How Testimonials Succeed in a Personal Referral Market
Article Abstract:
The use of testimonials by satisfied customers can be a powerful advertising tool. Hospital Corp. of America (HCA), the largest hospital management company in the business has successfully used testimonials as an advertising and marketing tool. HCA's marketing department chooses a particular issue, than discusses the concept with its advertising agency. People who are chosen to give a testimonial are very enthusiastic about the project and HCA. Spokespersons are interviewed by a staff writer to develop the copy. Their phone number is given in the advertisement to insure confidentiality. Management believes that the power of a testimony lies in the implied trust level between HCA and its business associations. The advertising results certainly testify to the success of this type of campaign.
Publication Name: Business Marketing
Subject: Business
ISSN: 0745-5933
Year: 1984
User Contributions:
Comment about this article or add new information about this topic:
Federal Reserve's fine-tuning may not succeed
Article Abstract:
The economy has been growing faster than expected during the past year, due largely to a surge in export activity, and fueled by increases in employment and consumer spending. The Federal Reserve's attempt to slow economic expansion before inflationary pressures become imbedded in cost structures will probably not come about, but the Fed's restraints are likely to lead to significantly higher short-term interest rates. A significant deficit reduction package by the next administration could induce a recession, and is not anticipated. A relatively mild recession in early 1990 appears likely, however.
Publication Name: Business
Subject: Business
ISSN: 0163-531X
Year: 1988
User Contributions:
Comment about this article or add new information about this topic:
Shared inquiry: learning how to really succeed in business
Article Abstract:
The success of total quality management and increasing global competition are requiring an American workforce that is better able to critically think, analyze coherently and learn continuously. Since today's students are tomorrow's employees, they must be taught skills that shall be useful to the business community later. Through shared inquiry, students shall be involved in group discussions where they shall be taught how to think and analyze information as a group. It also presents business leaders with an opportunity to articulate their requirements to the academic world.
Publication Name: National Productivity Review
Subject: Business
ISSN: 0277-8556
Year: 1996
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Shopping for protection in a soft market. Messy business
- Abstracts: Photo processing in Canada. S&P credit market services view. Profit and the legitimacy of the Canadian banking industry
- Abstracts: Bases also reduced by in-kind gift to charity. Final rules explain substantiating charitable gifts. Freezing ranch's development is charitable gift
- Abstracts: High concept, low blow. A comparative analysis of the market model and the multiple-factor market model. Total factor productivity - a misleading concept
- Abstracts: An empirical study of bank loan officers' functional fixation on agricultural co-operatives and their reported earnings