莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_09.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 9The Creative SideCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 3Principle: Great Creative Communicates a Truth about a Brand Key ObjectivesDescribe the role of creativity in integrated marketing communication.Explain creative thinking and how you get the Big Idea.Identify key message strategy approaches.Define issues affecting the management of creative strategy and its implementation. REI Makes a Bold Creative MoveWho would have thought that a retail company would close its 143 stores and pay its