Direct-to-consumer advertising in black and white: racial differences in placement patterns of print advertisements for health products and messages

Health Marketing Quarterly
LaVera M CrawleyJudy Illes

Abstract

If direct-to-consumer advertising (DTCA) increases consumer participation in healthcare, then it may provide a useful strategy for addressing health disparities, in part, where patient-level barriers have contributed to such disparities. However, this presumes equitable access to DTCA. Using mixed methods, we explored advertisement patterns in matched African American and general audience magazines across a range of genres and ad types. Results suggest no significant differences in ad frequencies by race. However other meaningful categorical and qualitative differences were found, suggesting that advertisers may fall short in maximizing DTCA as an adjunctive strategy for empowering populations at risk for health disparities.

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Citations

Nov 20, 2018·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·David HammondRon Borland

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Software Mentioned

XLSTAT
MCA

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