects mentioned in DTCA. Overall, participants believed DTCA plays a useful role in health self-management; however, a considerable percentage thought that the cost outweighs the benefits.

Social and ethical aspects of advertising

Directory of Open Access Journals (Sweden)

Krasulja Nevena

2003-01-01

Full Text Available Even though advertising has great power, there are often to be heard the critics on methods and techniques used, and on the way it influences social values, consumer life style, their preferences and behavior. Critics often claim that advertising is false and misleading, very offensive and even irritating. Exploitation of some target groups is mentioned, where biggest critics are on advertising on for children. Many believe that advertising has to be only informal. Audience has to be free of persuasion, subjective and overwhelmed claims, offensive suggestions and advertisements which manipulate consumers in order to force them buy certain product.

Identifying the Impact of Individual Differences on the Basis of Affect Intensity Measure on Consumers Response to Advertising Appeals

OpenAIRE

Santosh Kumar

2013-01-01

This study aims (i) to find out the individuals scoring on Larsen Affect intensity measurement Scale (AIM) for emotional ads and (ii) to know whether the individual differences of response diminishes when they are exposed to the nonemotional (rational) advertisements, (iii) to know whether the cultural differences among other countries and Pakistan mediate the applicability and implications of AIM scale in the field of advertising research. Variety of researchers including consumers behavior,...

Problems associated with direct-to-consumer advertising (DTCA) of restricted, implantable medical devices: should the current regulatory approach be changed?

Science.gov (United States)

Patsner, Bruce

2009-01-01

Advertising and promotion of Food and Drug Administration (FDA)-approved medical products has been one of the most controversial and bitterly litigated areas in food and drug law in the U.S. for more than a decade. Hundreds of newspaper articles and dozens of law review articles have been written on the subject of the risks and benefits of direct to consumer advertising (DTCA) of medical products, but until very recently virtually all of this literature and commentary has focused exclusively on prescription and over-the-counter drugs. Even when FDA has sponsored public hearings to address the issue of DTCA of all medical products, as it did in 2005, review of the content of the speakers' presentations reveals that almost all of the subject matter, nearly all of the data, and the majority of comments concerned DTCA of drugs. Not a single law review article has ever been devoted exclusively to the subject of advertising and promotion of medical devices to consumers--until now.

Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset

OpenAIRE

van Enckevort, Kaya; Ansari-Dunkes, Jasmin

2013-01-01

This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertisin...

Twelve Years' Experience with Direct-to-Consumer Advertising of Prescription Drugs in Canada: A Cautionary Tale

Science.gov (United States)

Mintzes, Barbara; Morgan, Steve; Wright, James M.

2009-01-01

Background Direct-to-consumer advertising (DTCA) of prescription drugs is illegal in Canada as a health protection measure, but is permitted in the United States. However, in 2000, Canadian policy was changed to allow ‘reminder’ advertising of prescription drugs. This is a form of advertising that states the brand name without health claims. ‘Reminder’ advertising is prohibited in the US for drugs that have ‘black box’ warnings of serious risks. This study examines spending on DTCA in Canada from 1995 to 2006, 12 years spanning this policy shift. We ask how annual per capita spending compares to that in the US, and whether drugs with Canadian or US regulatory safety warnings are advertised to the Canadian public in reminder advertising. Methodology/Principal Findings Prescription drug advertising spending data were extracted from a data set on health sector spending in Canada obtained from a market research company, TNS Media Inc. Spending was adjusted for inflation and compared with US spending. Inflation-adjusted spending on branded DTCA in Canada grew from under CAD$2 million per year before 1999 to over $22 million in 2006. The major growth was in broadcast advertising, accounting for 83% of spending in 2006. US annual per capita spending was on average 24 times Canadian levels. Celebrex (celecoxib), which has a US black box and was subject to three safety advisories in Canada, was the most heavily advertised drug on Canadian television in 2005 and 2006. Of 8 brands with >$500,000 spending, which together accounted for 59% of branded DTCA in all media, 6 were subject to Canadian safety advisories, and 4 had US black box warnings. Conclusions/Significance Branded ‘reminder’ advertising has grown rapidly in Canada since 2000, mainly due to a growth in television advertising. Although DTCA spending per capita is much lower in Canada than in the US, there is no evidence of safer content or product choice; many heavily-advertised drugs in Canada have

From Advertising to Hyper-advertising: Semiotics, Narrative and Discourse

Directory of Open Access Journals (Sweden)

Eduardo Yalán-Dongo

2016-07-01

Full Text Available Advertising design is a discursive planning that does not only build an identity as brand value or graphic development, but also as Semiotics suggests, it produces a narrative level outlining the advertising story. The use of media, construction of characters, storytelling, organization of advertisement, are all expressions of this narrative level which in turn depends on a “context” or expression process from which they are built. This article aims to identify the different forms of narrative production in relation to three types of advertising discourse (Discourse Phase 1, Phase 2 and hyperadvertising as well as evaluate its contrasts and expressions within the advertising communication and consumer society.

Visual presentations of efficacy data in direct-to-consumer prescription drug print and television advertisements: A randomized study.

Science.gov (United States)

Sullivan, Helen W; O'Donoghue, Amie C; Aikin, Kathryn J; Chowdhury, Dhuly; Moultrie, Rebecca R; Rupert, Douglas J

2016-05-01

To determine whether visual aids help people recall quantitative efficacy information in direct-to-consumer (DTC) prescription drug advertisements, and if so, which types of visual aids are most helpful. Individuals diagnosed with high cholesterol (n=2504) were randomized to view a fictional DTC print or television advertisement with no visual aid or one of four visual aids (pie chart, bar chart, table, or pictograph) depicting drug efficacy. We measured drug efficacy and risk recall, drug perceptions and attitudes, and behavioral intentions. For print advertisements, a bar chart or table, compared with no visual aid, elicited more accurate drug efficacy recall. The bar chart was better at this than the pictograph and the table was better than the pie chart. For television advertisements, any visual aid, compared with no visual aid, elicited more accurate drug efficacy recall. The bar chart was better at this than the pictograph or the table. Visual aids depicting quantitative efficacy information in DTC print and television advertisements increased drug efficacy recall, which may help people make informed decisions about prescription drugs. Adding visual aids to DTC advertising may increase the public's knowledge of how well prescription drugs work. Published by Elsevier Ireland Ltd.

Competitive Effects of Purchase-Based Targeted Advertising

OpenAIRE

Jianqiang Zhang; Weijun Zhong; Shue Mei

2012-01-01

This paper develops a two-period sales model to investigate the competitive effects of purchase-based targeted advertising. In the model, two competing firms gain consumer information during the first period sales, which allows them to target advertising based on consumer purchase history. Advertising is assumed to be persuasive in terms of consumer valuation enhancing and product differentiation increasing. The authors find that the firm’s ability to target can damage industry profits, con...

Effect of Direct-to-Consumer Advertising on Asthma Medication Sales and Healthcare Use

Science.gov (United States)

Daubresse, Matthew; Hutfless, Susan; Kim, Yoonsang; Kornfield, Rachel; Qato, Dima M.; Huang, Jidong; Miller, Kay; Emery, Sherry L.

2015-01-01

Rationale: The United States is one of only two countries that permit direct-to-consumer advertising (DTCA) of prescription drugs, and many questions remain regarding its effects. Objectives: To quantify the association between asthma-related DTCA, pharmacy sales, and healthcare use. Methods: This was an ecological study from 2005 through 2009 using linked data from Nielsen (DTCA television ratings), the IMS Health National Prescription Audit (pharmacy sales), and the MarketScan Commercial Claims data (healthcare use) for 75 designated market areas in the United States. We used multilevel Poisson regression to model the relationship between DTCA and rates of prescriptions and use within and across designated market areas. Main outcome measures include (1) volume of total, new, and refilled prescriptions for advertised products based on pharmacy sales; (2) prescription claims for asthma medications; and asthma-related (3) emergency department use, (4) hospitalizations, and (5) outpatient encounters among the commercially insured. Measurements and Main Results: Four Food and Drug Administration–approved asthma medicines were advertised during the period examined: (1) fluticasone/salmeterol (Advair), (2) mometasone furoate (Asmanex), (3) montelukast (Singulair), and (4) budesonide/formoterol (Symbicort). After adjustment, each additional televised advertisement was associated with 2% (incident rate ratio, 1.02; 95% confidence interval, 1.01–1.03) higher pharmacy sales rate from 2005 through 2009, although this effect varied across the three consistently advertised therapies examined. Among the commercially insured, DTCA was positively and significantly associated with emergency room visits related to asthma (incident rate ratio, 1.02; 95% confidence interval, 1.01–1.04), but there was no relationship with hospitalizations or outpatient encounters. Conclusions: Among this population, DTCA was associated with higher prescription sales and asthma-related emergency

"Prime" Advertising Space: Measuring Implict Memory Online

OpenAIRE

Barratt, Madeleine

2012-01-01

In marketing literature, click-through-rates are generally employed to measure the success of banner advertisements online. This measure has led to the banner blindness hypothesis, which posits that internet users ignore banner advertisements. However, this measurement does not take into account the consumer action which may result from memory for advertised brands. This study illustrates that although there may not be explicit memory for these advertisements, consumers can be primed for adve...

The Influence of Advertisement, Perceived Price, and Brand Image on Consumer Buying Decision to Asus Mobile Phone

OpenAIRE

Tumewu, Ferdinand J.; Ruslim, Archi C.

2015-01-01

Buying decision is the stage in which consumers make the decision or take an action whether to purchase a certain product or not. The purpose of this research is to analyze the simultaneous and partial effect of Advertising, Perceived Price and Brand Images on Consumer Buying Decision. The populations of this research are people who use ASUS smartphone with the sample size as many as 40 respondents. This research uses quantitative analyze by questionnaires and the Multiple Regression Analysis...

Value of Sharing: Viral Advertisement

OpenAIRE

Duygu Aydın; Aşina Gülerarslan; Süleyman Karaçor; Tarık Doğan

2013-01-01

Sharing motivations of viral advertisements by consumers and the impacts of these advertisements on the perceptions for brand will be questioned in this study. Three fundamental questions are answered in the study. These are advertisement watching and sharing motivations of individuals, criteria of liking viral advertisement and the impact of individual attitudes for viral advertisement on brand perception respectively. This study will be carried out via a viral advertise...

