Marketing the anti-drug message: Media, source and message credibility interactions
Document Type
Journal Article
Faculty
Faculty of Business and Public Management
School
School of Marketing, Tourism and Leisure
RAS ID
2554
Abstract
This paper investigates the role of media, source and message credibility in the process of preventing/reducing drug use. An original contribution of the study is that this investigation was conducted with a sample segmented by level of marijuana use. The findings raise questions about the effectiveness of traditional mass media campaigns employed by Government agencies to reduce the use of illicit drugs. The following section provides a background to the development of anti-drug campaigns in Australia, and in particular, anti-marijuana campaigns.
Access Rights
free_to_read
Comments
Perman, F. & Henley, N. (2003). Marketing the anti-drug message: Media, source and message credibility interactions. Journal of Research for Consumers, 5. here