Good Ads & Bad Ads & Creativity. Good Ads & Bad Ads: Creativity. Advertising is not an art form. It’s an expensive, business tool. Current squeeze on profits High media costs Increasing clutter Increasing complexity of today’s changing consumer. Good Ads & Bad Ads: Creativity.
Research. Information. Creative.
+ Words (copy)
+ Pictures (layout)
+ Medium or Vehicle (media)
---copy, graphics, artwork,
“What is in it for the reader/viewer?”
than it has ever been before.