Chapter Objectives

1. To analyze various types of appeals that can be used in the development and implementation of an advertising message.

2. To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.

3. To analyze various tactical issues involved in the creation of print advertising and TV commercials.

4. To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process.

Belch: Advertising and I V. Developing the I S. Creative Strategy: I I © The McGraw-Hill

Promotion, Sixth Edition Integrated Marketing Implementation and Companies, 2003

Communications Program Evaluation

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Destroying Adwords

Destroying Adwords

Adwords or Pay Per Click advertising is essentially the 21st century equivalent of direct marketing, allowing advertisers to test ideas in hours rather than months. Learn more about Google Adwords and PPC advertising.

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