Advertising Expenditures by Professionals: An Exploratory Investigation of Dental Practitioners

While interest in the advertising activities of professionals has grown over the past decade, evidence of their advertising behavior has been limited primarily to sporadic, anecdotal pieces in the trade literature. This article presents the findings of an exploratory survey of dental practitioners. It provides baseline data on the proportion of dental professionals who advertise, and on the level of their advertising expenditures. Great heterogeneity is found within the profession. The probability of using advertising and the amount spent on advertising vary with the characteristics of both the practice and the individual practitioner.