|
DOI :
Journal Korea Society of Visual Design Forum , Vol.46, No.0, 289 ~ 299, 2015
|
| Title |
| Influences of General Perceptions of Hospital Advertising and Message Appeal Type on Attitudes toward Individual Medical Clinic Advertising with a Particular Reference to Comparison of Medical Professionals with Consumers |
| 이철영 Yi Chull Young , 우예순 Woo Yesoon |
|
|
|
| abstract |
| As the media advertising for medical clinics is increasing, research is needed to develop both regulatory policy and strategic guideline for creative advertising strategy. This paper aims to delve into how medical professionals and general consumers differ in terms of their attitudes towards the medical clinic advertising. And, it also explores how they differ in their responses to different ad appeals: informational appeal vs. emotional appeal. A survey was conducted on medical doctors and general public, and the results are as follow. Both respondent groups prefer emotional advertising. The general attitudes towards the medical clinic advertising affect the attitudes towards the advertisement shown in the survey, while emotional advertising exerts more influences with more attitudinal effects on the side of the general public. |
|
|
| Key Words |
| 병원광고, 광고반응, 소구유형, Hospital Advertising, Response to Advertising, Message Appeal |
|
|
|
 |
|
Full Text