The success of an advertisement depends on the judgement at various stages of creating an advertisement apart from the research which may have gone into the development of the campaign. The copywriter, who plays a major role in the creative process, has to evolve an appropriate creative approach based on the information available about the product/service, its usage and the market. The judgement exercised by him in the first instance has to be supported by later judgements within the advertising agency as well as by the persons concerned in the advertising organization.