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Industry partnerships for health nonprofits and disease awareness advertising
Hall, Danika V. Jones, Sandra C. Iverson, Don C.
Hall, Danika V.
Jones, Sandra C.
Iverson, Don C.
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Abstract
Marketing partnerships between non-profit organisations (NPOs) and industry generally bring favourable results for both parties (Brønn and Vrioni 2001; Varadarajan and Menon 1988). However, there is some scepticism about corporate exploitation of such arrangements and growing concern in Australia and elsewhere about partnerships between the pharmaceutical industry and NPOs (Angell 2006; Moynihan and Cassels 2005) and the co-sponsorship of Disease Awareness Advertising (DAA). This paper reports the findings from a study of how Australian women respond to DAA with differing sponsors including their ability to identify, and their attitude toward, the sponsor. The results are of importance for health NPOs considering partnership with industry in an effort to promote awareness of a health condition.
Keywords
Date
2009
Type
Conference paper
Journal
Book
Volume
Issue
Page Range
1-9
Article Number
ACU Department
ACU Engagement
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Relation URI
DOI
Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.