广告战略扩展 15-5 Turning the"Big Idea"Into an Actual Ad to Capture the Target Market's Attention and Interest Testimonial Slice of life Evidence Scientific Evidence Typical Lifestyle Message Technical Execution Expertise Fantasy Styles Personalit Mood or Symbol mage Musical 商务策划学院2002商务策划学院 2002 广告战略扩展 15-5 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