Check Yourself $8-1$

What does a copywriter do$?$ What does an art director do$?$

Who is ultimately responsible for the creative product?

Check Yourself $8-2$

What does it mean for advertising to resonate? What causes an ad to resonate?

In addition to resonance, what other dimension is important for advertising greatness?

Check Yourself $8-3$

What are the important parts of the creative strategy $($or creative brief$)?$

What is the message strategy? What are its important parts?

Check Yourself $8-4$

What is creativity?

How does advertising help advertisers inform? Persuade? Remind?

How do different styles of thinking influence the creative process?

Check Yourself $8-5$

What is the role of Explorer? The Artist?

What are blocks to creativity, and how can the creative person deal with a block?

What are the steps of the creative pyramid and what role does creativity play in each?

What obstacles does the Warrior prepare to do battle with?