Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

Mariko Morimoto*

*この研究の対応する著者

研究成果: Review article査読

2 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)575-591
ページ数17
ジャーナルJournal of Promotion Management
23
4
DOI
出版ステータスPublished - 2017 7 4

ASJC Scopus subject areas

  • マーケティング

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