everyone -… 2 world health organization report B u s i n e s s F i n a n c e
Description: students will consider how the principles of promotion apply to the COVID-19 vaccine. This
exercise is meant to help students draw a link from course terms and concepts to the “real world.” With the COVID19 pandemic serving as a major disruptor of consumer behavior and well-being since 2020 and will continue to
impact the marketplace through 2022, it is a relevant topic for this thought exercise.
Submission & Grading:
Students should type a response, organized by the numerical indicators on this worksheet, and submit via
Blackboard. This assignment is worth 1/5 of your “ADT” grade (which is 35% of your final course grade) and will be
scored out of a maximum 100 points. Late assignments will incur a penalty as outlined in the syllabus. Plagiarism or
cheating will result in a zero for the task or the course, depending in the extent of your violation.
In this task, you will propose an advertising campaign for vaccinated Americans age 18-24 to get a booster
shot for COVID-19.
There are two primary issues that emerge from the circulation of COVID-19: widespread illness creates a major
strain on our society and economy,
and the virus mutates in potentially dangerous ways (i.e., becomes more
contagious or more severe) as it passes from one person to the next.
3 Current research suggests that consumers
who are vaccinated for COVID-19 are less likely to contract the virus than unvaccinated people.4
vaccinated people do get COVID-19, they are less likely to experience severe illness or death, and they are less
likely to spread the virus to others.5 Therefore, vaccination can improve the negative societal and economic impacts
of COVID-19 while also slowing down the mutation process. The catch is, research also suggests that people who
are vaccinated for COVID-19 will need a booster (i.e., an additional shot) to maintain optimal performance of the
In other words, the effects of the vaccine will wear off over time. This is a common outcome of vaccines,
in general, but each vaccine is different in its own right.
With this information in mind, imagine that you are hired to create a special public service advertising
campaign that promotes the COVID-19 vaccine booster to vaccinated Americans age 18-24. The message
will be delivered via public transit, including MTA subway cars and stations, the LIRR and Metro North.
1 United Nations Report (2021) https://data.cdc.gov/Vaccinations/COVID-19-Vaccina…
• MTA Public Service Campaign for Masking
o Liveboards: https://nymag.com/intelligencer/2018/11/liveboards…
o Pay Your Fare: https://