Prime Care is a group of 12 emergency medical treatment clinics in the Columbus and Toledo, Ohio, markets.
The management group for Prime Care is considering a communications campaign that will rely mainly on radio ads to boost its awareness and quality image in the market.
The ad agency of Dodd and Beck has been chosen to develop the campaign. Currently, the plan is to focus on Prime Care's experienced, front-line health professionals.
Two themes for the ad campaign are now being considered. One theme ("We are ready!") focuses primarily on the special training given to Prime Care's staff, and the second theme ("All the experts-all the time") focuses primarily on Prime Care's commitment to having the best, trained professionals available at each Prime Care facility 24/7.
Dodd and Beck's research team has conducted a survey of consumers to gauge the appeal of the two campaigns. Overall results and results broken down by gender and by location are shown in the table:
1. Which theme appears to have more appeal overall? Justify your answer.
2. How does the appeal of the campaigns differ between men and women? What is your basis for that conclusion?
3. Are the campaign themes equally attractive to residents of Columbus and Toledo? Why do you say that?