Skip to main content
Book cover

Advances in Advertising Research (Vol. VII) pp 265–280Cite as

The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation

  • 1949 Accesses

Part of the European Advertising Academy book series (EAA)

Abstract

Concerns regarding health dominate the 21st century (Krisberg, 2004). Recent years have been characterized by a “health communication renaissance” (Bernhardt, 2004: 2051). Health communication refers to “any type of communication whose content is concerned with health” (Rogers, 1996: 15), addressing individuals and organizations with the goal of preventing illness and fostering health (Thompson et al., 2011).

Keywords

  • Purchase Intention
  • Contrast Test
  • Emotional Appeal
  • Drug Advertising
  • Pharmaceutical Advertising

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

This is a preview of subscription content, access via your institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • DOI: 10.1007/978-3-658-15220-8_19
  • Chapter length: 16 pages
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
eBook
USD   109.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-15220-8
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD   139.99
Price excludes VAT (USA)
Hardcover Book
USD   139.99
Price excludes VAT (USA)
Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Aspect. (2011). Connecting to the Empowered Customer: How the right customer strategy can help companies succeed in the age of the empowered consumer. Retrieved from http://in.aspect.com/Documents/Papers/Aspect_ConnectingEmpoweredCust_WP.pdf (accessed 15.04.2014)

  • Assael, H. (2004). Consumer Behavior: A Strategic Approach. Boston: Houghton Mifflin.

    Google Scholar 

  • Auton, F. (2004). The advertising of pharmaceuticals direct to consumers: A critical review of the literature and debate. In: International Journal of Advertising. Vol. 23(1). 5-52.

    Google Scholar 

  • Beard, F.K. (2004). Hard Sell ‘Killers’ and Soft Sell ‘Poets’: Modern Advertising’s Enduring Message Strategy Debate. In: Journalism History. Vol. 30(3). 141-149.

    Google Scholar 

  • Bearden, W.O./Hardesty, D.M./Rose, R.L. (2001). Consumer Self-Confidence: Refinements in Conceptualization and Measurement. In: Journal of Consumer Research. Vol. 28(1). 121-134.

    Google Scholar 

  • Belch, G.E. and Belch, M.A. (1993). Introduction to Advertising and Promotion: An integrated marketing communications perspective. Homewood, IL: Irwin.

    Google Scholar 

  • Bernhardt, J. M. (2004). Communication at the Core of Effective Public Health. In: American Journal of Public Health. Vol. 94(2). 2051-2053.

    Google Scholar 

  • Boruchovitch, E. and Mednick, B. (2002). The meaning of health and illness: some considerations for health psychology. In: Psico-USF. Vol. 7(2). 175-183.

    Google Scholar 

  • Buckley, J. (2004). Pharmaceutical Marketing – Time for Change. In: Electronic Journal of Business Ethics and Organization Studies. Vol. 9(2). 4-11.

    Google Scholar 

  • Callow, M. and Schiffman, L.G. (2004). Sociocultural Meanings in Visually Standardised Print Ads. In: European Journal of Marketing. Vol. 38(9/10). 1113-1128.

    Google Scholar 

  • Clift, E. and Freimuth, V. (1995). Health Communication: What is it and what can it do for you? In: Journal of Health Education. Vol. 26(2). 68-74.

    Google Scholar 

  • Coulter, A. (2003). Slander: Liberal Lies about the American Right. New York, NY: Three Rivers Press.

    Google Scholar 

  • Davies, A. and Elliott, R. (2006). The evolution of the empowered consumer. In: European Journal of Marketing. Vol. 40(9/10). 1106-1121.

    Google Scholar 

  • de Mooij, M. (2011). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Los Angeles, CA: SAGE.

    Google Scholar 

  • DeLorme, D.E./Huh, J./Reid, L.N./An, S. (2010). The state of public research on over-the-counter drug advertising. In: International Journal of Pharmaceutical and Healthcare Marketing. Vol. 4(3). 208-231.

