Health issue advertising

"Americans say that the battle against drugs is the chief issue facing the nation" (McQueen and Shribman, 1989). The Wall Street Journal/NBC poll conducted by Peter Hart and Robert Teeter shows a public willingness to experiment with a wide variety of anti-drug efforts. "No single issue has so riveted the nation's attention since the 1982 recession," Messers. Hart and Teeter say in their analysis of the poll. They add that respondents seem willing to try almost anything to solve the drug problem (ibid). How can and does marketing affect this process? This paper will examine some of the methods and effectiveness of advertising in regard to this very timely health issue and societal challenge. For the purposes of this paper, drug discussions refer to alcohol as well. Social marketing in general will be addressed.