Copywriter vs. Art Director(Who can I fire first?)

What's more important for a promotional piece; the images or the words? Of course, it is common knowledge that both are necessary, but each one has a specific role to play when trying to persuade a consumer. In my experience, it seems that images are most effective for grabbing attention. The visual element is the first thing that a reader notices, and, as such, the image will almost always be the place here the reader begins. This is where the art directors job ends. The copy must hook the reader and ultimately convince him or her into action. The headline is going to responsible for convincing the reader to continue reading. The body copy then convinces the consumer to take some action (hopefully resulting in a purchase). These are certainly not rules set in stone, it's more like my personal formula from which to build a promotion upon. For example, an image might demonstrate how a produce works in such a way that it leads a consumer to purchase it. For a guy like me, however, my way just seems like a natural progression.