    Google Scholar 

  • Denegri-Knott, J./Zwick, D./Schroeder, J.E. (2006). Mapping consumer power: an integrative framework for marketing and consumer research. In: European Journal of Marketing. Vol. 40(9/10). 950-973.

    Google Scholar 

  • Diehl, S./Mueller, B./Terlutter, R. (2007). Skepticism toward pharmaceutical advertising in the U.S. and Germany. In: Advances in International Marketing. Vol. 18. 31-60.

    Google Scholar 

  • Diehl, S./Mueller, B./Terlutter, R. (2008). Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: They don’t really like it, but they do believe it. In: International Journal of Advertising. Vol. 27(1). 99-131.

    Google Scholar 

  • Earle, S. (2007). Exploring Health. In: Earle, S./Lloyd, C.E./Sidell, M./Spurr, S. (eds.). Theory and Research in Promoting Public Health. London: Sage. 37-66.

    Google Scholar 

  • Earle, S. (2007). Promoting public health: Exploring the Issues. In: Earle, S./Lloyd, C.E./Sidell, M./Spurr, S. (eds.). Theory and Research in Promoting Public Health. London: Sage. 1-36.

    Google Scholar 

  • Eylon, D. (1998). Understanding empowerment and resolving its paradox. In: Journal of Management History. Vol. 4(1). 16-28.

    Google Scholar 

  • Grace, V. M. (1991) The marketing of empowerment and the construction of the health consumer: a critique of health promotion. In: International Journal of Health Services. Vol. 21. 329-343.

    Google Scholar 

  • Green, J. and Tones, K. (2010). Health Promotion: Planning and Strategies. 2nd ed. Thousand Oaks, CA: SAGE.

    Google Scholar 

  • HAI. (2009). Understanding and Responding to Pharmaceutical Promotion. Retrieved from http://www.haiweb.org/11062009/drug-promotion-manual-CAP-3-090610.pdf (accessed 26.11.2014)

  • Harms, F./Gänshirt, D./Rumler, R. (2008, eds.). Pharmamarketing. Gesundheitsökonomische Aspekte einer innovativen Industrie am Beispiel von Deutschland, Österreich und der Schweiz. Stuttgart: Lucius & Lucius.

    Google Scholar 

  • Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related Values. Thousand Oaks, CA: Sage.

    Google Scholar 

  • Hofstede, G. (1984). National cultures and corporate cultures. In: Samovar, L.A. and Porter, R.E. (eds.). Communication Between Cultures. Belmont, CA: Wadsworth.

    Google Scholar 

  • House, R. J./Hanges, P.J./Javidan, M./Dorfman, P.W./Gupta, V. (eds.) (2004). Culture, leadership, and organizations. The GLOBE study of 62 societies. Thousand Oaks, CA: Sage.

    Google Scholar 

  • Hudson, S./Hung, C.L./Padley, L. (2002). Cross-National Standardization of Advertisements: A Study of the Effectiveness of TV Advertisements targeted at Chinese Canadians in Canada. In: International Journal of Advertising. Vol. 21. 345-366.

    Google Scholar 

  • Kantar Health. (2014). Healthcare Consumer OTC/DTC Study (MARS). Retrieved from http://kantarmedia.us/product/healthcare-consumer-otcdtc-study-mars (accessed 22.11.2014)

  • Kleppner, O. (1979). Advertising Procedure. 7th ed. New Jersey: Prentice Hall.

    Google Scholar 

  • Kreps, D. (1979). A Representation Theorem for Preference for Flexibility. In: Econometrica. Vol. 41. 565-577.

    Google Scholar 

  • Kroeber-Riel, W. and Esch, F.-R. (2011). Strategie und Technik der Werbung. 7th ed. Stuttgart: Kohlhammer.

    Google Scholar 

  • MacKenzie, S.B. and Lutz, R.J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. In: Journal of Marketing. Vol. 53. 48-65.

