莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_10.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 10Promotional WritingCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 3Principle: Great Creative Communicates a Truth About a Brand Key ObjectivesDescribe the writer’s role in brand communication.Name the types of brand communication writing.Explain how to write for various media.Identify some challenges that writers face. Chapter Opener: Old Spice Hits a Home RunWhat worked to convince your grandfather to use Old Spice probably wouldn’t persuade guys to use it now. Advertising has evolved to be much m