Consumer Perceptions of Advertising as Misleading
A mail survey was conducted of 314 residents of two California cities to measure consumer perception of the prevalence of misleading advertising. Information was obtained concerning the extent of misleading advertising in the various media, for 30 products and services and for three age groups. The findings indicate that over half of the sample viewed “most” or “all” mail and telephone advertising as misleading, and that 38 percent of the respondents regarded “most” or “all” television advertising as misleading. Newspaper advertising was considered the most credible. Findings indicate that “most” or “all” advertising for products and services was viewed as misleading by 30 percent of the respondents. Findings for actions taken concerning misleading advertising indicate that nearly half of the sample had registered a complaint to the store or person advertising and that 29 percent of the respondents had complained to a manufacturer. Also, findings for the age groups indicate that two out of three respondents regarded “most” or “all” advertising directed at children as seriously misleading. Advertising directed at senior citizens was viewed as seriously misleading by 45 percent of the sample, and advertising directed at young and middle-aged adults was viewed as only slightly less misleading.
Misleading advertising: a study of radio spots in Spain
: In order to identify the different types of misleading advertising, this study is based on the existing legal framework in Spain. A total of 430 radio spots —or 1,664 when broadcast frequency is considered— were coded according to radio station type, time slot and product category. The findings of content analysis reveal that 33% of radio spots in 2009 included misleading content, predominantly in terms of product characteristics and those within the health category. The study suggests that a new approach should be taken by the organisations that control, monitor and follow-up on advertising. Methodology and
La participacion de los stakeholders en las iniciativas de branding del hospital en las redes sociales: una propuesta de modelo para construir marcas colectivas
Introduction : All health organizations face many managerial and economic challenges such as the consolidation of private and international hospitals, the increasingly interest of society for health education issues or the development of telemedicine. In this framework, many organizations prioritize social media as the main corporate communication tool for building a reputed brand in a collective way along with stakeholders. Objectives : This paper aims to identify a communication model allowing hospitals to efficiently apply branding initiatives on social media in order to build a brand in a collective way with stakeholders. Methodology : We carried out a literature review about corporate communication, health communication, branding and social media; and, then, we proposed the PET Model for Branding Hospitals on Social Media. Results and Conclusion : We conclude that hospitals should create a multidisciplinar corporate communication department, implement management initiatives for allowing health professionals have more time for using social media and integrate health education and patient’s empowerment in every communication initiative.