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396 randomly selected gay and lesbian personal advertisements were analyzed for content. Analysis supported the hypotheses that the 198 men are more interested in sexuality and physical attractiveness, while the 198 women are more concerned with the personality characteristics of prospective partners.
Negative attitudes about aging have been widespread and films, television, radio, and print media may serve as an important source of socialization or reflect the current views of older adults. This study focused on examination of the frequency of depictions of older men and women in 765 advertisements appearing in Time and Newsweek national weekly news magazines, and on an analysis of their roles suggested in photographs depicting a total of 2,505 persons. These were collected over a one-year period and coded by three persons. Analysis indicated that older adults, especially older women, were not only presented infrequently but, when presented roles, were often passive or dependent as is consistent with social stereotypes.
Alcohol advertising on television is often cited as a reason for young people beginning to drink. However, as little research has been done in this area, making definitive statements is probably irresponsible.
Repetition priming is defined as a gain in item recognition after previous exposure. Repetition priming of face recognition has been shown to last for several months, despite contamination by everyday exposure to both experimental and control faces in the interval. Here we show that gains in face recognition in the laboratory are found from faces initially seen in a rather different context--on subject recruitment posters, even when the advertisements make no specific mention of experiments involving face recognition. The priming was greatest when identical pictures were shown in the posters and in the test phase, although different views of faces did give significant priming in one study. Follow-up studies revealed poor explicit memory for the faces shown on the posters. The results of these experiments are used to develop a model in which repetition priming reflects the process of updating representations of familiar faces.
The availability of prescribing guidelines for antibiotics stimulated audits of antibiotic use in Melbourne hospitals. Following such audits, an advertising campaign to change prescribing was conducted at The Royal Melbourne Hospital. The success of this pilot study prompted a wider campaign to examine the power of marketing techniques in influencing prescribing. The Therapeutics Committee of the Victorian Medical Postgraduate Foundation (VMPF-TC) was established to administer this project and to undertake promotional activities. The Victorian Drug Usage Advisory Committee, which was established to advise the Minister for Health on matters relating to drug usage in public hospitals, recommended that posters be used in hospitals to promote rational and cost-effective drug therapy. The VMPF-TC was asked to prepare posters for sale to hospitals on the basis that economies of scale could make it financially viable. Oral rather than parenteral administration of antibiotics was chosen as the theme for the first poster.
Hard economic times forced hospitals nationwide to cut their advertising budgets in 1991. But marketing expenditures hit an all-time high, as hospitals shifted the emphasis to high-technology marketing efforts that employ computer data bases and market research to seek and find potential business.
While niche marketing is not a new strategy, an increasing number of competitors are pursuing the same niches, resulting in stiff competition within the health care industry, writes C. Ronald Schwisow. This means marketers need to be resourceful to maximize their communications efforts. One such approach is specialty advertising.
The authors empirically explored the relationship between positioning strategies and financial performance in dental practices. They analyzed data collected from a random sample mail survey of Oregon dentists in conjunction with data obtained in a content analysis of yellow pages advertising. The authors' analysis of usable responses from 264 general dentists in private practice reveals that they use a variety of positioning strategies and that the selection of a positioning strategy correlates significantly with financial performance.
Yellow pages listing are the most widely used form of physician advertising. Every month, approximately 21.6 million adults in the United States refer to the yellow pages before obtaining medical care. Mobile consumers--approximately 17% of the U.S. population who move each year--are heavy users of yellow pages. Consumers desire information on a physician's experience, but it is included in less than 1% of all physician display ads.
Hospitals that offer chemical-dependency treatment are moving away from the grim messages of death that once characterized their marketing and advertising efforts. They're relying more on positive messages to persuade people to get help or motivate loved ones to step in.
Scott Cotherman, president and CEO of Corbett HealthConnect, Chicago, has found a better way to explain advertising to school children. He takes them out of the classroom into his offices and assigns them to create a public service awareness campaign to help improve the health of America's youth. Now, he's refining the program and thinking of offering it to his clients.
Healthcare advertisers are discovering different media mixes work for different targets. In addition, budget plays a big role in choosing the type of media that will return the best investments.
As a DHSS circular opens the door to advertising on hospital radio, someone who describes himself mysteriously as a "senior health service administrator in North London with a special interest in radio communication and allied subjects' reports how one station has risen to the challenge.
What will be the next stage in the on-going healthcare services marketing revolution? The city of Madison, Wisconsin has hosted a preview of the new frontier. According to a media spending report, the area's six HMOs, an insurance carrier, and local hospitals spent over $500,000 in one month on media advertising expenditures in a battle to enroll patients in prepaid health plans. Despite initial physician reluctance, the scramble for healthcare dollars has made the packaging and sale of medical services a reality of today.
Administrators at small- and medium-sized hospitals gradually have accepted the role of marketing in their organizations, albeit at a much slower rate than larger institutions. This update of a 1983 survey tracks the increasing competitiveness, complexity and specialization of providing health care and of advertising a small hospital's services.
The impact of advertising on calls to a women's healthline during its first year is assessed. Results indicate that callers cited all but one medium used as their source(s) of information about the healthline. Television and billboards drew the most callers, whereas other paid media attracted fewer callers than did free communication channels such as word of mouth.
After the conclusion of the trial was carried out on december 25th in the 18th year of the Meiji era, write-ups decreased graduallly. Under these circumstances, the traders of medicine began their own publication at their convenience and they put advertisements in them. "Eisei-tebako" by "Kishida ginko" and "Houtan-keikenroku" by "Morita Jihei" were the typical of them. While patent medicines were extremely popular, pharmacists at that time never denied the necessity of patent medicines. Junichiro Shimoyama and Keizo Tanba, who were representatives of pharmacists in Japan, suggested that pharmacists had ought to manage patent medicines and pointed out that excessive write-ups exacerbated the situation.
Malaga was advertised as a therapeutic place for tuberculosis since the central years of the 19th century. However, this offering of Malaga as a health resort was opposed by certain foreign authors, who pointed to its exceedingly poor sanitary conditions and its high mortality rates. The need for urban hygiene became stronger due to the social variety of the urban structure and the economic turn-of-the-century failure, and helped to the triumph of the idea of social regeneration through the implementation of sanitation.