Essentials Of Health Care Marketing (4th Edition)

Author: Berkowitz, Eric N.; Berkowitz

Chapter 11 Promotions: Chapter Problem 5, pg 444

View the direct-to-consumer YouTube advertisements at the following link (you will need to type this into your web browser). These contain a sample of ads for a wide array of pharmaceutical adver-tisements by several manufacturers (www.youtube.com/watch?v=-6GUdjb6WMI). As you examine these advertisements make a table to address the following issues:

a. Do these advertisements seem to focus on a particular target market in terms of the cohorts discussed in the chapter on market segmentation (Chapter 6)?

b. In terms of the emotional appeals used in the advertisements, which ones use fear? Humor?

c. Would you classify any of the individu-als as spokespersons? Which advertise-ments? Why so? Why not in particular ads?