| Chapter Objectives (See related pages)
- 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.
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