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Volume 11 (3)
Volume 11, Issue 3, 1991 
J Contin Educ Health Prof 1991; 11(3):265-269
INFORMATION
R. Van Harrison, PhD A b s t r a c t The effectiveness of two brochure covers was tested in the marketing of a program to update primary care physicians and cardiologists in advances in the area of cardiology. One brochure cover featured an institutional logo. The other featured a photo of the resort where the program was to be held. Brochures were distributed following a split-half design. The response to the brochure cover featuring the resort was approximately double that of the stylized logo cover (44/15,871 to 21/15,936). The difference of 23 registrants amounted to approximately $$6,000 in registration fees. These results support survey data showing that for programs offered at a vacation location, the importance of the location is second only to the subject matter. |
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