. Compare this organizations advertising performance to that of the hospital discussed in Table 14–7 in this chapter.

Compare this organization’s advertising performance to that of the hospital discussed in Table 14–7 in this chapter.

Recently, a medical firm launched a marketing campaign for their brand-new pediatric orthopedics department. A telephone poll conducted four weeks later revealed that 42% of households with children under the age of 18 were aware of the service. After six months, it was discovered that 12% of people had really used the service, and 3% claimed to have visited the facility frequently for their kids’ orthopedic requirements. Compare the effectiveness of this company’s advertising to that of the hospital covered in this chapter’s Table 14-7. In terms of its media, creative, and service efficacy ratios, how does this organization compare? Where could changes be necessary for the medical team? The advertising control numbers for this medical group were as follows:

Aware of Service Number

=

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42%

used the service

=

12%

Service Used Frequently

=

3%

Ratio of Media Effectiveness

=

42%

Ratio of Creative Effectiveness

=

12%/42% = 28.5%

Ratio of Service Effectiveness

 

 

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