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Essay / Research Paper Abstract
In 2005 the UK Conservative party launched part of there political campaign as an attack on the government management of the health service. This 3 page paper assesses the marketing communications campaign, identifying the likely marketing communications objectives for the campaign and discussing how these objectives may be evaluated. The bibliography cites 2 sources
Page Count:
3 pages (~225 words per page)
File: TS14_TEmarcons.rtf
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Unformatted sample text from the term paper:
UK there are several campaigns taking place. One that has received a great deal of attention, directly and indirectly is that of the Conservative party and the negative campaigning regarding
the national health service. This may be seen as a cross over between marketing and PR, so we will concentrate in the marketing aspect of this, but remember
they are closely linked. The main thrust of the campaign was a poster/bill board that said "how hard can it be to keep a hospital clean". This was a
white poster with black writing giving the appearance that the note had been hand written. The tone is friendly and conversational and very critical. The Conservative name and logo are
on the bottom. To consider this value of this campaign we also have to consider the current context; the way in which the labour party have been criticised for
the way they have been running the National Health Service (NHS). The criticism is easy to understand, they are giving the impression that this should be both a basic and
very easy task to perform. The inference is also that if a government cannot even get the hospitals clean then they are unlikely to be able to run a country
effectively. This is then supported wit the careful leaking of news stories and also unexpected reports such as reports into deaths from MRSA, a bug associated with unsanitary hospital condition.
The poster advertisements were effective as their style caused them to stand out and thy were easy to read, the message also referred subtly to news items. The campaign
did not stop here. The second wave was more positive, but still had storing negative elements. The poster, written in the same style, said that putting matron in charge of
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