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KMID : 1002520160100020025
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Korean Journal of Health Service Management
2016 Volume.10 No. 2 p.25 ~ p.34
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The Effect of Advertising Message Framing and Appeal Preferences by Advertising Planners at Medical Institutes on Medical Advertising
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Byun Hye-Kyung
Hwang Byung-Deog
Park Jae-Woo
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Abstract
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Objectives : This study was conducted to examine what types of attributes advertising and promotion staff members working at different medical institutes consider when performing their advertising duties. It also seeks to identify satisfaction levels with the advertising conditions and tasks required of them to perform the actual advertising.
Methods : This study subjects were members registered in the address book of the Korean Hospital Public Relations Association with 127 actual test respondents targeted.
Results : Regarding the selection of the types of advertising message appeals, those with less than five years of work experience were found to prefer emotional messages, whereas those with more than six years of work experience were found to prefer rational messages. male advertising planners preferred rational messages, whereas female advertising planners preferred emotional messages.
Conclusions : The medical advertising facilities at hospitals and equipment to produce the main materials to improve the effectiveness of advertising should be considered.
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KEYWORD
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Medical Advertising, Advertising Planners, Advertising Messages
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FullTexts / Linksout information
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Listed journal information
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