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Educational Crusade or Product Masquerade? Exploring the Commercialization of Social Responsibility in America's Healthcare Industry

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Abstract:

Aiming to uncover the societal implications of Merck Pharmaceutical’s recently launched, multi-phased social marketing health campaign, and intending to reveal the underlying variables of affective and conative consumer processing, this investigation leans on group discussion to more deeply examine the company’s HPV/GARDASIL campaign. By utilizing social trust theory, and reinforcing the philosophical model with contemporary social marketing research, this exploratory study employs focus group methodology to gauge the ways in which specific branding techniques influence viewers in their perceptions of and reactions to Merck’s health awareness messages. The analysis explores Merck’s HPV social marketing effort and the methods by which the health messages created demand for, and ultimately launched, the company’s HPV vaccination, GARDASIL. This study questions the ethical foundation of Merck’s campaign strategy, and in a broader sense, encourages a movement towards modernizing marketing research.

Most Common Document Word Stems:

social (112), commerci (91), market (78), campaign (75), merck (59), health (57), hpv (54), messag (52), advertis (50), respons (49), viewer (45), awar (44), one (44), like (42), particip (41), vaccin (38), group (36), public (34), discuss (33), communic (31), someon (31),
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Name: Association for Education in Journalism and Mass Communication
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URL: http://citation.allacademic.com/meta/p519437_index.html
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MLA Citation:

Crosswell, Laura. "Educational Crusade or Product Masquerade? Exploring the Commercialization of Social Responsibility in America's Healthcare Industry" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO, Aug 10, 2011 <Not Available>. 2014-11-25 <http://citation.allacademic.com/meta/p519437_index.html>

APA Citation:

Crosswell, L. , 2011-08-10 "Educational Crusade or Product Masquerade? Exploring the Commercialization of Social Responsibility in America's Healthcare Industry" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Grand & Suites Hotel, St. Louis, MO Online <APPLICATION/PDF>. 2014-11-25 from http://citation.allacademic.com/meta/p519437_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Aiming to uncover the societal implications of Merck Pharmaceutical’s recently launched, multi-phased social marketing health campaign, and intending to reveal the underlying variables of affective and conative consumer processing, this investigation leans on group discussion to more deeply examine the company’s HPV/GARDASIL campaign. By utilizing social trust theory, and reinforcing the philosophical model with contemporary social marketing research, this exploratory study employs focus group methodology to gauge the ways in which specific branding techniques influence viewers in their perceptions of and reactions to Merck’s health awareness messages. The analysis explores Merck’s HPV social marketing effort and the methods by which the health messages created demand for, and ultimately launched, the company’s HPV vaccination, GARDASIL. This study questions the ethical foundation of Merck’s campaign strategy, and in a broader sense, encourages a movement towards modernizing marketing research.


Similar Titles:
Impact of an Integrated Public Health Communication Campaign on Awareness, Preparedness and Behaviors Related to Maternal and Neonatal Health

Talking and Complying: The Role of Interpersonal Discussion and Social Norms in Public Communication Campaigns

Message Strategies Used by Public Communication Campaigns Addressing Social Determinants of Health and Health Disparities: An Exploratory Study

Social Marketing Health Communication Campaign to Encourage Lower-Risk Drinking among College Students


 
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