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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Advertising With Circulars

Advertising With Circulars

Co-op Mailing means that two or more businesses share in the cost and distribution of a direct mail campaign. It's kind of like having you and another non-competing business split the cost of printing, assembling and mailing an advertising flyer to a shared same market base.

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