Developing a distinctive consumer marketing organization

Abstract Low participation in evidence-based parenting programs not only presents a major challenge for population trials where a minimum level of intervention exposure is necessary to detect population-level impact, but also undermines the incorporation of these programs into routine practice settings. As part of a large population trial, we aimed to increase participation in a series of parenting seminars by using a simple direct-to-consumer marketing strategy, i.e., redesigning the program flyer. We captured parents' attention by affirming that “parenting is not always easy”, highlighted the potential benefits of participation, clarified what participation entailed, and addressed some of the common barriers such as the stigma associated with participation in parenting programs. Because fathers and mothers were shown to have different needs, we tailored the flyers to mothers and fathers separately. Testing the flyers on a small sample of parents showed that both mothers and fathers perceived the flyers as relevant. As expected, mothers were more likely to express interest in the program when they saw the flyer which focused on benefits related to dealing with child behavioural problems and featured a mother-child dyad, while fathers preferred the flyer which highlighted the benefits related to dealing with emotional problems, and featured a father-child dyad. Next, following the same procedure that was used to deliver the original flyers over the first 18 months of the project, we used the new flyers to inform parents about the upcoming seminars over the next 24 months. The preliminary results showed that although the average number of parents participating in each seminar had initially decreased from about seven to four, after the introduction of the new flyers, the number increased consistently and reached an average of nine parents during the last 6-month period. The results shows that program uptake can be increased using simple direct-to-consumer marketing strategies.

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The network paradigm and the marketing organization

European Journal of Marketing ◽

10.1108/03090569510079916 ◽

1995 ◽

Vol 29 (3) ◽

pp. 7-34 ◽

Cited By ~ 83

Author(s):

Nigel F. Piercy ◽

David W. Cravens

Keyword(s):

Marketing Organization

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The Shape of Demand: What Does It Tell Us about Direct-to-Consumer Marketing of Antidepressants?

The B E Journal of Economic Analysis & Policy ◽

10.2202/1935-1682.1805 ◽

2008 ◽

Vol 8 (2) ◽

Cited By ~ 8

Author(s):

Chad D. Meyerhoefer ◽

Samuel H Zuvekas

Keyword(s):

Medical Expenditure Panel Survey ◽

Demand Curve ◽

Medical Expenditure ◽

Direct To Consumer ◽

Medication Costs ◽

True Match ◽

Promotional Campaign ◽

Using Data ◽

Direct To Consumer Advertising ◽

Consumer Marketing

Abstract Much of the debate surrounding Direct-to-Consumer Advertising (DTCA) of pharmaceuticals centers on whether DTCA conveys useful information to consumers or indiscriminately increases requests for the advertised medication. By identifying how DTCA changes the shape of the demand curve for antidepressants, we seek to infer the promotional objectives of manufacturers. Using data from the 1996-2003 Medical Expenditure Panel Survey (MEPS), we find that advertising shifts the demand curve for antidepressants outward and rotates it counter-clockwise. DTCA increases the probability that an individual will initiate use of antidepressants, particularly when out-of-pocket medication costs are low, but does not necessarily increase utilization levels among those already taking antidepressants. This is consistent with a promotional campaign that seeks to alert consumers to the product's existence, but conveys no real information that would allow them to learn their true match with the product.

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Breastmilk or infant formula? Content analysis of infant feeding advice on breastmilk substitute manufacturer websites

Public Health Nutrition ◽

10.1017/s1368980021003451 ◽

2021 ◽

pp. 1-9

Author(s):

Jennifer L Pomeranz ◽

Xiangying Chu ◽

Oana Groza ◽

Madeline Cohodes ◽

Jennifer L Harris

Keyword(s):

Content Analysis ◽

Infant Feeding ◽

Infant Formula ◽

Breast Feeding ◽

Feeding Problems ◽

The Us ◽

Us Government ◽

Breast Milk Substitutes ◽

Breastmilk Substitute ◽

Consumer Marketing

Abstract Objective: To evaluate messages about infant feeding on breastmilk substitute (BMS) manufacturer websites directed at US caregivers and compare information and portrayals of breast-feeding/breastmilk with that of infant formula (IF) feeding. Design: We conducted a content analysis of US BMS companies’ websites. A codebook was created through an iterative process to identify messages and images about breast-feeding/breastmilk and IF feeding, including benefits or issues associated with each, and direct-to-consumer marketing practices that could discourage breast-feeding. Setting: Data were collected in 2019–2020 and analysed in 2020–2021 for US websites of five IF manufacturers. Participants: The websites of Similac, Enfamil and Gerber, which collectively represent approximately 98 % of the US IF market, and two US organic brands, Earth’s Best and Happy Baby. Results: Websites contained more messages about breast-feeding/breastmilk than IF but were significantly more likely to mention benefits to baby of IF (44 %) than breast-feeding/breastmilk (<26 %), including significantly more statements that IF provides brain, neural and gastrointestinal benefits; 40 % of breast-feeding/breastmilk content was dedicated to breast-feeding problems (e.g. sore nipples). Twice as many screenshots compared IF brands favourably to breastmilk than as superior to other brands. Certain companies displayed images indicating ease of IF feeding and difficulty of breast-feeding. Conclusions: Substantial messaging on BMS manufacturer websites encouraged IF feeding and discouraged breast-feeding. Health professionals should discourage their patients from visiting these websites and the US government should regulate misleading claims. Companies should refrain from providing breast-feeding advice and align their US marketing with the International Code of Marketing of Breast-milk Substitutes.

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Convergent and discriminant validity of the perceived risk scale in business-to-business context using the multitrait-multimethod approach

Revista de Administração Contemporânea ◽

10.1590/s1415-65552001000300009 ◽

2001 ◽

Vol 5 (3) ◽

pp. 167-186 ◽

Cited By ~ 2

Author(s):

Sérgio C. Benício de Mello ◽

Martin Collins

Keyword(s):

Perceived Risk ◽

Discriminant Validity ◽

Risk Measure ◽

Measurement Scales ◽

Business Context ◽

Industrial Sectors ◽

Convergent And Discriminant Validity ◽

Multimethod Approach ◽

Consumer Marketing ◽

Business To Business

Consumer marketing literature is abundant with research on perceived risk. However, little research has investigated the perceived risk measure in business-to-business, specially regarding its various measurement methodologies employed with respect to their validity. A basic goal of marketing as a science is to provide theoretical explanations for buying-selling behaviour. Whoever seeks such explanations normally borrows and develops constructs and theoretical propositions that cannot be promptly generalized. Thus, this research is primarily concerned with testing and discussing two perceived risk measurement scales across two buying situations (business-to-business) using different types of validation techniques. It tests some assumptions and tenets in models of perceived risk by submitting these measures to a convergent and discriminant validation using the multitraitmultimethod approach. The total of firms from two industrial sectors (pharmaceutical and clothing) in the largest States of the Brazilian Federation were consulted. The results indicate that both scales and their variations are valid to assess risk perception. The certainty/seriousness approach proved to be slightly better than the riskiness approach.

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