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Chapter 13 Creating Broadcast Advertising Chapter Learning Objectives Describe the characteristics and tools of radio commercials. Explain the elements and message ...
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Advertising is any paid form of nonpersonal presentation and ... photographers. 9. Typical. Message. Execution. Styles. Testimonial Evidence. Slice of Life ...
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Main selling idea should be aimed at the objective; resist ... Dark backgrounds. Small headlines. Difficult to read fonts. Unrelated images. Atypical layouts ...
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Short, catchy phrases used to complete an ad. Slogans ... Slogan Techniques. Direct address. A startling or unexpected phrase. Rhyme, rhythm, alliteration ...
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