Healthy Skepticism Library item: 7684

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Menon MK, Goodnight JM, Wayne RJ.
Assessing advertising content in a hospital advertising campaign: An application of Puto and Wells (1984) measure of informational and transformational advertising content.
J Hosp Mark Public Relations 2006; 17:(1):27-44
http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?cmd=Retrieve&db=PubMed&list_uids=17062533&dopt=Abstract

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.

Keywords:
Publication Types: Evaluation Studies MeSH Terms: Advertising/methods* Focus Groups Hospitals, University/organization & administration* Hospitals, University/standards Hospitals, University/utilization Humans Marketing of Health Services/methods* Multi-Institutional Systems/organization & administration Persuasive Communication Questionnaires Southeastern United States