Summary
“Creative Tactics Decisions” is a chapter from the text book “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003, p306) which was published in Canada. In this chapter, the authors, Belch, G., Belch, M. and Guolla, M., explore the strategy of implementing and executing advertising message. The authors state three types of creative strategy decisions that are “execution style, message structure, and design elements” (Belch, G. et al, 2003, P168 p), which are quite significant when developing creative tactics. In addition, the authors suggest numerous ways that advertising message can be presented, such as “straight sell or factual message, comparison, testimonial, slice of life, fantasy and humor” (Belch, G. et al, 2003, P168). Importantly, the authors point out that these techniques can be combined to present the advertising message. Moreover, in the section of message structure, the authors indicate that “order of presentation, conclusion drawing, message sidedness and verbal visual & message” (Belch, G. et al, 2003, P172-175) are the four main points of “message structure” (Belch, G. et al, 2003, P172). Also, the author introduce that message sidedness can be presented in two ways that are one-sided message and two-sided message (Belch, G. et al, 2003, P174), in particular most advertiser use one-sided messages. Furthermore, the authors emphasize the creative tactics for television. They use several examples to points out that “TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create a variety of advertising appeal and executions” (Belch, G. et al, 2003, P179). Finally, in the section of evaluating creative designs, the authors mention the process of evaluation and guidelines for evaluation. In conclusion, the authors reveal numerous ways to present advertising message, the element of message structure, and they also noted the way to evaluating creative designs.
“Creative Tactics Decisions” is a chapter from the text book “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003, p306) which was published in Canada. In this chapter, the authors, Belch, G., Belch, M. and Guolla, M., explore the strategy of implementing and executing advertising message. The authors state three types of creative strategy decisions that are “execution style, message structure, and design elements” (Belch, G. et al, 2003, P168 p), which are quite significant when developing creative tactics. In addition, the authors suggest numerous ways that advertising message can be presented, such as “straight sell or factual message, comparison, testimonial, slice of life, fantasy and humor” (Belch, G. et al, 2003, P168). Importantly, the authors point out that these techniques can be combined to present the advertising message. Moreover, in the section of message structure, the authors indicate that “order of presentation, conclusion drawing, message sidedness and verbal visual & message” (Belch, G. et al, 2003, P172-175) are the four main points of “message structure” (Belch, G. et al, 2003, P172). Also, the author introduce that message sidedness can be presented in two ways that are one-sided message and two-sided message (Belch, G. et al, 2003, P174), in particular most advertiser use one-sided messages. Furthermore, the authors emphasize the creative tactics for television. They use several examples to points out that “TV is a unique and powerful advertising medium because it contains the elements of sight, sound, and motion, which can be combined to create a variety of advertising appeal and executions” (Belch, G. et al, 2003, P179). Finally, in the section of evaluating creative designs, the authors mention the process of evaluation and guidelines for evaluation. In conclusion, the authors reveal numerous ways to present advertising message, the element of message structure, and they also noted the way to evaluating creative designs.
Critique
The article is a section from the academic book, “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003). In this chapter, the author’s purpose is to present the way of executing the creative decisions. Generally, the authors present the theories clearly and exactly. To instance, the authors state topic sentence at the beginning of some chapter and the authors state the definition of several specific words, such as “direct headlines and one-side message” (Belch, G. et al, 2003, P174). Meanwhile, the authors give appropriate pictures of advertisements as examples to support the theories. For example, the authors give the advertising of Sybase company to explain what is “testimonial exection”(Belch, G. et al, 2003, P170). In addition, the text is well-organized and easy to read, for it is easy to find the topic sentence in each paragraph and the author use space and big letter to point out different sections. For instance, the fonts of several significant words are bolded. Finally, the text is quite useful, since it help me to get the theory of research paper.
The article is a section from the academic book, “Advertising & Promotion” (Belch, G., Belch M., Guolla, M., 2003). In this chapter, the author’s purpose is to present the way of executing the creative decisions. Generally, the authors present the theories clearly and exactly. To instance, the authors state topic sentence at the beginning of some chapter and the authors state the definition of several specific words, such as “direct headlines and one-side message” (Belch, G. et al, 2003, P174). Meanwhile, the authors give appropriate pictures of advertisements as examples to support the theories. For example, the authors give the advertising of Sybase company to explain what is “testimonial exection”(Belch, G. et al, 2003, P170). In addition, the text is well-organized and easy to read, for it is easy to find the topic sentence in each paragraph and the author use space and big letter to point out different sections. For instance, the fonts of several significant words are bolded. Finally, the text is quite useful, since it help me to get the theory of research paper.
