The value of physician advertising in the yellow pages: does the doctor know best?

The authors examine differences between physicians and consumers in their ratings of physician advertising in the yellow pages to provide some interesting insights into the value of theyellow pages as an advertising medium.

Abstract

The authors examine differences between physicians and consumers in their ratings of physician advertising in the yellow pages. Four versions of a hypothetical yellow pages ad were tested that differed in the amount and type of information included. The results provide some interesting insights into the value of the yellow pages as an advertising medium.