Improving the effectiveness of condom advertising: a research note.
A limited number of studies have examined ways that health promotion messages about condoms can be improved, leading to increased purchase and use. This study tests alternative message structures as a potential avenue to improving condom advertising. As hypothesized, two-sided messages (positive and negative information about the product category) result in more positive attitudes toward the advertisement and the brand than do one-sided messages (positive information only about the product category). The study's implications for health care marketers interested in developing more effective advertising for condoms and other health care products are discussed.
College of Business Administration, University of Hawaii, Honolulu 96822, USA.
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Alden
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Crowley
D000163:Acquired Immunodeficiency Syndrome / Q000517:prevention & control* / Q000635:transmission; D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data; D000704:Analysis of Variance; D017280:Condoms / Q000706:statistics & numerical data*; D003625:Data Collection; D005069:Evaluation Studies as Topic; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D012737:Sex Factors; D014481:United States