Effects of Direct-to-Consumer Advertising and Clinical Guidelines on Appropriate Use of Human Papillomavirus DNA Tests

Science.gov (United States)

2011-01-01

Background Both clinical guidelines and direct-to-consumer (DTC) advertising influence use of new health care technologies, but little is known about their relative effects. The introduction of a cervical cancer screening test in 2000 offered a unique opportunity to assess the two strategies. Objective To evaluate the effects of clinical guidelines and a targeted DTC advertising campaign on overall and appropriate use of human papillomavirus (HPV) DNA tests. Research Design Quasi-experimental study using difference-in-differences analysis. Data were MarketScan private insurance claims for 500,000 women ages 21 to 64 enrolled at least 12 consecutive months from January 2001 through December 2005. Results Both clinical guidelines and DTC advertising were associated with increases in overall HPV DNA test use. DTC advertising was associated with a statistically significant increase in HPV DNA test use in two groups of DTC cities (+5.57 percent, padvertising was associated with comparable increases in the probability of appropriate and inappropriate use of the HPV DNA test in primary screening. Clinical guideline releases from the American College of Obstetricians and Gynecologists, and by a co-sponsored panel, were associated with greater increases in HPV DNA tests for appropriate primary screening than for inappropriate primary screening (β=0.3347, padvertising was associated with increased overall use of a cervical cancer screening test, while clinical guidelines were differentially associated with increased appropriate use. These findings suggest distinct influences of consumer marketing and professional guidelines on the use of health care products and services. PMID:21150798

Direct-to-consumer advertising of prescription medication in New Zealand.

Science.gov (United States)

Every-Palmer, Susanna; Duggal, Rishi; Menkes, David B

2014-08-29

The last decade has seen increasing measures aimed at regulating the influence of 'Big Pharma' following a number of scandals relating to unethical marketing. Despite these international trends, New Zealand continues to tolerate direct-to-consumer advertising (DTCA) of prescription medication, a controversial pharmaceutical marketing strategy that has been prohibited in all but two countries in the industrialised world. While the pharmaceutical industry asserts that DTCA is informational and empowers consumers, in this viewpoint article we argue that DTCA is a heavily biased source of health information that favours representation of benefits over harms, and is associated with unnecessary prescribing, iatrogenic harm and increased costs to the taxpayer. In this paper, we show that DTCA provides unbalanced information to consumers who may misconstrue DTCA as public health messages, and fail to recognise inherent commercial bias. We describe how DTCA has been linked with inappropriate prescribing and overtreatment, with evidence indicating that patients request and receive specific medications in response to DTCA, even when treatment is not clinically indicated. This exposes patients to unnecessary adverse effects and iatrogenic harm, and increases costs for the health-care sector through the prescription of expensive branded medication. We use local examples to illustrate these points. New Zealand remains an outlier in allowing DTCA to continue which, in our view, is a controversial and harmful practice. The available evidence suggests that consumers and health care professionals are generally opposed to DTCA. Therefore, we believe that the New Zealand government should review its stance on DTCA.

Influence on consumer behavior: the impact of direct-to-consumer advertising on medication requests for gastroesophageal reflux disease and social anxiety disorder.

Science.gov (United States)

Khanfar, Nile M; Polen, Hyla H; Clauson, Kevin A

2009-01-01

A 68-question Internet survey was used to determine the impact of televised direct-to-consumer advertising (DTCA) on consumer-initiated medication changes for the treatment of gastroesophageal reflux disease (GERD) and social anxiety disorder (SAD). Of the 427 respondents, 10% that viewed DTCA for GERD and 6% that viewed DTCA for SAD reported that they subsequently initiated a conversation with their physician. Nearly half of respondents, 47.4% for GERD and 40% for SAD, reported that a change in therapy occurred as a direct result of these discussions. Televised DTCA for these two drug classes can have a significant impact on patient-initiated prescription requests.

Introduction of direct-to-consumer advertising of prescription drugs in Canada: an opinion survey on regulatory policy.

Science.gov (United States)

Mintzes, Barbara; Barer, Morris; Lexchin, Joel; Bassett, Ken L

2005-06-01

Canada is strongly influenced by US cross-border direct-to-consumer advertising (DTCA) and has held consultations to discuss introduction of DTCA since 1996. This article describes a survey of Canadian drug policy experts carried out in 2001, during one such legislative review. The survey results are compared to more recent DTCA policy developments. We recruited key informants on pharmaceutical policy to complete a faxed questionnaire that queried their opinions on DTCA information quality, effects on drug and health care use, and regulatory issues. Respondents were asked about the evidence they had used to back their opinions. Analysis was descriptive. Of 79 identified potential participants, 60 (76%) participated, 40% of whom were from federal and provincial government; 3% were private insurers; 18%, 15%, and 8% were from health professional groups, consumer groups, and patient groups, respectively; 8% and 7% were from pharmaceutical and advertising industries, respectively. Opinions were highly polarized on the effects of DTCA on drug and health care use. Advertising and pharmaceutical industry respondents were generally positive, public sector, health professional and consumer groups generally negative. Over 80% believed DTCA leads to higher private and public drug costs and more frequent physician visits. Fewer judged billboards or television to be appropriate media for DTCA than magazines or the Internet, and most believed that children and adolescents should not be targeted. Given the polarization observed within this survey, we examined how DTCA policy has evolved in Canada since 2001. The federal government has legislative authority over DTCA, but bears few of the additional costs potentially incurred through policy change. These fall to the provinces, which provide an eroding patchwork of public coverage for prescription drugs in the face of rapidly increasing costs. No new federal legislation has been tabled since 2001. However, considerable shifts in

Advertising styles in different cultures

Directory of Open Access Journals (Sweden)

Krasulja Nevena

2003-01-01

Full Text Available Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and strengthen cultural values, which are then used as a strong advertising style characteristic. Global advertisers are increasingly faced with different environment meaning. A fact that has been proved in practice is that standardized approach to advertising does not transmit values in a correct way, so the advertisers that want to achieve long term success must differentiate their brands to competitors'. In modern market environment strategy "Think globally, act locally" proved to be adequate for advertising in modern international market.

Attitudes of Consumers from Podgorica toward Advertising through Sport among the Question how Often they Participate in Sports Activities

Directory of Open Access Journals (Sweden)

Dijana Kovacevic

2018-04-01

Full Text Available This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.000. Hence, it is interesting to highlight that it was found there are significant differences showed up between the consumers who participate in various sports activities. The significant differences were found in one of three variables, while the consumers who participate less than 4 times a moths had much more negative attitudes toward advertising though sport.

Global reach of direct-to-consumer advertising using social media for illicit online drug sales.

Science.gov (United States)

Mackey, Tim Ken; Liang, Bryan A

2013-05-29

Illicit or rogue Internet pharmacies are a recognized global public health threat that have been identified as utilizing various forms of online marketing and promotion, including social media. To assess the accessibility of creating illicit no prescription direct-to-consumer advertising (DTCA) online pharmacy social media marketing (eDTCA2.0) and evaluate its potential global reach. We identified the top 4 social media platforms allowing eDTCA2.0. After determining applicable platforms (ie, Facebook, Twitter, Google+, and MySpace), we created a fictitious advertisement advertising no prescription drugs online and posted it to the identified social media platforms. Each advertisement linked to a unique website URL that consisted of a site error page. Employing Web search analytics, we tracked the number of users visiting these sites and their location. We used commercially available Internet tools and services, including website hosting, domain registration, and website analytic services. Illicit online pharmacy social media content for Facebook, Twitter, and MySpace remained accessible despite highly questionable and potentially illegal content. Fictitious advertisements promoting illicit sale of drugs generated aggregate unique user traffic of 2795 visits over a 10-month period. Further, traffic to our websites originated from a number of countries, including high-income and middle-income countries, and emerging markets. Our results indicate there are few barriers to entry for social media-based illicit online drug marketing. Further, illicit eDTCA2.0 has globalized outside US borders to other countries through unregulated Internet marketing.

Identification of QS-21 as an Inflammasome-activating Molecular Component of Saponin Adjuvants*

Science.gov (United States)

Marty-Roix, Robyn; Vladimer, Gregory I.; Pouliot, Kimberly; Weng, Dan; Buglione-Corbett, Rachel; West, Kim; MacMicking, John D.; Chee, Jonathan D.; Wang, Shixia; Lu, Shan; Lien, Egil

2016-01-01

Many immunostimulants act as vaccine adjuvants via activation of the innate immune system, although in many cases it is unclear which specific molecules contribute to the stimulatory activity. QS-21 is a defined, highly purified, and soluble saponin adjuvant currently used in licensed and exploratory vaccines, including vaccines against malaria, cancer, and HIV-1. However, little is known about the mechanisms of cellular activation induced by QS-21. We observed QS-21 to elicit caspase-1-dependent IL-1β and IL-18 release in antigen-presenting cells such as macrophages and dendritic cells when co-stimulated with the TLR4-agonist adjuvant monophosphoryl lipid A. Furthermore, our data suggest that the ASC-NLRP3 inflammasome is responsible for QS-21-induced IL-1β/IL-18 release. At higher concentrations, QS-21 induced macrophage and dendritic cell death in a caspase-1-, ASC-, and NLRP3-independent manner, whereas the presence of cholesterol rescued cell viability. A nanoparticulate adjuvant that contains QS-21 as part of a heterogeneous mixture of saponins also induced IL-1β in an NLRP3-dependent manner. Interestingly, despite the role NLRP3 plays for cellular activation in vitro, NLRP3-deficient mice immunized with HIV-1 gp120 and QS-21 showed significantly higher levels of Th1 and Th2 antigen-specific T cell responses and increased IgG1 and IgG2c compared with wild type controls. Thus, we have identified QS-21 as a nonparticulate single molecular saponin that activates the NLRP3 inflammasome, but this signaling pathway may contribute to decreased antigen-specific responses in vivo. PMID:26555265

Embodied Product Perception: Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

NARCIS (Netherlands)

van Rompay, Thomas Johannes Lucas; de Vries, Pieter Walter; Bontekoe, F.; Dijkstra, K.

2012-01-01

As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this

Embodied Product Perception : Effects of Verticality Cues in Advertising and Packaging Design on Consumer Impressions and Price Expectations

NARCIS (Netherlands)

Van Rompay, Thomas J L; De Vries, Peter W.; Bontekoe, Fenna; Tanja-Dijkstra, Karin

2012-01-01

As consumers increasingly turn to luxury brands and associated benefits, brand managers face the question how to convey luxury perceptions via marketing communications such as packaging and advertising design. Inspired by theories addressing embodied cognition and symbolic meaning portrayal, this

Advertising Dynamics and Competitive Advantage

OpenAIRE

Ulrich Doraszelski; Sarit Markovich

2004-01-01

Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend towards a firm ("goodwill advertising"), whereas in the second model it influences the share of cons...

Informative Advertising: Competition or Cooperation?

OpenAIRE

Witness Simbanegavi

2005-01-01

I compare the outcome when firms semicollude on advertising to the outcome in the Grossman and Shapiro (1984) model of informative advertising. I show that advertising is lower but prices and profits are higher under semicollusion on advertising. I also show that semicollusion on advertising is detrimental to welfare. Although firms earn higher profits when colluding on advertising, fewer consumers are informed, and as a result, welfare is lower. Compared to semicollusion on price, semicollus...

Ethical and epistemic issues in direct-to-consumer drug advertising: where is patient agency?

