Key Points: This workshop will show, via active audience participation, how to assess advertising ideas for development and how to assess existing ads (developed by other organizations) for potential re-use in one's organization. It will also demonstrate, via an interactive mock copy meeting with real ad agency personnel, how to best provide feedback to the agency to help them deliver the optimal ads and materials. Finally, ClearWay Minnesota's advertising manager will share her personal experiences on how she and her colleagues determine when to develop new ads and when to re-use ads from other states.

Learning Objectives: At the end of the workshop, participants will be able to: 1) Follow a process for assessing new ideas/concepts for advertising and other communications materials. 2) Use a Comment Organizer for providing specific feedback to ad agencies or other communications firms. 3) Assess existing advertising from other states or countries to determine whether re-using the ads would help meet campaign goals.

Benefits: Greater comfort in providing feedback to ad agencies or other communications suppliers/contractors, as well as a better sense for how to combine new advertising with existing advertising to most cost-efficiently deliver an effective campaign.