    Google Scholar 

  • MacKenzie, S.B./Lutz, R.J./Belch, G.E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations. In: Journal of Marketing Research. Vol. 23 (May). 130-143.

    Google Scholar 

  • Main, K.J./Argo, J.J./Huhmann, B.A. (2004). Pharmaceutical Advertising in the USA: information or influence? In: International Journal of Advertising. Vol. 23. 119-112.

    Google Scholar 

  • MarketLine. (2014). OTC Pharmaceuticals: Global Industry Profile. Datamonitor Group.

    Google Scholar 

  • Melewar, T.C. and Vemmervik, C. (2004). International advertising strategy: A review, reassessment and recommendation. In: Management Decision. Vol. 42(7). 863-881.

    Google Scholar 

  • Morse, R.L. (ed.) (1993). The Consumer Movement: Lectures by Colson E. Warne. Manhattan, KA: Family Economics Trust.

    Google Scholar 

  • Mueller, B. (2006). The role of Product involvement in advertising message perception and believability. In: Diehl, S. and Terlutter, R. (eds.). International Advertising and Communication: Current Insights and Empirical Findings. Wiesbaden: Gabler. 3-22.

    Google Scholar 

  • Nettleton, S. (1997). Governing the risky self: How to become healthy, wealthy and wise. In: Petersen, A. and Bunton, R. (eds.). Foucault, Health and Medicine. London: Routledge. 207-222.

    Google Scholar 

  • Newholm, T./Laing, A./Hogg, G. (2006). Assumed empowerment: consuming professional services in the knowledge economy. In: European Journal of Marketing. Vol. 40(9/10). 994-1012.

    Google Scholar 

  • Obermiller, C./Spanberg, E.R./MacLachlan, D.L. (2005). Ad skepticism: the consequences of disbelief. In: Journal of Advertising. Vol. 34(3). 7-17.

    Google Scholar 

  • Okazaki, S./Mueller, B./Taylor, C.R. (2010). Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers. In: Journal of International Marketing. Vol. 18(2). 20-34.

    Google Scholar 

  • Okazaki, S./Mueller, B./Taylor, C.R. (2010). Measuring Soft-Sell Versus Hard-Sell Advertising Appeals. In: Journal of Advertising. Vol. 39(2). 5-20.

    Google Scholar 

  • Okazaki, S./Mueller, B./Diehl, S. (2013). A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Countries, in: Journal of Advertising Research, Vol. 53 (3),.258-272.

    Google Scholar 

  • Okazaki, S./Taylor, C. R./Zou, S. (2006). Advertising Standardization’s Positive Impact on the Bottom Line. A Model of When and How Standardization Improves Financial and Strategic Performance. In: Journal of Advertising. Vol. 35(3). 17-33.

    Google Scholar 

  • Parrott, R. (2003). Media Issues. In: Thompson, Teresa L./Dorsey, Alicia M./Miller, Katherine I./Parrott, Roxanne. (eds.). Handbook of Health Communication. London: Lawrence Erlbaum Associates. 445-448.

    Google Scholar 

  • Porter, R. (1985). Introduction. In: Porter, R. (ed.). Patients and Practitioners: Lay Perceptions of Medicine in Pre-Industrial Society. Cambridge: Cambridge University Press. 1-22.

    Google Scholar 

  • Rod, M. and Saunders, S. (2004). The informative and persuasive components of pharmaceutical promotion: An argument for why the two can coexist. In: International Journal of Advertising. Vol. 28(2). 313-349.

    Google Scholar 

  • Rogers, E.M. (1996). The field of health communication today: An up-to-date report. In: Journal of Health Communication. Vol. 1. 15-23.

    Google Scholar 

  • Rose, N. (2000). Tod des Soziden? Eine Neubestimmung der Grenzen des Regierens. In: Bröckling, U./ Krasmann, S./Lemke, Th. (eds.), Gouvernementalität der Gegenwart. Studien zur Ökonomisierung des Sozialen. Frankfurt: Suhrkamp. 72-109.

