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Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”

Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!” Questions the US Government’s (Office of National Drug Control Policy) legislation which encouraged broadcasters to run anti‐drug story lines in their programmes. By doing so, the broadcasters were allowed to reduce the number of legally required obligations to run anti‐drug commercials. The decision was made in response to the unpopular 1997 legislation which provided $1 billion to purchase anti‐drug commercials on the stipulation that broadcasters donate one time slot for every one bought. Asserts that messages supplied in story lines have not been measured in terms of their effectiveness in persuading the audience whereas targeted commercials have. Questions the motivations of the White House. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”

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References (6)

Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010335312
Publisher site
See Article on Publisher Site

Abstract

Questions the US Government’s (Office of National Drug Control Policy) legislation which encouraged broadcasters to run anti‐drug story lines in their programmes. By doing so, the broadcasters were allowed to reduce the number of legally required obligations to run anti‐drug commercials. The decision was made in response to the unpopular 1997 legislation which provided $1 billion to purchase anti‐drug commercials on the stipulation that broadcasters donate one time slot for every one bought. Asserts that messages supplied in story lines have not been measured in terms of their effectiveness in persuading the audience whereas targeted commercials have. Questions the motivations of the White House.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jul 1, 2000

Keywords: Consumer behaviour; Advertising; Communications; Broadcasting

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