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PubMedDate not supplied

Medical pioneers in cyberspace: German practice owners advertising on the WWW.

BACKGROUND: In the last few years, the number of Internet users has increased explosively. In the same way the number of Internet users has exploded, the costs in the public health sector have also increased. This resulted cost saving efforts by those responsible people in politics and medical administration. These economy measures have impacted in particular the established physicians. The current German practice owners are faced with an unknown economic situation and are forced to think and act like businessmen. Doubts arise concerning the age-old tradition of the advertising prohibition. Now advertisement is recognized as an important necessity. OBJECTIVES: This study was conducted to answer the following questions: Who are the pioneers among the German practice owners presenting themselves to the public with their own website? How do they differ from their colleagues not advertising on the WWW? What motives and expectations do they associate with their website? METHODS: Built on a detailed analysis of the relevant German and international literature, hypotheses were developed which were empirically checked in the further course of the work. For this purpose, an online survey was conducted on the WWW among established German physicians with their own websites. RESULTS: 194 physicians participated and 159 valid questionnaires were included in the analysis. The study revealed the following results: The age and sex distribution as well as the distribution of medical specialties in the examined group correspond to the expectations. A high percentage of the respondents participated in a medical professional organization. The median time in practice for practice age of the respondents was a little more than ten years. Many of the websites have been online less than one year. The following hypotheses could only partly be confirmed by the results of the survey: Physicians from different specialties deal with their own website differently. The Internet Familiarity of the physicians is responsible for the importance they attach to advertisement on the web, particularly to their own website. Surprisingly, the attitude towards the advertising prohibition in Germany, apparently results less from economic considerations than from age-conditioned opinions. The size of a medical practice did not influence the attitude of the physicians towards their own website. However, the type of practice in which a physician works played a crucial role in this context. CONCLUSIONS: At present, the importance of the Internet for recruiting new patients is still small, but we anticipate it will continue to expand in the future.

Advertising↗
PubMed2000

The job market in diagnostic radiology 1999: updated findings from a help wanted index of job advertisements.

OBJECTIVE: The purpose of this article is to report 1999 data on the job market in diagnostic radiology detected using a help wanted index of job advertisements and to profile trends in practice type, location, and subspecialty using our previously published data as a basis for comparison. MATERIALS AND METHODS: Each advertised job for a diagnostic radiologist in the American Journal of Roentgenology and RADIOLOGY: between January 1991 and December 1999 was coded by practice type, location, and subspecialty. RESULTS: In 1999, 3926 positions were advertised for diagnostic radiologists, representing a 75% increase from 1998. Private practice jobs, which represented 53% of advertisements from 1991 through 1994 and 64% of ads from 1995 through 1998, increased to 66% of ads in 1999. Geographic trends in 1999 were characterized by a relative increase of jobs in the Midwest and California and a decrease in percentage (but increase in total number of ads) in the Northeast and Southwest. The demand for subspecialists continued in 1999, with only 34% of ads placed for general radiologists. A relative increase in demand for neuroradiologists, mammographers, and abdominal imagers was also seen in 1999 in comparison with previously published data from 1995 through 1998. CONCLUSION: The demand for diagnostic radiologists continues to rise, with more ads placed in 1999 than any other year from 1991 through 1998. Using a help wanted index of job advertisements, we have created an indicator of changes in the diagnostic radiology job market with specific reference to practice type, geographic location, and subspecialty training.

Advertising↗
PubMed2005

Differences in readers' response towards advertising versus publicity.

Publicity is assumed to have higher credibility than advertising prompting communication specialists to call for its use alongside traditional advertising to achieve overall communication goals. To test the differences in readers' response towards advertisements and publicity, a sample of students (N= 104; 52 men and 52 women) were shown printed messages identified as advertising or publicity. The publicity format appeared to be associated with deeper processing because participants had higher recall, more message-relevant thoughts, and better discrimination for the publicity message. In addition, participants rated the publicity message higher on Source Credibility, Brand Attitude, and Purchase Intent than a comparable advertisement.

Adult↗
PubMedDate not supplied

Sun care advertising in popular U.S. magazines.

