How consumers view hospital advertising.
This paper examines consumer attitudes toward hospital advertising. The results do not support recent findings in other professional fields that consumers are favorably disposed toward this marketing activity. From a demographic perspective, there were differences in attitudes based on gender, age, and education. Income levels had no significant relationship with attitudes. However, consistent results were found on the relative proportion of consumers who were able to recall hospital advertisements. Mostly, they recalled hospital ads seen on TV and newspapers.
Andaleeb
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Behrend College, Pennsylvania State University, Erie 16563.
D000328:Adult; D000329:Advertising / Q000379:methods / Q000706:statistics & numerical data*; D000368:Aged; D001294:Attitude to Health; D016009:Chi-Square Distribution; D003159:Community-Institutional Relations; D003710:Demography; D005069:Evaluation Studies as Topic; D005260:Female; D006302:Health Services Research; D006752:Hospital Planning / Q000706:statistics & numerical data*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D008875:Middle Aged; D010414:Pennsylvania; D011639:Public Opinion; D011795:Surveys and Questionnaires