Variables Associated With Seeking Information From Doctors and the Internet After Exposure to Direct-to-Consumer Advertisements for Prescription Medications

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.     

From the Cover: Advertisements impact the physiological efficacy of a branded drug

We conducted randomized clinical trials to examine the impact of direct-to-consumer advertisements on the efficacy of a branded drug. We compared the objectively measured, physiological effect of Claritin (Merck & Co.), a leading antihistamine medication, across subjects randomized to watch a movie spliced with advertisements for Claritin or advertisements for Zyrtec (McNeil), a competitor antihistamine. Among subjects who test negative for common allergies, exposure to Claritin advertisements rather than Zyrtec advertisements increases the efficacy of Claritin. We conclude that branded drugs can interact with exposure to television advertisements.     

Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television

Aim   This study investigated the exposure of underage youth to alcohol television advertising on metropolitan free-to-air television in the five mainland capital city markets of Australia.
Design   Exposure levels (target audience rating points; TARPs) were obtained for all alcohol advertisements screened from November 2005 to October 2006 in each capital city market for: children 0–12 years; underage teens 13–17 years; young adults 18–24 years; and mature adults 25+ years. The 30 most exposed advertisements across age groups were then content-analysed for elements appealing to children and underage youth.
Results   In each of the five metropolitan markets, mature adults were most exposed to alcohol advertising. Children were exposed to one-third the level of mature adults and underage teens to approximately the same level as young adults. However, there was considerable variation in media weight between markets, such that underage teens in two markets had higher advertising TARPs than young adults in other markets.
All 30 highest exposed advertisements contained at least one element known to appeal to children and underage youth, with 23 containing two or more such elements. Fifteen of the 30 advertisements featured an animal.
Conclusions   The self-regulation system in Australia does not protect children and youth from exposure to alcohol advertising, much of which contains elements appealing to these groups.     

Health claims for food made in Australian magazine advertisements

Aim: The aim was to describe the level of health claims being used in magazine advertisements, the categories of foods carrying health claims, and the types of benefits being claimed for particular foods or food ingredients. Data were compared with similar studies of food labels and Internet sites to reflect the impact of rule governance of the different media and highlight implications for the current proposed changes in food standards legislation. Methods: From January to June 2005, a survey of all print advertisements for food in Australia's 30 top‐selling magazines was undertaken. The results were compared with those from a 1996 survey of health claims in Australian magazines and more recent surveys of claims for food on product labels and on Internet sites. Results: The survey found that 29.5% of 390 advertisements for food carried a health claim. Many of the claims were high‐level claims (29%) or therapeutic claims (8%), which are not permitted by current food standards. The most common benefits being promoted related to cardiovascular disease, energy, cancer and weight control, and most claims referred to the effect of the whole food, rather than specific ingredients. Results were similar to previous studies of food labels and Internet sites. Conclusion: Health claims are being used widely in the print advertising of food products in Australia. Moreover, the presence of high‐level and therapeutic claims in this media bears significant implications for the implementation of rules governing health claims on foods across the different media.     

Food advertising on Australian television: the extent of children's exposure

The objective of this study was to investigate the extent and nature of food advertising during Australian children's television (TV) viewing hours and programs, and to determine whether confectionery and fast food restaurant advertisements were more likely to be broadcast during children's programs than during adults' programs on Sydney television stations. One week (390 h) of Australian advertising data broadcast during children's TV viewing hours over 15 television stations were analysed to determine the proportion of food advertisements and, in turn, the proportion of those advertisements promoting foods high in fat and/or sugar. One week (346 h) of confectionery and fast food restaurant advertisements broadcast over three Sydney television stations were analysed to determine whether these types of advertisements were more likely to be advertised during children's programs than adults' programs. Half of all food advertisements promoted foods high in fat and/or sugar. 'Confectionery' and 'fast food restaurants' were the most advertised food categories during children's TV viewing hours. Confectionery advertisements were three times as likely, and fast food restaurant advertisements twice as likely, to be broadcast during children's programs than adults' programs. It can be concluded that foods most advertised during children's viewing hours are not those foods that contribute to a healthy diet for children. Confectionery and fast food restaurant advertising appears to target children. Australian children need protection from the targeted promotion of unhealthy foods on television, but currently little exists.     

An Optimal control approach to marketing-production planning

The problem of finding an optimal advertising and production policy in a firm is analysed using a recently proposed model of a marketing-production system. First, it is shown that the optimal control problem underlying the proposed model is a partially singular control problem. Then, a reverse-time parametric solution procedure is designed to determine the optimal advertising and production policy for the proposed model. Finally, it is shown that the results derived from the new model are applicable to problems of capacity expansion in a firm.     

Declines in tobacco brand recognition and ever-smoking rates among young children following restrictions on tobacco advertisements in Hong Kong

BACKGROUND: We compared the recognition of tobacco brands and ever-smoking rates in young children before (1991) and after (2001) the implementation of cigarette advertising restrictions in Hong Kong and identified continuing sources of tobacco promotion exposure. METHODS: A cross-sectional survey of 824 primary school children aged from 8 to 11 (Primary classes 3-4) living in two Hong Kong districts was carried out using self-completed questionnaires examining smoking behaviour and recognition of names and logos from 18 tobacco, food, drink and other brands common in Hong Kong. RESULTS: Ever-smoking prevalence in 2001 was 3.8 per cent (1991, 7.8 per cent). Tobacco brand recognition rates ranged from 5.3 per cent (Viceroy name) to 72.8 per cent (Viceroy logo). Compared with 1991, in 2001 never-smoker children recognized fewer tobacco brand names and logos: Marlboro logo recognition rate fell by 55.3 per cent. Similar declines were also seen in ever-smoker children, with recognition of the Marlboro logo decreasing 48 per cent. Recognition rates declined amongst both boys and girls. Children from non-smoking families constituted 51 per cent (426) of the sample, whereas 34.5 per cent (284), 8.5 per cent (70), 1.7 per cent (14) and 4.4 per cent (36) of the children had one, two, three or more than three smoking family members at home, respectively. Tobacco brand recognition rates and ever-smoking prevalence were significantly higher among children with smoking family members compared with those without. Among 12 possible sources of exposure to cigarette brand names and logos, retail stalls (75.5 per cent; 622), indirect advertisements (71.5 per cent; 589) and magazines (65.3 per cent; 538) were ranked the most common. CONCLUSION: Advertising restrictions in Hong Kong have effectively decreased primary-age children's recognition of tobacco branding. However, these children remain vulnerable to branding, mostly through exposure from family smokers, point-of-sale tobacco advertisement and occasional promotions. Action to curb these is now required.     

医疗广告的现状分析及规范对策

目的医疗广告作为医疗公共关系的重要组成部分,是医疗机构向公众进行宣传活动的窗口,真实的医疗广告有助于提高公众的医疗常识,本文旨在分析并改善医疗广告的现状。方法分析国内外医疗广告现状,以及发生发展原因的基础上,从公共关系学的角度对医疗公共关系的主体、客体、手段及其背景系统多方面的优化统筹提出建设性意见。结果我国的医疗广告存在管理不规范,虚假夸大的现象,这不仅严重损害医疗机构的自身利益,更加威胁到医疗市场的正常运行乃至整个社会的安定团结。解决医疗广告中出现的问题,已经成为媒体关注的焦点,更是医疗市场整顿的当务之急。结论目前我国医疗广告市场混乱,应从公关主体、客体、手段及医疗体制等多方面进行改进。