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PubMed2006

The role of tobacco advertising and promotion: themes employed in litigation by tobacco industry witnesses.

OBJECTIVES: To identify key themes related to tobacco advertising and promotion in testimony provided by tobacco industry-affiliated witnesses in tobacco litigation, and to present countervailing evidence and arguments. METHODS: Themes in industry testimony were identified by review of transcripts of testimony in the Tobacco Deposition and Trial Testimony Archive (http://tobaccodocuments.org/datta) from a sample of defence witnesses, including three academic expert witnesses, six senior executives of tobacco companies, and one industry advertising consultant. Counterarguments to the themes embodied in defence testimony were based on information from peer-reviewed literature, advertising trade publications, government reports, tobacco industry documents, and testimony provided by expert witnesses testifying for plaintiffs. RESULTS: Five major themes employed by defence witnesses were identified: (1) tobacco advertising has a relatively weak "share of voice" in the marketing environment and is a weak force in affecting smoking behaviour; (2) tobacco advertising and promotion do not create new smokers, expand markets, or increase total tobacco consumption; (3) the tobacco industry does not target, study, or track youth smoking; (4) tobacco advertising and promotion do not cause smoking initiation by youth; and (5) tobacco companies and the industry adhere closely to relevant laws, regulations, and industry voluntary codes. Substantial evidence exists in rebuttal to these arguments. CONCLUSIONS: Tobacco industry-affiliated witnesses have marshalled many arguments to deny the adverse effects of tobacco marketing activities and to portray tobacco companies as responsible corporate citizens. Effective rebuttals to these arguments exist, and plaintiffs' attorneys have, with varying degrees of success, presented them to judges and juries.

Adolescent↗
PubMed2000

Smoke signs: patterns of tobacco billboard advertising in a metropolitan region.

OBJECTIVE: To use geographic information systems data and analyses to describe locations and characteristics of tobacco billboards in a large metropolitan area, and to assess the extent to which tobacco companies are locating billboards in close proximity to minority neighbourhoods and schools. DESIGN: Observational study of billboards in a large metropolitan region. SETTING: City and county of St Louis, Missouri. PARTICIPANTS: All stationary billboards in the city and county of St Louis were eligible to be observed, with the exception of bus stop and street side retail advertising signs (for example, cigarette advertising at gas stations). A total of 1239 non-blank billboards were observed. All data were collected in early 1998. MAIN OUTCOME MEASURES: Tobacco and non-tobacco billboard geographic distribution; billboard type and product brand frequencies; and billboard neighbourhood characteristics. RESULTS: Almost 20% of the billboards contained tobacco advertising. Four of the top five and nine of the top 22 brands displayed on billboards were tobacco products. Billboards were located in all areas of St Louis except for the communities with the highest average incomes. Tobacco billboards were more likely to be found in low income areas and areas with a higher percentage of African Americans. Images of African American figures on tobacco billboards were concentrated in the most heavily African American populated regions of the city. Approximately 74% of all billboards in the city of St Louis were within 2000 feet (700 metres) of public school property. CONCLUSIONS: Tobacco products were the single most heavily advertised type of product on billboards in St Louis. The geographic distribution of tobacco billboards, as well as the types of images found on these billboards, is consistent with the hypothesis that tobacco companies are targeting poor and minority communities with their advertising. Methods employing geographic information systems are a powerful technique for examining outdoor tobacco advertising.

Advertising↗
PubMed2007

Incomplete syllogisms as techniques of medicalization: The case of direct-to-consumer advertising in popular magazines, 1997 to 2003.

The researchers collected a data set of consumer-directed print advertisements for antidepressant medications from three female-directed magazines, three male-directed magazines, and four common readership magazines published between 1997 and 2003. They evaluated these data for advertising techniques that enable drug advertisements to function as agents of medicalization. The investigators discuss the use of incomplete syllogisms in drug advertisements and identify strategies that might lead readers to frame personal physical and/or emotional conditions medically. Key features in advertisements function as the particular and general premises of a syllogism, and the concluding premise--that the reader has a mood disorder--is unarticulated but implied. The researchers examine the implications of incomplete syllogisms in advertisements and suggest that their use might lead readers to redefine their physical and/or emotional problems to fit medical models of mental distress.

