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

question 7

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 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 that it is 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 _________.

• A) balance 
• B) unity 
• C) order 
• D) proportion

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Definitions:

Cognitive Intelligence

The mental capacity for logical reasoning, problem-solving, and learning new information.

Contingency Approach

A management theory that suggests the effectiveness of a decision or leadership style is contingent upon the context and situation in which it is applied.

Personal Characteristics

The traits, qualities, or attributes that contribute to an individual's distinctive personality.

Emotional Intelligence

the ability to recognize, understand, and manage one's own emotions as well as the emotions of others.