Measuring the effects of street pole banners on consumer awareness and preference.
The authors used a relatively new advertising medium to increase public awareness of their children's hospital. They found that street pole banners, a form of outdoor advertising, made a measurable, positive impression on consumer consciousness. Banners effectively supplemented a product awareness campaign that included more traditional media. This study is the first documentation of the use of banners to market health care services. Using a two-phase approach, respondents were surveyed via telephone before and after exposure. Results of the follow-up survey show significant increases in levels of awareness and preference. The authors hope their report on the successful use of street pole banners will spur further research on the use of this innovative media.
Gombeski
W R
WR
Division of Marketing, Cleveland Clinic Foundation, OH 44195, USA.
Miller
P L
PL
Levine
M J
MJ
D000329:Advertising / Q000379:methods*; D001364:Awareness; D003625:Data Collection; D006302:Health Services Research; D006776:Hospitals, Pediatric / Q000458:organization & administration*; D008389:Marketing of Health Services / Q000379:methods*; D009820:Ohio; D009936:Organizational Innovation; D015397:Program Evaluation; D011639:Public Opinion