Education Commons^™

Transformative Travel As A Sustainable Market Niche For Protected Areas: A New Development, Marketing And Conservation Model, Isabelle D. Wolf, Gillian Ainsworth, Jane Crowley

Faculty of Social Sciences - Papers (Archive)

Many protected areas worldwide are mandated to provide visitor enjoyment and sustainable heritage conservation but face growing challenges and competition. To satisfy modern aspirational markets, parks must design meaningful experiences delivering long-lasting participant benefits that cultivate visitation rates and a conservation constituency. Transformative travel can deliver such benefits through participants' psycho-physiological transformation but market insights critical for experience development in parks are lacking. Our systematic quantitative review of 126 transformative travel articles provides those insights, linking experiential characteristics, participant traits and motivations to experience outcomes according to five transformative travel typologies pertinent to parks: health and wellness, nature-based physical activity, …

Exposure To Digital Marketing Enhances Young Adults' Interest In Energy Drinks: An Exploratory Investigation, Li Min Buchanan, Bridget Kelly, Heather Yeatman

Faculty of Social Sciences - Papers (Archive)

Young adults experience faster weight gain and consume more unhealthy food than any other age groups. The impact of online food marketing on "digital native" young adults is unclear. This study examined the effects of online marketing on young adults' consumption behaviours, using energy drinks as a case example. The elaboration likelihood model of persuasion was used as the theoretical basis. A pre-test post-test experimental research design was adopted using mixed-methods. Participants (aged 18-24) were randomly assigned to control or experimental groups (N = 30 each). Experimental group participants' attitudes towards and intended purchase and consumption of energy drinks were …

The Impact Of Marketing And Advertising On Food Behaviours: Evaluating The Evidence For A Causal Relationship, Jennifer A. Norman, Bridget Kelly, Emma J. Boyland, Anne T. Mcmahon

Faculty of Social Sciences - Papers (Archive)

The prevention of overweight in childhood is paramount to long-term heart health. Food marketing predominately promotes unhealthy products which, if over-consumed, will lead to overweight. International health expert calls for further restriction of children¿s exposure to food marketing remain relatively unheeded, with a lack of evidence showing a causal link between food marketing and children¿s dietary behaviours and obesity an oft-cited reason for this policy inertia. This direct link is difficult to measure and quantify with a multiplicity of determinants contributing to dietary intake and the development of overweight. The Bradford Hill Criteria provide a credible framework by which epidemiological …

Social Marketing Ethical Dilemmas: Pursuing Practical Solutions For Pressing Problems, Lynne Eagle, Stephan Dahl, Stacy M. Carter, David Low

Faculty of Social Sciences - Papers (Archive)

We discuss calls, and apparent support, for ethical resources to support social marketing practitioners, in the light of research findings from a study of actual ethical dilemmas encountered by social marketing practitioners and resources used to resolve them. We highlight nine key ethical challenges facing social marketers, and highlight the prominence of social marketers' concerns about funders' influence on social marketing activity. The low use of existing general resources indicates the need for social marketing- focussed resources, the need to ensure that any resources developed offer practical decision-making support rather than broad general principles, and the need to advocate for …

When It's Good To Be A Quitter: The Development Of Youth Orientated Counter-Marketing Anti-Tobacco Resources, Lance R. Barrie, Michael D. Chapman, Emily Messiah, Joshua T. Beard, Ross Gordon

Faculty of Social Sciences - Papers (Archive)

Counter marketing involves the use of commercial marketing techniques to engage young people about harmful health behaviours, and to highlight how the industries producing the products involved in these behaviours have manipulated and targeted them. This study used a counter marketing approach to target youth smokers and nonsmokers from lower SES groups in regional NSW to help change attitudes towards smoking, and contribute towards a reduction in smoking prevalence. Formative research was conducted with young smokers in a local community centre setting, which informed the development of tobacco counter marketing materials and youth engagement activities. Initial process evaluation was also …

Using Value Theory For Segmentation In Social Marketing, Ross Gordon, Katherine A. Butler, Christopher A. Magee, Gordon R. Waitt, Paul Cooper

Faculty of Social Sciences - Papers (Archive)

