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