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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Chapter Objectives
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
Creative Strategy:
1. To analyze various types of appeals that can be
used in the development and implementation of
an advertising message.
2. To analyze the various creative execution styles
that advertisers can use and the advertising situations
where they are most appropriate.
© The McGraw−Hill
Companies, 2003
Implementation and Evaluation
9
3. To analyze various tactical issues involved in the
creation of print advertising and TV commercials.
4. To consider how clients evaluate the creative
work of their agencies and discuss guidelines for
the evaluation and approval process.