This paper presents a survey study with 1,444 low-income older residents in regional NSW, Australia exploring their value perceptions towards using energy efficiently, as an approach to segmentation in social marketing. The study theorises that insight regarding the perceived functional, economic, emotional, social, and ecological value of using energy efficiency by participants can be used to segment, target and position social marketing programme activities to facilitate energy efficient behaviour(s). Latent class analysis was conducted on the participant sample, and identified seven distinct latent classes: frugal eco warriors, value opportunists, greenies, indecisive, apathetic independent spendthrifts, independents, and ambivalent ecologists. Each of …

Ethnography And Filmmaking For Indigenous Anti Tobacco Social Marketing, Kishan A. Kariippanon, Datjarranga Garrawirtja, Kate Senior, Paul Kalfadellis, Vidad Narayan, Bryce Mccoy

Faculty of Social Sciences - Papers (Archive)

The smoking rates of 82% in Aboriginal communities of North East Arnhem Land in the Northern Territory of Australia are the highest in the country (Robertson et al. 2013). Macassan traders introduced tobacco as a trading commodity (Berndt, 1954) in Aboriginal communities in the 18th century and has since become part of culture. The influence of the Methodist Mission (Cole 1979) has also had a profound effect on tobacco consumption. Anti tobacco social marketing that is sensitive to Indigenous culture and history supports a more complex and gradual approach to reducing uptake amongst young people. The limitations of the Health …

A Review Of Current Practices To Increase Chlamydia Screening In The Community - A Consumer-Centred Social Marketing Perspective, Lyn Phillipson, Ross Gordon, Joanne Telenta, Christopher A. Magee, Marty Janssen

Faculty of Social Sciences - Papers (Archive)

Chlamydia trachomatis is one of the most frequently reported sexually transmitted infections (STI) in Australia, the UK and Europe. Yet, rates of screening for STIs remain low, especially in younger adults. Objective: To assess effectiveness of Chlamydia screening interventions targeting young adults in community-based settings, describe strategies utilized and assess them according to social marketing benchmark criteria. Search strategy: A systematic review of relevant literature between 2002 and 2012 in Medline, Web of Knowledge, PubMed, Scopus and the Cumulative Index to Nursing and Allied Health was undertaken. Results: Of 18 interventions identified, quality of evidence was low. Proportional screening rates …

The Impact Of Marketing Of 'Junk' Foods On Children's Diet And Weight, Bridget P. Kelly, Lesley King

Faculty of Social Sciences - Papers (Archive)

Contemporary Western(ised) society is typified by pervasive and aggressive brand promotion, through all communication platforms. Food promotion in particular is a dominant area of marketing, particularly the marketing by large multinational food companies that manufacturer less healthy foods and beverages (Cairns et al. , 2013). The ubiquitous marketing of these unhealthy foods contributes to creating a negative food culture that undermines international and national nutrition recommendations and guidelines for disease prevention. Specifically, frequent exposure to persuasive promotions for unhealthy foods serves to normalise these food products as part of everyday life, create positive brand images, and ultimately encourage (over) consumption …

The Incorporation Of Transformative Consumer Research Principles Within The 'Cancer Good News' Social Marketing Project: A Case Study, Lyn Phillipson, Julie Hall, Leissa Pitts

Faculty of Social Sciences - Papers (Archive)

Abstract presented at the World Social Marketing Conference, 19-21 April 2015, Sydney, Australia

Eat, Drink And Gamble: Marketing Messages About 'Risky' Products In An Australian Major Sporting Series, Sophie Lindsay, Samantha Thomas, Sophie Lewis, Kate Westberg, Rob Moodie, Sandra C. Jones

Faculty of Social Sciences - Papers (Archive)

Background

To investigate the alcohol, gambling, and unhealthy food marketing strategies during a nationally televised, free to air, sporting series in Australia.

Methods/approach

Using the Australian National Rugby League 2012 State of Origin three-game series, we conducted a mixed methods content analysis of the frequency, duration, placement and content of advertising strategies, comparing these strategies both within and across the three games.

