Read McNeil BJ, Weichselbaum R, Pauker SG (1981) Speech and survival: tradeoffs between quality and quantity of life in laryngeal cancer, N Engl J Med. Oct 22;305(17) : 982-7 [Direct Link]
Hamilton, D, Bins, J, McMeekin, P, Pedersen, A, Steen, N, De Soyza, A, Thomson, R, Paleri, V & Wilson, J 2015. ‘Quality compared to quantity of life in laryngeal cancer: A time trade-off study’, Head and Neck, Vol. 38, No. 1, pp. 631–637.
McNeil et al., paper marked a shift in the way T3 laryngeal cancers were treated. Less radical surgery was performed and more chemo/radiotherapy was used. Do you think McNeil’s findings justified this change at the time? WHY?
Compare this work with the more recent work by Hamilton et al., (2015) what are the key areas influencing patient decisions outcome or modality of treatment.
ndian newspapers are not subsidized by the government. Ads of the Indian government are not a source of income for newspapers. In fact the government agencies for example DAVP which stands for Directorate of Advertising and Visual Publicity gets 40% cheaper rates than the commercial rates from these newspapers. (Robert Grabow, p. 39) A Bar chart visualization of what the government spent on print advertising in year 2009-2010 through newspapers. Government goes Private The government has to ensure that its policies and programs are properly presented and correctly interpreted through the press and other media to the people on whose support and good will it holds office. Around 11 to 12 thousand government ads are released in a year in various newspapers in all India on which government spend approx. 2,30,00000 to 2,40,00000 Rs. (Robert Grabow, p. 39) In this modern time where commercial segment is trying to lure customers with their colorful & experimental print ads, Government is also trying to compete them.To increase the attention of public in their messages they are now hiring ad agencies. Some Print ad Campaigns of government bodies has been done by private advertising agencies like Orchard, Dentsu, Taproot and percept etc. For example if we take the ‘India Shining’ Campaign which ran across the country on a huge level, it was done by Orchard Advertising which is a Indian subsidiary of Leo Burnett, a U.S. based advertising Company. Orchard’s advertisement strategy was to counter the mood set by the ‘ India Shining ‘ campaign. Most advertisements by congress did not use bright & many colors was mainly concentrated more on the poor. Indian National Congress (INC) has awarded its entire creative and media mandates to Percept, ahead of the upcoming assembly elections in the states of Uttar Pradesh and Uttarakhand following a multi-agency pitch. Commenting on the win, Amitava Mitra, chief operating officer, Percept, said, ‘Yes, Congress has chosen us to work on the campaigns for both these states. UP is one of the most important states for Congress; it’s not been in power here for the last 22 years, thus we have a very huge and challenging task ahead of us. We will develop the complete integrated campaign for the party. The decision to work with Percept was unanimous at the party level since the agency understood the objective well and had a tone and language in the campaig>GET ANSWER