Advertising↗
PubMed2005

Health disparities and advertising content of women's magazines: a cross-sectional study.

BACKGROUND: Disparities in health status among ethnic groups favor the Caucasian population in the United States on almost all major indicators. Disparities in exposure to health-related mass media messages may be among the environmental factors contributing to the racial and ethnic imbalance in health outcomes. This study evaluated whether variations exist in health-related advertisements and health promotion cues among lay magazines catering to Hispanic, African American and Caucasian women. METHODS: Relative and absolute assessments of all health-related advertising in 12 women's magazines over a three-month period were compared. The four highest circulating, general interest magazines oriented to Black women and to Hispanic women were compared to the four highest-circulating magazines aimed at a mainstream, predominantly White readership. Data were collected and analyzed in 2002 and 2003. RESULTS: Compared to readers of mainstream magazines, readers of African American and Hispanic magazines were exposed to proportionally fewer health-promoting advertisements and more health-diminishing advertisements. Photographs of African American role models were more often used to advertise products with negative health impact than positive health impact, while the reverse was true of Caucasian role models in the mainstream magazines. CONCLUSION: To the extent that individual levels of health education and awareness can be influenced by advertising, variations in the quantity and content of health-related information among magazines read by different ethnic groups may contribute to racial disparities in health behaviors and health status.

Adolescent↗
PubMed2003

Which adolescents are most receptive to tobacco industry marketing? implications for counter-advertising campaigns.

This study sought to identify adolescents most receptive to tobacco advertising based on individual differences in novelty-seeking personality and other key variables. Confidential self-report surveys were completed by 1,071 high school freshmen at 5 public high schools. The survey included validated measures of novelty-seeking personality, smoking habits, peer and family smoking, and tobacco advertising receptivity. Multiple logistic regression analysis was used to evaluate the independent associations of these variables and demographics with receptivity to tobacco advertising. Of the ninth graders, 44% had moderate to high levels of advertising receptivity and 54% had minimal to low levels of receptivity. Higher levels of receptivity were associated with ever smoking (odds ratio [OR] = 2.59, confidence interval [CI] = 1.99-3.39) and novelty-seeking personality (OR = 2.14, CI = 1.57-2.93). The association of novelty-seeking personality and tobacco advertising receptivity was most pronounced among adolescents who had never had a puff of a cigarette. Counter-advertising messages should consider individual differences in novelty-seeking, because novelty-seekers may be most receptive to tobacco industry promotional campaigns.

Adolescent↗
PubMed2003

The economics of direct-to-consumer advertising of prescription-only drugs: prescribed to improve consumer welfare?

According to economic theory, one might expect that the informational content of direct-to-consumer advertising of prescription-only drugs would improve consumers' welfare. However, contrasting the models of consumer and market behaviour underlying this theory with the realities of the prescription-only drug market reveals that this market is distinct in ways that render it unlikely that advertising will serve an unbiased and strictly informative function. A review of qualitative evidence regarding the informational content of drug advertising supports this conclusion. Direct-to-consumer prescription drug advertising concentrates on particular products, and features of those products, to the exclusion of others, and the information provided has frequently been found to be biased or misleading in regulatory and academic evaluations. Governments that have so far resisted direct-to-consumer advertising should invest in independent sources of evidence that could help consumers and professionals to better understand the risks and benefits of treating disease with alternative drug and non-drug therapies, rather than permitting direct-to-consumer prescription drug advertising.

Advertising↗
PubMed1988

What is "effective" hospital advertising?

Many hospitals are claiming poor results from their advertising efforts. However, the problems with hospital advertising may be a result of the lack of specific goals for the advertising programs. Rather than expecting a "quick fix" in the form of short-term increased utilization, hospital advertising goals should be specified in the form of communications objectives that take into consideration the process by which a consumer moves from "awareness" to "purchase" of a product or service. Russell H. Colley's writings for the Association of National Advertisers in the early 1960s can provide guidance for hospitals trying to specify advertising goals.

