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Kaiser Permanent Advertising Effectiveness

http://xnet.kp.org/newscenter/pressreleases/nat/2011/091411thriveads.html

Also, you can view/listen/see the ads at the following sites.... www.kp.org/thrive and www.youtube.com/kaiserpermanenteorg

Questions

1. In terms of services marketing, why do you think this is effective? Does it appeal to you relative to other healthcare companies/health insurance companies?

2. Do you think these ads are meant to persuade decision makers inlarge companies or individuals who might influence a group health insurance decision?

3. Refer to your text about buying decision influencers vs. decision makers. What do you think? Why do you think that marketing this type of service has to be innovative?

Solution Preview

Questions

1. In terms of services marketing, why do you think this is effective? Does it appeal to you relative to other healthcare companies/health insurance companies?

These advertisements are extremely effective. They are emotive, causing the listener/viewer to want to hear the entire the advertisement. The announcer's voice is pleasant and soothing, yet engaging. It appeals much more to me than the standard picture of the hospital in the background or doctor in white coat that are often pictured in advertisements. Kaiser Permanente has effectively reached out and ...

Solution Summary

This solution discusses the Kaiser Permanente advertising campaign in terms of its' effectiveness, and its' appeal compared to other health care companies and insurance companies. It discusses if the advertisements are meant to persuade decision makers in large companies or individuals who might influence group health insurance decisions, and it talks about buying decision influencers versus decision makers and if marketing this type of service needs to be innovative.

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