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Example of targeting in an online ad system. Targeted [1] advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. [2]
There’s a well-established body of research showing that advertising plays a critical role in a drug’s popularity. In one of the most famous studies of direct-to-consumer advertising, a team of researchers from Canada and the U.S. studied consumer behavior in two demographically similar cities: Sacramento and Vancouver.
Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information. [1]They are able to achieve this by using existing information from sources such as browser history, previous searches as well as information provided by the users themselves to create demographic profiles of consumers.
Supporters of direct-to-consumer advertising argue that advertisements increase competition which leads to lower prescription drug prices and new development, citing, for instance, that between 1997 and 2001, spending on research and development in the U.S. increased 59% while spending on promoting drugs directly to patients increased 145%.
The disparities between these two segments were crucial for health communicators to design and tailor different messages to influence their health behaviors. Rimal, Brown, Mkandawire, Folda, Bose and Creel identified risk perceptions and efficacy beliefs as the main audience segmentation criteria for the HIV-prevention project in Malawi. [21]
A Frank Statement to Cigarette Smokers. A Frank Statement to Cigarette Smokers was a historic first advertisement in a campaign run by major American tobacco companies on January 4, 1954, to create doubt by disputing recent scientific studies linking smoking cigarettes to lung cancer and other dangerous health effects.
The ad was the first in a disinformation campaign, disputing reports that smoking cigarettes could cause lung cancer and had other dangerous health effects. [52] It also referred to "research of recent years", [52] although solid statistical evidence of a link between smoking and lung cancer had first been published 25 years earlier. [28]
A raft of new energy drinks are hitting the market, but it's worth scrutinizing their claims. "This is a really great example of 'health washing,'" says Abbey Sharp, a registered dietitian.