CHAPTER
9 
Recognizing Creative Problems
Over the next five chapters, we will discuss the differences between good and bad advertising and how you can help your client gain a competitive edge by using more effective creative messages. If you know what you’re doing and the local direct client knows you know what you’re doing, you will “drive the bus” when it comes to the creative part of the business. Instead of the client telling you what to do, you’ll be in control, with an ironclad and logical creative plan. You may become the client’s expert ...
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