Learning Objectives: Understand the key steps and components necessary in developing strategic and impactful advertising. Know how to develop and use a copy strategy, creative brief and advertising comment organizer. Effectively critique ideas for new advertisments or pre-existing ads for possible reapplication.
Abstract: Audience: Media campaign managers from state or local health departments and local or national organizations.
Key Points: Many public health communications staff with tobacco counter-marketing responsibilities have had limited experience in developing advertising from start to finish. However, gaining expertise with these tasks is essential to developing compelling advertising that will change knowledge, attitudes and behaviors. This workshop is will help participants build expertise and comfort with the steps involved in advertising development, and particularly the step involving assessing the advertising ideas and previously produced ads for reapplication.
Educational Experience: This interactive workshop will begin by clarifying key steps in advertising development, especially developing a copy strategy, developing a creative brief and assessing advertising executions/ideas. Several documents will be shared as templates and examples participants can tailor to their own situations. Next, will be a mock copy meeting, where advertising executives will present new ideas to the audience, as if they were the actual clients. Participants will be asked to respond to the presentation, guided by the tips provided earlier in the session. Finally, we will de-brief the mock copy meeting, talking about what worked well and what could be improved.
Benefits: Participants will benefit from clarifying the key steps to developing advertising, including leaving the session with templates to reapply to their own media campaigns. The opportunity to critique the ideas and provide constructive feedback to the ad agency will be extremely valuable practice for media campaign staff who may be in a similar situation in the near future.
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