Advancing Health Marketing Research and Policy Recommendations by Incorporating Source Perspectives |
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| Authors: | Michael Mackert Marie Guadagno Sara Champlin |
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| Institution: | 1. Stan Richards School of Advertising &2. Public Relations, Center for Health Communication, and The University of Texas Health Science Center at Houston School of Public Health, The University of Texas at Austin, Austin, Texasmackert@utexas.edu;4. Public Relations, The University of Texas at Austin, Austin, Texas;5. Mayborn School of Journalism, The University of North Texas, Denton, Texas |
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| Abstract: | Communication researchers, recognizing the message sent is not necessarily the same as the message received, have incorporated the perspective of advertising professionals into the study of advertising effects. Health marketing research could similarly benefit from incorporating this largely absent perspective into the academic and policy debate surrounding the impact of advertising on health issues ranging from obesity to alcohol use. This commentary serves as a call to action to stakeholders in this academic and policy debate: focus on the perspective of advertising professionals to enrich health marketing and public health research in which advertising is the delivery vehicle for health messages. |
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| Keywords: | health marketing advertising public health |
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