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Dental services advertising: does it affect consumers?

P M Sanchez, P G Bonner

    Journal of Health Care Marketing
    |November 5, 1989
    PubMed
    Summary

    Dental advertising is rising due to market competition. This study explores how consumers respond to various information in dental ads, offering insights for effective strategies.

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    Area of Science:

    • Dental Marketing
    • Consumer Behavior
    • Health Services Research

    Background:

    • Dental services advertising is increasing, with up to 20% of dentists participating despite reservations.
    • A highly competitive market drives dentists to advertise, necessitating effective strategies.

    Purpose of the Study:

    • To investigate consumer responses to different types of information presented in dental services advertisements.
    • To extend current understanding beyond basic dental advertising strategies.

    Main Methods:

    • An experimental research design was employed to examine consumer responses.
    • The study focused on how consumers react to varied information within dental advertisements.

    Main Results:

    • Consumer responses to specific information types in dental advertising were analyzed.
    • The findings provide empirical data on the effectiveness of different advertising elements.

    Conclusions:

    • Understanding consumer responses is crucial for developing effective dental advertising.
    • This research offers a foundation for optimizing dental marketing efforts in a competitive landscape.

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