Science.gov (United States)

Womack, Catherine A

2013-05-01

Arguments for and against direct-to-consumer drug advertising (DTCA) center on two issues: (1) the epistemic effects on patients through access to information provided by the ads; and (2) the effects of such information on patients' abilities to make good choices in the healthcare marketplace. Advocates argue that DTCA provides useful information for patients as consumers, including information connecting symptoms to particular medical conditions, information about new drug therapies for those conditions. Opponents of DTCA point out substantial omissions in information provided by the ads and argue that the framing of the ads may mislead patients about the indications, uses, and effectiveness of the drugs advertised. They also suggest that DTCA has a number of potentially negative effects on the doctor-patient relationship. The standard arguments appear to assume a simplistic correlation-more information means more agency for patients. However, empirical studies on medical decision making suggest that this relationship is much more complex and nuanced. I examine recent research on ways in which patients are vulnerable with respect to DTCA. In order to address the complex issues of information acquisition and consumer decision-making in the health care marketplace, the focus should not be simply on what information patients need in order to make medical decisions, but also on the conditions under which patients actually are able to make medical decisions requiring complex medication information. This requires examining both the cognitive limitations of patients with respect to drug information and investigating patients' preferences and needs in a variety of medical contexts.

The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

NARCIS (Netherlands)

Voorveld, H.

2011-01-01

Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants

12 CFR 213.7 - Advertising.

Science.gov (United States)

2010-01-01

... 12 Banks and Banking 2 2010-01-01 2010-01-01 false Advertising. 213.7 Section 213.7 Banks and... (REGULATION M) § 213.7 Advertising. (a) General rule. An advertisement for a consumer lease may state that a... paragraph (d)(1) of this section shall also state the following items: (i) That the transaction advertised...

Fair Balance? An Analysis of the Functional Equivalence of Risk and Benefit Information in Prescription Drug Direct-to-Consumer Television Advertising

Science.gov (United States)

Baird-Harris, Kay

2009-01-01

Prescription drug direct-to-consumer advertising (DTCA) has been a subject of controversy in recent years. Though government regulations require equivalent prominence of risks and benefits, there is concern about the ability of consumers with limited health literacy to fully comprehend the risks and benefits associated with drug use. Evaluating…

Identification of QS-21 as an Inflammasome-activating Molecular Component of Saponin Adjuvants.

Science.gov (United States)

Marty-Roix, Robyn; Vladimer, Gregory I; Pouliot, Kimberly; Weng, Dan; Buglione-Corbett, Rachel; West, Kim; MacMicking, John D; Chee, Jonathan D; Wang, Shixia; Lu, Shan; Lien, Egil

2016-01-15

Many immunostimulants act as vaccine adjuvants via activation of the innate immune system, although in many cases it is unclear which specific molecules contribute to the stimulatory activity. QS-21 is a defined, highly purified, and soluble saponin adjuvant currently used in licensed and exploratory vaccines, including vaccines against malaria, cancer, and HIV-1. However, little is known about the mechanisms of cellular activation induced by QS-21. We observed QS-21 to elicit caspase-1-dependent IL-1β and IL-18 release in antigen-presenting cells such as macrophages and dendritic cells when co-stimulated with the TLR4-agonist adjuvant monophosphoryl lipid A. Furthermore, our data suggest that the ASC-NLRP3 inflammasome is responsible for QS-21-induced IL-1β/IL-18 release. At higher concentrations, QS-21 induced macrophage and dendritic cell death in a caspase-1-, ASC-, and NLRP3-independent manner, whereas the presence of cholesterol rescued cell viability. A nanoparticulate adjuvant that contains QS-21 as part of a heterogeneous mixture of saponins also induced IL-1β in an NLRP3-dependent manner. Interestingly, despite the role NLRP3 plays for cellular activation in vitro, NLRP3-deficient mice immunized with HIV-1 gp120 and QS-21 showed significantly higher levels of Th1 and Th2 antigen-specific T cell responses and increased IgG1 and IgG2c compared with wild type controls. Thus, we have identified QS-21 as a nonparticulate single molecular saponin that activates the NLRP3 inflammasome, but this signaling pathway may contribute to decreased antigen-specific responses in vivo. © 2016 by The American Society for Biochemistry and Molecular Biology, Inc.

What are the public health effects of direct-to-consumer drug advertising?

Directory of Open Access Journals (Sweden)

Elizabeth A Almasi

2006-03-01

Full Text Available Only two industrialized countries, the United States and New Zealand, allow direct-to-consumer advertising (DTCA of prescription medicines, although New Zealand is planning a ban. The challenge for these governments is ensuring that DTCA is more beneficial than harmful. Proponents of DTCA argue that it helps to inform the public about available treatments and stimulates appropriate use of drugs for high-priority illnesses (such as statin use in people with ischemic heart disease. Critics argue that the information in the adverts is often biased and misleading, and that DTCA raises prescribing costs without net evidence of health benefits.

What are the public health effects of direct-to-consumer drug advertising?

Science.gov (United States)

Almasi, Elizabeth A; Stafford, Randall S; Kravitz, Richard L; Mansfield, Peter R

2006-03-01

Only two industrialized countries, the United States and New Zealand, allow direct-to-consumer advertising (DTCA) of prescription medicines, although New Zealand is planning a ban. The challenge for these governments is ensuring that DTCA is more beneficial than harmful. Proponents of DTCA argue that it helps to inform the public about available treatments and stimulates appropriate use of drugs for high-priority illnesses (such as statin use in people with ischemic heart disease). Critics argue that the information in the adverts is often biased and misleading, and that DTCA raises prescribing costs without net evidence of health benefits.

Association Between Direct-to-Consumer Advertising and Testosterone Testing and Initiation in the United States, 2009-2013.

Science.gov (United States)

Layton, J Bradley; Kim, Yoonsang; Alexander, G Caleb; Emery, Sherry L

2017-03-21

Testosterone initiation increased substantially in the United States from 2000 to 2013, especially among men without clear indications. Direct-to-consumer advertising (DTCA) also increased during this time. To investigate associations between televised DTCA and testosterone testing and initiation in the United States. Ecologic study conducted in designated market areas (DMAs) in the United States. Monthly testosterone advertising ratings were linked to DMA-level testosterone use data from 2009-2013 derived from commercial insurance claims. Associations between DTCA and testosterone testing, initiation, and initiation without recent baseline tests were estimated using Poisson generalized estimating equations. Monthly Nielsen ratings for testosterone DTCA in the 75 largest DMAs. (1) Rates of new serum testosterone testing; (2) rates of testosterone initiation (in-office injection, surgical implant, or pharmacy dispensing) for all testosterone products combined and for specific brands; and (3) rates of testosterone initiation without recent serum testosterone testing. Of 17 228 599 commercially insured men in the 75 DMAs, 1 007 990 (mean age, 49.6 [SD, 11.5] years) had new serum testosterone tests and 283 317 (mean age, 51.8 [SD, 11.3] years) initiated testosterone treatment. Advertising intensity varied by geographic region and time, with the highest intensity seen in the southeastern United States and with months ranging from no ad exposures to a mean of 13.6 exposures per household. Nonbranded advertisements were common prior to 2012, with branded advertisements becoming more common during and after 2012. Each household advertisement exposure was associated with a monthly increase in rates of new testosterone testing (rate ratio [RR], 1.006; 95% CI, 1.004-1.008), initiation (RR, 1.007; 95% CI, 1.004-1.010), and initiation without a recent test (RR, 1.008; 95% CI, 1.002-1.013). Mean absolute rate increases were 0.14 tests (95% CI, 0.09-0.19), 0.05 new

Advertising as a tool of communication mix

OpenAIRE

DUFKOVÁ, Iva

2010-01-01

The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.

Self-reported influence of television-based direct-to-consumer advertising on patient seasonal allergy and asthma medication use: An internet survey

OpenAIRE

Khanfar, Nile M.; Clauson, Kevin A.; Polen, Hyla H.; Shields, Kelly M.

2008-01-01

Background: Direct-to-consumer advertising (DDTCA) of medications, a marketing tool used by the pharmaceutical industry to increase patient awareness of products, affects both consumer behavior and, ultimately, physician prescribing practices. Billions of dollars are budgeted each year for DTCA, and its influence is far-reaching. However, little information is available about patient-initiated physician interactions in which television-bbased DTCA has played a role in consumer behavior.

Consumer Perceptions of Sponsors of Disease Awareness Advertising

Science.gov (United States)

Hall, Danika V.; Jones, Sandra C.; Iverson, Donald C.

2011-01-01

Purpose: In many countries there is emerging concern regarding alliances between the pharmaceutical industry and health non-profit organizations (NPOs), and the increase of co-sponsored marketing activities such as disease awareness advertising. The current study aims to explore Australian women's perceptions of disease awareness advertising with…

Internet-based Advertising Claims and Consumer Reasons for Using Electronic Cigarettes by Device Type in the US.

Science.gov (United States)

Pulvers, Kim; Sun, Jessica Y; Zhuang, Yue-Lin; Holguin, Gabriel; Zhu, Shu-Hong

2017-10-01

Important differences exist between closed-system and open-system e-cigarettes, but it is unknown whether online companies are marketing these devices differently and whether consumer reasons for using e-cigarettes vary by device type. This paper compares Internet-based advertising claims of closed- versus open-system products, and evaluates US consumers' reasons for using closed- versus open-system e-cigarettes. Internet sites selling exclusively closed (N = 130) or open (N = 129) e-cigarettes in December 2013-January 2014 were coded for advertising claims. Current users (≥18 years old) of exclusively closed or open e-cigarettes (N = 860) in a nationally representative online survey in February-March 2014 provided their main reason for using e-cigarettes. Internet sites that exclusively sold closed-system e-cigarettes were more likely to make cigarette-related claims such as e-cigarettes being healthier and cheaper than cigarettes (ps < .0001) compared to sites selling open systems. Many sites implied their products could help smokers quit. Exclusive users of both systems endorsed cessation as their top reason. Closed-system users were more likely to report their reason as "use where smoking is banned." Although promotion of e-cigarettes as cessation aids is prohibited, consumers of both systems endorsed smoking cessation as their top reason for using e-cigarettes.

