APR 241 Creative Strategy and ProcessCh. 8 LECTURE with complete solutions graded A+

APR 241: Creative Strategy and Process/Ch. 8 *LECTURE* with complete solutions graded A+ In most ad agencies, the people who first conceptualize the symbols, words, and images are the members of the _____________ team. creative copywriter develops the verbal message, the copy (words) within the ad. art director responsible for the nonverbal aspect of the message, the design, which determines the look and feel of the ad. Together, both the ___________ and ____________ work under the supervision of a creative director. copywriter, art director creative director (typically, a former copywriter or art director) Head of a creative team of agency copywriters and artists who is assigned to a client's business and who is ultimately responsible for the creative product—the form the final ad takes. creatives the people who work in the creative department, regardless of the specialty Great ads have two things in common: __________________ and _________________. audience resonance, strategic relevance