Foreit K G, de Castro M P, Franco E F
University Research Corporation, Bethesda, MD 20814.
Stud Fam Plann. 1989 Mar-Apr;20(2):107-16.
The effect of magazine advertising on vasectomy acceptance was tested in São Paulo, Brazil. Four advertisements ran for ten weeks in eight magazines. Clinic performance doubled during the campaign and stabilized at 54 percent higher than baseline. The advertisements selectively attracted the target audience without bringing in large numbers of ineligible candidates, completely avoided negative reactions, and recruited men previously unexposed to vasectomy. The cost of the advertising campaign was offset by additional revenue generated by the increase in vasectomies performed. The results suggest that while interpersonal communications can maintain performance in voluntary sterilization programs, mass media promotion may be necessary for program growth.
在巴西圣保罗对杂志广告对输精管切除术接受率的影响进行了测试。四则广告在八本杂志上投放了十周。在宣传活动期间，诊所的业绩翻了一番，并稳定在比基线水平高54%的水平。这些广告有针对性地吸引了目标受众，没有吸引大量不符合条件的候选人，完全避免了负面反应，并且招募了以前未接触过输精管切除术的男性。广告活动的成本被输精管切除术增加所带来的额外收入所抵消。结果表明，虽然人际沟通可以维持自愿绝育计划的业绩，但大众媒体推广可能对计划的发展是必要的。
