Lynda M. Maddox

The use of pharmaceutical Web sites for prescription drug information and product requests

Looks at how consumers used a pharmaceutical Web site to learn about a particular disease or product. Probes whether visitors used the Web site to decide which drug was right for them and whether they actually planned to request the product from their doctor. Gender and age differences in the use of Web site information were also examined. Increasing use of the Internet and data that show that direct‐to‐consumer advertising of prescription drugs empowers the patient to take a more active role in his/her choice of medications makes this article important for marketers as well as regulators.

KEY ACCOUNT MANAGEMENT – Advertising agency management of domestic and international accounts

Examines similarities and differences in account management, the use of formal account reviews, and the role of interpersonal relationships in domestic and international accounts. Significant findings include: formal account reviews are important for both domestic and international accounts, but are used more for domestic; professional interpersonal relationships are important for both, but social interpersonal relationships are more important for international accounts; international accounts require better coordination between multiple agency offices than domestic. Implications of these findings for agency management and account executives include: select managers for international accounts with different skill sets than for domestic; train international account managers to succeed in multiple environments, both managerially and socially; encourage and facilitate formal account reviews for international and domestic accounts; and provide support for social interaction for managers of international accounts.

Suspension of the NAB Code and Its Effect on Regulation of Advertising.

,On March 3, 1982, Judge Harold Green of the U.S. District Court for the District of Columbia ruled that parts of the Television Code of the National Association of Broadcasters violated the Sherman Antitrust Act. In response, the NAB immediately suspended all broadcasting Code activities. When the suit that led to Judge Green’s decision was first initiated by the Justice Department in 1979, the Washington Post commented that the government might be “pursuing a wild antitrust theory that conflicts with the best interests of television viewers.”’ Indeed, NAB membership at the time constituted 65% of all commercial television stations; these accounted for 85% of all viewing by the American public.2 In fact, the Code’s influence in regulating advertising went beyond those numbers. Since most station affiliates of the networks are NAB members, the networks had to be sure that all commercials they broadcast met Code standards. In a sense, then, it was irrelevant whether any network station was NAB Code affiliated; they all recieved network commericals that had undergone Code scrutiny. The only

Subliminal Advertising and Education

This study examines whether subliminal advertising is introduced in advertising and marketing classes, what opinions are offered about it by professors and what sources professors use to acquaint students about it. Contrary to assertions by Key, most educators do acquaint students with subliminal advertising, and indicate that it is ineffective and rarely used.

Integration of an Online Curriculum with a Real-World Exercise: A Step Beyond Traditional Classroom Teaching:

This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of the skills and knowledge taught in the classroom. Two sections of an undergraduate Integrated Marketing Communications course (60 students) completed an active learning, practice-based pedagogical instrument involving Nielsen Academics and client-focused exercises. A 2 (group: experimental vs. control) × 2 (section) ANOVA with students’ quiz scores as the dependent variable showed the group main effect was the only significant effect. The combination of the Nielsen Academics technology and the client-focused exercises yielded stronger learning outcomes. Not only did students gain experience in media buying and scheduling, but also their knowledge of each was significantly higher than that of students in the control group.

The Use of Web Sites for Direct to Consumer Information on Prescription Drugs: Effects and Implications

This paper looks at the use of Web sites for providing direct-to-consumer information in countries where prescription drug advertising is illegal. The growth of this phenomenon and possible effects are examined using Sweden as a case study.