Saturday, March 21, 2020
Advertising is a vital element in the running of any organization. Through effective communication, the target population learns about the existence and benefits of a particular product. There are several communication methods that can be used to awaken consumersÃ¢â¬â¢ desire in certain products.Advertising We will write a custom essay sample on Robbinsdale Hospital Marketing Communication specifically for you for only $16.05 $11/page Learn More These methods can be classified as rational logic or emotional appeal depending on how they capture the attention of consumers (Belch, 2009). The choice between the two approaches depends on the type of items being marketed and the nature of the market (Belch, 2009). This paper discusses the choice of marketing communication that is appropriate for Robbinsdale Hospital. Robbinsdale hospital specializes in treating children found to have serious complications after delivery. The hospital competes with five other hospitals in the same city. Out of the six hospitals, only two have intensive care units. Robbinsdale is one of the two facilities having ICU. Each of these hospitals struggle to find a fair share of the market. In advertisement, rational logic highlights the special features of the items being marketed (Belch, 2009). Belch (2009) notes that rational approach concentrates on demonstrating the best features of the items being marketed. Statistics can be used to convince the target population regarding the viability of the items. In the case of a hospital, rational logic assures potential clients that the facility in question is the safest place to look for healing (Candace, 2013). An advertisement can demonstrate that the hospital has the best doctors and modern facilities to handle emergencies. Statistics can also be used to show that the hospital has recorded the best outcomes in the past (Candace, 2013). Rational advertisement is supposed to be factual and informative (Candace, 2 013). The highlighted features are supposed to make it obvious that Robbinsdale offers more superior services than the competitors. Therefore, the designer should have good knowledge of the hospitalÃ¢â¬â¢s competitors and their marketing strategies (Candace, 2013). Through rational marketing, the two hospitals with ICU facilities can easily out-competitive other hospitals. However, they will still have each other to content with. In this case, emotional appeal can make the difference. In advertisement, emotional communication targets peopleÃ¢â¬â¢s feelings (Leonidou, 2009). This approach is good at enlisting unconscious attention from the target group (Leonidou, 2009). Emotional appeal can be very productive in a hospital case because of the nature of services offered.Advertising Looking for essay on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More Anyone looking for hospital services is likely to be experiencing psycholo gical torture (Candace, 2013). A hospital advertisement that carries some sense of care, affection and sympathy is likely to enlist emotions among the target group. The hospital should appear to be concerned about saving more lives rather than having more clients (Candace, 2013). Emotional approach is appropriate because it also reduces sensitivity to pricing (Candace, 2013). This discussion, therefore, means that a combination of rational logic and emotional appeal is appropriate for Robbinsdale hospital. In conclusion, deciding the type of appeal to use in advertisement depends on the target population, nature of items being marketed and the existing competition. Although there are instances where either rational or emotional appeal can do well, a combination of the two gives the best results. In this case, Robbinsdale hospital will do better with a combination of rational and emotional appeals. Rational appeal gives facts and statistics regarding prognosis while emotional appeal shows some sense of care, sympathy and affection to the affected people (Candale, 2013). References Belch, G. (2009). Advertising and promotion: Marketing Communications Journal. 7(3). 11-15. Candace Q. (2013). Emotional v. rational: Journal of Healthcare Advertising. 4(1):1-6. Leonidou, L. C. (2009). Rational versus emotional appeals in newspaper advertising: Copy, art, and layout differences. Journal of Promotion Management 15 (4), 522-546.Advertising We will write a custom essay sample on Robbinsdale Hospital Marketing Communication specifically for you for only $16.05 $11/page Learn More This essay on Robbinsdale Hospital Marketing Communication was written and submitted by user Georgia Sykes to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.
Thursday, March 5, 2020
Wisdom Derived from a Rotator Cuff Injury Today I did an arm balance in yoga. Six months ago, this feat would not have been anything remarkable. I grew up doing gymnastics, and maintained my strength and balance so that I could still, at age 46, support myself on my arms in various poses and postures. I prided myself on my ability to do things the 20-somethings next to me were too weak or unpracticed to do. I posted pictures of myself on Facebook doing yoga. I even made it into the video my yoga studio produced. Then, something happened. My rotator cuffs, which had been hurting on and off for years but not really cramping my style, started screaming loudly enough that I had to listen. I experienced days where I was unable to lift a glass, much less support my entire body weight on my arms. I knew something needed to change. The first step in my process was somewhere between giving up and acceptance. The challenge was to accept the possibility that I might never do arm balances again, while at the same time not completely giving up on the possibility. This balance was much harder to achieve than a side crow pose. I realized that a big part of my identity was wrapped up in what I could do physically. And now I couldnÃ¢â¬â¢t do those things. Who was I now? As human beings, we have a tendency to wrap up our identities in a lot of things: our jobs, our children, our relationships, our bodies, and more. The fact is, we are still ourselves when any of these other things change. But this truth is a difficult one to remember. Ã¢â¬Å"I am not my arm balances.Ã¢â¬ Ã¢â¬Å"I am not my arm balances.Ã¢â¬ Ã¢â¬Å"I am not my arm balances.Ã¢â¬ I repeated this mantra daily as I went to yoga classes and skipped my favorite poses. I repeated it as I kept my hands on my hips instead of stretching them out in Warrior Two. I repeated it as I went to Ã¢â¬Å"Therapeutic YogaÃ¢â¬ class instead of my beloved Vinyasa Flow. I shared with my yoga teachers, both old and new, that I was not able to do the things I used to do. I felt scared and sad telling them. I felt like I was admitting failure (does this sound familiar?). But soon I became a model of caring for myself and modifying poses to what my body needed. I cried through classes sometimes, but I kept going, and even got compliments from new teachers on my practice. Ha. All this time I thought they were complimenting me because I could do those fancy poses. But, as it turned out, I really was more than my arm balances. Taking Action Over these many months, while accepting my limitations, I also was doing everything I could figure out to do to heal my shoulders. I went to physical therapy and did my exercises regularly. If something hurt I didnÃ¢â¬â¢t do it. I asked strong-looking guys to lift my bag when I traveled on airplanes. I stopped swimming, which was my other love, and started working out on the elliptical machine. I spent time lifting light weights to strengthen my upper body in new ways. I discovered cold laser therapy and started going for weekly treatments. I put Arnica and Helichrysum oil on my shoulders. I got MRIs and visited with a surgeon who told me (thankfully) that he did not see a need for surgery. He gave me new exercises that my physical therapist had not provided. I started to heal. Sharing As I have shared with more and more people about my pain and my process, IÃ¢â¬â¢ve heard that many others are going through similar shoulder challenges. Several of my yoga teachers have rotator cuff pain, as do some of the students in my classes. My mom and a few of my cousins have these issues too. I am excited to share with them what IÃ¢â¬â¢ve learned and what they can do to prevent further injury to themselves. So many people have this pain, and so few know what to do to strengthen themselves. Even physical therapists donÃ¢â¬â¢t know this stuff. I now want to share with anyone who will listen. DonÃ¢â¬â¢t keep doing what youÃ¢â¬â¢ve been doing, hoping things will change. I tried that, and I ended up unable to lift a glass of water. To some of you, doing an arm balance might sound like something impossibly difficult that you might never achieve in your lifetime. Thankfully, you are not your arm balances, or your lack of arm balances, or whatever physical feats you can or canÃ¢â¬â¢t do. You are not your job or your relationship. You are your inner strength and being. And you can build outer strength that might make new things possible. Today, I went to yoga class and did an arm balance. I am still not my arm balances, but it sure feels good to have gotten myself here.