News from

Mountain East Medical  Center

For more information contact

Theodore Wilson III

Mountain East Medical Center

(240) 911-0897

twilson@memc.com

For immediate release

Thursday, Apr. 18

DEPARTMENT HEAD LEAVES

       Purchasing Department Head Bob Wilkinson has been required to resign effective immediately. 

       Though he has been with the Mountain East Medical Center since 1975, the friction between Wilkinson and the board of directors as well as many on the hospital staff has reached its productive limit. Wilkinson was often considered overly 'tight-fisted' in his purchasing tactics, even when he was forced by the board to cut his costs by 15 percent. 

       When he first came in 1975, he had just completed a short tenure as purchasing chief of a local community hospital. He has accepted an offer to continue his purchasing career as a purchasing agent with the City Memorial Hospital.

       He will be replaced by assistant department head Johnny Toler. Although Toler's background is in pharmacy, he has been with the purchasing department since the MEMC pharmacy closed in 1978.

       "This hospital means a great deal to me and my family, and I will give my best efforts to making our purchasing department the best," said Toler.

       Toler has a wife and two children. His wife, Carolyn, is already head of the gynecology department at the hospital. Toler has given the hospital staff and board of directors hope for a more streamlined and more effective purchasing department.

       "Bob's abilities will be greatly missed at this hospital, but I know that Johnny Toler is a person we can all depend on to do whatever is necessary to keep his department going. I have great faith in him and in this hospital," said hospital administrator Harry Illscott.

       

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Advertising Trends

Advertising has changed dramatically over the years. It used to be that consumers enjoyed commercials that more or less sounded the same: a beautiful person smiles while enjoying the product as the narrator over-uses a string of adjectives. A lot has changed. Now, everywhere you look is an ad of some sort. And with new programs arising that allow consumers to skip over commercials while watching their favorite programs, advertisers are in search now more than ever for another way to reach the public; a public who spent less than usual in 2009, and who has been continually spending less for 6 straight quarters now. Something had to be done.

Advertisers have recognized the trends and are now seeking to ride their waves. One example is the concept of product placement. Advertisers simply pay a popular television show, and in return are able to literally place their product in the show. This in fact advertises to the subconscious of the viewer. Another way that advertisers have found to keep up with the trends is advertising on websites such as YouTube. Before every popular video now, there is an advertisement—some mandatory and others not—designed to make consumers think about them.

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Advertising Trends

Ex. 11.1

Print Advertising Critique Sheet

Name: Datsun 240Z (product of Nissan)

Advertisement: Japanese Sports Car

1. What is the promise of benefit offered by this headline?

"Join a minority group" seems to me like they are advertising becoming part of a select few--not following the crowd.

2. How does the illustration demonstrate the product? How does this illustration attract attention?

The illustration is simply a picture of the car. It attracts attention because the car is the only thing in the picture.

3. What proofs of the promise of benefit in the headline are offered by the body copy?

The body copy talks about the "fortunate few" who "have been able to get their hands on one" referring to the minority group promised in the headline.

4. What action does this ad tell readers to take?

In a quite simple and straightforward manner, it tells readers to "go drive a Datsun..."



DATSUN 240Z