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Where Would Australian Travellers Seek Information About Bird Flu? Results Of Two Airport Intercept Surveys, Loiuse Waters, Sandra C. Jones
Where Would Australian Travellers Seek Information About Bird Flu? Results Of Two Airport Intercept Surveys, Loiuse Waters, Sandra C. Jones
Sandra Jones
A potential bird flu pandemic has been the recent focus of the world’s attention. Successful control efforts will require using sources of information that both residents and visitors within a country will actively seek information from; this is critical to prevent panic and to elicit the desired public responses. This paper reports the combined results of two airport intercept surveys which illustrate the Australian traveller’s preferred and likely sources of information about bird flu in the event of a bird flu pandemic. Our results indicate that Australian travellers would be most likely to seek information from the internet and their …
Branding: An Adolescent Sun Protection Perspective, Melissa Lynch, Sandra C. Jones, Lyn Phillipson
Branding: An Adolescent Sun Protection Perspective, Melissa Lynch, Sandra C. Jones, Lyn Phillipson
Sandra Jones
Australian adolescents are consistently found to exhibit low levels of adherence to sun protection guidelines, resulting in high levels of skin cancer incidence in later life. Given the importance of image, appearance, and peer approval factors in adolescent sun protection, this study sought to examine adolescents’ perceptions of the “sun protection brand,” its competing brands, and possible complementary brands. A series of 14 focus groups were conducted with adolescents in Years 9 and 10 (junior high school), and the results are examined in the context of potential branding-related marketing strategies to overcome some of the barriers to sun protection.
Putting The ‘Community’ Back Into Community Standards For Advertising, Katherine Van Putten, Sandra C. Jones
Putting The ‘Community’ Back Into Community Standards For Advertising, Katherine Van Putten, Sandra C. Jones
Sandra Jones
The Advertising Standards Board passes judgments on complaints each year against what is referred to as prevailing community standards. There is however, no explicit definition of what these prevailing community standards are. This research found that there were two major issues that were of most concern to the public in regard to (un)acceptable advertising: the portrayal of women and the consequences of social marketing advertisements. Neither of these issues are adequately addressed by the current advertising Code of Ethics. The results of this research suggest there is an urgent need to develop a set of evidence based community standards for …
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Are Negative Reactions To Sexist Appeals In Alcohol Advertisements A Function Of Feminism Or Gender?, Sandra C. Jones
Sandra Jones
Anecdotal evidence suggests that the use of sexual appeals in alcohol advertising is increasing. It has been shown that the use of sex appeals may result in a more negative attitude towards the brand, particularly among female consumers. This study investigates the proposition that this is the effect of feminist ideology rather than, or in addition to, biological gender. The results show that female respondents have more negative attitudes towards alcohol advertisements utilizing overt (or demeaning) sexual appeals than males and more positive attitudes towards alcohol advertisements utilizing feminist (empowering) appeals than males; and that there is no consistent independent …
Who Would The Australian Public Trust To Tell Them About Bird Flu? Results Of An Australia-Wide Cati Survey, Sandra C. Jones, L. Waters, Don C. Iverson
Who Would The Australian Public Trust To Tell Them About Bird Flu? Results Of An Australia-Wide Cati Survey, Sandra C. Jones, L. Waters, Don C. Iverson
Sandra Jones
A potential bird flu pandemic is currently the cause of much debate worldwide. Successful control efforts will require effective risk communication, and the choice of credible spokespeople is critical to prevent panic and elicit the desired public responses. This paper reports the results of one Australia-wide CATI survey which examined the Australian public’s preferred sources of information on bird flu and credibility of spokespeople in the event of a bird flu pandemic in Australia. Our results indicate medical personnel and organisations are perceived by the public as being the most credible sources for delivering information about bird flu. These findings …
Children And The Internet: What Are "Safe" Websites Telling Our Kids About Food?, Sandra C. Jones, Belinda S. Fabrianesi
Children And The Internet: What Are "Safe" Websites Telling Our Kids About Food?, Sandra C. Jones, Belinda S. Fabrianesi
Sandra Jones
Food advertising is a contentious issue in regards to childhood obesity and has increasing importance on the public policy agenda both in Australia and overseas. This study examines the nature and extent of food advertising/promotions on popular children’s websites. Three popular children’s websites were chosen: Total Girl, K-Zone and D-Mag. Each is linked to a top-selling magazine and targets children aged eight to12 years. The websites were monitored daily from 1-28 December 2005, with the increase or decrease of any food product advertisements recorded as well as any competitions, games, puzzles and recipes which promoted certain food products. Food product …
An Exploratory Study On The Effect Of Positive (Warmth Appeal) And Negative (Guilt Appeal) Print Imagery On Donation Behaviour In Animal Welfare, M. Haynes, Jennifer Thornton, Sandra C. Jones
An Exploratory Study On The Effect Of Positive (Warmth Appeal) And Negative (Guilt Appeal) Print Imagery On Donation Behaviour In Animal Welfare, M. Haynes, Jennifer Thornton, Sandra C. Jones
Sandra Jones
Very few studies in social marketing empirically compare the effectiveness of positive and negative appeals. This study examines the effect of positive (warmth appeal) and negative (guilt appeal) print imagery on donation behaviour to an animal welfare organisation. A quasiexperimental design was used to test the appeals, using a convenience sample of 282 university students, with each experimental group being exposed to only one type of appeal. The results indicated that negative imagery which evoked guilt was more effective than positive imagery which evoked warmth, on intention to donate money and time to the animal welfare organisation.
