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'Most Men Drink... Especially Like When They Play Sports' - Alcohol Advertising During Sporting Broadcasts And The Potential Impact On Child Audiences, Sandra C. Jones, Lyn Phillipson, Lance R. Barrie 2010 University of Wollongong

'Most Men Drink... Especially Like When They Play Sports' - Alcohol Advertising During Sporting Broadcasts And The Potential Impact On Child Audiences, Sandra C. Jones, Lyn Phillipson, Lance R. Barrie

Sandra Jones

Alcohol advertising during sporting broadcasts, as well as the sponsorship of sporting events by the alcohol industry, is common practice in Australia, as in many other countries. The strength of the association between alcohol and sports prompts consideration of the potential for children who watch televised sport to be exposed to a considerable amount of alcohol advertising, and to learn to associate alcohol with sport and sporting success. This paper reviews the current alcohol advertising regulations in Australia, particularly in reference to the protection of children. It then details a pair of studies designed to examine the extent and nature ...


Believability And Effectiveness Of Young Adult Safe-Drinking Messages, N. Breen, Sandra C. Jones 2010 University of Wollongong

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 ...


Patients' Attitudes To General Practice Registrars: A Review Of The Literature, Andrew D. Bonney, Lyn Phillipson, Samantha Reis, Sandra C. Jones, Donald Iverson 2010 University of Wollongong

Patients' Attitudes To General Practice Registrars: A Review Of The Literature, Andrew D. Bonney, Lyn Phillipson, Samantha Reis, Sandra C. Jones, Donald Iverson

Sandra Jones

Introduction With the population ageing, it is imperative for training practices to provide GP registrars with sound experience in managing the health problems of older persons, especially chronic conditions. However, it is reported that a significant proportion of these patients will be resistant to consulting registrars, with concerns regarding disruption of continuity of care being a significant factor. The challenge for training practices is to identify approaches to engage registrars in the management of older patients whilst maintaining patient satisfaction. This paper presents a review of the literature on patient attitudes to general practice registrars to better understand the nature ...


Marketing Experts' Assessment Of Healthy Eating Messages In Australian Food Advertising, Sandra C. Jones, Peter G. Williams, Linda C. Tapsell 2010 University of Wollongong

Marketing Experts' Assessment Of Healthy Eating Messages In Australian Food Advertising, Sandra C. Jones, Peter G. Williams, Linda C. Tapsell

Sandra Jones

The social world can be described in terms of experts and consumers, identified by their roles and responsibilities towards each other. The advertising and marketing of products based on nutritional value is widespread, and attended to by consumers, yet research in the marketing and nutrition domains suggests that consumers may lack the requisite knowledge and skills to evaluate and use this information appropriately. This concern can be viewed from a sociological perspective, and a theoretical framework for studying this context can be provided by ethnomethodology which describes how people make sense of their social world. This study was the second ...


Promotion Of Prescription Medicines: A Critical Review And Research Agenda, Janet Hoek, Philip Gendall, Judith Holdershaw, Sandra C. Jones, John Rossiter 2010 Massey University

Promotion Of Prescription Medicines: A Critical Review And Research Agenda, Janet Hoek, Philip Gendall, Judith Holdershaw, Sandra C. Jones, John Rossiter

Sandra Jones

Direct to consumer advertising (DTCA) of prescription medicines has generated considerable controversy in both New Zealand and the United States, the only two countries that currently permit promotion ofrestricted medicines. Arguments against DTCA include the effect this may have on doctor-patient relationships, its implications for drug costs, and the extent to which it fully informs potential patients. Conversely, proponents of DTCA claim that it increases knowledge of a variety of common medical conditions, thus fostering earlier diagnosis and better compliance with treatments. However, although arguments for and against DTCA have merit, neither side has supported its position with empirical evidence ...


A Practical Application Of Theory: Using Social Marketing Theory To Develop Innovative And Comprehensive Sun Protection Campaigns, Sandra C. Jones, Donald C. Iverson, A. Penman, A. Tang 2010 University of Wollongong

A Practical Application Of Theory: Using Social Marketing Theory To Develop Innovative And Comprehensive Sun Protection Campaigns, Sandra C. Jones, Donald C. Iverson, A. Penman, A. Tang

Sandra Jones

This paper presents the background to a large-scale collaborative project between researchers at the University of Wollongong and the Cancer Council of New South Wales, and outlines in detail the stages of the ongoing research project. The project provides the opportunity to synthesise and apply best evidence form research in marketing, mass media communication, and health behaviour change real-life campaigns for a leading industry partner. This project demonstrates the value of ongoing research collaborations between university researchers and industry practitioners in systematically applying, and evaluating, research findings to real-world programs.


