List and discuss the six [6] steps to developing an ad campaign.

1. Discussion question

Here are six steps for creating an advertisement campaign:

1. Define your target audience. This is the first step to creating an advertisement campaign. You will need to research the demographic, geographical, psychological, and behavioral characteristics.
2. Setting campaign goals: This is the second step. This should align with overall business and marketing goals.
3. Create key messages: This is the third step. The unique selling propositions (USPs), of the service or product being promoted should guide these messages.
4. Choose the right communication channels: This is the fourth step. It includes both traditional media channels such as TV, radio and print advertising.
5. Make ad copy: This is the fifth step. It can be written, image, video or interactive. Your content must be in line with your key messages. It must also grab attention from the intended audience.
6. Measuring and optimising: Based on results, the last step of an ad campaign is to determine its effectiveness. Tracking key performance indicators (KPIs), such as reach, engagement and conversion rates is essential. If necessary, adjustments can be made to the campaign.

2nd Discussion Question:

There are many ways that the process of creating a doctor referral directory or promoting it could be improved to improve response rates. These are just a few of the examples.

1. Do market research. The task force could conduct market research prior to developing the materials. This would have helped them better understand the needs, preferences and motivations of the primary care physicians within the region. These insights would have given valuable insight into the best way to communicate with your target audience.
2. More stakeholders should be involved: To ensure the material was useful and relevant, the task force should have included primary care doctors as well.
3. To refine and test the materials. Before distributing the material to wider audiences, the task force could have tested them with a select group of primary-care physicians. It would have been a valuable way to get feedback from the task force on ways to make them more effective.
4. A professional copywriter is recommended: The cardiologist that chaired this committee might be able to speak English well, but it could have been more efficient to employ a professional with healthcare marketing experience to write the material. The message would have been clear and compelling.

Discussion Question #3:

The main components of the communications system are:

1. Sender: A person or an organization that initiates communication.
2. Message is the message that the sender is sending.
3. Coding: This is the conversion of the message to a format that can be sent.
4. Channel: This is the channel through which the message can be transmitted. It could be TV, radio or print.
5. Decoding: The act of understanding the message from the receiver is called decoding.
6. Recipient: This is the individual or organisation that receives the message.
7. Feedback can also be called nonverbal feedback.

Answer to the Discussion Question #4:

The hospital administrator might have taken multiple steps to have greater control of the information about downsizing. These are just a few:

1. Prepare key messages before they happen: Administrators could prepare key messages prior to the actual downsizing that emphasize the reason for it and what steps are being taken so that patients’ care is not compromised.