Global Reach of Direct-to-Consumer Advertising Using Social Media for Illicit Online Drug Sales

Science.gov (United States)

Liang, Bryan A

2013-01-01

Background Illicit or rogue Internet pharmacies are a recognized global public health threat that have been identified as utilizing various forms of online marketing and promotion, including social media. Objective To assess the accessibility of creating illicit no prescription direct-to-consumer advertising (DTCA) online pharmacy social media marketing (eDTCA2.0) and evaluate its potential global reach. Methods We identified the top 4 social media platforms allowing eDTCA2.0. After determining applicable platforms (ie, Facebook, Twitter, Google+, and MySpace), we created a fictitious advertisement advertising no prescription drugs online and posted it to the identified social media platforms. Each advertisement linked to a unique website URL that consisted of a site error page. Employing Web search analytics, we tracked the number of users visiting these sites and their location. We used commercially available Internet tools and services, including website hosting, domain registration, and website analytic services. Results Illicit online pharmacy social media content for Facebook, Twitter, and MySpace remained accessible despite highly questionable and potentially illegal content. Fictitious advertisements promoting illicit sale of drugs generated aggregate unique user traffic of 2795 visits over a 10-month period. Further, traffic to our websites originated from a number of countries, including high-income and middle-income countries, and emerging markets. Conclusions Our results indicate there are few barriers to entry for social media–based illicit online drug marketing. Further, illicit eDTCA2.0 has globalized outside US borders to other countries through unregulated Internet marketing. PMID:23718965

The role of nutrition labels and advertising claims in altering consumers' evaluation and choice.

Science.gov (United States)

Bialkova, Svetlana; Sasse, Lena; Fenko, Anna

2016-01-01

Despite policy efforts, consumers' well-informed healthful choice is a challenge. Due to increasing number of benefit claims advertising taste or health front of pack (FOP), consumers face the dilemma to trade taste for health. To understand the mechanisms underlying food evaluation, this study investigates the health-pleasure trade-off and its effect on consumers' choice. 240 EU consumers took part in a taste experiment, after being presented with the product FOP. Half of the products carried a nutrition label FOP, respectively, reduced fat for potato chips, reduced sugar for cereal bars. Further, one third of the products carried health benefit claim, one third taste benefit claim, and one third no additional claim FOP. Attention to information and its effect on experienced taste, health perception and the buying intention were measured. The results show that the message displayed FOP altered consumers evaluation and choice. The effectiveness of the FOP message further depended on consumers' health motivation and the healthfulness perception of carrier products. The outcomes are summarized in a framework of health-pleasure trade-off. Current findings call for the establishment of standards to avoid the use of misleading information FOP. Copyright © 2015 Elsevier Ltd. All rights reserved.

Direct-to-Consumer Broadcast Advertisements for Pharmaceuticals: Off-Label Promotion and Adherence to FDA Guidelines.

Science.gov (United States)

Klara, Kristina; Kim, Jeanie; Ross, Joseph S

2018-05-01

Direct-to-consumer (DTC) advertisements for prescription drugs in the United States are regulated by the Food and Drug Administration (FDA). Off-label promotion, or the advertisement of a drug for an indication not approved by the FDA, is prohibited. Our objective was to examine the presence of off-label promotion in broadcast DTC ads and to assess their adherence to FDA guidelines mandating fair balance in presentation of risks and benefits and prohibiting misleading advertisement claims. All English-language broadcast DTC ads for prescription drugs that aired in the United States from January 2015 to July 2016 were obtained from AdPharm, an online collection of healthcare advertisements. Ad length was measured and adherence to FDA guidelines was assessed for several categories: key regulatory items, indicators of false or misleading ads, and indicators of fair balance in presentation of risks and benefits. Our sample included 97 unique DTC ads, representing 60 unique drugs and 67 unique drug-indication combinations. No ads described drug risks quantitatively, whereas drug efficacy was presented quantitatively in 25 (26%) ads. Thirteen (13%) ads, all for diabetes medications, suggested off-label uses for weight loss and blood pressure reduction. The most commonly advertised drugs were indicated for the treatment of inflammatory conditions (n = 12; 18%), diabetes or diabetic neuropathy (n = 11; 16%), bowel or bladder dysfunction (n = 6; 9%), and infections or allergic reaction (n = 6; 9%). More than three-quarters (n = 51; 76%) advertised drugs to treat chronic conditions. Few broadcast DTC ads were fully compliant with FDA guidelines. The overall quality of information provided in ads was low, and suggestions of off-label promotion were common for diabetes medications. The impact of current DTC ads and off-label marketing on patient and prescriber decisions merits further scrutiny.

75 FR 78632 - Consumer Leasing

Science.gov (United States)

2010-12-16

... The new threshold for exempt consumer leases in the CLA goes into effect on July 21, 2011. Accordingly... and 213.4) and when the availability of consumer leases on particular terms is advertised (Sec. 213.7... regulation also contain rules about advertising consumer leases. The information collection pursuant to...

above-the-line advertising media and consumers awareness

African Journals Online (AJOL)

Global Journal

The study recommended that cable TV networks should introduce sponsored radio programmes on local radio stations ... advertising is like product to marketing, this is largely in ... recent years within the world and domestic digital .... marketing mix which has product, price, and ... the town crier models of advertising, slogans.

Direct-to-Consumer Prescription Medicine Advertising and Seniors' Knowledge of Alzheimer's Disease.

Science.gov (United States)

Park, Jin Seong

2016-02-01

This study examined whether seniors' exposure to direct-to-consumer advertising (DTCA) for Alzheimer's disease (AD) medicine contributes to his or her subjective and objective knowledge of AD. A self-administered survey was conducted with a sample of 626 US seniors who were registered for an online consumer research panel. The study found that (1) exposure to DTCA for AD medicine was positively related to seniors' subjective knowledge of AD, (2) DTCA exposure had no significant relationship with overall objective knowledge of AD, and (3) DTCA exposure might influence knowledge of specific features of AD. Although DTCA for AD medicine may induce people to "feel" knowledgeable about AD, it may not result in an equivalent increase in actual knowledge. Therefore, to enhance doctor-patient interactions, both patients and doctors should be aware that although DTCA delivers important and potentially useful health information, it does not necessarily enhance actual knowledge. © The Author(s) 2014.

The THE-QS World University Rankings, 2004 – 2009

Directory of Open Access Journals (Sweden)

Richard Holmes

2010-06-01

Full Text Available This paper reviews the origin, development and demise of the Times Higher Education Supplement (now Times Higher Education – QS Quacquarelli Symonds (QS World University Rankings between 2004 and 2009. It describes the structure and methodology of the rankings, their public impact and various criticisms that have been made. It also analyses changes that were introduced between 2005 and 2009 and concludes by noting the development of two distinct ranking systems by the magazine Times Higher Education (THE and by its former partner, the consulting company Quacquarelli Symonds.

Automotive advertising copy test. Final report

Energy Technology Data Exchange (ETDEWEB)

1984-11-01

In order to better understand consumer perceptions and use of the mileage estimates as presented in print advertising, the Department of Energy, in conjunction with the Federal Trade Commission and the EPA, initiated a research project. Purpose was to: measure recall/recognition of EPA Estimated MPG/highway mileage estimates in print ads; determine consumer expectations and believability of advertised mileage guidelines; measure recall/comprehension of mileage disclaimers; and determine how consumers utilize published mileage estimates.

ADVERTISING AND LANGUAGE MANIPULATION

Directory of Open Access Journals (Sweden)

Cristina-Maria PRELIPCEANU

2013-11-01

Full Text Available Research has revealed that much of what happens in our minds as a result of language use is still hidden from our conscious awareness. Advertisers know this phenomenon better. They use the manipulation of language to suggest something about their products without directly claiming it to be true. Although the advertisers use colours, symbols, and imagery in advertisements, “the most direct way to study ads is through an analysis of the language employed” as all the other aspects are meant to reinforce the language message. Ads are designed to have an effect on consumers while being laughed at, belittle and all but ignored. Some modern advertisements appear to be almost dissuading consumers from the product – but this is just a modern technique. This paper is going to analyze a series of language techniques used by advertisers to arrest our attention, to arouse our interest, to stimulate desire for a product and ultimately to motivate us to buy it. Once we become familiar with the language strategies used in advertising messages we will be more able to make our own buying decisions.

Fashion opinion leadership, innovativeness, and attitude toward advertising among Portuguese consumers//Liderazgo de opinión, innovación y actitud de los consumidores de moda portugueses

Directory of Open Access Journals (Sweden)

Paulo Ribeiro Cardoso

2016-07-01

Full Text Available In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and post-graduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising, which supports previous studies that presented opinion leaders as incorporating innovators traits and a predisposition to consume fashion information and media. It was possible to identify two groups of consumers: fashion influencers exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followerswho don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising. This research contributes to a better understanding of the profile of fashion opinion leaders, giving empirical support to the idea that this group can be a strategic target of advertising communication in fashion sector.

‘At-risk’ individuals’ responses to direct to consumer advertising of prescription drugs: a nationally representative cross-sectional study

Science.gov (United States)

2017-01-01

Objectives The factors determining individuals’ self-reported behavioural responses to direct to consumer advertising of prescription drugs were explored with an emphasis on ‘at-risk’ individuals’ responses. Design Nationally representative cross-sectional survey. Setting Community living adults in New Zealand. Participants 2057 adults (51% women). Primary outcome measures Self-reported behavioural responses to drug advertising (asking a physician for a prescription, asking a physician for more information about an illness, searching the internet for more information regarding an illness and asking a pharmacist for more information about a drug). Methods Multivariate logistic regressions determined whether participants’ self-reported behavioural responses to drug advertising were predicted by attitudes towards advertising and drug advertising, judgements about safety and effectiveness of advertised drugs, self-reported health status, materialism, online search behaviour as well as demographic variables. Results Identifying as Indian and to a less extent Chinese, Māori and ‘other’ ethnicities were the strongest predictors of one or more self-reported responses (ORs 1.76–5.00, Psmaterialism (ORs 1.02–1.03, Ps<0.01) also predicted one or more self-reported responses. Conclusions Taken together, the findings suggest individuals, especially those who are ‘at-risk’ (ie, with poorer self-reported health status, older, less educated, lower income and ethnic minorities), may be more vulnerable to drug advertising and may make uninformed decisions accordingly. The outcomes raise significant concerns relating to the ethicality of drug advertising and suggest a need for stricter guidelines to ensure that drug advertisements provided by pharmaceutical companies are ethical. PMID:29217723

Natural and synthetic saponin adjuvant QS-21 for vaccines against cancer

Science.gov (United States)

Ragupathi, Govind; Gardner, Jeffrey R; Livingston, Philip O; Gin, David Y

2013-01-01

One of the most widely used and potent immunological adjuvants is a mixture of soluble triterpene glycosides purified from the soap bark tree (Quillaja saponaria). Despite challenges in production, quality control, stability and toxicity, the QS-21 fraction from this extract has exhibited exceptional adjuvant properties for a range of antigens. It possesses an ability to augment clinically significant antibody and T-cell responses to vaccine antigens against a variety of infectious diseases, degenerative disorders and cancers. The recent synthesis of active molecules of QS-21 has provided a robust method to produce this leading vaccine adjuvant in high purity as well as to produce novel synthetic QS-21 congeners designed to induce increased immune responsiveness and decreased toxicity. PMID:21506644

The underlying processes of creative media advertising

NARCIS (Netherlands)

Rauwers, F.; van Noort, G.; Verlegh, P.; Voorveld, H.; Eisend, M.

