The Optimal Design of Hospital Advertising by Means of Conjoint Measurement

Journal of Advertising Research, Vol. 38, No. 3, pp. 35-46, May/June 1998

25 Pages Posted: 18 Jun 2007

See all articles by Dieter K. Tscheulin

Dieter K. Tscheulin

University of Freiburg (Germany)

Bernd Helmig

Department of Business Administration, Chair Public & Nonprofit Management

Abstract

Confronted with the unavoidable question of finding survival strategies in an intensely competitive market for hospital services which is characterised by a decreasing number of beds and the danger of closures, many hospitals have since implemented marketing and advertising plans. While the share of the marketing budget used for advertisements in print media is constantly increasing, it has turned out that such advertising campaigns are not always effective. Although clients are open towards hospital advertising, is has not been clearly proven that they use advertisements as a source of information in the situation of choosing a hospital. As a consequence, advertising is often criticized as being largely ineffective. In the consideration of these findings, the authors present an empirical study with the objective of investigating the influence of different elements in hospital advertisements on their preference on the basis of analysis of variance and Conjoint measurement.

Keywords: Advertising, Advertising Effectiveness, Conjoint Measurement, Hospital Marketing, Hospital Management

JEL Classification: I10, I11, L31, M31, M37

Suggested Citation

Tscheulin, Dieter K. and Helmig, Bernd, The Optimal Design of Hospital Advertising by Means of Conjoint Measurement. Available at SSRN: https://ssrn.com/abstract=993386

Dieter K. Tscheulin

University of Freiburg (Germany) ( email )

Freiburg, D-79085
Germany

Bernd Helmig (Contact Author)

Department of Business Administration, Chair Public & Nonprofit Management ( email )

L 5,4
Mannheim, D-68131
Germany
+49 621 181-1727 (Phone)
+49 621 181-1728 (Fax)

HOME PAGE: http://helmig.bwl.uni-mannheim.de

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