An instrument to assess health‐related advertising on college campuses

Szymona, Katie; Quick, Virginia; Byrd‐Bredbenner, Carol

doi:10.1108/00346651111117364

Cited by 2 publications

(3 citation statements)

References 15 publications

(19 reference statements)

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“…Using the results of the literature search, the data collection instrument was developed and refined. The instrument is described in detail elsewhere (Szymona et al , 2011). In brief, the instrument collected this information about each advertisement was as follows:…”

Section: Methodsmentioning

confidence: 99%

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The university environment: a comprehensive assessment of health‐related advertisements

et al. 2012

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Little is known about health-related advertising on university environments. Given the power of advertising and its potential effect on health behaviors, the purpose of this paper is to assess the health-related advertisement environment and policies on university campuses. Design/methodology/approach -In total, ten geographically and ethnically diverse US university campuses that were trained in using the health-related advertisement survey tool participated in the study. Inter-rater reliability with data collectors at each university was established before data commencement began in Spring 2011. The survey tool assessed the types, locations, and prevalence of health-related advertisements and messages (e.g. nutrition, alcohol, tobacco) on campus, and included both advertisements and messages related to any aspect of health by any sponsor. Current campus health-related policies from each institution were collected as well. Findings -The largest proportion of advertisements on all campuses were for diet/nutrition, exercise/ fitness, and alcohol. The majority of advertisements promoted positive health behaviors recommended by health professionals. Unbranded advertisements were more likely to promote positive health behaviors than branded advertisements. Diet/nutrition, tobacco, and drug advertisements were more likely to be positive, whereas alcohol-related advertisements tended to be negative. Originality/value -The paper's findings indicate significant gaps in campus health-related policies with regard to healthy eating and physical activity and lack of policies covering health-related advertisement content. Benchmark data like those reported here can help campus stakeholders set priorities and work with campus decision makers to advocate for the development and implementation of healthy campus policies that support healthy environments.

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Section: Methodsmentioning

confidence: 99%

“…The instrument is described in detail elsewhere (Szymona et al, 2011). In brief, the instrument collected this information about each advertisement was as follows:…”

Section: The Instrumentmentioning

confidence: 99%

The university environment: a comprehensive assessment of health‐related advertisements

et al. 2012

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“…In this digital age companies utilize any advertisement, especially, television one, to attract children's attention on their products. The aim of the study is to examine health-related advertising in university settings and evaluate the study, health-related advertising environment and policies implemented on university campuses (Szymona et al, 2011). Nowadays, online advertising is one of the cheapest and fastest advertising methods, given the rapid development of new information channels, in order to reach potential and real customers.…”

Section: Social Mediamentioning

confidence: 99%

A Concept Building Approach to Measure University’s Brand Image

ŞAHİN¹,

SINGH²

2018

JOB

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The study is a conceptual roadmap for the development of the idea to measure the effectiveness of universities stake holders’ person factors and as well as situational ones in brand image building of an academic institution. Customer Relationship Management (CRM), internal marketing, advertising and social media are playing the role of mediating constructs and it is hypothesized that they are much more important in the brand image building process. The study is a deductive research where different concepts are taken to constitute the independent, mediating and dependent construct leading to build a new concept. Brand image has been studied in a different industry. However, the brand image of an academic institution that attracts the students to take the admission with measuring the effect of other components on it, is a different kind of study. This research is in its preliminary phase where it has been checked with literature.Secondary information serves as the base of study. Most of the available literature and theories have been incorporated and explained clearly for the understanding of the thought.Keywords: advertising, brand image, CRM, internal marketing, social mediaJEL: M31, M37

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An instrument to assess health‐related advertising on college campuses

Cited by 2 publications

References 15 publications

The university environment: a comprehensive assessment of health‐related advertisements

The university environment: a comprehensive assessment of health‐related advertisements

A Concept Building Approach to Measure University’s Brand Image

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