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

question 94

Multiple Choice

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) The art director thinks about the layout and reminds herself of a widely held belief in the world of art production-that a larger size in an ad illustration typically means

• A)greater reader attention.
• B)higher brand sales.
• C)less brand importance.
• D)weaker copy.

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Definitions:

Dual Federalism Theory

A political concept describing the federal system of government as a clear division of powers between the national and state governments, with each having distinct and separate spheres of authority.

Primary Sovereignty

The concept that a state or governing body has the ultimate authority over its matters, without external influence or interference.

Imprecise Language

The use of vague or unclear language that does not communicate a message definitively or accurately.

Enumerated Powers

Specific powers granted to Congress by the United States Constitution, including the power to coin money, regulate commerce, and declare war.