Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Creative Corner
It is time to try your creativity with a television advertisement. Borrow a camcorder and develop a 30- or 45-second television spot for one of the following products, using the suggested appeal. Be sure to develop a means-end chain prior to creating the advertisement. If you do not have access to a camcorder, then develop a magazine ad.
a. Denim skirt, sex appeal
b. Tennis racket, humor appeal
c. Ice cream, emotional appeal
d. Vitamins, fear appeal
e. Golf club, rational appeal
f. Spring break trip package, scarcity appeal
g. Restaurant, music appeal