Andaleeb S S
Behrend College, Pennsylvania State University, Erie 16563.
J Hosp Mark. 1994;8(2):73-85. doi: 10.1300/J043v08n02_08.
This paper examines consumer attitudes toward hospital advertising. The results do not support recent findings in other professional fields that consumers are favorably disposed toward this marketing activity. From a demographic perspective, there were differences in attitudes based on gender, age, and education. Income levels had no significant relationship with attitudes. However, consistent results were found on the relative proportion of consumers who were able to recall hospital advertisements. Mostly, they recalled hospital ads seen on TV and newspapers.
本文研究了消费者对医院广告的态度。研究结果并不支持其他专业领域最近的发现，即消费者对这种营销活动持积极态度。从人口统计学角度来看，基于性别、年龄和教育程度，态度存在差异。收入水平与态度没有显著关系。然而，在能够回忆起医院广告的消费者相对比例方面发现了一致的结果。大多数情况下，他们回忆起在电视和报纸上看到的医院广告。
