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Improving the effectiveness of condom advertising: a research note

D L Alden1, A E Crowley

  • 1College of Business Administration, University of Hawaii, Honolulu 96822, USA.

Health Marketing Quarterly
|December 9, 1994
PubMed
Summary

Two-sided condom advertising messages, presenting both pros and cons, significantly improve consumer attitudes toward the advertisement and brand compared to one-sided messages. This research offers insights for health promotion strategies.

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