ch.9

• What is an appeal? How do advertisements touch people’s emotions? Discuss two techniques.
• 9-2. Find the campaign in this book that you think is the most creative.
   
• What is its Big Idea? How and why does it work?
• Analyze the ad in terms of the ROI formula for evaluating effective creative advertising.
• Re-create the creative brief that would summarize the message strategy.

 Instructions: After reading chapter 9, review question 9-2 at the end of the chapter. Submit a double-spaced paper, 1″ margins, using Times New Roman Font, to address the three bullet points in the question.  Include one paragraph to answer each bullet point.  You do not need a header, simply include your first and last name, date and class (BA110) on the top of the first page. Your responses should discuss concepts from the chapter and how they relate to the questions asked.  Use the textbook and other sources as needed, and cite references used.