CHAPTER 3: Advertising Health Products

Question 1

Advertising in America

Answer 1

• Most common source of health communication in advertising is for pharmaceutical products
  
  • Advertising allows for consumers to know about products, services and options available to them, form of art, language can persuade and convince consumers that one product is better than another
  • Acts are creates so that companies cant make false claims about their products or advertising for general public

Question 2

Direct to Consumer Marketing

Answer 2

Advertising sent directly to the consumer, not through a third-party provider
- advertising refers to the marketing of any and all health products, it is the pharmaceutical industry that is most discussed and the most controversial

Question 3

Product Claim Advertising

Answer 3

includes the product name and aliment that the product is designed to address (how safe, benefits, risks, summary of factors with using the product)

Question 4

Reminder Advertising

Answer 4

mentions products name, how its administered and how much it costs but not what it is used for. Don’t have to discuss risks or side effects of product
- The FDA does not allow drugs with serious potential side effects to use this form of advertising.

Question 5

Help Seeking Advertising

Answer 5

only describes the ailment and encourages people to seek medical attention, with no regulations to follow

Question 6

biggest challenge for companies for advertising

Answer 6

fair balance criteria, where companies are supposed to explain both the effectiveness of a product and explain risks

Question 7

4 things that affect health purchasing decisions

Answer 7

· Optimistic bias
· Humor
· Attraction and distraction
- Emotion

Question 8

What is Optimistic Bias

Answer 8

is the tendency for people to believe that others are at a greater risk for a particular health outcome than they are.
- lead to choosing sketchy products or services with the belief they will be more effective than realistically
- more likely to “tune in” to the positive effects of a drug commercial and “tune out” the section on risk factors and adverse effects.

Question 9

What is humor

Answer 9

when consumers with a high fear of negative social appraisal viewed ads utilizing humor, they were more likely to take action on their health issues; particularly when those health issues were sensitive in nature

Question 10

What is attraction and distraction?

Answer 10

through eye-tracking technology, “happy faces” impacted the consumers’ ability to objectively understand the risk information being shared in the commercial (such as risk factors associated with medicine)

Question 11

What is emotion

Answer 11

if the ads reference emotional scenarios such as the following, people might be more motivated to watch the commercial and ask their doctor to prescribe the product

Question 12

principles of advertising: a Global perspective consumers go through 5 steps in making a decision about weather to purchase a product

Answer 12

1. need recognition
2. information search
3. alternative evaluation
4. purchase
5. evaluation

Question 13

Need Recognition

Answer 13

For those who already see the need, the advertiser tells how its product can
address the need. For those who do not see the need, the advertiser asks rhetorical questions

Question 14

information search

Answer 14

gathers information from self (memory), advertisement, friends, relatives, mail, and
salespeople

Question 15

alternative evaluation

Answer 15

Determines the best option based on personal needs and potential end result through rational and emotional appeal

Question 16

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

Answer 16

1. Personal factors
2. Psychological influences
3. Social factors

Question 17

Who makes sure advertisers are telling the truth?

Answer 17

• Federal agencies
• Federal trade commission
• National advertising division

Question 18

Define Behavioral advertising

Answer 18

Tracking a consumer’s pattern of Internet use in an effort to
display specific types of advertising that might appeal to those use patterns.

Question 18

2 primary issues of concern for advertising

Answer 18

consumer privacy and behavioural advertising

Question 19

what does the VALS system do

Answer 19

Uses individual lifestyle and attitudes as predictors of consumer behaviour
- Ideas, achievement, self expression

Question 20

what do people mainly search for when it comes to health care

Answer 20

• Using online sources to try and determine a diagnosis for a medical condition
• Searching for health information
• Gain information about specific health professionals
• Hospital references
• Treatments and procedures

Question 21

what do hospitals use when competing for patients

Answer 21

• Emotional and status oriented appeals
• Status, image, appearance

Question 22

pharm companies and DTC marketing

Answer 22

• it is big business, and pharmaceutical companies make a great deal of money through DTC advertising
• Encourages to see a family doctor or physician
• Promotes patient-clinician dialouge
• Reduces stigma about patients
• Having balanced information supports choices for the best intrest