Creative Differences Between Copywriters and Art Directors

This paper reports findings from a telephone study conducted among agency art directors and copywriters about their attitudes and beliefs about television commercials.

Creative Differences Between Copywriters and Art Directors

Charles E. YoungAmeritest®

Clients and agencies alikeappreciate the role that effective advertising executions can play in multiplying the impact of expensive media dollars in an increasingly cluttered world of television communication. Finding ways to better manage the process of advertising development in order to improve the odds of creating truly effective advertising is therefore a major area of interest to advertising managers.

Advertising effectiveness can only be defined in terms of consumer response to the advertising. But one of the creative process issues identified by Kover,...

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