Cost-effective advertising through TV and newspaper "banner" ads.
Banner ads, small strip ads in newspapers used to specifically promote an information piece, were introduced into one newspaper in the Connecticut market in 1999 by Yale-New Haven Hospital (YNHH). Based on their success, the concept was expanded to six additional newspapers in late 2000 and to TV in the summer of 2001. Between 2000-2002, even as the overall marketing/advertising budget declined 30%, switching advertising dollars from image/display ads to banner ads resulted in consumer awareness of YNHH increasing from 29% to 42%. Perception of YNHH as "the advanced medicine" hospital grew from 22% to 40% during the same period. The specific strategic and operational actions generated since the implementation of the program are detailed and the advantages and disadvantages of this banner advertising approach are discussed. Banner ads may offer an alternative approach for organizations to advertise their products and programs.
Gombeski
William R
WR
Yale-New Haven Hospital, 20 York Street, GB 441, New Haven, CT 06510, USA. gombesbr@ynhh.org
Taylor
Jan
J
Krauss
Katie
K
Medeiros
Clayton
C
D000329:Advertising / Q000706:statistics & numerical data*; D003237:Connecticut; D003362:Cost-Benefit Analysis; D003625:Data Collection; D017721:Hospital Costs; D006785:Hospitals, University / Q000191:economics* / Q000706:statistics & numerical data; D006801:Humans; D020407:Internet / Q000706:statistics & numerical data; D008389:Marketing of Health Services / Q000191:economics / Q000379:methods*; D009524:Newspapers as Topic / Q000706:statistics & numerical data*; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data; D013690:Television / Q000706:statistics & numerical data*