Results

There were a total of 4445 episodes (mean = 1481.67, SD = 336.58), and 233.23 minutes (mean = 77.74, SD = 7.31) of marketing for alcoholic beverages, gambling products and unhealthy foods and non-alcoholic beverages during the …

My Friends Bundy, Cruiser And Vb: Alcohol Marketing On Facebook, Sandra C. Jones, Laura Robinson, Lance Barrie, Sondra Davroen

Faculty of Social Sciences - Papers (Archive)

Abstract presented at the Australasian Professional Society on Alcohol and other Drugs Conference 2013, 24-27 November 2013, Brisbane, Australia

Developing A Standardized Approach For Monitoring Food Marketing To Children, Bridget Kelly, Lesley King, Louise Baur, Boyd A. Swinburn, M Rayner, T Lobstein, J Macmullan, S Mohan

Faculty of Social Sciences - Papers (Archive)

Abstract presented at the 2013 Annual Meeting of the International Society for Behavioral Nutrition and Physical Activity, 22-25 May 2013, Ghent, Belgium

Using Social Marketing To Promote Cold And Flu Prevention Behaviors On An Australian University Campus, Lyn Phillipson, Sandra C. Jones, Karen Larsen-Truong, Laura Robinson, Lance Barrie

Faculty of Social Sciences - Papers (Archive)

Background: Cold and influenza transmission is a serious public health issue for universities. This case study describes a coordinated social marketing campaign that incorporated health messages and products. It was designed to motivate behavior change to prevent the spread of colds and influenza on a university campus. Methods: The aims of this multi-component intervention were to raise awareness of the importance of individual behavior in preventing the spread of colds and flu and to encourage staff and students to adopt three simple habits: hand washing, cough or sneeze in sleeve, and stay at home if sick. A repeated, cross-sectional survey …

The Asthma Knowledge And Perceptions Of Older Australian Adults: Implications For Social Marketing Campaigns, Uwana Evers, Sandra C. Jones, Peter Caputi, Donald C. Iverson

Faculty of Social Sciences - Papers (Archive)

Objective: The purpose of this research is to gain an understanding of the asthma perceptions of older adults and identify gaps in their asthma knowledge. Methods: In regional New South Wales, Australia, a stratified, random sample of 4066 adults, aged 55 years and over, both with and without an asthma diagnosis, completed a survey based on the Health Belief Model about asthma knowledge and perceptions. Results: Almost half of the sample had experienced symptoms of breathlessness in the past four weeks. Breathlessness was a predictor of lower health ratings and poorer mood. Older adults reported low susceptibility to developing asthma. …

Promoting Asthma Awareness To Older Adults: Formative Research For A Social Marketing Campaign, Uwana Evers, Sandra C. Jones, Peter Caputi, Donald C. Iverson

Faculty of Social Sciences - Papers (Archive)

The limited existing research on the asthma perceptions of older adults suggests that this population perceives asthma to be a childhood disease and, therefore, believe that they are not susceptible to developing the condition as an adult. The asthma mortality rate is much higher for older adults than for children, and there is considerable negative impact on health-related quality of life. However, health promotion regarding asthma is rarely aimed at this population. To address this issue, social marketing campaign messages and materials about asthma were developed for an older adult population based on quantitative survey data. Through a series of …

'Get Your Life Back': Process And Impact Evaluation Of An Asthma Social Marketing Campaign Targeting Older Adults, Uwana Evers, Sandra C. Jones, Donald C. Iverson, Peter Caputi

Faculty of Social Sciences - Papers (Archive)

Background: Asthma in older adults is underdiagnosed and poorly self-managed. This population has little knowledge about the key symptoms, the prevalence among older adults, and the serious consequences of untreated asthma. The purpose of this study was to undertake a multifaceted evaluation of a social marketing campaign to increase asthma awareness among older adults in a regional Australian community. Methods: A cohort of older adults in an intervention region (n = 316) and a control region (n = 394) were surveyed immediately prior to and following the social marketing campaign. Campaign awareness, message recall, materials recognition, and actions taken as …

Why Social Marketing? Because Knowledge Is Not Enough To Deter Secondary Supply Of Alcohol To Minors, Sandra C. Jones, Lance Barrie

