Does advertising affect your nurses?
As hospitals move from image advertising to ads that highlight specific services, they need to consider a potential "second audience"--their employees. In an exploratory study of nurses and their opinions of hospital advertising, the potential impact of ads on nurses' role congruence and clarity and on their feelings of being valued by the hospital was examined. Specific recommendations for hospital advertising are offered.
Gilly
M C
MC
University of California, Irvine.
Wolfinbarger
M F
MF
D000329:Advertising / Q000592:standards* / Q000706:statistics & numerical data; D001291:Attitude of Health Personnel; D002140:California; D003625:Data Collection; D006801:Humans; D008389:Marketing of Health Services / Q000592:standards* / Q000706:statistics & numerical data; D009741:Nursing Staff, Hospital / Q000523:psychology* / Q000706:statistics & numerical data; D012380:Role