The value of physician advertising in the yellow pages: does the doctor know best?

The authors examine differences between physicians and consumers in their ratings of physician advertising in the yellow pages. Four versions of a hypothetical yellow pages ad were tested that differed in the amount and type of information included. The results provide some interesting insights into...

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Bibliographic Details
Published in:Journal of health care marketing 1992-03, Vol.12 (1), p.55-64
Main Authors: Cobb-Walgren, C J, Dabholkar, P A
Format: Article
Language:English
Subjects:
Advertising as Topic - methods
Advertising as Topic - standards
Advertising as Topic - statistics & numerical data
Analysis of Variance
Attitude of Health Personnel
Communication
Consumer Behavior - statistics & numerical data
Female
Health administration
Humans
Male
Medicine - statistics & numerical data
Patient Acceptance of Health Care - statistics & numerical data
Physicians - statistics & numerical data
Practice Management, Medical - economics
Reference Books
Socioeconomic Factors
Specialization
Telephone
United States
Online Access:Get full text
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Description
Summary:The authors examine differences between physicians and consumers in their ratings of physician advertising in the yellow pages. Four versions of a hypothetical yellow pages ad were tested that differed in the amount and type of information included. The results provide some interesting insights into the value of the yellow pages as an advertising medium.
ISSN:0737-3252