Promotion

691 Words3 Pages
In order to effectively promote a product and/or service, the ways in which the message is communicated to the public is very critical. Hence, the operation of the communication model of an organization determines the effectiveness in marketing their products or services. One of the components in a communication model is the sender. The sender of the advertisement promoting Memorial Hermann Katy’s Home Health services is the marketing manager of Memorial Hermann. The task of the sender is to deliver the message to its’ targeted audience, and thus should be credible and knowledgeable about the product or service. The intent of the source of the message is to introduce, remind or convince the public about its product/service and their usefulness (Abdelgadir, 2013). The sender encodes ideas into the message through words, images or symbols that should be interpreted in the same manner as the receiver, if not; the message is deemed ineffective (Berkowitz, 2011). In encoding the message, Memorial Hermann would use the picture of a patient sitting in the living room of their home while the healthcare professional (with the name of the hospital on the scrubs) is sitting at the side of the patient listening to the chest of the patient with a stethoscope. The message would read “Promoting safety, health and independence…Bringing continuum of care to the home”. Leshner, Bolls, and Thomas (2009) stated that the content in a message has significant effects on resources allocated to encoding the message and on the recollection of the advertisement. After developing the message, the channel through which the message is to be sent should be considered carefully. The channel is the medium by which the message is distributed. This is where bu... ... middle of paper ... ...o find out how the message was decoded by the receiver, a feedback is necessary. A toll free telephone survey and mail in survey can be conducted to find out if the receiver saw the advertisement, their understanding of it and to take any questions that they might have. Works Cited Abdelgadir, E. (2013). Concept and foundations of promotion, to promote methods and factors affecting it. Nature & Science, 11(5), 51-59. Berkowitz, E. N. (2011). Essentials of Healthcare Marketing. (3rd Ed.) Sudbury, MA: Jones & Bartlett Learning Finn III, E. W. (2012). Global Leadership in a Changing World. Insights To A Changing World Journal, 2012(4), 18-30. Leshner, G., Bolls, P., & Thomas, E. (2009). Scare' Em or Disgust 'Em: The Effects of Graphic Health Promotion Messages. Health Communication, 24(5), 447-458. doi:10.1080/10410230903023493
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