Chapter 3: Advertising Health Products

Question 1

What is the most common source of health communication in advertising for

Answer 1

pharmaceutical products

Question 2

True or False: Americans see ads for pharmaceutical products on more than 70% of commercial breaks during the most pop hours of television viewing

Answer 2

true

Question 3

In 2016, pharmaceutical companies spent more than $ billion u direct-to-consumer advertising

Answer 3

6 billion
up 62% from 2012

Question 4

What are the efforts of both the pure food and drug act and the Sherley amendment

Answer 4

both efforts prohibited companies from making fraudulent claims about their products, or advertising those claims to the general public

Question 5

When an advertisement makes a pitch for a specific product it is referred to as _______

Answer 5

direct to consumer marketing

Question 6

True or False: by 2011 marketing drugs directly to consumers was the most common form of health communication in the United States

Answer 6

True

Question 7

Product claim advertising

Answer 7

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

Question 8

Reminder advertising

Answer 8

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.

Question 9

Help-seeking advertising

Answer 9

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

Question 10

True or false: in the 2007 analysis of prescription drug advertising almost no ads made some sort of emotional appeal

Answer 10

False! almost all

Question 11

?/? used humour and ? in ? used fantasy

Answer 11

1/3 humor 1 in 4 fantasy

Question 12

What do companies have the greatest challenge attaining

Answer 12

fair balance criteria, where companies are supposed to do an adequate job of explaining both the effectiveness of a product and explaining its risk

Question 13

The weasel claim

Answer 13

Claims that appear to be substantial but in the end are empty (use of treadmill X will help control your weight)

Question 14

The unfinished claim

Answer 14

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!)

Question 15

The “we are different and unique claim”

Answer 15

Claims that no other product on the market is like it (Only product Z has Alpha-PQX)

Question 16

The water is wet claim

Answer 16

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)

Question 17

The “so what” claim

Answer 17

makes a claim but there is no real indication it has significance (Our vitamins have twice the vitamin D as our competitor)

Question 18

The vague claim

Answer 18

the intent of meaning of the claim is unclear, subjective and cannot be proven (product X will make you feel good again)

Question 19

the endorsement claim

Answer 19

someone famous pitches the claim (I use product Z to test my diabetes and you should too)

Question 20

the scientific claim

Answer 20

claims includes data or testing results (product Y burns 27% more fat when used daily)

Question 21

the compliment the consumers claim

Answer 21

claim uses flattery to entice the consumer (you take great care of your children and that is why you feed them product X)

Question 22

the rhetorical claim

Answer 22

claim asks a question to entice an answer from the consumer (you want to feel like the old you again right?)

Question 23

What are popular weasel words

Answer 23

virtually and improved

Question 24

Testimonials

Answer 24

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

Question 25

Bandwagon

Answer 25

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

Question 26

Optimistic bias

Answer 26

the tendency for people to believe that others are at a greater risk for a particular health outcome than they are

Question 27

Humour

Answer 27

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

Question 28

Attraction and distraction

Answer 28

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

Question 29

Emotion

Answer 29

research is used and even conducted by advertising firms to determine what kind of emotions motivate spending

Question 30

5 Stage of decision-making and advertising influence

Answer 30

1.Need recognition
2.Information search
3. Alternative evaluation
4. Purchase
5. Evaluation

Question 31

Lee and Johnson 3 primary factors that have an influence on wether a person is swayed by advertising

Answer 31

1. personal factors-things unique to each person such as age, sex, education and income
2. psychological influences also play a role, primary perception, motivation, attitude and lifestyle
3. social factors like cultural, background, present and perceived importance of social status, and the peer group the individual affiliates with decision making

Question 32

The federal trade commission agency

Answer 32

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

Question 33

The us postal inspection service

Answer 33

primary focuses on the use of the postal service to defraud consumers through faulty advertising of jobs and products

Question 34

what is one criticism of particularly the NARB

Answer 34

it is predominately composed of advertising agencies and professionals causing great risk of bias

Question 35

what are the two primary issues of concern of online advertising

Answer 35

consumer privacy
behavioural advertising

Question 36

Behavioural advertising

Answer 36

-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

Question 37

VALS system *

Answer 37

uses individual lifestyles and attitudes as predictors of consumer behaviour

Question 38

Ideals, achievement and self-expression: Val type and resource level

Answer 38

Val type-innovators
resource level- very high

Question 39

Ideals: VAL type and resource level

Answer 39

val type- thinkers believers
resource level- high low

Question 40

Achievement: VAL type and resource level

Answer 40

val type-achievers striver
resource level: high low

Question 41

Self expression- VAL type and resource level

Answer 41

Val type: experience makers
resource level-high low

Question 42

immediate needs-val type and resource level

Answer 42

VAL type: survivors, resource level: very low

Question 43

REVIEW VAL PAGE

Question 44

CFBAI guidelines companies agreed to participate commit to the following

Answer 44

-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

Question 45

Over _% of american adults used online sources to try to determine a diagnosis for a medical condition

Answer 45

30%

Question 46

_ in _ internet users say they searched online for health information during the past 12 months

Answer 46

3 in 4

Question 47

nearly ?/? internet users used online sources to gain information about specific health professionals

Answer 47

1/2

Question 48

more than ?/? of internet users reviewd hospital references online

Answer 48

1/3

Question 49

What are the most common research topics

Answer 49

-specific diseases or conditions
-treatments or procedures
-doctors or other health professionals

Question 50

What do hospitals use when competing for patients

Answer 50

emotional and status oriented appeals far more regularly than providing info about the service or the hospital

Question 51

REVIEW END OF CHAPTER