2016-01-01

Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of

50 CFR 680.40 - Crab Quota Share (QS), Processor QS (PQS), Individual Fishing Quota (IFQ), and Individual...

Science.gov (United States)

2010-10-01

..., DEPARTMENT OF COMMERCE (CONTINUED) SHELLFISH FISHERIES OF THE EXCLUSIVE ECONOMIC ZONE OFF ALASKA Quota... the Internet or requested from the Regional Administrator. (ii) An application for crab QS or PQS may... be notified by an IAD, that the applicant did not meet the burden of proof to change the information...

QR Code: An Interactive Mobile Advertising Tool

Directory of Open Access Journals (Sweden)

Ela Sibel Bayrak Meydanoglu

2013-10-01

Full Text Available Easy and rapid interaction between consumers and marketers enabled by mobile technology prompted  an increase in the usage of mobile media as an interactive marketing tool in recent years. One of the mobile technologies that can be used in interactive marketing for advertising is QR code (Quick Response Code. Interactive advertising brings back some advantages for the companies that apply it. For example, interaction with consumers provides significant information about consumers' preferences. Marketers can use information obtained from consumers for various marketing activities such as customizing advertisement messages, determining  target audience, improving future products and services. QR codes used in marketing campaigns can provide links to specific websites in which through various tools (e.g. questionnaires, voting information about the needs and wants of customers are collected. The aim of this basic research is to illustrate the contribution of  QR codes to the realization of the advantages gained by interactive advertising.

Retorical figures in advertising language

OpenAIRE

Radenković-Šošić Bojana

2012-01-01

Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figur...

Consumed by consumer culture? Advertising’s impact on children’s materialism and life satisfaction

NARCIS (Netherlands)

Opree, S.J.

2014-01-01

Do children get consumed by consumer culture? This question occupies the thoughts of many parents, caretakers, and policymakers. Dutch children are annually exposed to approximately 9,500 television advertisements. These advertisements suggest that the good life can be obtained through the goods

Seniors' uncertainty management of direct-to-consumer prescription drug advertising usefulness.

Science.gov (United States)

DeLorme, Denise E; Huh, Jisu

2009-09-01

This study provides insight into seniors' perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertainty-management strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations.

Message strategies in direct-to-consumer pharmaceutical advertising: a content analysis using Taylor's six-segment message strategy wheel.

Science.gov (United States)

Tsai, Wan-Hsiu Sunny; Lancaster, Alyse R

2012-01-01

This exploratory study applies Taylor's (1999) six-segment message strategy wheel to direct-to-consumer (DTC) pharmaceutical television commercials to understand message strategies adopted by pharmaceutical advertisers to persuade consumers. A convenience sample of 96 DTC commercial campaigns was analyzed. The results suggest that most DTC drug ads used a combination approach, providing consumers with medical and drug information while simultaneously appealing to the viewer's ego-related needs and desires. In contrast to ration and ego strategies, other approaches including routine, acute need, and social are relatively uncommon while sensory was the least common message strategy. Findings thus recognized the educational value of DTC commercials.

Regulating Mobile Advertising in the European Union and the United States

OpenAIRE

Cleff, Evelyne Beatrix

2008-01-01

Mobile advertising is a gradually developing component of the marketing mix that includes advertisements directed to or accessed on consumers' mobile devices. Growing concerns about the protection of the consumers' personal data are being raised since mobile advertising may become an extremely intrusive practice in an intimate personal space. Approaches of protecting consumer privacy and the consumers' personal information differ greatly throughout the world. This article contrasts the regula...

Everyday Advertising Context: An Ethnography of Advertising Response in the Family Living Room

OpenAIRE

Laknath Jayasinghe; Mark Ritson

2013-01-01

Consumer research largely examines television advertising effects using conventional psychological accounts of message processing. Consequently, there is an emphasis on the influence of textual content at the expense of the everyday interpersonal viewing contexts surrounding advertising audiences. To help restore this theoretical imbalance an ethnographic study was conducted in eight Australian homes to explore the influence of everyday viewing contexts on advertising audiences. This article ...

Disease awareness advertising - women's intentions following exposure.

Science.gov (United States)

Hall, Danika; Jones, Sandra; Iverson, Don

2011-03-01

In Australia, where direct to consumer advertising of prescription medicines is prohibited, pharmaceutical companies can sponsor disease awareness advertising targeting consumers. This study examined the impact of disease awareness advertising exposure on older women's reported behavioural intentions. Women were approached in a shopping centre and randomly assigned mock advertisements for two health conditions. Disease information and sponsors were manipulated. Two hundred and forty-one women responded to 466 advertisements. Almost half reported an intention to ask their doctor for a prescription or referral as a result of seeing the advertisement, but more reported they would talk to their doctor and ask about treatments and tests. Participants were more likely to report an intention to ask for prescriptions if they perceived the health condition to be severe and themselves susceptible or if they had viewed advertisements containing limited information on the disease. Disease awareness advertising may stimulate demand for prescription medicine products. This has serious implications for general practitioners and regulators.

Fair Balance and Adequate Provision in Direct-to-Consumer Prescription Drug Online Banner Advertisements: A Content Analysis

Science.gov (United States)

2016-01-01

Background The current direct-to-consumer advertising (DTCA) guidelines were developed with print, television, and radio media in mind, and there are no specific guidelines for online banner advertisements. Objective This study evaluates how well Internet banner ads comply with existing Food and Drug Administration (FDA) guidelines for DTCA in other media. Methods A content analysis was performed of 68 banner advertisements. A coding sheet was developed based on (1) FDA guidance documents for consumer-directed prescription drug advertisements and (2) previous DTCA content analyses. Specifically, the presence of a brief summary detailing the drug’s risks and side effects or of a “major statement” identifying the drug’s major risks, and the number and type of provisions made available to consumers for comprehensive information about the drug were coded. In addition, the criterion of “fair balance,” the FDA’s requirement that prescription drug ads balance information relating to the drug’s risks with information relating to its benefits, was measured by numbering the benefit and risk facts identified in the ads and by examining the presentation of risk and benefit information. Results Every ad in the sample included a brief summary of risk information and at least one form of adequate provision as required by the FDA for broadcast ads that do not give audiences a brief summary of a drug’s risks. No ads included a major statement. There were approximately 7.18 risk facts for every benefit fact. Most of the risks (98.85%, 1292/1307) were presented in the scroll portion of the ad, whereas most of the benefits (66.5%, 121/182) were presented in the main part of the ad. Out of 1307 risk facts, 1292 were qualitative and 15 were quantitative. Out of 182 benefit facts, 181 were qualitative and 1 was quantitative. The majority of ads showed neutral images during the disclosure of benefit and risk facts. Only 9% (6/68) of the ads displayed positive images and

Fair Balance and Adequate Provision in Direct-to-Consumer Prescription Drug Online Banner Advertisements: A Content Analysis.

Science.gov (United States)

Adams, Crystal

2016-02-18

The current direct-to-consumer advertising (DTCA) guidelines were developed with print, television, and radio media in mind, and there are no specific guidelines for online banner advertisements. This study evaluates how well Internet banner ads comply with existing Food and Drug Administration (FDA) guidelines for DTCA in other media. A content analysis was performed of 68 banner advertisements. A coding sheet was developed based on (1) FDA guidance documents for consumer-directed prescription drug advertisements and (2) previous DTCA content analyses. Specifically, the presence of a brief summary detailing the drug's risks and side effects or of a "major statement" identifying the drug's major risks, and the number and type of provisions made available to consumers for comprehensive information about the drug were coded. In addition, the criterion of "fair balance," the FDA's requirement that prescription drug ads balance information relating to the drug's risks with information relating to its benefits, was measured by numbering the benefit and risk facts identified in the ads and by examining the presentation of risk and benefit information. Every ad in the sample included a brief summary of risk information and at least one form of adequate provision as required by the FDA for broadcast ads that do not give audiences a brief summary of a drug's risks. No ads included a major statement. There were approximately 7.18 risk facts for every benefit fact. Most of the risks (98.85%, 1292/1307) were presented in the scroll portion of the ad, whereas most of the benefits (66.5%, 121/182) were presented in the main part of the ad. Out of 1307 risk facts, 1292 were qualitative and 15 were quantitative. Out of 182 benefit facts, 181 were qualitative and 1 was quantitative. The majority of ads showed neutral images during the disclosure of benefit and risk facts. Only 9% (6/68) of the ads displayed positive images and none displayed negative images when presenting risks

The effects of banning advertising in junk food markets

OpenAIRE

Dubois, Pierre; Griffith, Rachel; O'Connell, Martin

2016-01-01

There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market { the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across bra...

The effects of banning advertising in junk food markets

OpenAIRE

Dubois, Pierre; Griffith, Rachel; O'Connell, Martin

2017-01-01

There are growing calls to restrict advertising of junk foods. Whether such a move will improve diet quality will depend on how advertising shifts consumer demands and how firms respond. We study an important and typical junk food market – the potato chips market. We exploit consumer level exposure to adverts to estimate demand, allowing advertising to potentially shift the weight consumers place on product healthiness, tilt demand curves, have dynamic effects and spillover effects across bra...

Effectiveness of mobile in-game banner advertising

OpenAIRE

Satokangas, S. (Saara)

2013-01-01

Abstract The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and...

Optimal Temporal Policies in Fluid Milk Advertising

OpenAIRE

Vande Kamp, Philip R.; Kaiser, Harry M.

1998-01-01

This study develops an approach to obtain optimal temporal advertising strategies when consumers' response to advertising is asymmetric. Using this approach, optimal strategies for generic fluid milk advertising in New York City are determined. Results indicate that pulsed advertising policies are significantly more effective in increasing demand than a uniform advertising policy. Sensitivity analyses show that the optimal advertising policies are insensitive to reasonable variations in inter...

Priming Effects of Television Food Advertising on Eating Behavior

Science.gov (United States)

Harris, Jennifer L.; Bargh, John A.; Brownell, Kelly D.

2009-01-01

Objective Health advocates have focused on the prevalence of advertising for calorie-dense low-nutrient foods as a significant contributor to the obesity epidemic. This research tests the hypothesis that exposure to food advertising during television viewing may also contribute to obesity by triggering automatic snacking of available food. Design In Experiments 1a and 1b, elementary-school-aged children watched a cartoon that contained either food advertising or advertising for other products and received a snack while watching. In Experiment 2, adults watched a television program that included food advertising that promoted snacking and/or fun product benefits, food advertising that promoted nutrition benefits or no food advertising. The adults then tasted and evaluated a range of healthy to unhealthy snack foods in an apparently separate experiment. Main Outcome Measures Amount of snack foods consumed during and after advertising exposure. Results Children consumed 45% more when exposed to food advertising. Adults consumed more of both healthy and unhealthy snack foods following exposure to snack food advertising compared to the other conditions. In both experiments, food advertising increased consumption of products not in the presented advertisements, and these effects were not related to reported hunger or other conscious influences. Conclusion These experiments demonstrate the power of food advertising to prime automatic eating behaviors and thus influence far more than brand preference alone. PMID:19594263

Priming effects of television food advertising on eating behavior.

