التفاصيل البيبلوغرافية
| العنوان: |
Does Anti-Drug Advertising Work? |
| المؤلفون: |
Block, Lauren G.1, Morwitz, Vicki G.1, Putsis, Jr., William P.2, Sen, Subrata K.3 |
| المصدر: |
Working Papers -- Yale School of Management's Management Research Network. 2003, p1-51. 51p. |
| مصطلحات موضوعية: |
*ADVERTISING campaigns, *NATIONAL advertising, DRUGS & mass media, DRUG abuse prevention, MASS media & teenagers, DRUG abuse, MARIJUANA, COCAINE |
| مصطلحات جغرافية: |
UNITED States |
| الشركة/الكيان: |
PARTNERSHIP for a Drug-Free America (Organization) 613481464 |
| مستخلص: |
The article presents a study that examines the association of a national anti-drug advertising campaign with a change in drug use behavior of adolescents in the U.S. The study uses a version of an attribute-based discrete choice framework based on the work by Hanemann. Also, the model is estimated using data from the Partnership for a Drug-Free America Partnership Attitude Tracking Survey from 1987 to 1990. Natural experiment is conducted to address the factors influencing drug use while tests are made on the effectiveness of anti-drug advertising. Results of the study show that anti-drug advertising lowers the marijuana and cocaine trial of adolescents. In addition, the results suggest that the cumulative impact of anti-drug advertising was to lower the probability of marijuana trial. |
| قاعدة البيانات: |
Business Source Index |
