The hierarchy of effects in setting the advertising objectives

/in /by

Consumers seek information about health care services online.  Compare and evaluate the 2 videos that were posted on YouTube:  “MedStar Good Samaritan Hospital” versus “Baptist Health 2020 Strategic Plan”.

 

Then, answer the following questions based on your review and analysis:

  1. Which video would you consider effective in attracting new consumers?  Explain your rationale by comparing the two videos.  Were the “spokespersons” delivering the message credible?  Did the message in the video(s) use rational, emotional, or moral/social  appeal?
  2. Briefly discuss the hierarchy of effects in setting the advertising objectives.  What do you think the consumer’s next step will be after seeing the YouTube video(s)?
  3. Scenario:  Robbinsdale Hospital is one of two hospitals among the six facilities in the city to have an intensive care (Level III) nursery.  This facility is tailored to treat infants suffering from severe medical complications upon delivery.  The program director is deciding whether to use an emotional or rational appeal in the advertising copy.  What should be considered before making the decision? What is your advice?  Explain your rationale.