Browsing by Subject "advertising"

Now showing 1 - 6 of 6
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    Cancer hospital advertising and outcomes: trust the messenger?
    (Elsevier, 2019-06) Lipitz-Snyderman, Allison; Vater, Laura; Curry, Michael; Li, Diane; Rubin, David M.; Radzyner, Mark; Duck, Elaine; Bach, Peter B.; Schenker, Yael; Medicine, School of Medicine
    Hospitals have made substantial investments in advertising for cancer services in the past two decades, totalling over US$200 million in 2016 alone. Advertisements promoting cancer centres are unavoidable in the USA. They hang on highway billboards and on air during prime-time programming. Some advertisements claim superior outcomes, others highlight access to clinical trials, and many present heart-warming patient stories that might be non-representative of actual outcomes. Data suggest that patients are highly aware of advertisements and are likewise influenced by them.
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    Consumer Response to Drug Risk Information:The Role of Positive Affect
    (2010-07) Cox, Anthony D.; Cox, Dena S.; Mantel, Susan Powell
    Risk disclosure is an essential element of the marketing of prescription drugs and other medical products. This study examines how consumers respond to verbal information about the frequency and severity of medical-product risks and how media-induced affect can moderate such responses. The study finds that consumers tend to overestimate the actual likelihood of adverse events described with words such as “common” or “rare” (compared with the probabilities such terms are typically intended to convey) and that consumers tend to give little weight to such probability language when forming product use intentions. However, consumers in positive media-induced moods seem to engage in more nuanced evaluation of product risk information, weighing both frequency and severity information and using such information to make inferences about other product attributes (e.g., product efficacy). These findings suggest that medical marketers and regulators need to devise more effective means of communicating risk probability to consumers and that positive mood induction (e.g., by placing advertisements in upbeat media environments) can enhance consumers' ability to process product risk information.
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    The Effect of Background Music on Ad Processing: A Contingency Explanation
    (1993-10) Kellaris, James J.; Cox, Anthony D.; Cox, Dena S.
    Music is an increasingly prominent and expensive feature of broadcast ads, yet its effects on message reception are controversial. The authors propose and test a contingency that may help resolve this controversy. Experimental results suggest that message reception is influenced by the interplay of two musical properties: attention-gaining value and music-message congruency. Increasing audience attention to music enhances message reception when the music evokes message-congruent (versus incongruent) thoughts.
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    The Effects of Background Music in Advertising: A Reassessment
    (1989-06) Kellaris, James J.; Cox, Anthony D.
    Gorn's (1982) pioneering article on the effects of background music in advertising has spurred a significant controversy and inspired vigorous interest in the topic. Following the recommendation of Allen and Madden (1985), we conducted three experiments that attempted to replicate Gorn's results. Contrary to Gorn's findings, there was no evidence that product preferences can be conditioned through a single exposure to appealing or unappealing music.
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    The Paralegal's Guide to Ethical Issues Related to Social Media Use and Advertising
    (2014) Hook, Sara Anne
    In recent years, Facebook, YouTube, Twitter, LinkedIn and others have become ethical minefields for legal professionals. With new regulations and rules in place and new questions raised, the ethical “lines” have become blurred. Uphold your ethical reputation and equip yourself with the tools you need to remain out of hot water in this digital world. This practical course will allow attendees to uncover potential ethical pitfalls when using social media and advertising. Those who should attend include: • Paralegals • Legal Assistants • Legal Support Staff
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    Social Media Use and Advertising
    (2013-12) Hook, Sara Anne
    Questions covered include: Can/should you "friend" a judge on Facebook? Can you use group coupon or daily deal marketing? Can you use text messages to solicit prospective clients? What are your ethical duties when using an Internet directory or client-matching site? What are the ethical rules of linking the law firm site to a non-legal entity and vice versa? What must you include in testimonials to make them ethically-compliant advertising?