PURPOSE: We assessed the placement of magazine advertising for sun care products to lay the groundwork for broader promotion to more diverse and high-risk demographic groups. METHODS: We reviewed 579 issues of 24 magazines published between the months of May and September from 1997 to 2002. We conducted a cover-to-cover review of top-selling magazines for men, women, teens, parents, travelers, and outdoor recreation users. We determined if there were any advertisements for the following sun care products: sun tanning lotions containing sun protection factor (SPF), sunless tanners without SPF, sunscreen with SPF, moisturizers with SPF, or cosmetics with SPF (which include sunless tanners containing SPF. RESULTS: Sun care products, including sunscreens, were advertised primarily in women's magazines (77%). Nearly two thirds of all sun care products advertised were either for cosmetics (38%) or moisturizers (26%) containing SPF, followed by ads for sunscreen sold as a stand-alone product (19%). None of the ads contained all of the recommendations for safe use of sunscreen: a minimum SPF of 15, both UVA and UVB protection, reapplication instructions, and an adequate application coverage of 2 milligrams per square centimeter. DISCUSSION: Magazine advertising to men, travelers, outdoor recreation users, and parents/families (totaling a circulation of 41 million readers) during this six-year period were far fewer than those for women, despite high rates of excessive sun exposure in these groups.

Advertising↗
PubMed1985

Changes in tobacco advertising in Western Australian newspapers in response to proposed government legislation.

The number of cigarette and tobacco advertisements in the major Western Australian newspapers was counted for the six-month period June to November in the years 1981 and 1983. The latter period covered the introduction of the Western Australian Government's Tobacco (Promotion and Sales) Bill 1983 and the debate surrounding it. The change in the volume of cigarette advertising in Western Australia in those two years was compared with that which occurred in comparable Queensland papers in the same period. Three major factors emerged: (i) the volume of cigarette advertising was much higher in Western Australia in 1983 compared with 1981; (ii) the volume of advertising increased markedly in Western Australia when legislative action was threatened, and remained at very high levels until the Bill failed; and (iii) the number of cigarette advertisements placed in the Queensland papers surveyed fell between 1981 and 1983. The findings are presented in support of the view that the tobacco industry made a powerful and organized attack to defeat the proposed legislation; the means it adopted to do this are discussed.

Advertising↗
PubMed1992

Who likes hospital advertising--consumer or physician?

Both consumers and physicians have favorable attitudes toward advertising in general, but their attitudes toward hospital advertising differ considerably. In particular, the two groups differ in their opinions about the influence of advertising on hospital choice, the value of the information being advertised, and the economic impact of advertising on hospitals.

Advertising↗
PubMed1986

Pharmacists' beliefs and values about advertising patient oriented services.

Pharmacists' beliefs about the utility of advertising sources and values for advertising outcomes were studied to learn about the decision-making process for advertising patient oriented pharmacy services in the ambulatory setting. The data suggest that pharmacists in the sample believe advertising through word-of-mouth communication is more likely to result in positive outcomes than either yellow pages or local newspaper advertising.

Advertising↗
PubMed1999

How patient outcomes are reported in drug advertisements.

OBJECTIVE: To examine how changes in outcomes are reported in drug advertisements in medical journals. QUALITY OF EVIDENCE: Advertisements from a convenience sample of 38 issues of Canadian Family Physician, Canadian Journal of Anaesthesia, Canadian Journal of Psychiatry, Canadian Medical Association Journal, and the New England Journal of Medicine. MAIN MESSAGE: Method of reporting changes in clinical outcomes (relative risk reduction [RRR], absolute risk reduction [ARR], number needed to treat [NNT]), name of product, and company marketing product were sought. In the 22 advertisements included in the analysis, 11 reported results as RRRs; two reported results as RRRs, but readers could calculate ARRs or NNTs from figures given in the advertisement; and nine gave no measure of results, but readers could calculate RRRs, ARRs, or NNTs from figures given. CONCLUSIONS: Most companies report changes in outcomes as RRRs, and this bias could influence the way physicians prescribe. Changes to the rules governing journal advertising and increased emphasis on critical appraisal skills would help mitigate this bias.

Advertising↗
PubMed1999

The legality of slimming advertisements in Singapore.

