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Unformatted text preview: B. Mainly the responsibility of the copywriters (CWs) and Art Directors (ADs) C. Hierachy i. Creative director 1. Associate Creative director a. CWs and Ads i. Junior CWs and Ads D. Creative directors i. in a large agency, there may be several creative groups, all with their own creative director. ii. Creative directors can rise even higher in an agency. iii. Book: idea industry Applying creativity to Advertising: The Limitations The Internal and External Team I. Your partner II. Your boss III. You client The Creative Strategy I. All advertising must be on strategy a. Example- furniture and furnishings i. Our pieces are more than function, they are works of art ii. All American, buy our pieces b. effective advertising= sound strategy being delivered persuasively and memorably. c. Strategies= agreement between acct exec, creative director, and client The Marketing Mix I. Advertising must work with the rest of the marketing mix....
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- Fall '10