Abstract
Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.
| Original language | English |
|---|---|
| Pages (from-to) | 575-591 |
| Number of pages | 17 |
| Journal | Journal of Promotion Management |
| Volume | 23 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2017 Jul 4 |
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Keywords
- cross media promotion
- Elaboration Likelihood Model
- OTC drug advertising
ASJC Scopus subject areas
- Marketing
Cite this
Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective : Content Analysis of TV Commercials and OTC Drug Websites. / Morimoto, Mariko.
In: Journal of Promotion Management, Vol. 23, No. 4, 04.07.2017, p. 575-591.Research output: Contribution to journal › Review article
}
TY - JOUR
T1 - Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective
T2 - Content Analysis of TV Commercials and OTC Drug Websites
AU - Morimoto, Mariko
PY - 2017/7/4
Y1 - 2017/7/4
N2 - Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.
AB - Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.
KW - cross media promotion
KW - Elaboration Likelihood Model
KW - OTC drug advertising
UR - http://www.scopus.com/inward/record.url?scp=85029671656&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85029671656&partnerID=8YFLogxK
U2 - 10.1080/10496491.2017.1297977
DO - 10.1080/10496491.2017.1297977
M3 - Review article
VL - 23
SP - 575
EP - 591
JO - Journal of Promotion Management
JF - Journal of Promotion Management
SN - 1049-6491
IS - 4
ER -