Advertising is a vital element in the running of any organization. Through effective communication, the target population learns about the existence and benefits of a particular product. There are several communication methods that can be used to awaken consumers’ desire in certain products.
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These methods can be classified as rational logic or emotional appeal depending on how they capture the attention of consumers (Belch, 2009). The choice between the two approaches depends on the type of items being marketed and the nature of the market (Belch, 2009). This paper discusses the choice of marketing communication that is appropriate for Robbinsdale Hospital.
Robbinsdale hospital specializes in treating children found to have serious complications after delivery. The hospital competes with five other hospitals in the same city. Out of the six hospitals, only two have intensive care units. Robbinsdale is one of the two facilities having ICU. Each of these hospitals struggle to find a fair share of the market.
In advertisement, rational logic highlights the special features of the items being marketed (Belch, 2009). Belch (2009) notes that rational approach concentrates on demonstrating the best features of the items being marketed. Statistics can be used to convince the target population regarding the viability of the items.
In the case of a hospital, rational logic assures potential clients that the facility in question is the safest place to look for healing (Candace, 2013). An advertisement can demonstrate that the hospital has the best doctors and modern facilities to handle emergencies.
Statistics can also be used to show that the hospital has recorded the best outcomes in the past (Candace, 2013). Rational advertisement is supposed to be factual and informative (Candace, 2013). The highlighted features are supposed to make it obvious that Robbinsdale offers more superior services than the competitors. Therefore, the designer should have good knowledge of the hospital’s competitors and their marketing strategies (Candace, 2013).
Through rational marketing, the two hospitals with ICU facilities can easily out-competitive other hospitals. However, they will still have each other to content with. In this case, emotional appeal can make the difference. In advertisement, emotional communication targets people’s feelings (Leonidou, 2009). This approach is good at enlisting unconscious attention from the target group (Leonidou, 2009). Emotional appeal can be very productive in a hospital case because of the nature of services offered.
Anyone looking for hospital services is likely to be experiencing psychological torture (Candace, 2013). A hospital advertisement that carries some sense of care, affection and sympathy is likely to enlist emotions among the target group.
The hospital should appear to be concerned about saving more lives rather than having more clients (Candace, 2013). Emotional approach is appropriate because it also reduces sensitivity to pricing (Candace, 2013). This discussion, therefore, means that a combination of rational logic and emotional appeal is appropriate for Robbinsdale hospital.
In conclusion, deciding the type of appeal to use in advertisement depends on the target population, nature of items being marketed and the existing competition. Although there are instances where either rational or emotional appeal can do well, a combination of the two gives the best results.
In this case, Robbinsdale hospital will do better with a combination of rational and emotional appeals. Rational appeal gives facts and statistics regarding prognosis while emotional appeal shows some sense of care, sympathy and affection to the affected people (Candale, 2013).
Belch, G. (2009). Advertising and promotion: Marketing Communications Journal. 7(3). 11-15.
Candace Q. (2013). Emotional v. rational: Journal of Healthcare Advertising. 4(1):1-6.
Leonidou, L. C. (2009). Rational versus emotional appeals in newspaper advertising: Copy, art, and layout differences. Journal of Promotion Management 15 (4), 522-546.