Chap09 Creative Strategy Implementation And Evaluation

The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.