In terms of creative strategy the choice faced is between one sided messages

In terms of creative strategy the choice faced is

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In terms of creative strategy, the choice faced is between one sided messages and two sided messages. When the employees and the shareholders, who are the internal stakeholders of the company would respond better to one sided messages, the external stakeholders, which are the payers of healthcare services, regulatory authorities and customers would appreciate two sided messages. More importantly, within the healthcare industry, where trust and transparency are so crucial factors, two sided messages exhibit the tendency of the healthcare organization to remain honest and transparent at all tirnes (Hillestad & Berkowi tz,2012). For the internal stakeholders, the company would act as the message source, however, in case of the external stakeholders' it would be highly appropriate that the new distribution channel members also ioin hands to transmit the messase.
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Competition, Marketing Mix and pricing Following are the most prominent types of advertising classifications and their advantages: First, advertising can be classified according to the media type such as television, radio, internet, billboards, outdoor, magazines, newspaper and others. Since media type has different reach, intended audience, scheduling, reach, frequency, flexibility, cost, geographical and target market coverage and others, classification of advertising by media allows marketers to refine their promotional objectives according to the media consumption characteristics of their target audience (Hillestad & Berkowi tz, 2012). Second, advertising is also classified based on the area of operation such as national regional and local. Many prominent healthcare companies fbcus on national level advertising where their focus remains on improving the overall image of the company, but with local advertising, the focus remains on ensuring that customers are aware about the offerinss of the local health company (Berkowitz, 20 I 0). Third, another approach is to classif,, advertising based on business or industrial customers. Since business advertising is much more inclined towards providing maximum information, building relationships and answering all of their queries, having such a classification helps marketers in deciding on the level of information transmitted with the advertisements (Gray & Christiansen, 2008). Fourth, classification of advertising based on the intended demand level (primary versus secondary) is advantageous because it allows the firm to decide whether they have to focus more on educating the customers (primary demand) or persuading the customers by differentiating their brand or offering (secondary demand). Fifth, classification of advertising based on the product life cycle allows the organization to alter the advertising plan to suit the product life cycle needs. For example, in the early stages
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Competition, Marketing Mix and Pricing of the product, the company would aim at building the primary demand; however, as the product enters in the growth phase, it will increase the aggression in its adverlising efforts to promote greater differentiation and
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  • Spring '15
  • INSTRUCTOR
  • Marketing, Health care provider, healthcare services

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