Chapter 3: Advertising Health Products Flashcards
What is the most common source of health communication in advertising for
pharmaceutical products
True or False: Americans see ads for pharmaceutical products on more than 70% of commercial breaks during the most pop hours of television viewing
true
In 2016, pharmaceutical companies spent more than $ billion u direct-to-consumer advertising
6 billion
up 62% from 2012
What are the efforts of both the pure food and drug act and the Sherley amendment
both efforts prohibited companies from making fraudulent claims about their products, or advertising those claims to the general public
When an advertisement makes a pitch for a specific product it is referred to as _______
direct to consumer marketing
True or False: by 2011 marketing drugs directly to consumers was the most common form of health communication in the United States
True
Product claim advertising
includes the product name and the ailment that the product is designed to address. They also make claims about how safe the product is. As a result the FDA requires advertisements to explain both benefits and risks (a practice referred to as fair balance) and provide a summary of the risk factor associated with using the product
Reminder advertising
mentions the products name, how it is administered and maybe how much it costs, but they do not discuss the ailment it is used for. Since they do not really make any claims about the product, they do not have to discuss risks or side effects of the product. The FDA does not allow drugs with serious potential side effects to use this form of advertising.
Help-seeking advertising
only describes the ailment and encourage people to seek medical attention. Because no specific drugs or outcomes are mentioned, there are fewer regulations to follow
True or false: in the 2007 analysis of prescription drug advertising almost no ads made some sort of emotional appeal
False! almost all
?/? used humour and ? in ? used fantasy
1/3 humor 1 in 4 fantasy
What do companies have the greatest challenge attaining
fair balance criteria, where companies are supposed to do an adequate job of explaining both the effectiveness of a product and explaining its risk
The weasel claim
Claims that appear to be substantial but in the end are empty (use of treadmill X will help control your weight)
The unfinished claim
claims that a product has more of something or is better, but does not say what the comparison is (Using weight loss product X will make you lose more weight!)
The “we are different and unique claim”
Claims that no other product on the market is like it (Only product Z has Alpha-PQX)
The water is wet claim
the claim made for this ad can be said of any other product like it (Hospital X will bill your insurance, so you do not have to)
The “so what” claim
makes a claim but there is no real indication it has significance (Our vitamins have twice the vitamin D as our competitor)
The vague claim
the intent of meaning of the claim is unclear, subjective and cannot be proven (product X will make you feel good again)
the endorsement claim
someone famous pitches the claim (I use product Z to test my diabetes and you should too)
the scientific claim
claims includes data or testing results (product Y burns 27% more fat when used daily)
the compliment the consumers claim
claim uses flattery to entice the consumer (you take great care of your children and that is why you feed them product X)
the rhetorical claim
claim asks a question to entice an answer from the consumer (you want to feel like the old you again right?)
What are popular weasel words
virtually and improved
Testimonials
technique is used to associate a product or service with someone famous or trusted by the public, and in turn gets consumers to want to “think like” that spokesperson
Bandwagon
tries to convince the consumer yo follow the crowd; to join in baed on some common feature, if everyone else is doing it, should you not be doing “it” too
Optimistic bias
the tendency for people to believe that others are at a greater risk for a particular health outcome than they are
Humour
The use of humour in DTC advertising appears to influence consumers in two particular ways
- first consumers with a high fear of negative social appraisal viewed ads utilizing humour, they were more likely to take action on their health issues
-humour did not directly influence behavioural action but consumers did have greater recall of products when humor was used in advertising
Attraction and distraction
advertisements use more smiling faces during the health risk sections of their commercials-found that through eye-tracking technology, “happy faces” impacted the consumers ability to objectively understand the risk information being shared in the commercial
Emotion
research is used and even conducted by advertising firms to determine what kind of emotions motivate spending
5 Stage of decision-making and advertising influence
1.Need recognition
2.Information search
3. Alternative evaluation
4. Purchase
5. Evaluation
Lee and Johnson 3 primary factors that have an influence on wether a person is swayed by advertising
- personal factors-things unique to each person such as age, sex, education and income
- psychological influences also play a role, primary perception, motivation, attitude and lifestyle
- social factors like cultural, background, present and perceived importance of social status, and the peer group the individual affiliates with decision making
The federal trade commission agency
The federal trade commission has the ultimate authority to create laws regarding advertising in the united states, it establishes the standards for what i deceptive, dishonest, or misleading and is responsible for enforcing the law with people or companies who violate those standards
The us postal inspection service
primary focuses on the use of the postal service to defraud consumers through faulty advertising of jobs and products
what is one criticism of particularly the NARB
it is predominately composed of advertising agencies and professionals causing great risk of bias
what are the two primary issues of concern of online advertising
consumer privacy
behavioural advertising
Behavioural advertising
-does not exist in print, radio or television
-defined by IAB as “the collection of data online from a particular computer or device regarding WEB viewing behaviours over time and across non-affiliate websites for the purpose of using such data to predict user preferences or interests inferred from such web viewing behaviours
VALS system *
uses individual lifestyles and attitudes as predictors of consumer behaviour
Ideals, achievement and self-expression: Val type and resource level
Val type-innovators
resource level- very high
Ideals: VAL type and resource level
val type- thinkers believers
resource level- high low
Achievement: VAL type and resource level
val type-achievers striver
resource level: high low
Self expression- VAL type and resource level
Val type: experience makers
resource level-high low
immediate needs-val type and resource level
VAL type: survivors, resource level: very low
REVIEW VAL PAGE
CFBAI guidelines companies agreed to participate commit to the following
-devote 100% of their child-directed advertising to better for you foods or to not engage in such advertising
-follow the CFBAI category-specific uniform nutrition criteria to govern what foods they may advertise to children
-limit the use of third-party licensed characters, celebrities and movie tie-ins in child-directed advertising consistent with the companies advertising commitment
Not pay for or actively seek to place their food and beverage products in the program/editorial content of any medium that is child-directed for the purpose of promoting sale of those products
-include only the company’s better for you foods or healthy dietary choices in interactive games that incorporate a company’s food products
-not advertise their branded foods to children in elementary schools (limit does not apply to chartable fundraising, displays of food products, public service messaging, or items given to school administrators
Over _% of american adults used online sources to try to determine a diagnosis for a medical condition
30%
_ in _ internet users say they searched online for health information during the past 12 months
3 in 4
nearly ?/? internet users used online sources to gain information about specific health professionals
1/2
more than ?/? of internet users reviewd hospital references online
1/3
What are the most common research topics
-specific diseases or conditions
-treatments or procedures
-doctors or other health professionals
What do hospitals use when competing for patients
emotional and status oriented appeals far more regularly than providing info about the service or the hospital
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