HOW CONSUMERS VIEW ADVERTISING BY OPTOMETRISTS

The purposes of this study were to determine: (a) consumers' attitudes toward advertising by optometrists; (b) which media consumers feel ar e appropriate for optometrists' advertising; and (c) whether consumers are aware of optometrists' advertisements and, if so, through which m edia. It was found that consumers indeed have a favorable attitude tow ard optometrists who advertise; that they find most media appropriate for optometrists' advertising; and that most consumers have encountere d optometrists' advertisements, especially through radio, television a nd billboards.