Information content of dentists' Yellow Pages advertising.
Content analysis was performed on 1,007 Yellow Pages dental display ads to investigate whether such advertisements include the information important to consumers. The authors found a significant information gap between what consumers considered important when selecting a dentist and the information provided in the advertisements. The research was supported in part by a grant to Caroline Fisher from the American Marketing Association.
Fisher
C M
CM
Loyola University, New Orleans.
Coleman
R W
RW
D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D004181:Directories as Topic; D005069:Evaluation Studies as Topic; D008389:Marketing of Health Services / Q000379:methods* / Q000706:statistics & numerical data; D011215:Practice Management, Dental / Q000458:organization & administration* / Q000706:statistics & numerical data; D013689:Telephone; D014481:United States