Unanticipated Consequences case study (Chapter 9 pages 46-49)
https://books.google.com/books?id=pcDeS6OeCO0C&pg=PA47&lpg=PA47&dq=Outshopping+is+not+much+of+an+issue+for+the+healthcare+providers+in+Newcastle,+the+physical+center+and+largest+city+of+an+expansive+geographic+region&source=bl&ots=aQMJg6VTqp&sig=OQbRDbpBWwF_abmr0_hI5QGYrfc&hl=en&sa=X&ved=0CB4Q6AEwAGoVChMI1sLCxe3HyAIVg6w-Ch1DwQxa
Questions
1. When white Rose Medical Center's cinema advertisements were initiated, callers immediately began leaving message of protest on the medical center's community relations hotline, generally indicating that their movie experience was violated by the advertisements. Placing yourself in the role of a moviegoer, do you view such advertisement in the same way? Why or why not? How does the particular product advertised factor into your decision?
2. On listening to the protest message on White rose's hotline, Matthew immediately decided to pull the cinema advertisements; this despite the advertisements having only been running for 2 days. Do you think this move was wise? Why or why not?
3. Based on protests, the White Rose cinema advertising campaign offended at least some moviegoers. Assuming that the negative sentiment was widespread and the campaign indeed missed the mark, what could Matthew have done differently to reach cinema audiences via marketing communications in a manner that would make sense and not be offensive? For this inquiry, you are encouraged to think very creatively.
4. Matthew selected a cinema advertising package that provided on 30-second spot prior to each movie, regardless of its content or rating, over the contract period. Casting aside questions of whether cinema advertising is or is not beneficial to healthcare institutions, do you think acceptance of such a package is appropriate, given that some of the movies shown over the course of the contract period might possess themes what would be unbecoming for healthcare entities? Be sure to supply the rationale behind your response.
5. What lessons does this case provided for healthcare institutions in how they go about selecting various marketing communications mechanisms upon which they engage target audiences?