Parent-directed marketing strategies have great potential to promote the utilization of therapy by adolescents with or at risk of substance-related problems. The extent to which marketing strategies should be tailored to parents of adolescents with various presenting problems - such as substance use, mental health, and legal involvement - is unknown. The current study represents a secondary analysis of a direct-to-consumer (DTC) marketing survey, which used a well-established framework called the Marketing Mix to solicit parent preferences about marketing across three dimensions: Promotion (i.e., how parents prefer to receive information); Place (i.e., where parents prefer to receive therapy); and Price (i.e., how much parents are willing to pay and how far parents are willing to travel). Four-hundred eleven parents of 12- to 19-year-old adolescents (51% girls, 82% Non-Hispanic White) completed the survey and answered five questions spanning Promotion, Price, and Place dimensions of the Marketing Mix. A subsample of 158 parents also reported on their actual therapy-seeking behavior, allowing us to report on both parents' ideal and actual experiences. We explored the extent to which parent preferences varied as a function of adolescent substance use, externalizing, internalizing, and legal problems. Bivariate analyses and multivariate logistic regressions were used to examine which of these variables were associated with parents' responses to specific survey items. Analyses confirmed that both parent preferences and parents' actual therapy-seeking behavior varied as a function of adolescent problems. Recommendations are offered for professional psychologists to use DTC marketing strategies to connect with adolescents in need of services.

中文翻译：

---

对关注青少年物质使用的父母的营销疗法：青少年问题与父母对直接面向消费者营销的偏好的关联。

以父母为导向的营销策略具有很大的潜力，可以促进有物质相关问题或有物质相关问题风险的青少年使用治疗方法。市场营销策略应该在多大程度上适合有各种问题的青少年的父母——例如物质使用、心理健康和法律参与——是未知的。当前的研究代表了对直接面向消费者 (DTC) 营销调查的二次分析，该调查使用了一个名为“营销组合”的完善框架来征求父母对三个维度的营销偏好： 促销（即，父母如何接受信息）; 地点（即父母更喜欢接受治疗的地方）；和价格（即，父母愿意支付多少以及父母愿意旅行多远）。411 名 12 至 19 岁青少年的父母（51% 为女孩，82% 为非西班牙裔白人）完成了调查，并回答了跨越营销组合的促销、价格和地点维度的五个问题。158 名父母的子样本还报告了他们实际的寻求治疗行为，使我们能够报告父母双方的理想和实际经历。我们探讨了父母偏好随青少年药物使用、外化、内化和法律问题而变化的程度。双变量分析和多变量逻辑回归用于检查这些变量中哪些与父母对特定调查项目的反应有关。分析证实，父母的偏好和父母的实际寻求治疗行为作为青少年问题的函数而变化。