Robbinsdale Hospital is one of two hospitals among the six facilities in the city to have an intensive care (Level III) nursery. This facility is tailored to treat infants suffering from severe medical complications upon delivery. The program director is deciding whether to use an emotional or rational appeal in advertising copy. What are the considerations in this decision? Emotional or rational appeal in advertising copy.

Robbinsdale Hospital is among six city facilities that have an in-patient (Level III), nursery.  This nursery is designed for infants who have suffered from serious medical issues after birth.  In advertising copy, the program director will decide whether to make an emotional appeal or rational one.  How important are these considerations?

 

Advertising copy should appeal to the emotions or reason.

 

Answer

Advertising for institutions is common in healthcare. This type of commercial is used to promote goodwill and enhance public perceptions about a company. There are many forms of institutional advertising. Many announce the inauguration or proclamation of a facility or business, but others highlight programs or promote certain public policies. Robbinsdale Hospital is being promoted by the program director. It is crucial to remember that advertising in healthcare, especially, often has to embrace the subjective approach to be competitive. In order to enhance persuasiveness, some advertising theories recommend matching appeals (rational or emotional) and consumers’ attitudes regarding the product (cognitive or affective). This recommendation is not applicable to potentially hazardous products such as pharmaceuticals. It is clear that messaging intended to stir emotions and feelings in customers can be appropriate for many product types. But other Direct -to- Consumer advertising opponents recognize that using emotional appeals while promoting medicines is wrong because they are different from other items and shouldn’t be advertised in the same manner (Findlay, 2020). Mintzes,2022. Patients seem to prefer brands that use emotional appeals (happy and fun) as advertising than talking with their doctors about their options for treatment. Research suggests that emotions may have a greater impact on customers than rational arguments. Cont…

 

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