Information content of dentists' Yellow Pages advertising |
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Authors: | Fisher C M Coleman R W |
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Affiliation: | Loyola University, New Orleans. |
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Abstract: | Content analysis was performed on 1,007 Yellow Pages dental display ads to investigate whether such advertisements include the information important to consumers. The authors found a significant information gap between what consumers considered important when selecting a dentist and the information provided in the advertisements. The research was supported in part by a grant to Caroline Fisher from the American Marketing Association. |
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