Nurse Retention

I. Introduction
II. Situation Analysis
A. Industry Review
B. Company History
III. Marketing
A. Marketing History
B. Current Marketing Plan
1. Product, Price & Place
2. Promotion
C. Target Market
D. Statement of the Problem
E. Marketing Objective
IV. IMC Objective
V. Copy Platform
A. Basic Problem
B. Target Market
C. Major Selling Idea
D. Creative Strategy Statement
1. Campaign Theme
2. Campaign Slogan
3. Appeal
4. Execution Technique
E. Support Information and Requirements
VI. Creative Work – Magazine Ads, TV Storyboard, Radio Ads, etc.
VII. Media Plan – (See figure 10-2 in Belch)
A. Select Broad Media Classes
B. Select Media Within Classes
C. Develop a Media Schedule
VIII. Media Use Decisions
Everyone must have one broadcast, one print and one other major category, as a minimum.
A. Broadcast
1. Television
a. Vehicle Selecti...