Faculty of Social Sciences - Papers (Archive)

Australian teenagers are increasingly drinking at risky levels, defined as consuming seven or more alcohol drinks on a single day for males, and five or more for females (White and Smith, 2012). Alcohol consumption by adolescents presents serious health and social problems unique to their age group (Lubman, Yucel and Hall, 2007; National Centre on Addiction and Substance Abuse, 2002). A significant factor contributing to underage drinking is the 'secondary supply' of alcohol to minors (i.e. the supply of alcohol to minors by persons other than licensees/staff employed by licensed premises, such as parents, siblings and older peers). In a …

Preventing The Spread Of Colds And Flu: A University Based Social Marketing Campaign, Sandra C. Jones, Lyn Phillipson, Karen M. Larsen-Truong, Lance R. Barrie

Faculty of Social Sciences - Papers (Archive)

Each year seasonal influenza in Australia causes an estimated 18,000 hospitalisations, 300,000 General Practitioner consultations, and 1,500 to 3,500 deaths (Newall et al., 2007). Influenza and other viral infections are commonly spread person-to-person by inhaling infectious droplets transmitted when talking, coughing or sneezing (NSW Ministry of Health, 2011). Viruses can survive for an hour or more in the air of closed environments (Weber and Stilianakis, 2008); transmission of the virus from tissues to hands is possible for up to 15 minutes, and from surfaces to hands for up to five minutes (Bean et al., 1982). Individuals in closed communities such …

Point-Of-Sale Alcohol Promotions In The Perth And Sydney Metropolitan Areas, Sandra C. Jones, Lance Barrie, Laura Robinson, S Allsop, T Chikritzhs

Faculty of Social Sciences - Papers (Archive)

Introduction and Aims. Point-of-sale (POS) is increasingly being used as a marketing tool for alcohol products, and there is a growing body of evidence suggesting that these materials are positively associated with drinking and contribute to creating a pro-alcohol environment. The purpose of the present study was to document the nature and extent of POS alcohol promotions in bottle shops in two Australian capital cities. Design and Methods. A purposive sample of 24 hotel bottle shops and liquor stores was selected across Sydney (New South Wales) and Perth (Western Australia) and audited for the presence and nature of POS marketing. …

Using Health Risk Assessments To Target And Tailor: An Innovative Social Marketing Program In Aged Care Facilities., Sandra C. Jones, Keryn M. Johnson, Lyn Phillipson, Danika Hall, Laura Robinson, Andrew D. Bonney, Joanne Telenta

Faculty of Social Sciences - Papers (Archive)

The number of Australians over the age of 65 years is expected to double by 2021. Many older Australians suffer from one or more chronic diseases - including cancer, coronary heart disease, respiratory diseases (AIHW, 2009) resulting in increased morbidity and mortality, lower quality of life and a higher need for health care (Hickey and Stilwell, 1991). There is increasing evidence that the adoption of healthy lifestyles can have significant benefits even into older age (Haveman-Nies et al, 2002). This project utilized a social marketing framework to support aged residents of retirement homes to adopt healthy lifestyle behaviours to improve …

Pandemic Influenza: A Global Challenge For Social Marketing Marketing, Sandra C. Jones, Donald C. Iverson

Faculty of Social Sciences - Papers (Archive)

Recent years have seen increased attention and concern regarding the potential for pandemic influenza, following large-scale outbreaks of swine flu and bird flu. Governments and health agencies have time to develop social marketing strategies and specific messages that have the potential to minimize fear, refute or inoculate against misinformation that the public may encounter, and enhance the likelihood of the public taking the recommended preventive and remedial actions should these become necessary. This paper presents an overview of how social marketing can be used to tackle the global challenge of pandemic influenza. The potential pandemic influenza poses a major challenge …

Alcohol Brand Websites: Implications For Social Marketing, Lance Barrie, Ross Gordon, Sandra C. Jones

Faculty of Social Sciences - Papers (Archive)

