Making hospital advertisements more readable and more effective.
Hospitals and other health care organizations make continuing use of newspaper and magazine advertising as part of their marketing programs. However, many institutions have questioned the effectiveness of advertising because they have not achieved the results they had hoped for. Part of the problem may lie in the fact that many hospital advertisements violate the principles of good copywriting. Well written advertisements will draw larger readership, and should subsequently prove more effective in helping the institution achieve its communications objectives.
Costello
M M
MM
Moses Taylor Hospital, Scranton, PA.
Bednarz
J A
JA
D000329:Advertising / Q000592:standards*; D003258:Consumer Behavior; D003362:Cost-Benefit Analysis; D006752:Hospital Planning / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods / Q000592:standards*; D010565:Persuasive Communication; D014481:United States; D014956:Writing / Q000592:standards*