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Scenario 11-5 a Hospital Is Attempting to Change Its Image. in the in the Past

question 78

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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 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) One last thing that she recommends to the client involves her choice of a particular element from among hundreds of options.She admits she has agonized over her selection on this because it affects not only readability,but also sets the mood and tone of the overall visual impression.She is most likely talking about the _______.

Definitions:

Independently

Acting or functioning on one's own, without reliance on others or external assistance.

Sense Of Initiative

A feeling of confidence and determination to take decisive action and make the first steps in doing something.

Protective Optimism

An optimistic outlook that can serve as a psychological buffer against the negative effects of stress or adversity.

Overwhelming Pride

A feeling of excessive self-esteem or self-importance that can lead to arrogance and lack of concern for others.