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Chapter Objectives
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When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To analyze various types of appeals that can be used in the development and implementation of an advertising message.
LO 2To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.
LO 3To analyze various tactical issues involved in the creation of print advertising and TV commercials.
LO 4To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process.





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