Message Framing And The Use Of Incentives - Are They Effective In Increasing Participation Rates In Disease Management Programs?, Christina Hoang, Sandra C. Jones 2010 University of Wollongong

Message Framing And The Use Of Incentives - Are They Effective In Increasing Participation Rates In Disease Management Programs?, Christina Hoang, Sandra C. Jones

Sandra Jones

Disease-and-risk management programs provide many benefits for individuals currently living with a chronic illness as well as those who possess one or more risk factors for developing a chronic condition (such as high blood pressure, high cholesterol or obesity). However, participation rates in such programs are well below their desired level and often reported as being a particularly problematic and complex issue (e.g., Foster, Kendall, Dickson, Chaboyer, Hunter and Gee, 2003). This study aimed to determine the most effective strategies for increasing participation rates using a combination of prospect theory (via message framing), inclusion of an incentive, and comparing ...


The Impact Of More Visible Standard Drink Labelling On Youth Alcohol Consumption: Helping Young People Drink (Ir)Responsibly?, Sandra C. Jones, Parri Gregory 2010 University of Wollongong

The Impact Of More Visible Standard Drink Labelling On Youth Alcohol Consumption: Helping Young People Drink (Ir)Responsibly?, Sandra C. Jones, Parri Gregory

Sandra Jones

Introduction and Aims. In response to increasing concerns about excessive drinking among young people the Australian alcohol industry announced that it will introduce more visible standard drink labels. This study sought to examine whether young people use this information in a way that decreases, or increases, alcohol-related harms. Design and Methods. Six focus groups with students enrolled in an undergraduate university course in a large regional city in New South Wales, recruited by direct approach on the university grounds and via an online message posted on the university bulletin board. Results: The majority of the participants reported that they are ...


An Unhealthy Co-Dependence: The Relationship Between Alcohol Sponsorship And Cricket In Australia, Sandra C. Jones 2010 University of Wollongong

An Unhealthy Co-Dependence: The Relationship Between Alcohol Sponsorship And Cricket In Australia, Sandra C. Jones

Sandra Jones

Sponsorship of sporting events by the alcohol industry is a common practice in Australia and there is currently much debate about the appropriateness of inexorably linking sport with alcohol advertising and promotion. The aim of this paper is to provide some illustrative examples of current alcohol sponsorships in Australian cricket. This review reveals that alcohol sponsorship is pervasive in Australian cricket and exposure to alcohol sponsorship is inescapable for people who watch the sport, many of whom would be under the legal drinking age. These sponsorships include naming rights, on-ground presence, advertising campaigns featuring sponsored teams and individuals, interactive web ...


Regulation Of Alcohol Advertising In Australia: Case Study Of A Failure, Sandra C. Jones, R. J. Donovan 2010 University of Wollongong

Regulation Of Alcohol Advertising In Australia: Case Study Of A Failure, Sandra C. Jones, R. J. Donovan

Sandra Jones

The aim of this paper is to further the bridging of marketing theory and practice by disseminating to marketing practitioners the results of a recent study conducted for a public health audience. This paper has direct implications for the practice of ethical marketing and advertising of alcohol beverages in Australia. The study was designed to assess young people’s perceived messages in three ads for a vodka-based pre-mixed alcohol beverage, and to assess the extent to which the ads appeared to be consistent with the industry’s voluntary code. Two convenience samples of young people, one aged 15-16 years and ...


The Use Of Female Sexuality In Australian Alcohol Advertising: Public Policy Implications Of Young Adults' Reactions To Stereotypes, Sandra C. Jones, Amanda Reid 2010 University of Wollongong

The Use Of Female Sexuality In Australian Alcohol Advertising: Public Policy Implications Of Young Adults' Reactions To Stereotypes, Sandra C. Jones, Amanda Reid

Sandra Jones

Coinciding with the rise of raunch culture, a new female stereotype has emerged in advertising - the lusty, busty exhibitionist who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly ...


Are Current Social Marketing Campaigns Getting Through To Undergraduate University Students?, Sandra C. Jones 2010 University of Wollongong

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 behaviours ...


