Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising
Heath Care Social Marketing Advertising has always had a controversial perspective, as it promotes behavioral change in individuals. Moreover, the vast majority of social marketing campaigns focus on health prevention in a population, such as smoking, physical activity, alcohol abuse as well as brea...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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The Bucharest University of Economic Studies Publishing House
2017-10-01
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| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_75.pdf |
| _version_ | 1811302874894827520 |
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| author | Gheorghe, Iuliana Raluca Radu, Andra Victoria Gheorghe, Consuela Mădălina Negoiță, Octavian Purcărea, Victor Lorin |
| author_facet | Gheorghe, Iuliana Raluca Radu, Andra Victoria Gheorghe, Consuela Mădălina Negoiță, Octavian Purcărea, Victor Lorin |
| author_sort | Gheorghe, Iuliana Raluca |
| collection | DOAJ |
| description | Heath Care Social Marketing Advertising has always had a controversial perspective, as it promotes behavioral change in individuals. Moreover, the vast majority of social marketing campaigns focus on health prevention in a population, such as smoking, physical activity, alcohol abuse as well as breast cancer. Consequently, in order to assess the desired outcomes, specialists employed shock advertising in the health care social marketing campaigns. This case study concentrates on the effectiveness of a Romanian health care social marketing campaign for smoke prevention. More specifically, the shock social marketing advertisement was part of a smoking prevention campaign launched by the “Marius Nasta” Pneumophtisiology Institute in Bucharest, Romania. The sample consisted of 100 students from the “Carol Davila” University of Medicine and Pharmacy, presenting the characteristics of Generation Y. The selected sampling method was the snow ball technique. Further, the shock advertisement was evaluated according to Dahl et al’s classification, as perceived by the health care consumers. The data was collected using a self-administered questionnaire and was analyzed using SPSS version 20. Findings revealed that the vast majority of respondents placed the health care social marketing prevention advertisement in the religious taboo category (42.6%), followed by the moral offensiveness category (22.2%) and sexual references (7.4%), respectively. The mean age of the respondents was 20 and there were 66.7% female respondents and 33.3% male respondents. However, the vast majority of the respondents perceived the prevention smoking health care shock advertisement as not being interesting (35.2%), some have felt pity (9.3%), sadness (7.4%) and even compassion (5.6%). All in all, findings pointed out that shock advertisements used in health care social marketing campaigns have no longer the impact they had, becoming more and more ineffective, in spite of embedding a shock appeal. |
| first_indexed | 2024-04-13T07:35:54Z |
| format | Article |
| id | doaj.art-99ed556099ba45d2808c6472100a076b |
| institution | Directory Open Access Journal |
| issn | 2537-5865 |
| language | English |
| last_indexed | 2024-04-13T07:35:54Z |
| publishDate | 2017-10-01 |
| publisher | The Bucharest University of Economic Studies Publishing House |
| record_format | Article |
| series | Journal of Emerging Trends in Marketing and Management |
| spelling | doaj.art-99ed556099ba45d2808c6472100a076b2022-12-22T02:56:07ZengThe Bucharest University of Economic Studies Publishing HouseJournal of Emerging Trends in Marketing and Management2537-58652017-10-01I15766Tit for Tat: A Perspective on Health Care Social Marketing Shock AdvertisingGheorghe, Iuliana Raluca0Radu, Andra Victoria1Gheorghe, Consuela Mădălina2Negoiță, Octavian3Purcărea, Victor Lorin4Carol Davila University of Medicine and PharmacyCarol Davila University of Medicine and PharmacyCarol Davila University of Medicine and PharmacyCarol Davila University of Medicine and PharmacyCarol Davila University of Medicine and PharmacyHeath Care Social Marketing Advertising has always had a controversial perspective, as it promotes behavioral change in individuals. Moreover, the vast majority of social marketing campaigns focus on health prevention in a population, such as smoking, physical activity, alcohol abuse as well as breast cancer. Consequently, in order to assess the desired outcomes, specialists employed shock advertising in the health care social marketing campaigns. This case study concentrates on the effectiveness of a Romanian health care social marketing campaign for smoke prevention. More specifically, the shock social marketing advertisement was part of a smoking prevention campaign launched by the “Marius Nasta” Pneumophtisiology Institute in Bucharest, Romania. The sample consisted of 100 students from the “Carol Davila” University of Medicine and Pharmacy, presenting the characteristics of Generation Y. The selected sampling method was the snow ball technique. Further, the shock advertisement was evaluated according to Dahl et al’s classification, as perceived by the health care consumers. The data was collected using a self-administered questionnaire and was analyzed using SPSS version 20. Findings revealed that the vast majority of respondents placed the health care social marketing prevention advertisement in the religious taboo category (42.6%), followed by the moral offensiveness category (22.2%) and sexual references (7.4%), respectively. The mean age of the respondents was 20 and there were 66.7% female respondents and 33.3% male respondents. However, the vast majority of the respondents perceived the prevention smoking health care shock advertisement as not being interesting (35.2%), some have felt pity (9.3%), sadness (7.4%) and even compassion (5.6%). All in all, findings pointed out that shock advertisements used in health care social marketing campaigns have no longer the impact they had, becoming more and more ineffective, in spite of embedding a shock appeal.http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_75.pdfshock advertisingmarketing communicationstaboo advertisinghealth care servicesemotions |
| spellingShingle | Gheorghe, Iuliana Raluca Radu, Andra Victoria Gheorghe, Consuela Mădălina Negoiță, Octavian Purcărea, Victor Lorin Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising Journal of Emerging Trends in Marketing and Management shock advertising marketing communications taboo advertising health care services emotions |
| title | Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising |
| title_full | Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising |
| title_fullStr | Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising |
| title_full_unstemmed | Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising |
| title_short | Tit for Tat: A Perspective on Health Care Social Marketing Shock Advertising |
| title_sort | tit for tat a perspective on health care social marketing shock advertising |
| topic | shock advertising marketing communications taboo advertising health care services emotions |
| url | http://www.etimm.ase.ro/RePEc/aes/jetimm/2017/ETIMM_V01_2017_75.pdf |
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