Summary

The creative development and execution of the advertising message are a crucial part of a firm's integrated marketing communications program and are often the key to the success of a marketing campaign. Marketers generally turn to ad agencies to develop, prepare,and implement their creative strategy since these agencies are specialists in the creative function of advertising. The creative specialist or team is responsible for developing an effective way to communicate the marketer's message to the customer. Other individuals on both the client and the agency sides work with the creative specialists to develop the creative

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