It is a truism that creativity is the “heart” of advertising. Its ramifi cations are seen in all aspects of advertising management: in brand positioning, media planning, and, of course, in the creative output itself—the advertising. Both clients and ad agencies seek advertising that is creative and effective. There is considerable disagreement and lack of deep thought, however, about what components of an ad make it both creative and effective. John Rossiter’s approach to dealing with creativity and advertising is presented in this paper. Portions of this argument are presented, published, and cited elsewhere (Rossiter 1994; Rossiter and Bellman 2005; Rossiter and Percy 1987, 1997), but the full contribution and discussion is presented here in the special issue, true to form!