Advertising Strategy Message Execution Turning the"Big Idea "Into an Actual Ad to capture the Target Market's Attention and Interest. Testimonial Evidence Slice of life Scientific Lifestyle Evidence Typical Technical Message Expertise Execution Fantasy Styles Personality Mood or Symbol Image Musical C2000 Prentice Hall©2000 Prentice Hall Advertising Strategy Message Execution Typical Message Execution Styles Testimonial Evidence Slice of Life Scientific Evidence Lifestyle Technical Expertise Fantasy Musical Personality Symbol Mood or Image Turning the “Big Idea” Into an Actual Ad to Capture the Target Market’s Attention and Interest