Advertising↗
PubMed1988

How consumers view hospital advertising.

The purposes of this study were to determine: (a) consumers' attitudes toward advertising by hospitals; (b) which media consumers feel are appropriate for hospital advertising; and (c) whether consumers are seeing hospital advertisements, and if so, through which media. It was found that consumers indeed have a favorable attitude toward hospitals that advertise. It was also found that consumers feel that most media are appropriate for hospital advertising. Finally, it was found that most consumers have seen hospitals advertise their services, especially on television and radio and in the newspaper.

Advertising↗
PubMedDate not supplied

How direct-to-consumer television advertising for osteoarthritis drugs affects physicians' prescribing behavior.

Concern about the potential pernicious effect of direct-to-consumer (DTC) drug advertising on physicians' prescribing patterns was heightened with the 2004 withdrawal of Vioxx, a heavily advertised treatment for osteoarthritis. We examine how DTC advertising has affected physicians' prescribing behavior for osteoarthritis patients. We analyzed monthly clinical information on fifty-seven primary care practices during 2000-2002, matched to monthly brand-specific advertising data for local and network television. DTC advertising of Vioxx and Celebrex increased the number of osteoarthritis patients seen by physicians each month. DTC advertising of Vioxx increased the likelihood that patients received both Vioxx and Celebrex, but Celebrex ads only affected Vioxx use.

Advertising↗
PubMed2005

Effects of antismoking advertising--based beliefs on adult smokers' consideration of quitting.

OBJECTIVES: We examined whether specific antismoking advertising-based beliefs regarding the addictiveness of smoking, the dangers of environmental tobacco smoke, and the tobacco industry's use of deceptive advertising practices are associated with adult smokers' consideration of quitting. We also assessed whether interactions between such beliefs and having children living in the home were associated with consideration of quitting. METHODS: We used analyses of smokers' responses to a telephone survey conducted after completion of the Wisconsin Anti-Tobacco Media Campaign to test hypotheses associated with our study objectives. RESULTS: Results indicated that advertising-based beliefs regarding smoking addictiveness and the dangers of environmental tobacco smoke were associated with consideration of quitting. The findings also showed that consideration of quitting was positively affected by the interaction between number of children living at home and advertising-based beliefs about deceptive tobacco industry advertising practices designed to induce people to smoke. CONCLUSIONS: Creating advertisements that target specific antismoking beliefs may be the most effective approach to enhancing consideration of quitting among adult smokers, particularly those with children living at home.

Adult↗
PubMed1994

Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren.

OBJECTIVES: The relationships between television beer advertising and drinking knowledge, beliefs, and intentions were investigated in a survey of schoolchildren. The research was guided by a theoretical model specifying that awareness of advertising, and not mere exposure, is necessary for it to have an effect on beliefs or behaviors. METHODS: Participants were a random sample of 468 fifth- and sixth-grade schoolchildren from a northern California community. Data were collected in the home with a combination of self-administered questionnaires and structured interviews. RESULTS: Nonrecursive statistical modeling indicated that awareness of television beer advertising was related to more favorable beliefs about drinking, to greater knowledge of beer brands and slogans, and to increased intentions to drink as an adult. The effects of advertising awareness on knowledge, beliefs, and intentions were maintained when the reciprocal effects of beliefs, knowledge, and intentions on awareness were controlled. CONCLUSIONS: The findings suggest that alcohol advertising may predispose young people to drinking. As a result, efforts to prevent drinking and drinking problems among young people should give attention to countering the potential effects of alcohol advertising.

Adolescent↗
PubMed2003

The validity of claims made in orthopaedic print advertisements.

