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Question
Scenario 11-5A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a procedure is simple enough that any hospital can perform it equally well. The decision is made to hire a local advertising agency. The agency's creative director meets with the hospital marketing director to develop a creative brief. It focuses on print ads for local newspapers and regional magazines, and states that the advertising for the hospital must create feelings of caring and warmth, without explicitly stating that the hospital "cares"a tactic that has been used again and again by other medical institutions.
The art director thinks about the layout and reminds herself of a widely held belief in the world of art productionthat a larger size in an ad illustration typically means:
a. greater reader attention.
b. higher brand sales.
c. lesser brand importance.
d. weaker copy.
Answer
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