Using Market Segmentation Theory To Select Target Markets For Sun Protection Campaigns, Sandra C. Jones, L. Rees, Danika Hall, A. Tang 2010 University of Wollongong

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 ...


Children's Magazines: Reading Resources Or Food Marketing Tools?, Sandra C. Jones, Amanda Reid 2010 University of Wollongong

Children's Magazines: Reading Resources Or Food Marketing Tools?, Sandra C. Jones, Amanda Reid

Sandra Jones

Objective: Magazines targeted at children under 12 years old are growing in popularity; past studies have asserted that food items are rarely exposed, but methodological issues may have covered the true extent of covert promotion. The primary purpose of the present study was to quantify the nature and extent of the promotion of branded food products in Australian children’s magazines. Design: We conducted a content analysis of possible food promotions in seven top-selling Australian children’s magazines published in 2005. In addition to regular food advertisements, the number of advertisements for premiums, editorials, puzzles or games, competitions and branded ...


What Does Alcohol Advertising Tell Young People About Drinking?, Sandra C. Jones, Parri Gregory 2010 University of Wollongong

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 ...


Adolescents, Sun Protection And Social Marketing, Melissa Lynch, Sandra C. Jones 2010 University of Wollongong

Adolescents, Sun Protection And Social Marketing, Melissa Lynch, Sandra C. Jones

Sandra Jones

Skin cancer is a very real and prominent health problem for Australians. For adolescents in particular, despite adequate knowledge levels, they are continuing to have negative sun safe behaviours as attitudinal and social factors overpower health promotion efforts. Through a comprehensive literature review, competitors to health promotion are addressed and the need for a more comprehensive strategy for behaviour change is outlined. Social marketing is introduced as a potential and effective strategy in behaviour change interventions. It is believed to be far more appropriate for hard to change behaviours such as adolescent sun protection, as it uses to go beyond ...


Older Patients' Attitudes To General Practice Registrars: A Qualitative Study, Andrew D. Bonney, Lyn Phillipson, Sandra C. Jones, Donald Iverson 2010 University of Wollongong

Older Patients' Attitudes To General Practice Registrars: A Qualitative Study, Andrew D. Bonney, Lyn Phillipson, Sandra C. Jones, Donald Iverson

Sandra Jones

Background Research suggests that older patients may be reluctant to engage general practice registrars (GPRs) in their care. The authors undertook a qualitative study of the attitudes of older patients to GPRs to investigate this issue. Method Thirty-eight patients aged 60 years and over from three training practices participated in semistructured telephone interviews, which explored patients responses to GPRs. The interviews were recorded, transcribed and analysed using a template analysis approach. Results Analysis of the interviews produced five major themes concerning patient attitudes to GPRs: desire for continuity, desire for access, openness, trust and a desire for meaningful communication. Discussion ...


Awareness Of Alcohol Advertising Among Children Who Watch Televised Sports, Lyn Phillipson, Sandra C. Jones 2010 University of Wollongong

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 ...


Ethical Issues In Social Marketing, Sandra C. Jones, Danika V. Hall 2010 University of Wollongong

Ethical Issues In Social Marketing, Sandra C. Jones, Danika V. Hall

Sandra Jones

"As a community ofprofessionals we have adopted no standards of ethics and it is probable that most of our community has not read or analysed the guidelines set up for either commercial advertising or commercial marketing" (Smith, 2001) Unfortunately, deciding what is ethical in social marketing (as in marketing in general) is rarely simple. In most cases, there is not a definitive right and wrong; for example, it is often the case that we are dealing with controversial products or sensitive behaviours (e.g., contraceptives and central practices) and/or two principles which are seen to be "right" by different ...


Alcohol And Sport: Can We Have One Without The Other?, Sandra C. Jones, Lyn Phillipson, Melissa Lynch 2010 University of Wollongong

Alcohol And Sport: Can We Have One Without The Other?, Sandra C. Jones, Lyn Phillipson, Melissa Lynch

Sandra Jones

One of the most commonly raised concerns among those addressing alcohol consumption and young people is the close association between alcohol and sport (Sivyer, 1990). As a result, there is much current debate concerning the alcohol sponsorship of sporting events and teams. The authors are currently involved in a series of cross-sectional and longitudinal studies examining the nature, and effects, of alcohol advertising and promotion. Although the purpose of these studies was to examine other aspects of the advertising and promotions, the authors observed that in each of these studies, sport has inevitably raised its head as inexorably linked with ...


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