CHAPTER PROBLEMS

1. Outline the advertising copy an accountable care organization would use in advertisements that are (a) competitive, product-based, (b) pioneering institutional, and (c) reminder institutional.

2. Write an awareness objective for a newly formed adolescent chemical dependency program whose target market consists of judges and social workers who refer to the facility. How would this objective change for the trial level of the hierarchy of effects?

3. Look at the Stand Up to Stigma video on YouTube (www.youtube.com/watch? v=pn8p2q6WcgU). Assume you are the marketing director at the Brattleboro Retreat, and you want to affect individuals in the community who have loved ones with a mental health issue or may themselves suffer from some form of mental health problem or substance abuse. How would you move these individuals to the second level of the hierarchy? How would you evaluate the YouTube video? Was it effective? What is your rationale for your judgment? How would you move to the third level of the hierarchy? What is your objective now? The target market is different.

4. As the newly hired hospital marketing director, you have your first meeting with the administrator. “Okay,” he says, “we need to advertise our physical rehabilitation program. I’ll give you a couple of days to tell me how much you’d like to spend. Is $5,000 enough? I think we can afford a little more, if you need it. And, based on what I’ve seen in the newspapers, St.