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Presentation
Industry partnerships for health nonprofits and disease awareness advertising
Faculty of Health and Behavioural Sciences - Papers (Archive)
  • Danika Hall, University of Wollongong
  • Sandra C Jones, University of Wollongong
  • Donald C Iverson, University of Wollongong
RIS ID
29821
Publication Date
1-1-2009
Publication Details

Hall, D., Jones, S. C. & Iverson, D. C. (2009). Industry partnerships for health nonprofits and disease awareness advertising. Australia and New Zealand Marketing Academy Conference (pp. 1-9). Melbourne, Australia: Australian and New Zealand Marketing Academy.

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.
Citation Information
Danika Hall, Sandra C Jones and Donald C Iverson. "Industry partnerships for health nonprofits and disease awareness advertising" (2009) p. 1 - 9
Available at: http://works.bepress.com/diverson/50/