6. A medical group recently conducted an advertising campaign for its new pediatric orthopedics department. After four weeks, a telephone survey found that 42% of the families with children under age 18 were aware of the service. Six months later, it found that 12% had actually used the service, and 3% said they were regular users of the facility for their children’s orthopedic needs. Compare this organization’s advertising performance to that of the hospital discussed in Table 15.7.

How does this organization compare in terms of its media, creative, and serviceeffectiveness ratios? Where might the medical group need to make adjustments?