Browsing by Subject "Pharmaceutical"
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Item Direct-to-consumer pharmaceutical advertising in men's and women's magazines(2007-08) Amerson, Katherine C.; Parkinson, Michael; Youngblood, Ed; Chambers, ToddThe topic of this thesis is pharmaceutical advertising in women’s and men’s magazines. The research measures the rate at which pharmaceutical advertisements for prescription drugs are promoted and to whom. The research also measures the frequency of doctor, rational, positive, and negative appeal strategies in women’s and men’s magazines. Data analysis suggests women’s magazines have more prescription drug advertisements than men’s magazines, there are a higher number of prescription drug advertisements urging people to ask their doctors for certain medications than there are prescription drug advertisements not urging people to ask their doctors for certain medications, magazines targeted at women have more pharmaceutical advertisements with positive emotional appeals than do magazines targeted at men, there is no difference between the number of DTC pharmaceutical advertisements in magazines from 1997/1999 to 2001/2005, the majority of prescription drug advertisements aimed at men and women utilize more than one page.Item Social media marketing : a new era in the pharmaceutical industry(2009-12) Taylor, Rhonda Nancy; Mackert, Michael; Love, BradThis paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process.Item The business of medical marijuana : a photo essay, Santa Cruz, CA(2011-05) Mueller, Larissa Nicole; Darling, Dennis Carlyle; Garrison, AndrewThis report is a photo essay exploring the businesses, nonprofits, collectives, and consumer flow of medical marijuana in Santa Cruz County. Santa Cruz is home to the first nonprofit medical marijuana collective in the United States, the Wo/Manís Alliance for Medical Marijuana. Though medical marijuana is illegal under federal law, President Barack Obama gave leeway to individual states and counties in 2009 to legislate the issue. Medical marijuana is decriminalized in Santa Cruz, which has given rise to a variety of businesses involved in the production and distribution of cannabis: collectives, dispensaries, cannabis testing facilities, and nonprofits. This photo essay visits a spectrum of these businesses to provide insight and visual exploration of the face of decriminalized medical cannabis in Santa Cruz County today.