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Given both criteria defines the so called advertising per se. Both must go hand in hand in order to reach and attain its own purpose.
I think it need both more knowledge about your product and how can you link it culturally with the audience in a creative frame ^>^
I think advertising requires deep knowledge about the person(s) supposed to view the ad and eventually purchase the product. Creativity is key, but would you purchase a product because the ad is highly creative? Unless it appeals to a part of my brain that says I want or I need this, advertising has a short time slot in our working memory.
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