Hospital marketing and public relations directors are often expected to serve as creative directors and advertising managers for their organizations, sometimes without benefit of experience in these fields. This workshop will provide a practical guide to developing strategically sound advertising campaigns designed to capture prospective customers' attention, motivate them to take action, and, most of all, produce measurable results.
You will learn to:
1. Write a creative brief.
2. Evaluate ad concepts, key messages, and visual appeal.
3. Create synergy among campaign elements.
4. Select the most effective media mix.
5. Document results of an ad campaign—short term and long term.