Gilly M C, Wolfinbarger M F
University of California, Irvine.
J Health Care Mark. 1992 Sep;12(3):24-31.
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.
随着医院从形象广告转向突出特定服务的广告，它们需要考虑一个潜在的“第二受众”——其员工。在一项关于护士及其对医院广告看法的探索性研究中，考察了广告对护士角色一致性和清晰度以及他们对医院重视感的潜在影响。并为医院广告提供了具体建议。
