The Korean Journal of Health Service Management (보건의료산업학회지)

Korea Society of Health Service Management (보건의료산업학회)
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The Effect of Advertising Message Framing and Appeal Preferences by Advertising Planners at Medical Institutes on Medical Advertising

의료기관 홍보담당자의 메시지 프레이밍과 소구유형 선호도가 의료광고에 미치는 영향

  • 변혜경 (부산가톨릭대학교 일반대학원 병원경영학전공) ;
  • 황병덕 (부산가톨릭대학교 병원경영학과) ;
  • 박재우 (부산가톨릭대학교 일반대학원 병원경영학전공)
  • Received : 2016.05.01
  • Accepted : 2016.06.20
  • Published : 2016.06.30
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Abstract

Objectives : This study was conducted to examine what types of attributes advertising and promotion staff members working at different medical institutes consider when performing their advertising duties. It also seeks to identify satisfaction levels with the advertising conditions and tasks required of them to perform the actual advertising. Methods : This study subjects were members registered in the address book of the Korean Hospital Public Relations Association with 127 actual test respondents targeted. Results : Regarding the selection of the types of advertising message appeals, those with less than five years of work experience were found to prefer emotional messages, whereas those with more than six years of work experience were found to prefer rational messages. male advertising planners preferred rational messages, whereas female advertising planners preferred emotional messages. Conclusions : The medical advertising facilities at hospitals and equipment to produce the main materials to improve the effectiveness of advertising should be considered.

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