HSA6128 Application Exercise #6

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We are transitioning to the analysis of the Marketing Mix (4 Ps) strategies. The focus of this
exercise is on the Promotion component, and is meant to give you a broad sense of the many
things that you might consider when you analyze the Marketing Mix in your own Marketing Plan
assignments for Part 4.

Rather than focusing on your imaginary company, please search for examples during your time
working together today. You will be presenting your analysis of the examples you find, so you
can choose any examples that are done poorly or examples that are done well. You are welcome
to use the companies that you are individually writing about for your marketing plan projects, or
you are welcome to choose any other examples that help you demonstrate the different
components of the Promotion aspect of the Marketing Mix.

You will be presenting some of your examples to the class during our debrief time using
PowerPoint, although it will be a unique approach to presenting (which will be explained in
class). For each of the following, you will need to show something (if it is active, such as a
video, please do not show more than 30 seconds of it). Be prepared to explain what is good or
bad about the way that these examples are being used in the organizations that they come from.

Find and analyze an example in which a healthcare organization…

1. uses a comparative message in promotion

2. uses an emotional appeal in promoting their services

3. uses a form of earned media to promote its services

4. uses personal selling as a tool

5. uses public relations to promote the organization

6. uses one of the tactics of sales promotions (pages 433-436)

7. influences buyers using a pull strategy

8. uses a “traditional” medium for advertising (tv, radio, newspaper, magazine, outdoor)

9. uses a form of digital advertising

10. uses a form of social media advertising (pages 473-474)