Bell J D, Fay M T
Department of Marketing, University of Otago, PO Box 56, Dunedin, New Zealand.
N Z Vet J. 1997 Dec;45(6):239-42. doi: 10.1080/00480169.1997.36037.
In 1985, members of the veterinary profession and four other professional groups in New Zealand were surveyed to establish their attitudes towards the developing commercialisation of their professions, and particularly towards advertising. This survey was repeated in 1988, and again in 1994. The results of the three surveys are presented in this paper. There was a sharp movement towards acceptance of advertising, and toward a competitive orientation in general, between 1985 and 1988, with a consolidation of these changes during the following 6 years. The acceptance of the idea of an openly competitive profession now has widespread support among veterinarians. Similarly, there is general support for the use of most kinds of informative advertising, with many practitioners viewing advertising as a business building tool, but with the advertising of fees remaining an area over which there is still considerable caution. Although clients are seen as more demanding than in the past, the client-practitioner relationship is still expected to be an enduring one. We suggest that, in view of the relaxed attitudes towards advertising that now exists among members of the veterinary profession, control of advertising should cease to be a concern to the profession.
1985年，对新西兰兽医行业及其他四个专业团体的成员进行了调查，以确定他们对各自行业日益发展的商业化，尤其是对广告宣传的态度。1988年重复了这项调查，并于1994年再次进行。本文展示了这三次调查的结果。在1985年至1988年期间，对广告宣传的接受度以及总体上对竞争导向的态度发生了急剧转变，在随后的6年里这些变化得到了巩固。现在，公开竞争的行业理念在兽医中得到了广泛支持。同样，对于大多数类型的信息性广告的使用也普遍得到支持，许多从业者将广告视为一种业务拓展工具，但对于费用广告，人们仍然相当谨慎。尽管客户被认为比过去要求更高，但客户与从业者的关系仍被期望是持久的。我们建议，鉴于兽医行业成员目前对广告宣传的态度较为宽松，广告管控不应再成为该行业的关注点。
