Children's Receptivity to Proprietary Medicine Advertising

Robertson, Thomas S.; Rossiter, John R.; Gleason, Terry C.

doi:10.1086/208766

Cited by 26 publications

(7 citation statements)

References 7 publications

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“…27 Cellular phones are currently being marketed to 6-to 12-year-olds, with the potential for directing specific advertisers to children and preteens. Coca-Cola reportedly paid Warner Bros. Studios $150 million for the global marketing rights to the movie "Harry Potter and the Sorcerer's Stone," 28 and nearly 20% of fast food restaurant ads now mention a toy premium in their ads.…”

Section: Marketing Techniquesmentioning

confidence: 99%

Children, Adolescents, and Advertising

Strasburger¹

2006

Pediatrics

124

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Advertising is a pervasive influence on children and adolescents. Young people view more than 40 000 ads per year on television alone and increasingly are being exposed to advertising on the Internet, in magazines, and in schools. This exposure may contribute significantly to childhood and adolescent obesity, poor nutrition, and cigarette and alcohol use. Media education has been shown to be effective in mitigating some of the negative effects of advertising on children and adolescents. INTRODUCTIONSeveral European countries forbid or severely curtail advertising to children; in the United States, on the other hand, selling to children is simply "business as usual." 1 The average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. 2 Increasingly, advertisers are targeting younger and younger children in an effort to establish "brand-name preference" at as early an age as possible. 3 This targeting occurs because advertising is a $250 billion/year industry with 900 000 brands to sell, 2 and children and adolescents are attractive consumers: teenagers spend $155 billion/year, children younger than 12 years spend another $25 billion, and both groups influence perhaps another $200 billion of their parents' spending per year. 4,5 Increasingly, advertisers are seeking to find new and creative ways of targeting young consumers via the Internet, in schools, and even in bathroom stalls. 1 THE EFFECTS OF ADVERTISING ON CHILDREN AND ADOLESCENTSResearch has shown that young children-younger than 8 years-are cognitively and psychologically defenseless against advertising. 6-9 They do not understand the notion of intent to sell and frequently accept advertising claims at face value. 10 In fact, in the late 1970s, the Federal Trade Commission (FTC) held hearings, reviewed the existing research, and came to the conclusion that it was unfair and deceptive to advertise to children younger than 6 years. 11 What kept the FTC from banning such ads was that it was thought to be impractical to implement such a ban. 11 However, some Western countries have done exactly that: Sweden and Norway forbid all advertising directed at children younger than 12 years, Greece bans toy advertising until after 10 PM, and Denmark and Belgium severely restrict advertising aimed at children. 12 www.pediatrics.org/cgi

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Section: Marketing Techniquesmentioning

confidence: 99%

Children, Adolescents, and Advertising

Strasburger¹

2006

Pediatrics

124

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“…The influence of proprietary medicine advertising on children was studied by Robertson et al (1979). Limited support was found for the direct influence of TV drug advertising on children's beliefs, attitudes, and parental requests regarding proprietary drugs.…”

Section: Ijphm 43mentioning

confidence: 99%

The state of public research on over‐the‐counter drug advertising

DeLorme

Huh

Reid

et al. 2010

International Journal of Pharmaceutical and Healthcare Marketing

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Purpose -The over-the-counter (OTC) drug market is highly competitive, and consumer advertising is a prominent influence in OTC drug purchase and consumption. Given current marketplace conditions, it is important to summarize OTC drug advertising research. This paper aims to review the state of the public research literature on OTC drug advertising and provide a research agenda derived from the findings. Design/methodology/approach -A literature review was conducted to identify the key themes in OTC drug advertising research and secondary data were collected about the regulation, nature, functions, and scope of OTC drug advertising. Findings -Most pharmaceutical advertising studies have focused on prescription drugs, including the majority of direct-to-consumer advertising investigations. OTC drug advertising has received considerably less empirical attention. Since the mid-1970s, only 24 OTC drug advertising studies have appeared sporadically in the literature. The cumulative findings are interesting and suggestive but dated, fragmented, and incomplete. Though research interest has waned, OTC drug markets and advertising spending have not. Advertising remains a prominent OTC drug purchase and consumption driver, likely spurred on by self-medication and Rx-to-OTC drug switching. The state of the public research, the social and policy implications of self-medication, and the growing OTC drug market signal that it is time to revisit OTC drug advertising content, processes, and effects. Originality/value -The paper puts the subject of OTC drug advertising back on the radar of communication, advertising, and pharmaceutical marketing researchers and offers an agenda of research questions derived from the reviewed literature to guide and stimulate future studies.

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“…Enfin, les media et la publicité donnent de l'information sur la consommation et la valeur des biens matériels (e.g. Atkin 1975b ;Gorn et Florsheim 1985 ;Martin et Gentry 1997 ;Robertson, Rossiter et Gleason 1979). Ces influences ne sont pas intégrées dans nos travaux car nous avons décidé de nous concentrer sur l'âge, mais ils seront abordés dans l'inventaire des recherches empiriques.…”

Section: Discussionunclassified

25 ans de recherche sur la socialisation de l'enfant-consommateur

John

2001

Recherche et Applications en Marketing (French Edition)

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25 années de recherche sur la socialisation du consommateur ont abouti à une multitude de résultats. L'objectif de notre article est d'évaluer ces résultats et d'en déduire les connaissances obtenues sur le développement des enfants en tant que consommateurs. Notre principal effort d'analyse portera sur le cycle de développement caractéristique de la croissance des connaissances de consommation mûri chez les enfants durant leur enfance et leur adolescence. Par là même, nous présenterons un schéma conceptuel qui envisage la socialisation du consommateur comme une série d'étapes avec les transitions entre ces étapes intervenant lorsque les enfants grandissent sur les plans cognitif et social. Puis, nous aborderons les résultats empiriques représentatifs de ces étapes, comme la connaissance par les enfants des produits, des marques, des publicités, des achats, des prix, des stratégies de prise de décision, des modalités d'influence des parents et des motivations et valeurs de consommation. A partir de ces résultats, nous développerons les implications et les pistes d'études empiriques et théoriques futures sur le plan de la socialisation du consommateur.

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Children's Receptivity to Proprietary Medicine Advertising

Cited by 26 publications

References 7 publications

Children, Adolescents, and Advertising

Children, Adolescents, and Advertising

The state of public research on over‐the‐counter drug advertising

25 ans de recherche sur la socialisation de l'enfant-consommateur

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