Believability And Effectiveness Of Young Adult Safe-Drinking Messages, N. Breen, Sandra C. Jones
Believability And Effectiveness Of Young Adult Safe-Drinking Messages, N. Breen, Sandra C. Jones
Sandra Jones
This study investigates eight safe-drinking messages, using appeals to the ‘self’ versus appeals about ‘others’, in combination with either a low or high physical threat, or a low or high social threat. The participants were18-25 year old second-year university marketing students. An experimental design was used for data collection, which involved 196 participants, with the groups comprised of participants with homogenous demographic characteristics and drinking behaviour. Analysis of variance (ANOVA) was used to test the believability and effectiveness of the messages. It was determined that messages about ‘others’ were perceived as more believable and effective than the corresponding appeals used …
Are Current Social Marketing Campaigns Getting Through To Undergraduate University Students?, Sandra C. Jones
Are Current Social Marketing Campaigns Getting Through To Undergraduate University Students?, Sandra C. Jones
Sandra Jones
In this study, we conduct a survey of health behaviours among undergraduate university students. The health behaviours include weight control, exercise, smoking, alcohol consumption, use of illicit drugs, and safe-sex practices. By comparing the results with national survey results, we test the hypothesis that university students – who have completed high school, with better than average grades – are more likely to exhibit healthy behaviours and avoid unhealthy or unsafe behaviours than the general population. Detailed information on the health behaviours of university students is not currently available (see Australia’s Health 2000, in which there are no reports of health …
Using Market Segmentation Theory To Select Target Markets For Sun Protection Campaigns, Sandra C. Jones, L. Rees, Danika Hall, A. Tang
Using Market Segmentation Theory To Select Target Markets For Sun Protection Campaigns, Sandra C. Jones, L. Rees, Danika Hall, A. Tang
Sandra Jones
This paper describes the initial steps in target market segmentation and evaluation as part of an industry-linked research project to develop a social marketing program for sun protection. The Project Reference Group developed a set of segmentation evaluation criteria based on recommendations from marketing and health promotion literature, as well as adding criteria specifically relevant to the industry partner. The process enabled an informed, representative and defensible selection of a primary target market as an initial starting point for further target market research and segmentation. It also demonstrated that bridging terminology from the fields of marketing and health promotion as …
What Does Alcohol Advertising Tell Young People About Drinking?, Sandra C. Jones, Parri Gregory
What Does Alcohol Advertising Tell Young People About Drinking?, Sandra C. Jones, Parri Gregory
Sandra Jones
Alcohol has long been known to be the cause of significant physical, emotional and social harm in our society. Given that the manufacture, distribution and sale of alcoholic products is big business all over the world, clearly the marketing, advertising and promotion of these products is essential. However, there is an ongoing debate regarding the relationship between advertising and alcohol consumption and, importantly, the influence of this advertising on harmful drinking patterns. To examine the potential influence of alcohol advertising on young people (both under and over the legal drinking age), a convenience sample of 287 young people recruited from …
Awareness Of Alcohol Advertising Among Children Who Watch Televised Sports, Lyn Phillipson, Sandra C. Jones
Awareness Of Alcohol Advertising Among Children Who Watch Televised Sports, Lyn Phillipson, Sandra C. Jones
Sandra Jones
Are children being adversely affected by advertising directed at adult consumers? Is it socially responsible to advertise alcohol during programs with a young viewing audience? One potential area requiring consideration is the potential impact of alcohol advertising and promotion during sporting broadcasts on the alcohol beliefs of children in Australia. In this paper, the frequent alcohol advertising during the finals of the One Day Cricket Series broadcast during the summer of 2006 was found to contain features potentially appealing to young children. Qualitative data collected during friendship pair discussions with Grade five and six primary school students found that children …
Parents' Inferences About Other Parents' Motives For Food Choices For Children: A Pilot Study, Sandra C. Jones, Danielle Mcvie, Gary Noble
Parents' Inferences About Other Parents' Motives For Food Choices For Children: A Pilot Study, Sandra C. Jones, Danielle Mcvie, Gary Noble
Sandra Jones
The traditional approach to improving children’s diets has been to educate parents about the importance of healthy food choices. However, it is recognized that knowledge does not necessarily lead to improved food choices. This study used an indirect measure to investigate the underlying reasons for parents’ decisions about their children’s diets. We found a significant difference in parents’ perceptions of a hypothetical mother on items that related directly to food choices. It appears from these results that parents do indeed make value judgments about the food choices that mothers make for their children. Our results suggest that indirect question techniques, …