Creativity in Advertising: An Expressive Study of Related Key Factors

Creativity is the ability to produce original ideas. It is a way of looking at existing ideas. It is an ability to draw connections between previously unrelated ideas. Schultz (1995) defines advertisement as only one of the possible methods of transmitting business message regarding the product or service. It is business, art, marketing, communication, integrity and above all usage of right relevant technology. This study focuses on the role of creativity within advertising. For the research purpose, a panel of 10 advertising experts and 10 research analysts from different fields has been formed. The opinions of 30 advertisement viewers have also been taken by interviewing them. Secondary sources like research papers, magazines, news papers, thesis, projects etc. have been utilized. Two main measurements related to creativity advertising have been found important. One is divergence which includes five factors namely originality, flexibility, elaboration, synthesis and artistic value and the second is relevance with the involvement two factors Ad-to-Consumer (A2C) and Brand-to-Consumer (B2C).