PURPOSE: Orthopaedic surgeons are frequently presented with advertisements for orthopaedic and medical products in which companies make claims of clinical and scientific fact. This study was designed to evaluate the statements made in orthopaedic print advertisements and determine whether they are supported by scientific data. METHODS: Fifty statements from fifty advertisements were chosen at random from six peer-reviewed orthopaedic journals. The companies that placed the advertisements were contacted to provide supporting data for the statement of clinical or scientific fact. Three senior orthopaedic surgeons evaluated the data for quality and support. A high-quality study was defined as a study that could be published in the peer-reviewed literature. A well-supported statement was defined as a statement with enough supporting evidence to be used in clinical practice. The evaluating surgeons were blinded to product and company identification. RESULTS: The supporting data were from a published source for eighteen claims (36%), from a presentation at a public forum or a scientific meeting for twelve claims (24%), or were "data on file" only at the company for twelve claims (24%). Interobserver agreement among the surgeons evaluating the advertisements for quality and support was good (the average intraclass correlation coefficient was 0.72). Of the fifty claims, twenty-two were considered unsupported by scientific data, seventeen were classified as possibly supported, seven were well supported, and four were from companies that did not respond despite three requests. Claims that were supported by published data were significantly more likely to be rated as well supported (p < 0.001). All twelve claims that were supported purely by "data on file" at the company were considered to be poorly supported. CONCLUSIONS: Orthopaedic surgeons should interpret claims made in orthopaedic print advertisements with caution. Approximately half of the claims are not supported by enough data to be used in a clinical decision-making process.

Advertising↗
PubMed2002

Updated findings from a help wanted index of job advertisements and an analysis of the policy implications: is the job-market shortage for diagnostic radiologists stabilizing?

OBJECTIVE: The goal of our study is to present the most recent data on the diagnostic radiology job market in the United States using a help wanted index of job advertisements. MATERIALS AND METHODS: All diagnostic radiology jobs advertised in the American Journal of Roentgenology and Radiology between January 2000 and December 2001 were coded by practice type, geographic location, and subspecialty and were compared with the previously published results from 1991 through 1999. RESULTS: From January 1999 through December 2001, 15,205 positions were advertised for diagnostic radiologists, representing a 284% average per-month increase as compared with the previous 4-year period. The 12-month rolling average of job advertisements peaked in June 2001 at 476 and has since stabilized. Thirty-six percent of positions advertised were academic, identical to the proportion found from 1995 to 1998. A statistically significant relative increase in jobs advertised was noted in the Midwest, and relative decreases were seen in the Northeast, Northwest, Southwest, and (most recently) California. Statistically significant relative decreases were also observed in the number of general radiology, vascular and interventional, and emergency radiology positions. The demand for mammographers, pediatric radiologists, neuroradiologists, abdominal imagers, and chest radiologists all exhibited statistically significant relative increases. CONCLUSION: The absolute demand for both private and academic radiologists continued to grow throughout the country and in all subspecialties, but the pace of increase has slowed dramatically during the past 12 months, especially in the western United States. Current policy should be directed toward training for the areas of greatest need.

Advertising↗
PubMed2003

Findings in 2002 from a help wanted index of job advertisements: is the job-market shortage of diagnostic radiologists easing?

OBJECTIVE: The goal of this study is to present the most recent data on the diagnostic radiology job market in the United States using a help wanted index of job advertisements. MATERIALS AND METHODS: All diagnostic radiology positions advertised in the American Journal of Roentgenology and Radiology from January through December 2002 were coded by practice type, geographic location, and subspecialty. Data were compared with the previously published results from 1991 through 2001. RESULTS: From January through December 2002, 5117 positions were advertised for diagnostic radiologists, representing a 10.4% decrease from 2001. The 12-month rolling average of job advertisements peaked at 488 in February 2002 and dropped to 432 by December 2002, a level not seen since August 2000. In 2002, 42.7% of positions advertised were academic, representing a steady increase from 34.0% in 1999. When comparing the 4-year periods 1999-2002 and 1995-1998, a statistically significant proportional increase was found for positions advertised in the Midwest. Statistically significant relative increases were also observed for the subspecialties of abdominal radiology, mammography, neuroradiology, pediatric radiology, chest radiology, and nuclear medicine. Statistically significant relative decreases were seen in general and vascular and interventional positions. CONCLUSION: The absolute demand for diagnostic radiologists nationwide appears to have stabilized during 2002, albeit at a level much higher than in previous years, and may be decreasing. A split seems to have appeared in the market between academia and private practice. Current policy should be directed toward increasing the supply of diagnostic radiologists, especially academicians.