Science.gov (United States)

Harris, Jennifer L; Bargh, John A; Brownell, Kelly D

2009-07-01

Health advocates have focused on the prevalence of advertising for calorie-dense low-nutrient foods as a significant contributor to the obesity epidemic. This research tests the hypothesis that exposure to food advertising during TV viewing may also contribute to obesity by triggering automatic snacking of available food. In Experiments 1a and 1b, elementary-school-age children watched a cartoon that contained either food advertising or advertising for other products and received a snack while watching. In Experiment 2, adults watched a TV program that included food advertising that promoted snacking and/or fun product benefits, food advertising that promoted nutrition benefits, or no food advertising. The adults then tasted and evaluated a range of healthy to unhealthy snack foods in an apparently separate experiment. Amount of snack foods consumed during and after advertising exposure. Children consumed 45% more when exposed to food advertising. Adults consumed more of both healthy and unhealthy snack foods following exposure to snack food advertising compared to the other conditions. In both experiments, food advertising increased consumption of products not in the presented advertisements, and these effects were not related to reported hunger or other conscious influences. These experiments demonstrate the power of food advertising to prime automatic eating behaviors and thus influence far more than brand preference alone.

Effects of risk disclosure prominence in direct-to-consumer advertising (DTCA) of prescription drugs: An integrative cognitive process model.

Science.gov (United States)

Ju, Ilwoo; Park, Jin Seong

2018-01-01

The literature shows that the prominence of risk disclosure influences consumer responses to direct-to-consumer advertising of prescription drugs. However, little is known about the psychological process whereby disclosure prominence exerts its influences on health beliefs and behavior. Based on a review of the literature on health cognition and behavior, the current study proposed and tested a model to show that risk disclosure prominence affects consumers' drug choice intention through the mediating roles of awareness of drug adverse reactions (ARs), perceived control over ARs, and perceived risk of ARs. The findings were discussed in terms of their theoretical and managerial implications.

Regulating mobile advertising in the European Union and the United States

DEFF Research Database (Denmark)

Cleff, Evelyne Beatrix

2008-01-01

Mobile advertising is a gradually developing component of the marketing mix that includes advertisements directed to or accessed on consumers' mobile devices. Growing concerns about the protection of the consumers' personal data are being raised since mobile advertising may become an extremely...... for mobile advertising purposes while also examining the effectiveness of each of these approaches....... intrusive practice in an intimate personal space. Approaches of protecting the consumers' personal information differ greatly throughout the world. This article contrasts the regulatory environment in the European Union and in the United States applicable to the consumer's privacy and personal data used...

The Linguistic Features of English Advertising and Translation Skills

Institute of Scientific and Technical Information of China (English)

Wang Xiuyun

2017-01-01

With the development of modern society, advertising can be seen as an indispensable strategy in a heated competition and it plays a more and more significant role for different companies and consumers. Advertisements not only help enterprises establish good images, but also provide consumers with different information. With the economic globalization, many companies launch products on the international market, not only limited on the domestic market alone. Consequently, advertising translation arouses a great attention. This paper states the linguistic features of English advertising and the skills for English Advertising Translation.

Factor of originality in advertising

OpenAIRE

Ešner, Rudolf

2009-01-01

The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive...

Television Advertising and Soda Demand

OpenAIRE

Lopez, Rigoberto A.; Liu, Yizao; Zhu, Chen

2012-01-01

This study examines the effects of television advertising on consumer demand for carbonated soft drinks using a random coefficients logit model (BLP) with household and advertising data from seven U.S. cities over a three year period. We find that advertising decreases the price elasticity of demand, indicating that advertising plays predominantly a persuasive, therefore anti-competitive role in this market. Further results show that brand spillover effects are significant and that measuring ...

Essays on Economics of Advertising

OpenAIRE

Valei, Azamat

2017-01-01

The dissertation studies two topics in economics of advertising in the framework of Industrial Organization. Particularly, it considers a role of advertising in the markets with network externalities in consumption and advertising as a strategic response of incumbent to new entry. The first chapter investigates the incentives for a monopolistic firm producing a good with network externalities to advertise when consumers face imperfect information and therefore must search to realize their act...

The role of direct-to-consumer advertising in shaping public opinion surrounding prescription drug use to treat depression or anxiety in youth.

Science.gov (United States)

Martinez, Lourdes S; Lewis, Nehama

2009-01-01

This study investigated the impact of exposure to prescription drug advertisements for antidepressants and antianxiety medications on public opinion regarding preferred treatment options for youth suffering from depression or anxiety. The study randomly recruited a nationally representative adult sample (N = 402) through the 2007 Annenberg National Health Communication Survey. The study examined the distribution of public support for the use of antidepressant drugs to treat depression and anxiety disorders in youth. The analysis adjusted for the effects of demographic characteristics, prior knowledge about prescription drugs, and personal and familial drug history. Attitude toward direct-to-consumer advertising (DTCA, for all products) moderated the effect of exposure to ads for these drug treatments on support for their use among youth as a preferred treatment. Among respondents with negative attitude toward direct-to-consumer advertising (for all products), with increased exposure to ads for antidepressants and antianxiety medications, support for the use of these drugs to treat youth decreased. Among this group, with high levels of exposure to advertisements, the predicted probability of support decreased from 0.68 (95% CI: 0.61 to 0.76) to 0.46 (95% CI: 0.38 to 0.56). No effect was found among respondents with positive attitudes toward DTCA (for all products). The implications of the findings are discussed.

Increasing Dominance - the Role of Advertising, Pricing and Product Design

OpenAIRE

Kretschmer, Tobias; Rösner, Mariana

2010-01-01

Despite the empirical relevance of advertising strategies in concentrated markets, the economics literature is largely silent on the effect of persuasive advertising strategies on pricing, market structure and increasing (or decreasing) dominance. In a simple model of persuasive advertising and pricing with differentiated goods, we analyze the interdependencies between ex-ante asymmetries in consumer appeal, advertising and prices. Products with larger initial appeal to consumers will ...

Advertising in Modern and Postmodern Times

OpenAIRE

Odih, Pamela

2007-01-01

How does advertising position itself in consumer culture? In what ways does it 'create' desire and wants? This richly illustrated, incisive text produces the most complete critical introduction to advertising culture.\\ud \\ud Advertising in Modern and Postmodern Times: \\ud provides a comprehensive discussion of the main theories\\ud shows you how real adverts work, together with reproductions of advertising images and copy\\ud demonstrates how advertising constructs subjects\\ud provides an instr...

Self-reported responsiveness to direct-to-consumer drug advertising and medication use: results of a national survey

Directory of Open Access Journals (Sweden)

Somes Grant W

2011-09-01

Full Text Available Abstract Background Direct-to-consumer (DTC marketing of pharmaceuticals is controversial, yet effective. Little is known relating patterns of medication use to patient responsiveness to DTC. Methods We conducted a secondary analysis of data collected in national telephone survey on knowledge of and attitudes toward DTC advertisements. The survey of 1081 U.S. adults (response rate = 65% was conducted by the Food and Drug Administration (FDA. Responsiveness to DTC was defined as an affirmative response to the item: "Has an advertisement for a prescription drug ever caused you to ask a doctor about a medical condition or illness of your own that you had not talked to a doctor about before?" Patients reported number of prescription and over-the-counter (OTC medicines taken as well as demographic and personal health information. Results Of 771 respondents who met study criteria, 195 (25% were responsive to DTC. Only 7% respondents taking no prescription were responsive, whereas 45% of respondents taking 5 or more prescription medications were responsive. This trend remained significant (p trend .0009 even when controlling for age, gender, race, educational attainment, income, self-reported health status, and whether respondents "liked" DTC advertising. There was no relationship between the number of OTC medications taken and the propensity to discuss health-related problems in response to DTC advertisements (p = .4. Conclusion There is a strong cross-sectional relationship between the number of prescription, but not OTC, drugs used and responsiveness to DTC advertising. Although this relationship could be explained by physician compliance with patient requests for medications, it is also plausible that DTC advertisements have a particular appeal to patients prone to taking multiple medications. Outpatients motivated to discuss medical conditions based on their exposure to DTC advertising may require a careful medication history to evaluate for

Self-reported responsiveness to direct-to-consumer drug advertising and medication use: results of a national survey.

Science.gov (United States)

Dieringer, Nicholas J; Kukkamma, Lisa; Somes, Grant W; Shorr, Ronald I

2011-09-23

ABSTRACT: BACKGROUND: Direct-to-consumer (DTC) marketing of pharmaceuticals is controversial, yet effective. Little is known relating patterns of medication use to patient responsiveness to DTC. METHODS: We conducted a secondary analysis of data collected in national telephone survey on knowledge of and attitudes toward DTC advertisements. The survey of 1081 U.S. adults (response rate = 65%) was conducted by the Food and Drug Administration (FDA). Responsiveness to DTC was defined as an affirmative response to the item: "Has an advertisement for a prescription drug ever caused you to ask a doctor about a medical condition or illness of your own that you had not talked to a doctor about before?" Patients reported number of prescription and over-the-counter (OTC) medicines taken as well as demographic and personal health information. RESULTS: Of 771 respondents who met study criteria, 195 (25%) were responsive to DTC. Only 7% respondents taking no prescription were responsive, whereas 45% of respondents taking 5 or more prescription medications were responsive. This trend remained significant (p trend .0009) even when controlling for age, gender, race, educational attainment, income, self-reported health status, and whether respondents "liked" DTC advertising. There was no relationship between the number of OTC medications taken and the propensity to discuss health-related problems in response to DTC advertisements (p = .4). CONCLUSION: There is a strong cross-sectional relationship between the number of prescription, but not OTC, drugs used and responsiveness to DTC advertising. Although this relationship could be explained by physician compliance with patient requests for medications, it is also plausible that DTC advertisements have a particular appeal to patients prone to taking multiple medications. Outpatients motivated to discuss medical conditions based on their exposure to DTC advertising may require a careful medication history to evaluate for therapeutic

77 FR 69735 - Consumer Leasing (Regulation M)

Science.gov (United States)

2012-11-21

... Part 213 Advertising, Consumer leasing, Consumer protection, Federal Reserve System, Reporting and recordkeeping requirements. 12 CFR Part 1013 Advertising, Consumer leasing, Reporting and recordkeeping... contains regulatory documents #0;having general applicability and legal effect, most of which are keyed #0...

Prescription drug coupons: evolution and need for regulation in direct-to-consumer advertising.

