W 6 Marketing A&S answers Essay Example | Topics and Well Written Essays - 250 words

W 6 Marketing A&S answers - Essay Example ent can be made for the use of advertisement, particularly billboard advertisement as forms of promotion rather than communication as the most effective way to approach advertisement in the healthcare sector. This stand is taken with the position that Berkowitz (2010) takes on the public perception and expectation from advertisement. In their opinion, the growing concern of the public on quality and cost as the two most critical variables for consideration when deciding on health service gives service providers a major responsibility to ensuring that they are able to meet the consumer at the point of this perception. Meanwhile, using advertisement for the form of communication only emphasizes on issues of advocacy without giving prior concern to competitive arguments such as differences in quality and cost. Based on this reasoning, it would generally be accepted that the best way to portray healthcare advertisement is to use it as a form of promotion where the advertiser persuades the recipient on key aspects of quality and cost that the company in charge has to offer. In a related study by Sprigings and Allen (2012), it was confirmed that affordability and quality are the most important factors the customers look out for in advertisement. In billboard advertisement also, there is often not sufficient space to say more. The space that is secured would therefore be best used to promote than communicate as communicating advertisements require more space and messages (Berkowitz,