Burton G E
School of Business and Administrative Sciences, California State University-Fresno 93740.
J Hosp Mark. 1991;5(2):83-94. doi: 10.1300/J043v05n02_08.
A survey of health care institution administrators and consumers finds that the former give significantly more positive approval to their advertising than their consumers do. In fact, the latter perceive medical advertising to be rather unprofessional. Among the administrators, more positive attitudes toward their advertising is projected by those who have used advertising in the past and by female administrators.
一项针对医疗机构管理人员和消费者的调查发现，前者对其广告的正面评价明显多于消费者。事实上，后者认为医疗广告相当不专业。在管理人员中，过去使用过广告的人和女性管理人员对广告的态度更为积极。
