Promotion and advertising agency utilization: a nation‐wide study of hospital providers
Abstract
A nation‐wide survey of hospital providers was conducted in an effort to determine the type and level of promotion and advertising agency utilization. The study indicated that a majority of the hospitals surveyed are engaging in some form of advertising activity. Survey results further showed agency usage was highly correlated to hospital bed size. Additionally, contrary to previous research, hospital ownership status (for‐profit/not‐for‐profit) was not found to significantly affect agency utilization. Specifics about hospital/agency relationships are presented.
Keywords
Citation
Hogan, B., Oswald, S.L., Henthorne, T.L. and Schaninger, W. (1999), "Promotion and advertising agency utilization: a nation‐wide study of hospital providers", Journal of Services Marketing, Vol. 13 No. 2, pp. 100-112. https://doi.org/10.1108/08876049910266022
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited