Research Article Evaluation: Marijuana Marketing in Oregon, MGMT 240

This report provides an evaluation of a research article focusing on the exposure to marijuana marketing after the legalization of retail sales in Oregon. The study, based on a survey of 4001 adults, examines the prevalence of marijuana advertising and its impact on different demographic groups. The report delves into the article's purpose, methodology, findings, and conclusions, critically analyzing its implications for retail organizations and the younger generation. It highlights the importance of responsible marketing practices and the need for awareness campaigns to educate the public about the potential positive and negative effects of marijuana use. The evaluation also considers alternative perspectives and suggestions for restricting marijuana marketing to protect vulnerable populations. Desklib offers a platform for students to access similar solved assignments and past papers for academic assistance.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Bibliography:...............................................................................................................................2
2. Author Information:.....................................................................................................................2
3. Purpose of the article:..................................................................................................................2
4. Methodology:...............................................................................................................................3
5. Findings and conclusion:.............................................................................................................3
6. Audience:.....................................................................................................................................4
7. Critical analysis:..........................................................................................................................5
8. Interest/ Use:................................................................................................................................5
Reference List:.................................................................................................................................6

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1. Bibliography:
Fiala, S., Dilley, J., Firth, C. and Maher, J. (2018). Exposure to Marijuana Marketing After
Legalization of Retail Sales: Oregonians’ Experiences, 2015–2016, American Journal of Public
Health, 108(1), pp.120-127
2. Author Information:
Steven C. Fiala, MPH, Julia A. Dilley, PhD, Caislin L. Firth, MPH, and Julie E. Maher, PhD
3. Purpose of the article:
This particular research paper aims to evaluate on how marijuana marketing after
legalization of retail sales have immense exposure to gain customers attention. Different eminent
scholars have created their own controversy regarding the fact that marketing for marijuana is
effective enough for drawing the attention of target customers. A group of scholar on the other
hand, believe that advertising for any kind of psychoactive drug creates negative influence on the
youths or younger generation. The study has evaluated that large number of marijuana
dispensaries have been established in the market, which actually aims to give the customers a
positive vive in having limited marijuana, which leaves good impact on the body. Having limited
weed smoke can cure eye disease glaucoma, which immensely increases pressure in the overall
eyeball. Having marijuana does never impair lunch function; in addition, it increases lung
capacity. Therefore, the paper has evaluated that marketing for marijuana has immense positive
impact if it can be used in a positive way. Therefore, the study has suggested to make the target
customers first before selling this kind of products.

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The primary research questions that are formed for making this research paper
successful are as follows:
 What are the exposures of marijuana advertising on target audience after the legalization of
retail sales?
 What should be the message of marijuana dispensaries for young generations?
 Should marijuana advertising be restricted from in between the ages of people like 18 to 24?
4. Methodology:
In this article, the research different kinds of research methods are used for collecting
appropriate information from different reliable and valid resources. With the help of positivism
research tools, the study has focused to make keen observation about the research issue. Oregon
has made an in-depth survey by involving 4001 adults. With the help of conducting survey, the
researchers have collected immediate response from the participants. As the researchers have
directly communicated with the participants, the feedback that they received is more prominent
and genuine. In addition, the researcher has made subgroup differences by using pearson x2 test.
The entire data is presented by using statistical tools with the help of graphical representation in
order to understand the result of identified research issue directly.
5. Findings and conclusion:
While analyzing the data it has been observed that among 40001 participants, 1494 are
male and 2380 are female and 11 members are from other category. Amongst most of the
participants, 1230 members are from 35 to 54 groups of ages who have provided immense
positive response on Marijuana Marketing. 54.8% of the adults have believed that marijuana is

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effective only when it can be used in a positive way. Young generation after being accustomed in
having weed tends to go to the higher level of addiction due to society is getting highly affected.
On the other hand, this particular research paper has portrayed on how marihuana marketing can
be utilized in a positive way. After evaluating the overall study, it can be thus concluded that the
promotional campaign should be an awareness campaign with the help of which people of young
generation are negatively influenced in having marijuana. The advertising campaigns on
marijuana should positively influence the customers with the help of which people tend to use
the product in a positive way. In addition, while promoting the products retailers can leave an
awareness message as well in order to make the young generation alert about the negative effect
of using extreme level of weeds. However, the study has thus finally analyzed that marijuana
marketing should get an exposure in the market. At the same time, the business experts need to
be concerned about the age group of target audience as well amongst which the marketing
campaign should be conducted.
6. Audience:
Most of the retail organizations, marijuana dispensaries are the primary target audience
for this research paper who need to know on how marijuana should get the exposure of doing
marketing and advertisement. As a secondary target audience, the young generation can be
considered who can get in-depth knowledge on how to use marijuana. The research paper has
provided in-depth understanding to the young generation on which extent marijuana is effective
for human body and to what extent it can create negative result for a human being.

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7. Critical analysis:
The study has critically evaluated that marijuana is a psychoactive drug that helps in
energizing human body and recovers numerous diseases. Human being especially young
generation while using this stuff becomes addicted due to which the marijuana has left negative
impact on the mind of people. Large number of marijuana dispensaries have been established in
the market, which actually aims to give the customers a positive vive in having limited
marijuana, which leaves good impact on the body. Having limited weed smoke can cure eye
disease glaucoma, which immensely increases pressure in the overall eyeball. Having marijuana
does never impair lunch function; in addition, it increases lung capacity. The study has also
evaluated that while doing the promotional activities of marijuana the business experts should
primarily focus on adults as their target audience.
The promotional campaign should be an awareness campaign with the help of which
people in between 18 to 24 do not get negatively influenced in having marijuana. The advertising
campaigns on marijuana should positive influence the customers with the help of which people
tend to use the product in a positive way. On the other hand, some of the eminent scholars have
also been suggested to restrict Marijuana Marketing from the young people.
8. Interest/ Use:
The article Exposure to Marijuana Marketing after Legalization of Retail Sales:
Oregonians’ Experiences is a matter of serious discussion in today’s business scenario. After
going through this article large number of readers will acquire social awareness about the pros
and cons of using marijuana.

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Reference List:
Fiala, S., Dilley, J., Firth, C. and Maher, J. (2018). Exposure to Marijuana Marketing After
Legalization of Retail Sales: Oregonians’ Experiences, 2015–2016, American Journal of Public
Health, 108(1), pp.120-127