The purchasing decisions process begins with first recognizing a need, and then researching how to fulfill that need. Consumers will often complete the second step of the process by gathering information from advertisements. If an advertisement is untrue or misleading, then it is not fulfilling its basic function. As advertising transitions to the digital age, it becomes easier and easier for advertisers to deceive their audience. However, there are standard policies and standards, in both traditional and digital advertising, that maintain ethics in advertising.
Like most social media platforms, Pinterest offers the option for businesses with an account to advertise their content. Promoted pins work the same as organic ones, except they are shared with a larger audience. The natural design of the advertisement, making it feel like an ordinary pin, along with targeting to the right views, has been seen to increase engagement by an average 28%. Each type of business has their own unique way of using Pinterest to connect to their audience.
WIRED magazine is an information platform that shares news and reports through it’s website, digital edition, physical magazine, social media, and live events. This press center specifically focuses on how technology impacts society and leads to innovation. During Facebook’s 10th Anniversary, the magazine covered an article labeled as “partner content” on the company and the important role big data has played in its development. It was written by Yves de Montcheuil, the Vice President of Marketing at a “real-time open source big data integration software” company known as Talend. It provides products for data and cloud integration, as well as services such as support and consulting. It’s mission is to provided data agility and make companies data driven in order to improve quality and efficiency. The article also provides Yves de Montcheuil’s twitter handle at the bottom, providing a source to see more about Talend. Throughout the article, Montcheuil refers to Facebook’s founder Mark Zuckerberg as a pioneer and a visionary. The article is not only informational about important data has recently become, but is also promoting companies that specialize in big data. The advertising and promotion is subtle in this article, but still present.
SQAD is an organization that specializes in advertising, research analytics, and planning. Their main products are divided into three categories, including mediatools, medialogic, and mediacosts. These software and analytic tools research, review, plan, manage, and report across all used media channels. Essentially, SQAD provides media and advertising intelligence for advertisers, agencies, and both small and large brands. The company presents its as not only solution-driven, but also people-focused and, more importantly, fun. It’s website is colorful, lively, and visually appealing. It utilizes many graphics in order to clearly demonstrate all of its offerings.
A SWOT analysis explains an organizations strengths, weaknesses, opportunities, and threats. This gives a better understanding to where the company stands, what it did to get there, and how it can continue to improve. For a company that is as well-known in Pittsburgh as UPMC, an analysis is a beneficial strategy in order to see how they came to be so well-known and how they will possible do in the future.
UPMC is a large and well established organized. In fact, it is Pennsylvania’s largest nongovernmental employer. This ensures stability and a steady stream of revenue as well as more opportunities for advancement. Their 65,000 employees shows steady employment, and more than 25 hospitals means a large amount of resources and assets are already in their name. Currently, UPMC has more than 600 doctor’s officers and outpatients sites, allowing many different ways to reach their consumers and to expand their target audience. With this strong foundation, the organization is able to provide nearly $900 million a year to benefit local communities, building strong and loyal relationships. The medical center is also affiliated with the University of Pittsburgh, which helps to expand research, funding, and resources. UPMC is also able to reach out to their target consumers through social media. Their platform includes:
Many other organizations in this field are lacking when it comes to social media, which gives UPMC a great advantage is public relations and advertising. Even with their sturdy history and strong public communications, UPMC’s greatest strength would have to be their market segmentation. Health service is a need that will never run out, which means that the medical center’s services will always be relevant.
Like any organization, UPMC is bound to have limitations. In terms of audience, despite UPMC being Pennsylvania’s largest nongovernment employer, the company is only Pittsburgh based. Most Pennsylvanians do not have access to UPMC, which limits the amount of patients they can receive and reduces their target audience. A hospital is also a demanding work environment. Some employees feel overworked and underpaid, as well as not receiving enough benefits. The stress could easily influence work ethic and decrease the quality of service provided and overall satisfaction. Each staff member is accountable for the lives of many different patients. Any who do not feel as if they or a loved one were properly cared for could easily public display a complaint and create a public relations issue. If the issue gets large enough, and not every procedure was followed to code, it could even lead to a legal liability. For instance, experimenting with medical treatments could lead to effective cures, but could also put a patient at risk. The medical center has to account for all laws and regulations while simultaneously satisfying customers.
Weaknesses can actually prove to be beneficial if an organization understands how to turn them into opportunities. For instance, now that UPMC has a strong foundation in Pittsburgh, they could easily expand across the rest of Pennsylvania, and possibly even other states. This would grow a much wider target audience. UPMC also have many resources that they could easily take advantage of. Their affiliation with the University of Pittsburgh provides a large pool of possible interns and employees, as well as a method of research and study. The organization, however, would not have grown so large if it did not know how to take opportunities already. UPMC is constantly inventing new models of patient-centered care and pushing their own limits.
All organizations have potential threats, and the first part of overcoming them is to recognize them. A main threat to any company is competition. There are many other medical centers in Pittsburgh, which means that UPMC has to work extra hard to continue to distinguish themselves. West Penn Allegheny Health System is the second largest health care provider, making them the largest potential threat. This only means that UPMC will have to continually improve before competitive companies can overcome them. An important part of staying in high standing is maintaining strong relationships, which poses another threat to them. Highmark is the largest health insurer in Pennsylvania, and has a complicated history with UPMC ever since their long-standing contract failed to be renewed. This only adds to the competition and challenges that UPMC will have to face.