Attributes used in hospital services' advertisements in a metropolitan newspaper's Sunday health section. Issue 1 (2nd January 2019)

• Record Type: Journal Article
• Authors: Gambescia, Stephen F.; Zhong, Caichen
• Is Part Of: Health marketing quarterly. Volume 36:Issue 1(2019)
• Page Start: 1
• Page End: 16
• Publication Date: 2019-01-02
• Subjects: Hospital marketing -- marketing health services -- advertising attributes; Medical care -- Marketing -- Periodicals; Medical instruments and apparatus industry -- Periodicals; Marketing of Health Services -- Periodicals; Periodicals -- Electronic full-text; 338.4761028
• DOI: 10.1080/07359683.2019.1567001
• Languages: English
• ISSNs: 0735-9683

Abstract

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.