教师手册 Chap_009教学资源.doc

Chapter 09 - Creative Strategy: Implementation and Evaluation PAGE 122 9- PAGE 1 ? 2012 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. Chapter 9 Creative Strategy: Implementation and Evaluation Chapter Overview In the previous chapter the importance of advertising creativity was examined along with the creative process of advertising. Attention was also given to various approaches for determining the big idea that will be used as the central theme of the advertising campaign. This chapter continues the discussion of creative strategy by turning attention to how these big ideas are developed into advertising messages. We will examine various appeals and execution styles that can be used in developing an advertisement along with tactical issues involved in the design and production of advertising messages. The chapter concludes with a discussion of some guidelines for evaluating the creative work of the advertising agency. Learning Objectives To analyze various types of appeals that can be used in the development and implementation of an advertising message. To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate. To analyze various tactical issues involved in the creation of print advertising and TV commercials. To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process. Chapter and Lecture Outline I. APPEALS AND EXECUTION STYLES Once the major selling idea and the advertising campaign theme has been agreed upon, the creative team then turns its attention to determining the specific type of appeal and execution style that will be used to carry out the creative concept. The focus in this chapter i