How consumers view chiropractic advertising

Chiropractic, as a medical profession, is finally receiving acceptance from the American Medical Association (AMA) and other medical groups. However, what do consumers think about chiropractors and how do they respond to the advertising efforts of chiropractors? This paper presents the findings of a survey concerning consumers' opinions of advertising by chiropractors. Although the opinions of the respondents were mixed, an analysis of the results of the survey suggests important implications for chiropractors and other medical practitioners who wish to use advertising media in marketing their services.