Science.gov (United States)

Mackey, Tim K; Yagi, Nozomi; Liang, Bryan A

2014-01-01

Pharmaceutical marketing in the United States had undergone a shift from largely exclusively targeting physicians to considerable efforts in targeting patients through various forms of direct-to-consumer advertising ("DTCA"). This includes the use of DTCA in prescription drug coupons ("PDCs"), a new form of DTCA that offers discounts and rebates directly to consumers to lower costs of drug purchasing. Our examination of PDCs reveals that the use and types of PDC programs is expanding and includes promotion of the vast majority of top grossing pharmaceuticals. However, controversy regarding this emerging form of DTCA has given rise to health policy concerns about their overall impact on prescription drug expenditures for consumers, payers, and the health care system, and whether they lead to optimal long-term utilization of pharmaceuticals. In response to these concerns and the growing popularity of PDCs, what we propose here are clearer regulation and regulatory guidance for PDC DTCA use. This would include review for appropriate disclosure of marketing claims, increased transparency in PDC use for pharmaceutical pricing, and leveraging potential positive benefits of PDC use for vulnerable or underserved patient populations. Copyright © 2014 Elsevier Inc. All rights reserved.

Direct-to-consumer advertising: Australian pharmacists' experiences with non-prescription medicines.

Science.gov (United States)

Chaar, Betty; Kwong, Kenelm

2010-02-01

Direct-to-consumer advertising (DTCA) of over-the-counter or prescribed medicines is a highly controversial issue relating to public health care. Advocates highlight the advantages of DTCA in terms of patient awareness and autonomy. Opponents voice concerns about safety and patients' best interests. The views of physicians and consumers about DTCA have been widely investigated. There has been little research, however, in relation to pharmacists' experiences with DTCA and the impact of DTCA on pharmacy practice. The aim of this study was therefore to explore pharmacists' perceptions of DTCA in Australia and its impact on pharmacy practice. A semi-structured in-depth interview was conducted with a purposive convenience sample of retail pharmacists in Sydney, Australia. Interviews were recorded, transcribed ad verbatim and continued until data saturation. Emerging themes were extracted and analysed according to the grounded theory approach. Pharmacists participating in this study reported concern about potential harm to patient health and well-being as a result of the influence of DTCA. DTCA was seen to impede pharmacists in the discharge of their fundamental ethical responsibilities, leading to a strong sense of disempowerment. Pharmacists' gate-keeping role was challenged by DTCA encouraging consumers to self-medicate and inducing a range of drug-seeking behaviours. Although pharmacists acknowledged that DTCA may have a role in promoting patient autonomy, in practice DTCA compromised their role in safeguarding consumers from inappropriate use of medicines. This study highlighted that the impact of DTCA is not restricted to prescription medicines, but extended also to over-the-counter, pharmacist-only and other pharmacy-related products. Pharmacists perceived that DTCA disempowered them, compromising their role in safeguarding the community from inappropriate medicine use.

Consumer satisfaction and confirmation of habits of comprehension

DEFF Research Database (Denmark)

Sørensen, Bent; Andersen, Christian; Andersen, Morten Purup

2014-01-01

the formation of consumer satisfaction; the perspective is that of the confirmation paradigm within advertisement research. Inductive advertisements support cognitive habit formation through confirmation, and the confirmation paradigm explains exactly consumer satisfaction with reference to confirmation. Hence......The purpose of this article is twofold: First, within a Peircean framework it shall be demonstrated how there is a relation between the compositional structure of certain types of print advertisements and their bringing about inductive comprehension, and how the consumer can be understood...... as a bundle of habits. It is the assumption that advertising that supports an inductive effect particularly appeals to the cognitive tendency of habit formation in the consumer. Second, it is asked whether advertisements that predominantly invite inductive processes of comprehension also influence...

Implications of social judgement theory for persuasive advertising ...

African Journals Online (AJOL)

Implications of social judgement theory for persuasive advertising campaigns. ... The way the consumers perceive an advertising campaign will, therefore, determine how they will respond to the advertisement. ... AJOL African Journals Online.

Understanding advertising in pet nutrition.

Science.gov (United States)

Brown, R G

1994-04-01

Advertising is part of the effort to attract attention of consumers to products, in this case, pet foods. It is generally benign in its effect, but it can be misleading, although rarely deliberately so. It uses a specialized vocabulary, which must be mastered if one is to understand what is intended. For all of the expense and effort, advertising figures directly in relatively few decisions to purchase. Its main intention is to call our attention to a particular pet food and to give that product an image. If the pet food does not perform in the consumer's hands, then all of the advertising on earth will not be persuasive. On the other hand, if a product performs well, the word-of-mouth will be positive and that mode of advertising is one of the most effective.

The city as an advertising space

Directory of Open Access Journals (Sweden)

Batarilo Svetlana

2015-01-01

Full Text Available The significance of the goods and also the essence of their meaning are changed within the consumer society of the modern city - the symbol of goods is more important than their usefulness. Everything becomes subject to the logic of the commodity, and in these circumstances, the city treated as a commodity is becoming an object of consumption and thus, suffering changes. This process is supported by advertising and branding as modern societies' strategies, but also by the influence of the media in terms of imposing values ??and artificial creating of needs. The ascendancy of the visual, the dominance of signs and importance of advertising in modern society, have changed the architecture and the city. The city has become a flow of communication with consumers, and the architecture has become a tool for advertising. The advertisement on architecture has become a sign for the object of consumption where it is located. The building no longer has its own meaning. The sign as a modern means has replaced what used to be a means of communication with consumers. Communication which is performed through interaction with signs, becomes dominant feature in the space. Installation of advertisements over architecture in order to transfer the message to consumers, represents the dominance of signs in the space in relation to architecture. These signs make up the place. Global use of universally understandable vocabulary of advertising contributes that cities achieve global aesthetic uniformity. By acquiring commercial uniformity, objects lose their identity, and therefore the importance of a landmark in the city.

Impact of Celebrity Credibility on Advertising Effectiveness

Directory of Open Access Journals (Sweden)

Sadia Aziz

2013-05-01

Full Text Available Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising effectiveness in terms of consumer’s attitude towards the advertisement, attitude towards the brand and their purchase intention. This study also explored the differences of respondent’s responses towards the advertisements of brand through famous celebrities as well as unknown celebrities. Different TV advertisements were used for the experiment. Several statistical tools were applied to test the hypotheses and identify significant differences & the proposed relationships among the variables. Overall findings suggests that the respondents considered the famous celebrities of the brand as the most credible celebrities, having positive impact on consumers attitude towards the advertisement, attitude to the brand and their favorable purchase intentions as compare to the unknown celebrity with less credibility.

QR Code: An Interactive Mobile Advertising Tool

OpenAIRE

Ela Sibel Bayrak Meydanoglu

2013-01-01

Easy and rapid interaction between consumers and marketers enabled by mobile technology prompted  an increase in the usage of mobile media as an interactive marketing tool in recent years. One of the mobile technologies that can be used in interactive marketing for advertising is QR code (Quick Response Code). Interactive advertising brings back some advantages for the companies that apply it. For example, interaction with consumers provides significant information about consumers' preference...

Openness in advertising: Occurrence and effects of open advertisements in magazines

NARCIS (Netherlands)

Gisbergen, M.S. van; Ketelaar, P.E.

2006-01-01

Over the past few decades, the volume of ads has increased dramatically. This 'ad overload' threatens consumers' involvement with advertising, and ad makers have to devise new strategies to positively affect consumers. Media analysts have speculated about a trend towards ads that provide less

Consumers’ Attitude Towards Advertising Audit As Marketing Communication Tool: Advertising Ethics

Directory of Open Access Journals (Sweden)

Selma KARABAŞ

2013-06-01

Full Text Available One of the methods used by companies, which want to forest all the arrivals, is use effective advertisements aiming to bring out the properties of the product. Advertisement on consumers’ behaviors is one of the effective methods in creating demand for the product. It is a tool used in order to be distinguished in all respects of competition becoming widespread day by day. This study discusses advertisement ethics especially the ads on TV. Advertisement, by its nature, may have a have a misleading hidden character and cause unfair competition. The approach developed by consumers against such kinds of advertisements has been studied via data obtained by survey method. Consumers’ opinions on advertisement ethics were taken via Likert scale. The methods used for evaluating these surveys are Kolmogorov Smirnov test and One-Sample t-test.

Consumer Response to Social Media and Online Video Advertising

NARCIS (Netherlands)

G. Liberali (Gui); G.L. Urban (Glen); C. Tucker (Catherine); Y. Bart (Yakov)

2016-01-01

textabstractThis paper investigates the effectiveness of social media advertising and online video advertising using three large-scale controlled field experiments in the U.S., China and the Netherlands. The study was implemented using a technological approach that allows researchers to combine

Consumer Responses to Creative Media Advertising: A Literature Review

NARCIS (Netherlands)

Eelen, J.; Rauwers, R.; Wottrich, V. M.; Voorveld, H. A. M.; van Noort, G.; de Pelsmacker, P.

2016-01-01

This paper provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the

The role of direct-to-consumer pharmaceutical advertisements and individual differences in getting people to talk to physicians.

Science.gov (United States)

Krezmien, Elyse; Wanzer, Melissa Bekelja; Servoss, Timothy; LaBelle, Sara

2011-09-01

In this study, 384 respondents provided quantitative and descriptive information about direct-to-consumer (DTC) pharmaceutical advertisements and factors related to message reception and drug adoption. The authors applied M. Booth-Butterfield's ( 2008 ) Standard Model to explain how DTC advertising is used in getting individuals to talk to their doctors about pharmaceutical drugs. The researchers predicted that individuals who talked with their physicians about a pharmaceutical drug (referred to as talkers) would differ from those who did not talk with their physicians (referred to as nontalkers) in a number of meaningful ways. Findings from this data set indicate that individuals who talked with their physician about a specific medication were more likely to be female, older, higher in need for cognition, and reported higher physician satisfaction. Total number of channels (TV, radio, newspaper, magazines, and the Internet) was negatively associated with talking to a physician about a specific medication, as was exposure to DTC advertisement on television. The authors offer explanations for these findings along with descriptive accounts of how talkers and nontalkers differed in their recall of DTC advertisement information. Copyright © Taylor & Francis Group, LLC

Trends in direct-to-consumer advertising of prescription contraceptives.

