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Creative does not necessarily mean effective. A website may have wonderful graphics yet do a lousy job of communicating the benefits of a product. A sales letter or ad may have great artwork and look fabulous to the eyes but have very little effect at making sales. You can have both but effectiveness and not creativity is what makes sales.
Many TV commercials that are absolutely brilliant from a creative perspective have failed miserably at producing sales. Aim for both but give me "effectiveness" any day.