Advertising↗
PubMed2002

Hospital advertising in California, 1991-1997.

This paper examines the advertising behavior of California hospitals from 1991 to 1997. Using highly detailed hospital-level information, we found that hospital advertising in California increased dramatically: annual spending on advertising grew (inflation adjusted) more than sixfold over the period. In addition, advertising expenditures varied significantly across hospitals. We found that hospital advertising increased with market concentration; with the number of nearby potential patients; with the percentage of nearby patients insured through Medicare, health maintenance organizations (HMOs), and indemnity insurance; and with chain affiliation. For-profit hospitals were not found to advertise more than their not-for-profit counterparts.

Advertising↗
PubMed1988

Differences between consumers and psychiatrists in attitude toward advertising of psychiatric services.

Psychiatrist and consumer attitudes toward the advertising of psychiatric services are examined. The results indicate that consumers are consistently more favorable than psychiatrists toward psychiatric services advertising. Both groups felt that professional magazines are the most appropriate media for psychiatrists who advertise. The psychiatrists reported a higher level of exposure to advertising of psychiatric services than did the consumers. However, some apprehension about psychiatric services advertising also was reported. Managerial implications for advertising usage by the practicing psychiatrist are presented.

Advertising↗
PubMedDate not supplied

Health disparity in black women: lack of pharmaceutical advertising in black vs. white-oriented magazines.

CONTEXT: Racial disparities in health care between black women and white women may be attributed in part to socioeconomic status and lack of insurance, but also may be due to lack of the dissemination of health information in black communities via black popular magazines. OBJECTIVE: Comparison of the number and type of pharmaceutical advertisements between black-oriented magazines and white-oriented magazines. DESIGN: Descriptive study. SETTING: Morehouse School of Medicine. MAIN OUTCOME MEASURES: Recording of the type and number of over-the-counter and prescription drug advertisements. RESULTS: Five black-oriented magazines (Black Woman, Black Elegance, Essence, Ebony, and Upscale) and 5 white-oriented magazines (Family Circle, Working Mother, Good Housekeeping, Ladies' Home Journal, Women's Day) were evaluated for 3 months from June-August, 2000. White-oriented magazines had four to eight times more pharmaceutical ads than black-oriented magazines. Types of medications advertised in the white-oriented magazines and not the black-oriented magazines were, for example, cholinesterase inhibitors, calcium supplements, COX II-inhibitors, intranasal steroids, anorexiants, proton pump inhibitors, and smoking deterrent agents. Conversely, medications advertised in the black-oriented magazines and not the white-oriented magazines were antiviral agents and oral contraceptives. Pharmaceutical companies gave several reasons for the disparity, including the explanation that their particular company was advertising about HIV in the black community. CONCLUSIONS: A barrier to equitable health care for black women may be a low prioritization for health prevention and health management. This low prioritization or disinterest may be a reflection of the black magazine that she is reading due to the lack of pharmaceutical advertisements in black-oriented magazines. The result of this disinterest of black females may be seen in the increased morbidity and mortality for selected diseases.

Advertising↗
PubMed1995

[Advertisements in newspapers and magazines about patent medicines in the Meji era (The first dissertation) (Part 1)].

In February 1869, the government first permitted newspapers to be published. The Yokohama-mainichi, the Tokyo-nichi-nichi, the Nisshin-shinjishi and so on were published. The traders of medicine quickly turned their attention to the newspapers. Jihei Morita put an advertisement about "Houtan" in the newspaper issued in July in the 4th year of the Meiji era (1871) and Ginko Kishida put an advertisement about "Seikisui" in the Mainichi in Yokohama dated August 18th in the 4th year of the Meiji era. After that, the traders of medicine advertised in newspapers one after another, and the contents of advertisements were expressly the efficacy of medicine. As Yukichi Fukuzawa doubted if the trend was really desirable, he carried his comment against the trend in the Katei Sodan published by Keio-Gijuku, but the contents of advertisements were not changed. Advertisements emphasising the efficacy of medicine were prominent.

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