COMM 3444 Study Guide - Final Guide: Brand Awareness, Tobacco Master Settlement Agreement, Targeted Advertising

• School: Ohio State University
• Department: Communication
• Course: COMM 3444
• Professor: sarahthomas

Document Summary

Direct to consumer advertising definition: strips the power of doctors as gatekeepers and in turn allows info to be made readily available to consumers, however, consumers do not always know how to interpret it. 3 types of pharmaceutical advertising: 1) help-seeking ads: provide info on a certain condition. Gatekeeping theory: course by which info is filtered for circulation of some form communication such as broadcasting, internet, or publication. What government organization controls dtc advertising: fda. Adequate provision: enforcing drug ads to provide ways for consumers to get more info thru websites, hotlines, etc. Over the counter drugs: 9 fda approved weight loss drugs, only one approved otc = alli, hundreds and thousands of supplements and other otc drugs that claim to aid in weight loss. Appeals to authority in tobacco ads: truth campaign?-used scientifically supported techniques. Targeted marketing with tobacco ads: targeting women: ex: virginia slim cig vid, targeting af amers: af amer adults are smokers.