Governments in newly affluent countries like Singapore perceive a growing obesity problem, which in turn attracts the attention of numerous suppliers of slimming aids of dubious value. Advertisements relating to these appear in many cases to breach the Sale of Food Act and the Medicines Act. Under these provisions, oral and transdermal slimming aids which are not prescription drugs or on the General Sales List must have a permit if they are to be advertised, which is granted if the authorities are satisfied as to the existence of evidence for efficacy. If perceived to be harmful, however, a product can be banned and if the associated advertisement is misleading it will attract a financial penalty. Slimming aids formally excluded (like herbal preparations) can be brought under the Act by executive order and banned from sale. That this formidable array of controls is rarely applied is due to the voluntary regulatory machinery of an advertising standards authority, a non-governmental body with a parallel in many other countries. However it has limited resources. It is suggested that either the executive or the advertising authority or both could adopt more rigorous criteria for the application of the law in the interests of the public.

Advertising↗
PubMed2000

Gender stereotyping in television advertisements: a study of French and Danish television.

Two similar, but not identical, content analyses of the portrayals of men and women in French and Danish television advertisements are reported. By partially replicating and extending past investigations conducted in America, Australia, Britain, Hong Kong, Indonesia, Italy, Kenya, and New Zealand, it was predicted that there would be more gender stereotyping in French television advertisements and less gender stereotyping in Danish television advertisements. In the first study, 165 French television advertisements were analyzed by following established coding categories (A. Furnham & E. Skae, 1997; L. Z. McArthur & B. G. Resko, 1975). Contrary to prediction, the results showed that traditional gender role portrayal on French television was no different from that found in other countries. Separate statistical analyses were carried out for visually versus aurally classified central figures, yet this yielded relatively few significant differences. In the second study, a sample of 151 Danish advertisements was analyzed; results showed that Danish television was generally less gender stereotypic than French television in its portrayal of women. Exactly half (5) of the coding categories showed significant differences. Finally, an international statistical comparison between these two studies and similar research in Australia, Britain, and Italy was carried out. The methodological implications of these results are discussed as well as the theoretical issues arising from other studies of this sort.

Adult↗
PubMed2005

Estimated exposure of adolescents to state-funded anti-tobacco television advertisements--37 states and the District of Columbia, 1999-2003.

The majority of persons who become regular smokers begin smoking during adolescence, making this period critical for preventing tobacco use. Evidence suggests that anti-tobacco mass media campaigns that include paid television advertising reduce youth smoking. With development of anti-tobacco programs in all 50 states during the 1990s, spurred by funding from the 1998 Master Settlement Agreement with major cigarette manufacturers, CDC, and other sources, an increasing number of states instituted anti-tobacco media campaigns. This report summarizes trends in median state estimates for the average number of state-funded anti-tobacco television advertisements to which adolescents aged 12-17 years were exposed per month in 37 states and the District of Columbia (DC) during 1999-2003. The findings indicate that the median state estimate of the number of advertisement exposures per month increased from 0.04 in 1999 to 0.80 in 2002 but declined to 0.63 in 2003. The decline in estimated exposure from 2002 to 2003 is consistent with cutbacks in funding for state tobacco-prevention and -control programs during this period. Reduced exposure to state-funded anti-tobacco advertising might be contributing to the recent lack of substantial change in youth smoking prevalence from 2002 to 2004, which had been declining substantially since 1997. The majority of states need to implement additional measures to ensure that adolescents are adequately exposed to effective paid anti-tobacco advertisements as part of tobacco-prevention activities.

Adolescent↗
PubMed1992

Advertising for all by the year 2000: public health implications for less developed countries.

This paper argues that the development of global advertising has significant implications for the public health of less developed countries. These implications can be seen in three areas. First, it is clear that advertising and marketing of lethal or health-compromising products like alcohol and tobacco not only can increase the level of death and disease, but can also produce serious indirect effects upon families, communities, and entire societies. Second, advertising promotes a consumption ethic which can have far-reaching effects that go beyond individual behavior, significantly altering social relationships, and influencing public policies and allocation of scarce resources. Third, advertising can restrict the public's knowledge about health issues by substituting distorted and manipulative sales messages for vital, accurate health information. In addition, revenues from advertising are a primary support for many mass media systems and this further limits the presentation of critical information.

