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| Author: | Yavas, U. Riecken, G. |
| Title: | Attitudes of US doctors and dentists towards advertising: a comparative study |
| Journal: | International Journal of Advertising
2001 : VOL. 20:3, p. 341-359 |
| Index terms: | Advertising research Marketing research Health service USA |
| Language: | eng |
| Abstract: | The purpose of this study was to compare and contrast a group of dentists and doctors in terms of their attitudes towards advertising, their opinions on the ethicality of various meddages in advertising by medical professionals, their likely reaction to more advertising by their colleagues, their usage of advertising in various media, their perceptions regarding the criteria used by patients in selecting a doctor/dentist. |
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