TITLE

Talking to My Generation

AUTHOR(S)
Igaray, Marcos; Maccracken, Linda
PUB. DATE
January 2011
SOURCE
Marketing Health Services;Winter2011, Vol. 31 Issue 1, p10
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the brand campaign of the Virginia Commonwealth University (VCU) Medical Center in Richmond, Virginia called Every Day, A New Discovery® Red Letter Day, which uses generational marketing. It states that the campaign, which features patient stories concerning generational lifestyle, has goals including the establishment of brand recall and awareness, improvement of preference share and perceptions, and support of marketing objectives for chosen commodities and services. It says that due to the initial success of the generational approach in reaching customers, the campaign has been broadened to retention and recruitment initiatives and internal employee efforts. It mentions that the brand platform was established with the aid of Neathawk Dubuque & Packett. INSET: Through the years: Four generations of the VCU advertising campai.
ACCESSION #
59814605

 

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