Advertising↗
PubMed1990

Institutional advertising: boon or bane?

Dental advertising has long been considered an anathema by the dental profession. However, in recent years, legalisation of dental advertising in the United States and later, Britain, introduced a new dimension into dental advertising. Professional organisations which decided on institutional advertising had reported impressive returns. The benefits and shortcomings of institutional advertising are discussed.

Advertising↗
PubMed1989

Ethical issues in professional advertising.

Physician advertising has received considerable attention since the courts decided in favor of the Federal Trade Commission (FTC) in its initial complaint against the American Medical Association in the 1970s. Continued investigations by the FTC into AMA opinions on advertising and publicity have promulgated a new freedom in advertising by physicians. False and deceptive advertising though is the grounds for court action as well as license revocation. This is an attempt to analyze where physician advertising is most prevalent, which physicians are doing it and why.

Advertising↗
PubMed1977

A comparative analysis of the attitudes of dentists toward the advertising of their fees and services.

Restrictions on advertising about services performed by professional groups have recently been questioned by the government and consumers. The purpose of this study was to determine dentists' attitudes about the use of advertising in their profession and to compare the results with responses from physicians, attorneys, and accountants. While a survey of these groups in three metropolitan areas indicates mild support for advertising in general, there was a definite negative reaction to advertising in the respective professions. Participants also reported their attitudes about the effects of advertising on prices and fees, quality of services, and public expectations and governmental regulations.

Accounting↗
PubMed1989

Advertising and promotion of smokeless tobacco products.

This paper is focused on the approaches used to advertise and promote smokeless tobacco products during the early to mid-1980s. These included traditional motifs that featured rugged-looking masculine models in sporting and outdoor settings as well as an expanded white-collar appeal. Smokeless tobacco was not affected by the ban on broadcast advertising of cigarettes that went into effect in 1971, and, until 1986, both print and broadcast media were used to advertise it. Promotional activities ranged from sponsorship of sporting events to offers for clothing bearing smokeless tobacco product logos. Despite the claims of manufacturers that advertising and promotional efforts were not targeted to youth, smokeless tobacco companies sponsored tobacco-spitting contests with teenage participants, a college marketing program, and college scholarships. In efforts that appeared designed to bolster their public image in the face of growing concern over the consequences of smokeless tobacco use by young people, companies like U.S. Tobacco Company contributed to major social programs, including, ironically, alcohol- and drug-abuse prevention programs. Spurred by public health groups, federal legislation was passed in 1986 that banned television and radio advertising of smokeless tobacco products and required manufacturers to include warning labels on their products on the potential health hazards of smokeless tobacco use.

Adolescent↗
PubMed1989

Recall and eye tracking study of adolescents viewing tobacco advertisements.

The warning on tobacco advertisements was required by the federal government, presumably as a health message to educate the public about the risks associated with tobacco use. Despite its potential public health role, there have been few published studies on the effectiveness of these warnings as a health message. The present study used well-accepted market research methods to examine adolescent viewing of tobacco advertisements. Sixty-one adolescents participated in the study. Eye tracking was used to study how participants viewed five different tobacco advertisements. The average viewing time of the warning amounted to only 8% of the total advertisement viewing time. In 43.6% of cases, the warning was not viewed at all. Following the advertisement viewing, participants were asked to identify the observed warnings within a list that included other simulated warnings. Subjects did only slightly better than random guessing in this test of recognition. Using market research criteria, the federally mandated warning must be viewed as an ineffective public health message in so far as adolescents are concerned.

Adolescent↗
PubMed1978

The effects of advertising--lessons from optometry.

We examine the effect of advertising bans on the price of optometric examinations. Advertising is viewed as an information medium which enables consumers to search for lower prices, to the relative disadvantage of high-cost, low-volume sellers. Self-interest leads these sellers to support bans on advertising. An empirical section shows that price is 16 percent higher in states that ban optometric and optician price advertising, when examination length, procedures, and office equipment are held constant. The two advertising bans work by interaction--both must be present to raise significantly the price of eye examinations.

Advertising↗