Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”

Abstract

Questions the US Government’s (Office of National Drug Control Policy) legislation which encouraged broadcasters to run anti‐drug story lines in their programmes. By doing so, the broadcasters were allowed to reduce the number of legally required obligations to run anti‐drug commercials. The decision was made in response to the unpopular 1997 legislation which provided $1 billion to purchase anti‐drug commercials on the stipulation that broadcasters donate one time slot for every one bought. Asserts that messages supplied in story lines have not been measured in terms of their effectiveness in persuading the audience whereas targeted commercials have. Questions the motivations of the White House.

Citation

Curran, C.M. and Richards, J.I. (2000), "Misplaced marketing Read Homer Simpson’s lips: “Don’t do drugs!”", Journal of Consumer Marketing, Vol. 17 No. 4, pp. 287-289. https://doi.org/10.1108/07363760010335312