Lesson 14 – Discussion

A medical group recently conducted an advertising campaign for its new pediatric orthopedics department.  After 4 weeks, a telephone survey found that 42% of the families with children under the age of 18 years were aware of the service.  Six months later, it found that 12% had actually used the service and 3% said they were regular users of the facility for their children’s orthopedic needs. Compare this organization’s advertising performance to that of the hospital discussed in Table 14-7 in this chapter.  How does this organization compare in terms of its media, creative, and service effectiveness ratios? Where might the medical group need to make adjustments?

Discussion Requirements:

1. Your initial post should be at least 200 words.
2. Read and respond in no fewer than 50 words to at least 2 of your peers’ posts.
3. State your position on whether you agree or disagree with your peer’s statements.
4. Correct grammar, spelling, and punctuation are expected.
5. APA format with at least two cited reference (APA format).