tailieunhanh - Ebook Contemporary advertising and integrated marketing communications (15th edition): Part 2

(BQ) Part 2 book "Contemporary advertising and integrated marketing communications" has contents: Print, electronic, and digital media production; using electronic media - Television and radio; using digital interactive media; social media; relationship building - Direct marketing, personal selling, and sales promotion,.and other contents. | PART THREE: Executing and Evaluating the Campaign 11 C H APT ER Creative Execution: Art and Copy Learning Objectives To present the role of art and copy—the nonverbal and verbal elements of message strategy—in print, radio, television, and on the web. Artists and copywriters include a variety of specialists who follow specific procedures for conceptualizing, designing, writing, and producing IMC messages. To be successful, creatives must be conversant with the copywriting and commercial art terms and formats used in the business. They must also develop an aesthetic sensitivity so they can recognize, create, evaluate, or recommend quality work. After studying this chapter, you will be able to: LO11-1 Describe the key principles involved in designing print layouts. LO11-2 Explain how to create great copy in print. LO11-3 Identify the important aspects of writing for radio and TV. LO11-4 Review ways to develop great spots in radio and TV. LO11-5 Suggest ways to write effectively for Websites and social media. LO11-6 List the challenges involved in creating messages for international markets. © bjeayes/Getty Images RF 336 12/01/16 10:57 am Source: Metro Trains Melbourne W hat seems like the easiest persuasion goals are actually the hardest. For example, how hard should it be to persuade people to not do things that may injure them, ruin their health, or even get them killed? ■ Nothing has been more frustrating in the history of PSAs than the failure of message campaigns to get people to quit smoking, not use drugs, not drink too much, not have unprotected sex, etc. ■ There are a host of reasons why campaigns to stop risky behaviors fail. For one, many focus on convincing people they are taking risks, even though their target audience already knows that. Smokers, for example, know perfectly well that smoking is dangerous. They do it anyway. Second, people don’t like to be preached at or .