[11] Judith A. Garretson and Scot Burton, “The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications,” Journal of Marketing 69 (October 2005): 118–32. [12] Tran T. L. Knanh and Regalado Antonio, “Web Sites Bet on Attracting Viewers with Humanlike Presences of Avatars,” Wall Street Journal Interactive Edition, January 24, 2001; Brian Morrissey, “Taco Bell to Cast User Avatars in TV Spot,” Adweek, July 10, 2007, (accessed July 12, 2007). [13] Mya Frazier, “This Ad Will Give You a Headache, But It Sells,” Advertising Age, September 24, 2007. [14] Bob Garfield, “Long-Awaited Wal-Mart Ads are Obvious…Yet Brilliant,” Advertising Age, September 17, 2007, 69. [15] Quoted in Joan Voight, “The Lady Means Business,” Brandweek, April 10, 2006, 28. The Creative Team 12.4 LEARNING OBJECTIVES After studying this section, students should be able to do the following: Characterize the members of an advertising creative team. Explain how copywriters use various literary forms and devices to construct the advertising message.
[11] Judith A. Garretson and Scot Burton, “The Role of Spokescharacters as Advertisement and Package Cues in Integrated Marketing Communications,” Journal of Marketing 69 (October 2005): 118–32. [12] Tran T. L. Knanh and Regalado Antonio, “Web Sites Bet on Attracting Viewers with Humanlike Presences of Avatars,” Wall Street Journal Interactive Edition, January 24, 2001; Brian Morrissey, “Taco Bell to Cast User Avatars in TV Spot,” Adweek, July 10, 2007, (accessed July 12, 2007). [13] Mya Frazier, “This Ad Will Give You a Headache, But It Sells,” Advertising Age, September 24, 2007. [14] Bob Garfield, “Long-Awaited Wal-Mart Ads are Obvious…Yet Brilliant,” Advertising Age, September 17, 2007, 69. [15] Quoted in Joan Voight, “The Lady Means Business,” Brandweek, April 10, 2006, 28. 12.4 The Creative Team LEARNING OBJECTIVES After studying this section, students should be able to do the following: Characterize the members of an advertising creative team. Explain how copywriters use various literary forms and devices to construct the advertising message.