Moyer Gus Comm 3444 Reading Study Guide for Exam 4 Chapter 13 Advertising Prescription Drugs Healthy Tactics of Risky Propositions In what ways has DTC drug advertising changed over the years Until 1981 all prescription drug advertising was directed to physicians and other medical professionals In 1985 the FDA decided to allow DTC advertising Advertisers in the late 1980s had to use reminder or health seeking advertising because of the long requirements of brief summaries in television ads In 1997 the FDA released a draft set of guidelines for broadcast advertising and a finalized set of guidelines was released in 1999 New set of guidelines eliminated the brief summary requirement replacing it with a major statement a reduced brief summary containing the drug s major risks and contraindications Today DTC print advertisements currently function largely as repositories of highly technical data For television advertisers must provide alternative methods of acquiring info since brief summary requirements are more lenient Adequate Provision In what ways is DTC drug advertising regulated currently In other words what are the restrictions and rules Currently all advertising is reviewed and approved by the FDA s Office of Prescription Drug Promotion Federal Food Drug and Cosmetic Act Requires that anyone who advertises prescription human and animal drugs in print media must disclose certain information about the drugs uses and risks What are the intended and unintended effects of DTC drug advertising Intended Effects Consumers learn information about health care choices DTC ads develop trust in messages and in medication Increased awareness of a variety of diseases Unintended Effects Compliance with treatment Incomplete information Creation of distrust Creation of Distrust Lack of retention of important information This document is meant to help you to study the readings for our upcoming exam The questions above are designed to give you an idea of how to focus your studying of the readings Although I have not provided a study guide for the lecture content for the reasons discussed in class you are responsible for knowing that material in detail Moyer Gus Comm 3444 Misinformation regarding governmental role Possible influence on prescription drug costs Unnecessary or inappropriate prescriptions Challenge to physician s authority Roberto C A Baik J Harris J L Brownell K D 2010 What was the purpose of this study That is what did the researchers set out to discover To discover the influence of licensed characters appearing on food packaging on young children s taste and snack preferences How was the study carried out Forty 6 to 6 year old children tasted pairs of identical foods graham crackers gummy fruit snacks and carrots presented in packages either with or without a popular cartoon character Children tasted both food items in each pair and indicated whether the 2 foods tasted the same or one tasted better Children then selected which of the food items they would prefer to eat for a snack Scooby Doo Dora the Explorer Shrek Same packaging for all foods but small sticker witch character at the bottom of half the products Foods were paired randomly for each child What were the major findings Children significantly preferred the taste of foods that had popular cartoon characters on the packaging compared with the same foods without characters The majority of children selected the food sample with a licensed character on it for their snack but the effects were weaker for carrots than for gummy fruit snacks and graham crackers Kotler J A Schiffman J M Hanson K G 2012 What was the purpose of this study That is what did the researchers set out to discover A Examine whether the branding of foods with media characters can influence children s interest in and choice of foods and b assess whether branded characters can encourage children to make more healthy choices particularly when unhealthy choices are as easily available How was the study carried out This document is meant to help you to study the readings for our upcoming exam The questions above are designed to give you an idea of how to focus your studying of the readings Although I have not provided a study guide for the lecture content for the reasons discussed in class you are responsible for knowing that material in detail Moyer Gus Comm 3444 Experiment 1 343 children ages 2 to 6 years in New York City children whose parents agreed to participate were included Children were randomly assigned to conditions and asked to pick one food from each of nine pictured pairs he or she would like to eat zucchini vs celery mushrooms vs peas grapes vs banana donut vs cheerios potato chips vs apple chocolate vs broccoli star fruit vs melon cherry tomatoes vs cauliflower Saltines vs pumpernickel crackers Compared kids preferences of Sesame Street characters vs unknown characters 1 3 of children were given no character stickers on food another 1 3 given food pairs w Sesame Street characters on the first of each of the nine pairs and an unknown character on the second of each of the nie pairs 1 3 given food pairs with unknown characters on the first of each of the nine pairs and a Sesame Street character on the second of each of the nine pairs Experiment 2 A subset of children from experiment participated in Experiment 2 chose only foods that were associated with Elmo and an unknown red character foods associated with the red characters were zuchinni vs celery grapes vs banana chocolate vs broccoli Each food was cut info five small piecesand placed in front of characters in a tasting cup Children told they could eat both of the foods one of the foods or none of the foods results of what children ate were recorded What were the major findings Experiment 1 Children were more likely to indicate a preference for the target food when a Sesame Street character was associated with that food compared with no character or an unknown character Experiment 2 Favored characters can make a difference in encouraging children to consumer particular foods over others Children ate more pieces of food when a Sesame Street character branded those foods compared with an unknown character Chapter 15 Socially Responsible Advertising Does a Brand Have a Conscience What is socially responsible advertising How does it compare to social marketing Socially Responsible Advertising Connecting advertising images to corporate values charities Funding something or incorporating an