Journal article
Attributes used in hospital services' advertisements in a metropolitan newspaper's Sunday health section
Health marketing quarterly, v 36(1), pp 1-16
02 Jan 2019
PMID: 30761940
Abstract
Although newspaper print advertising has waned given the general decline in newspaper readership, hospitals are steady advertisers in metropolitan daily newspapers. Using a content analysis, this study identified, categorized, and accounted for frequencies of the attributes hospital marketers used in print advertisements promoting their services over a three-year period. We identified a typology of six attributes. Findings indicated that the most frequently used attribute in hospitals' print advertisements was patients, next health professionals; whereas technology and procedure were the least frequently used attributes. Branding was the most frequently used attribute when looking at the secondary impressions in the advertisements.
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Details
- Title
- Attributes used in hospital services' advertisements in a metropolitan newspaper's Sunday health section
- Creators
- Stephen F. Gambescia - Drexel UniversityCaichen Zhong - Drexel University
- Publication Details
- Health marketing quarterly, v 36(1), pp 1-16
- Publisher
- Routledge
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Health Administration
- Scopus ID
- 2-s2.0-85061941830
- Other Identifier
- 991019173677904721