American Cancer Society Essay Example | Topics and Well Written Essays - 2000 words

American Cancer Society - Essay Example e pursuit of eliminating cancer from the global sphere, the American Cancer Society carries on substantial research and educational services internationally. Moreover, the American Cancer Society strategizes its goals and objectives through encouragement in building more cancer research institutes to enhance the global research potential. In fact, the American Cancer Society is found to be the largest voluntary research organization in America in the field of health. An association formed to render public services in the health sphere stands out to become a successful venture if its activities are subjected to due governance and monitoring. In this regard, the American Cancer Society is also governed by two separate and distinct set of body viz. the National Assembly and the National Board of Directors. In turn these two separate bodies are constituted by people both nonprofessionals and medical experts. (American Cancer Society, 2010) American Cancer Society in its bid to create awareness about Colon Cancer conducted an advertising program on a national basis. The voluntary association using Television commercials and print media conducted the advertising program. The advertisements aired in the television channels in the commercials and the newspapers were constructed targeting the general audience. A second group of advertisement was also made to target the African population dwelling in America. This advertisement was also aired but by the use of radio. In order to evaluate the effectiveness of the advertisement program a market research activity was also initiated. The Market Research was conducted by targeting a focus group of women in the age group of 50 to 64 years. Moreover, a methodology was also devised to contact the target group of the advertisements conducted. The participants were contacted through telephone on an individual basis. Herein, a set of qualifying criteria was also decided upon. Firstly, it was found out whether the individual was a