Moser H Ronald, Freeman Gordon L, Loudon David, Stevens Robert
a Department of Marketing, Labry School of Business and Technology , Cumberland University , Lebanon , Tennessee , USA.
b Department of Computer Information Systems , Jennings A. Jones College of Business, Middle Tennessee State University , Murfreesboro , Tennessee , USA.
Health Mark Q. 2018 Apr-Jun;35(2):100-119. doi: 10.1080/07359683.2018.1490545.
This study investigates current attitudes and opinions toward pharmacies' advertising. The purposes of this study were to determine (a) consumers' attitudes toward advertising by pharmacies and (b) whether age, race, income, marital status, occupation, education, sex, and number of children in household of the consumer accounted for any significant difference in attitudes toward pharmacies that advertise. The intent was to discover information that would be useful to pharmacies in planning marketing strategies and improving the quality of their advertising. The study seems to confirm the belief of many pharmacies that advertising and marketing clearly have a place in the future of pharmacists' services.
本研究调查了当前对药房广告的态度和看法。本研究的目的是确定：(a) 消费者对药房广告的态度；(b) 消费者的年龄、种族、收入、婚姻状况、职业、教育程度、性别以及家庭子女数量是否会导致对做广告的药房的态度产生显著差异。目的是发现对药房制定营销策略和提高广告质量有用的信息。该研究似乎证实了许多药房的看法，即广告和营销在药剂师服务的未来显然占有一席之地。
