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The Effect Of Media Advertising On Consumer Perception Of Orthodontic Treatment Quality, Daenya T. Edwards

Theses and Dissertations

A survey instrument was designed to evaluate factors influencing consumer selection of an orthodontist and consumer perception of different forms of media advertising (radio, television, newspaper, magazine, direct mail, and billboard) by orthodontic practices. The surveys were distributed by 8 orthodontic offices in and around the Richmond, Virginia area. Out of 676 surveys, 655 (97%) were returned. Respondents most often cited dentist and patient referrals as how they learned of the orthodontic practices they visited (50%- 57%). However, a caring attitude and good practitioner reputation were cited as the top reasons influencing selection of an orthodontist (53% and 49% respectively). …