TWO QUESTIONS ALMOST EVERYONE FORGETS TO ASK THEIR ADVERTISING AGENCY Available to Purchase

Principles cannot improve a creative product. Only increased creativity can improve a creative product. Adherence to certain principles can, however, help increase creativity and insure that the creative people get the information they need in a form they can use. Principles can provide afunctional set of parameters within which the creative process can most productively occur. And by identifying generally agreed upon evaluative criteria, the ability to recognize good creativity is increased and protection is provided against good creativity being dismissed arbitrarily.