title: Online advertising by three commercial breast imaging services: message takeout and effectiveness.
abstract: Mammography is widely acknowledged to be the most cost-effective technique for population screening for breast cancer. Recently in Australia, imaging modalities other than mammography, including thermography, electrical impedance, and computerised breast imaging, have been increasingly promoted as alternative methods of breast cancer screening. This study assessed the impact of three commercial breast imaging companies' promotional material upon consumers' beliefs about the effectiveness of the companies' technology in detecting breast cancer, and consumers' intentions to seek more information or consider having their breasts imaged by these modalities. Results showed 90% of respondents agreed that the companies' promotional material promoted the message that the advertised breast imaging method was effective in detecting breast cancer, and 80% agreed that the material promoted the message that the imaging method was equally or more effective than a mammogram. These findings have implications for women's preference for and uptake of alternative breast imaging services over mammography.
authors: Education and Research Division, Cancer Council Western Australia, 15 Bedbrook Place, Shenton Park, Western Australia 6008, Australia.
authors: Rebecca
authors: R
authors: Johnson
authors: Geoffrey
authors: G
authors: Jalleh
authors: Iain S
authors: IS
authors: Pratt
authors: Robert J
authors: RJ
authors: Donovan
authors: Chad
authors: C
authors: Lin
authors: Christobel
authors: C
authors: Saunders
authors: Terry
authors: T
authors: Slevin
mesh_terms: D000328:Adult; D000329:Advertising; D001315:Australia; D001943:Breast Neoplasms / Q000175:diagnosis*; D002755:Choice Behavior; D055088:Early Detection of Cancer / Q000379:methods*; D017097:Electric Impedance; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D020407:Internet; D008327:Mammography / Q000706:statistics & numerical data; D008389:Marketing of Health Services; D008875:Middle Aged; D010342:Patient Acceptance of Health Care / Q000523:psychology; D013817:Thermography
keywords: Advertising; Breast cancer; Breast imaging; Mammography