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Scenario 11-5 A Hospital Is Attempting to Change Its Image.In the Past

question 89

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Scenario 11-5
A hospital is attempting to change its image.In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere.This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well.The decision is made to hire a local advertising agency.The agency's creative director meets with the hospital marketing director to develop a creative brief.It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"-a tactic that has been used again and again by other medical institutions.
-(Scenario 11-5) Once she has a rough draft, the art director has to admit it's a really great-looking ad.All the elements hang together and work with each other, and the overall feel is harmonious and peaceful.She clearly understands the principle of .

Definitions:

Invested Capital

Funds provided by investors or lenders used by a company to acquire or upgrade physical assets like buildings and machinery.

Return On Investment

A performance measure used to evaluate the efficiency or profitability of an investment, calculated as the net profit divided by the cost of the investment.

Residual Income

The amount of income that exceeds the minimum rate of return expected on investments or capital.

Residual Income

The income that remains after all costs of capital used to generate revenues have been subtracted.