PURPOSE/OBJECTIVES To obtain information about the knowledge and attitudes of oncology nurse practitioners (ONPs) concerning the effect of direct-to-consumer (DTC) advertising of prescription medications on prescribing patterns. DESIGN Exploratory survey. SETTING Oncology Nursing Society Nurse Practitioner Special Interest Group members in the United States. SAMPLE 221 of 376 ONPs complet...

Purpose – The objective of this study is to investigate to what extent advertising appeals in Hong Kong and Korea are different, and whether the differences between the two countries can be attributed to the differences in nations’ cultural characteristics. Hypotheses are drawn in relation to the two dimensions of Hofstede’s framework – uncertainty avoidance and masculinity/femininity. Design/m...

This research aimed to review the use of second-person reference in advertisement translation, work out the general rules, and provide guidance to translators. Using second-person reference is common in the advertising discourse. Addressing audiences directly involves their attention and in this way enhances their memorization of the advertised message. Second-person reference can be realized v...

Along with the high proliferation of mobile phones and other mobile devices, research on the use of short messaging service SMS to access customers through their handheld devices has gained much attention, which is termed as mobile advertising. In order to make the best use of mobile advertising to benefit companies and customers becomes more emergent. One of the most important and successful f...

OBJECTIVE To examine the nature of the link between food advertising in UK magazines aimed at children and young people and Internet food marketing, to establish whether consideration should be given to tightening existing controls. DESIGN A review and descriptive analysis of food advertising found in a sample of the top five magazine titles aimed at a range of ages of children and young peop...

© World Advertising Research Center 2004 THE ITALIAN ADVERTISING regulators tend to consider minors (all those aged under 18) as the most vulnerable consumers, requiring special protection against any potential attempt to harm their physical and psychological well-being through aggressive marketing techniques. Therefore, during recent years, ever more limitations and restrictions have been set ...

There is concern that roadside advertising presents a significant risk to driving safety, with conservative estimates putting external distractions responsible for up to 10% of all traffic incidents (Young and Mahfoud, 2007). Studies indicate that any interference that distracts the driver from looking forward from the roadway for more than two seconds significantly increases the chances of cra...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

Franchising has become one of the most popular business formats in America today. While franchise formats offer a number of benefits, conflict often arises between the franchise and franchisees. One of the more common sources of conflict in the relationship centers on the fees paid by franchisees for advertising and for the effectiveness of advertising conducted by the franchise on behalf of fr...

BACKGROUND Television viewing is hypothesized to contribute to obesity among children and adolescents through several mechanisms that include the displacement of physical activity, snacking while watching TV, and the influence of food advertising. METHODS This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based o...