    Google Scholar 

  • Rossiter, J.R. and Bellman, S. (2005). Marketing Communications: Theory and Applications. French Forest: Pearson Education Australia.

    Google Scholar 

  • Russell, J.A. (1994). Is there universal recognition of emotion from facial expression? A review of the cross-cultural studies. In: Psychological Bulletin. Vol. 115. 102–141.

    Google Scholar 

  • Schiavo, R. (2007). Health Communication: From Theory to Practice. San Francisco: Wiley and Sons.

    Google Scholar 

  • Schwarzer, R. and Jerusalem, M. (1995). Generalized Self-Efficacy scale. In: Weinman, J./Wright, S./Johnston, M. (eds.). Measures in health psychology: A user’s portfolio. Causal and control beliefs. Windsor, UK: NFER-NELSON. 35-37.

    Google Scholar 

  • Thompson, T./Parrott, R./Nussbaum, J. (2011). The Routledge Handbook of Health Communication. 2nd ed., New York: Routledge.

    Google Scholar 

  • Tones, K. and Tilford, S. (2001). Health Promotion: effectiveness, efficiency and equity. 3rd ed. Cheltenham, UK: Nelson Thornes.

    Google Scholar 

  • U.S. Department of Health and Human Services. (2014). What is health literacy. Retrieved from http://www.health.gov/communication/literacy/ (accessed 10.02.2013)

  • van lttersum, K., and Wong, N. (2010). The Lexus or the olive tree? Trading off between global convergence and local divergence. In: lnternational Journal of Research in Marketing. Vol. 27. 107-118.

    Google Scholar 

  • van Raaij, W.F. (1993). Postmodern Consumption: Architecture, Art, and Consumer Behavior. In: Advances in Consumer Research. Vol. 1. 550-558.

    Google Scholar 

  • Wells, W./Moriarty, S./Burnett, J. (2006). Advertising – Principles and Practice. 7th ed. Upper Saddle River, NJ: Pearson Prentice Hall.

    Google Scholar 

  • WHO. (2006). Constitution of the World Health Organization. Basic Documents. 45th ed. Geneva, Switzerland. Retrieved from http://www.who.int/governance/eb/who_constitution_en.pdf (accessed 11.06.2014)

  • WHO. (2013). The right to health. Retrieved from http://www.who.int/mediacentre/factsheets/fs323/en/ (accessed 01.03.2014)

  • Wilson, P. (2001). A Policy Analysis of the Expert Patient in the United Kingdom: Self-Care as an Expression of Pastoral Power? In: Health and Social Care in the Community. Vol. 9(3). 134- 142.

    Google Scholar 

  • Wright, K.B./Sparks, L./O’Hair, H.D. (2008). Health Communication in the 21st century. Oxford: Blackwell.

    Google Scholar 

  • Yin, J. (1999). International Advertising Strategies in China: A Worldwide Survey of Foreign Advertisers. In: Journal of Advertising Research. Vol. 39. 25-35.

    Google Scholar 

  • Zuckerman, M. (1988). Behavior and biology: Research on sensation seeking and reactions to the media. In: Donohew, L./Sypher, H.E./Higgins, E.T. (eds.). Communication, social cognition, and affect. Hillsdale, NJ: Erlbaum. 173–194.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Alpen-Adria University of Klagenfurt, Department of Media and Communication, Alpen-Adria University of Klagenfurt, Universitaetsstraße 65-67, 9020, Klagenfurt, Austria

    Isabell Koinig & Sandra Diehl

  2. San Diego State University, School of Journalism and Media Studies, San Diego State University, Campanille Dr. 5500, 92182-4561, San Diego, USA

    Barbara Mueller

Authors
  1. Isabell Koinig
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sandra Diehl
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Barbara Mueller
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Isabell Koinig .

Editor information

Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

Rights and permissions

Reprints and Permissions

Copyright information

© 2017 Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Koinig, I., Diehl, S., Mueller, B. (2017). The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_19

Download citation