Science.gov (United States)

Wu, Min H; Bartz, Deborah; Avorn, Jerry; Seeger, John D

2016-05-01

Despite much speculation about the role of direct-to-consumer advertising (DTCA) in increasing demand for prescription contraceptives in the United States, there is little published research on this topic. We sought to quantify the prevalence and magnitude of DTCA for prescription contraceptives over the last decade. Using cross-sectional data from January 2005 through December 2014, we performed descriptive analyses on trends in DTCA expenditure for prescription contraceptives. We also quantified the amount of DTCA according to contraceptive method category and individual brand. During the study period, pharmaceutical companies spent a total of US$1.57 billion in the United States on DTCA of prescription contraceptives. Annual expenditure for contraceptive DTCA reached a peak value of US$260 million in 2008, with a progressive decline to a nadir of US$69 million by 2013. Of the contraceptive methods, oral contraceptive pills (OCPs) have been the most heavily promoted, with Yaz (drospirenone/ethinyl estradiol) - the most advertised brand - accounting for US$347 million of cumulative DTCA expenditure. However, DTCA spending on OCPs peaked in 2007 and was overtaken in 2012 by the DTCA of long-acting reversible contraceptives (LARCs), the contraceptive method now receiving the largest amount of DTCA promotion. DTCA is a major form of promotion for prescription contraceptives. Recent trends in DTCA expenditure indicate a shift from promotion of the OCPs to the LARCs. DTCA's effect on provider and patient utilization of various contraceptive methods has yet to be determined. This study provides the first quantitative evaluation of DTCA of prescription contraceptive methods and reveals DTCA's importance as a form of promotion. Recent DTCA trends indicate increased promotion of LARCs, coinciding with greater uptake of LARC methods by patients and prescribers. Copyright © 2016 Elsevier Inc. All rights reserved.

Advertising, Competition and Entry in Media Industries

OpenAIRE

Crampes, Claude; Haritchabalet, Carole; Jullien, Bruno

2006-01-01

This paper presents a model of media competition with free entry when media operators are financed both from advertisers and customers. The relation between advertising receipts and sales receipts, which are both complementary and antagonist, is different if media operators impose a price or a quantity to advertisers. When consumers dislike advertising, media operators are better off setting an advertising price than an advertising quantity. We establish a relationship between the equilibrium...

Costs and benefits of direct-to-consumer advertising: the case of depression.

Science.gov (United States)

Block, Adam E

2007-01-01

Direct-to-consumer advertising (DTCA) is legal in the US and New Zealand, but illegal in the rest of the world. Little or no research exists on the social welfare implications of DTCA. To quantify the total costs and benefits associated with both appropriate and inappropriate care due to DTCA, for the case of depression. A cost-benefit model was developed using parameter estimates from available survey, epidemiological and experimental data. The model estimates the total benefits and costs (year 2002 values) of new appropriate and inappropriate care stimulated by DTCA for depression. Uncertainty in model parameters is addressed with sensitivity analyses. This study provides evidence that 94% of new antidepressant use due to DTCA is from non-depressed individuals. However, the average health benefit to each new depressed user is 63-fold greater than the cost per treatment, creating a positive overall social welfare effect; a net benefit of >72 million US dollars. This analysis suggests that DTCA may lead to antidepressant treatment in 15-fold as many non-depressed people as depressed people. However, the costs of treating non-depressed people may be vastly outweighed by the much larger benefit accruing to treated depressed individuals. The cost-benefit ratio can be improved through better targeting of advertisements and higher quality treatment of depression.

How does direct to consumer advertising affect the stigma of mental illness?

Science.gov (United States)

Corrigan, Patrick W; Kosyluk, Kristin A; Fokuo, J Konadu; Park, Jin Hee

2014-10-01

Stigma interferes with life goals of people with mental illness. Direct-to-consumer advertising (DTCA) may impact stigmatizing attitudes. The purpose of this study is to examine the effects of psychiatric medication DTCA on the stigmatizing and affirming attitudes of the general population versus individuals self-identified with mental illness. Participants (n = 272) were randomly assigned to watch a DTCA about Cymbalta, an antidepressant, embedded in two other advertisements for non-pharmaceutical products. Participants completed measures of stigmatizing and affirming attitudes before and after viewing this DTCA. Results indicate that the Cymbalta DTCA worsened the attitudes of the general public. These participants were less likely to offer help, endorse recovery, and agree with self-determination attitudes towards people with mental illness following viewing the DTCA. The self-identified group reported less blame, less dangerousness, less social avoidance, more pity, and greater willingness to help after viewing the DTCA. Moreover, there was significant improvement in their endorsement of recovery. Results suggest that DTCAs about psychiatric medication may increase the public's stigma towards people with mental illness but reduce stigma among individuals who identify as having a mental illness. Findings are somewhat limited by selection biases and self-report. Implications for further development of DTCAs are considered.

The Impact of Cosumers' Attitude on Online Video Advertising Towards Product Branding

OpenAIRE

Gunawan, Lunardi

2015-01-01

Online video advertising is becoming much more common and data shows that companies' demand for online video advertising is increasing rapidly. However, there is a scarcity of research done about the consumers' perspective on online video advertising and there is still little evidence that online video advertising is beneficial for companies and the products being advertised. This research would like to find out the impact of consumers' attitude on online video advertising towards product bra...

'I saw Santa drinking soda!' Advertising and children's food preferences.

Science.gov (United States)

Lioutas, E D; Tzimitra-Kalogianni, I

2015-05-01

The influence of advertising on children's food preferences is well documented in the research literature. In this study we aim to examine the ways in which food advertising propels children's consumer behaviour and to investigate how food advertising affects the frequency of unhealthy food consumption. Data were drawn from a sample of elementary school children in the region of Thessaly (Greece). Three scales were used to measure children's lifestyle patterns, food consumption frequencies, and their response to advertising. Univariate and inferential statistics were used to answer the research questions. The analysis revealed that a significant proportion of children (47.4%) frequently consume unhealthy foods. Children who have little understanding of the persuasive intent of advertising rate advertised foods as healthier and more nutritious. The frequency of unhealthy food consumption is influenced by the entertaining dimension of advertising and the level of the motivational arousal after children's exposure to food advertisements. Food advertising impels children's consumer behaviour through four different modes. First, advertising engenders expectations, which raise purchase motivation. Second, the purchase of advertised foods is accompanied by positive feelings (happiness, satisfaction). Third, the entertaining dimension of advertising generates pleasant mood, which positively predisposes the evaluation of advertised foods. Fourth, children do not always possess the ability to recognize the persuasive nature of advertising. © 2014 John Wiley & Sons Ltd.

A compromise too far: a review of Canadian cases of direct-to-consumer advertising regulation.

Science.gov (United States)

Lexchin, Joel; Mintzes, Barbara

2014-01-01

Since the mid 1990's, Canada has introduced partial direct-to-consumer advertising (DTCA) of prescription drugs through administrative policy shifts. Little documentation exists on how regulation occurs in practice. To evaluate Health Canada's response to complaints about DTCA. We use case studies about DTCA spanning from 2000 to 2011 to examine the stringency of regulation by Health Canada. The aim was to identify key themes in Health Canada's approach to regulation from a public health perspective. All of the material related to the cases was independently read by each of the authors and any disagreements in interpretation were resolved through discussion. We identified six weaknesses in how Health Canada deals with DTCA: failure to act on concerns about promotion for unapproved "off-label" uses, possible financial inducements to use a product, advertisements perceived to stimulate unwarranted fear about disease risks, and advertising of products with serious safety concerns identified in Health Canada safety advisories; ineffective enforcement actions undertaken by Health Canada; and lack of transparency in Health Canada's decision-making. There is an astonishing degree of discordance between public health priorities and regulation of DTCA in Canada. The current approach to enforcement is notable both for its lack of teeth and lack of accountability and transparency.

Advertising styles in different cultures

OpenAIRE

Krasulja Nevena

2003-01-01

Modern consumer is inhabitant of a "Global Village" as well as of its own national culture which largely influences his creation of a system of values, beliefs and style of life in general. According to adopted values and styles, consumers from different cultures have different buying behavior, different needs and preferences related to a product and they have their favorite advertising styles. As advertising reflects culture, symbols and rituals which are used are even more emphasized and st...

Regulating Mobile Advertising in the European Union and the United States

DEFF Research Database (Denmark)

Cleff, Evelyne Beatrix

2008-01-01

Mobile advertising is a gradually developing component of the marketing mix that includes advertisements directed to or accessed on consumers' mobile devices. Growing concerns about the protection of the consumers' personal data are being raised since mobile advertising may become an extremely...... and personal data used for mobile advertising purposes while also examining the effectiveness of each of these approaches....

ATTITUDES OF SERBIAN CONSUMERS TOWARD ADVERTISING THROUGH SPORT WITH REGARD TO THE FREQUENCY OF THEIR PARTICIPATION IN SPORTS ACTIVITIES

Directory of Open Access Journals (Sweden)

Stevo Popović

2015-05-01

Full Text Available Advertising is an attractive promotional tool for marketers who can use it to strengthen communication with consumers and persuade them to purchasing certain product or service (Bjelica et al., 2014; Muratović et al., 2014. Hence, there is nececity to analyse their general attitudes among various questions, while this research was aimed at gaining relevant knowledge about the attitudes of Serbian consumers toward advertising through sport among the question how often they participate in sports activities. Methods: The sample included 127 respondents, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a months. The sample of variables contained the system of three general attitudes which were modeled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA and univariate analysis (ANOVA and Post Hoc test. Results: Based on the statistical analyses it was found that significant differences didn’t occur at multivariate level, as well as between all three variables at a significance level of p=.05. Hence, it is interesting to highlight that it was found there are no significant differences showed up between the consumers who participate in various sports activities. Discussion: These results are so important for the marketers, mostly due to the reason they can merge all the potential consumers who participate in various sports activities into one homogenious group. This wasn’t the case in previous investigations (Popović et al., 2011 and this observation presents relevant information.

An Experiment on the Effect of Sexual Appeal in Real Beer Advertising on Young Adults’ Purchase Intent and Attitude Towards Advertising

Directory of Open Access Journals (Sweden)

Lize Dias da Cunha

2013-12-01

Full Text Available The permanent presence of sexual information in Brazilian advertising, whether in the form of sexual behavior, use of attractive models, nudity, fetishism or promises of sexual satisfaction and intimacy, is not accompanied by the development of knowledge about the use of sexual appeals in national advertising. The present paper aims to advance the understanding of consumer perceptions about the sexual appeals used in real ads and investigate relationships between the use of sexual appeals in advertising and attitude towards advertising and consumer purchase intent. Thus, we performed a study on sexual appeals in beer advertising with college students. Our product choice was based on the fact that the beer is widely consumed among young adults and because producers have a constant concern in developing new ads in order to maintain or even expand its market share. The data did not provide consistent answers regarding the use of sexual appeals in advertisements for beer and purchase intent or attitude toward the advertisement, but served for a discussion on the sex appeal directly related to beer. Furthermore, the study provided some answers related to the identification of effective sex appeal, such as increased sensitivity of the female audience and implications related to the use of sexual appeals in advertising relevant to practitioners and academics.

QS Spiral: Visualizing Periodic Quantified Self Data

DEFF Research Database (Denmark)

Larsen, Jakob Eg; Cuttone, Andrea; Jørgensen, Sune Lehmann

2013-01-01

In this paper we propose an interactive visualization technique QS Spiral that aims to capture the periodic properties of quantified self data and let the user explore those recurring patterns. The approach is based on time-series data visualized as a spiral structure. The interactivity includes ...

Analyzing the Advertising Discourse- A Journey from Sight to Mind