This book uses multiple methods to consider flaws in the current regulation of direct-to-consumer advertising, using Merck's launch of Gardasil as a primary case study. It offers a specific way forward for both regulators of Big Pharma as well as scholars of mass communication.
This book uses multiple methods to consider flaws in the current regulation of direct-to-consumer advertising, using Merck's launch of Gardasil as a primary case study. It offers a specific way forward for both regulators of Big Pharma as well as scholars of mass communication.
Laura Crosswell is assistant professor of health communication at the University of Nevada, Reno. Lance Porter is the F. Walter Lockett Distinguished Professor of Mass Communication at Louisiana State University.
Inhaltsangabe
Acknowledgements Preface CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker CHAPTER TWO: An American System of Pharmaceutical Influence CHAPTER THREE: Deconstructing Merck's Awareness Campaign CHAPTER FOUR: Social Trust and Public Health CHAPTER FIVE: Consumer Perspectives CHAPTER SIX: Pharmaceutical Conglomerates and American Politics CHAPTER SEVEN: Global Implications of American Medicalization CHAPTER EIGHT: The Genderization of a Vaccination Conclusion References Appendix A: Commercial Transcripts for Pre-FDA Messages Appendix B: Moderator Guide for U.S. Focus Groups Appendix C: Additional Material/Questions for International Focus Groups Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups Appendix E Demographic Survey for All Focus Groups Appendix F: Eye Tracking Materials Index About the Authors
Acknowledgements Preface CHAPTER ONE: The Doctor, the Baker, and the Medicine Maker CHAPTER TWO: An American System of Pharmaceutical Influence CHAPTER THREE: Deconstructing Merck's Awareness Campaign CHAPTER FOUR: Social Trust and Public Health CHAPTER FIVE: Consumer Perspectives CHAPTER SIX: Pharmaceutical Conglomerates and American Politics CHAPTER SEVEN: Global Implications of American Medicalization CHAPTER EIGHT: The Genderization of a Vaccination Conclusion References Appendix A: Commercial Transcripts for Pre-FDA Messages Appendix B: Moderator Guide for U.S. Focus Groups Appendix C: Additional Material/Questions for International Focus Groups Appendix D: Moderator Guide Foe Co-Ed Marketing Focus Groups Appendix E Demographic Survey for All Focus Groups Appendix F: Eye Tracking Materials Index About the Authors
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