1. Assessing Advertising Content in a Hospital Advertising Campaign
- Author
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Janelle M. Goodnight, Robin J. Wayne, and Mohan Menon
- Subjects
Marketing of Health Services ,Marketing ,Multi-Institutional Systems ,Health Policy ,media_common.quotation_subject ,Persuasive Communication ,Information processing ,Advertising ,General Medicine ,Focus Groups ,Affect (psychology) ,Experiential learning ,Southeastern United States ,Hospitals, University ,Advertising research ,Advertising campaign ,Transformational leadership ,Surveys and Questionnaires ,Perception ,Humans ,Quality (business) ,Psychology ,media_common - Abstract
The following is a report of a study designed to measure advertising content based on the cognitive and affective elements of informational (i.e., information processing) and transformational (i.e., experiential) content using the measure of advertising informational and transformational content developed by Puto and Wells (1984). A university hospital advertising campaign designed to be high in transformational content did not appear to affect perceived quality of local university hospitals relative to private hospitals or increase the likelihood of choosing a university hospital in the future. Further, experiences with university hospitals that seemed to be in direct contrast to the content of the advertisements based on subject perceptions affected how university hospital advertisements were perceived in terms of content. Conclusions and implications for hospital advertising campaigns are discussed.
- Published
- 2006
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