This paper presents the findings from exploratory research that explored young people's attitudes and responses to alcohol brand websites. In recent years alcohol marketing spend has increasingly shifted away from spending on advertising in traditional media to other channels such as Internet and social media (Gordon, 2011). Systematic reviews of the evidence suggest that alcohol marketing is associated with drinking behaviours (Anderson et al. 2009). Therefore, research on the nature and impact of marketing in such channels is warranted. The findings from this study can help inform upstream social marketing (advocacy, policy making) to regulate alcohol marketing (Hastings, 2007), and …

Assessing Alcohol Consumption In Older Adults: Looking For A Solution To Inform Evaluation Of Social Marketing Campaigns, Sandra C. Jones, Lance Barrie, Laura Robinson

Faculty of Social Sciences - Papers (Archive)

Alcohol consumption in older people presents unique challenges due to changes in body composition, co-morbid conditions and associated mediations, as well as a reduction in metabolic capacity. As such, this generation has been identified as an at-risk group by the NHRMC (NHRMC, 2011). For the purpose of this paper "older" adults are individuals aged 65 years and over. The NHMRC produced guidelines for minimising the risks associated with alcohol consumption in 2001 (NHMRC, 2001). While the 2001 NHMRC guidelines did not provide specific recommendations regarding levels of consumption for older people the revised 2009 guidelines recommend, 'Older people are advised …

The Case For And Against The Regulation Of Food Marketing Directed Towards Children, Bridget Kelly, Rohan Miller, Lesley King

Faculty of Social Sciences - Papers (Archive)

Authoritative and comprehensive reviews of studies on the nature and extent of food marketing to children indicate that children are exposed to high levels of food marketing and that the 'marketed diet' typically comprises energy-dense, micronutirent-poor foods. However, the implication of causality between marketing, product exposures and childhood obesity is not universally accepted. A vigorous discussion rages about appropriate policy responses to children's exposure to food marketing. The advocacy by many health and consumer groups for tighter government restrictions on food marketing is juxtaposed to the views held by many in the food and advertising industries. Pivotal in this debate …

Combining The Health Belief Model And Social Marketing To Develop A Community-Level Campaign About Asthma For Older Adults, Uwana Evers, Sandra C. Jones, Peter Caputi, Donald C. Iverson

Faculty of Social Sciences - Papers (Archive)

This conceptual paper provides a rationale for combining health behaviour theory with a social marketing framework in order to develop a community-level asthma campaign for adults aged 55 years and older. The prevalence of asthma in older adults in Australia is approximately 10%, higher than in many other countries, and asthma mortality increases with age. In addition, older adults' perceptions of asthma causes and treatments are often inaccurate. Many older adults believe that asthma is a childhood disease and that the effects of the condition are relatively minor and would not impact on daily life. In order to address these …

Beyond Rhetoric In Debates About The Ethics Of Marketing Prescription Medicines To Consumers: The Importance Of Vulnerability In People, Situations And Relationships, Stacy M. Carter, Gabrielle N. Samuel, Ian Kerridge, Richard Day, Rachel A. Ankeny, Christopher F. Jordens, Paul Komesaroff

Faculty of Social Sciences - Papers (Archive)

This article examines community responses to the marketing of prescription medicines. Historically, debates about such marketing have focused on alleged unscrupulousness of pharmaceutical companies and on the quality of information provided. Six focus groups were conducted in Sydney, Australia, three with older and three with younger community members. Analysis examined interactions between group members, the positions participants took up, conflicting arguments, and explanations for variation. Participants argued specifically rather than generally about consumer marketing of medicines. Neither the moral purpose of corporations nor the quality of information in advertisements was particularly important. Instead, pharmaceutical marketing was assessed in relation to …

Inappropriate Food Marketing, Lesley King, Bridget Kelly, Timothy Gill, Josephine Chau, Kathy Chapman

Faculty of Social Sciences - Papers (Archive)

The Preventative Taskforce has identified inappropriate food marketing to children as a national policy priority, and is seeking to provide an informed policy approach to guide government action in this area. This project has formulated a set of policy options and recommendations regarding inappropriate food marketing in Australia. The policy options and recommendations have been developed on the basis of an analysis of international evidence, including Australian and international research studies and case studies of policy initiatives. The policy options and recommendations address the potential roles and responsibilities of national government, and take account of the roles of industry groups, …