Final Project Report On Creativity in Advertising

CREATIVITY IN ADVERTISING
EXECUTIVE SUMMARY
“THE CAT IS ON THE MAT,” is not the story.

“THE CAT IS ON THE DOG’S MAT,” now that’s the
story.
Advetising is both art and science. The science of advertising is the

analyititcal part that we have been looking at up yo this point: setting
goals, deciding strategy, choosing among different creativity styles. Some
people call this step convergent thinking because the process is to distill
lots of information into the core advertising strategy.
What is it that adds sparkle and life to a well-planned and implemented
advertising campaign? It’s th ‘ah’ factor: that brilliantly simple,but inspired
creative edge.
In Advertising the world is flat. Agencies are structured on a linear basis.
Campaigns are created in linear formats. There are all kinds of rails and
fences and obstacles to keep creative thinking linear. Advertising is a big
business and ranks among the top industries in the world. The growth of
the top advertising industry in any country is in direct relation, its creative
senses and talents if the advertising professionals.
The word advertising is derived from the Latin word ‘adverto’, that means
“To turn towards”. Advertising leads to attention towards something i.e.
the advertising message, which is the purpose of advertising and the
objective of the advertising Creative Advertising starts with proper
creative planning. This includes the conceptualizing of basic ideas to
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implementation. The ideas are visualized considering basic human
motives.
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Advertising is nothing but selling ideas. Creative thinking is the sound

ground where one can reap a rich harvest of ideas.
The creative part of advertising is what comes before the potential
customers and it is here that the fate of the campaign and consequently of
the product being sold could be decided.
Objective of the Project:

Creativity is something you cannot think of as ‘Let’s stop and be
creative’. You need to think of “Creativity” as a discipline, just like
‘Organization’, ‘commitments to results’, or ‘responsibility’. This project
tells us the importance of Creativity in Advertising as creativity demands
abundance. The foundation of creativity is in individual, and so the
techniques and methods discussed in this project are just mere tools to
enhance and liberate one’s creative skills.
So don’t confuse the menu with meal
It is observed that “Far too many people are leading their lives lie they’re
driving their cars with brakes on” this projects will enable you to know how
your foot is taken off that brake pedal.
Research Methodology:
The information is gathered from various sources like books, periodicals
and journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project
report debunks some of the myths surrounding creativity and then
carefully takes through the five I’s of the creative process. It also gives the
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insight of future creativity and the tools that can be helped to help
advertising professionals to enhance and enliven their work.The subject of
creativity in advertising is something of an enigma. Project shows how
creative director in an ad agency goes ‘under the skin of creative’ to use it
to greater effect in their work and in wider aspects of their lives.
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WHAT IS CREATIVITY
There are many definitions of creativity. A number of them suggest that

creativity is the generation of imaginative new ideas (Newell and Shaw
1972), involving a radical newness innovation or solution to a problem,
and a radical reformulation of problems. Other definitions propose that a
creative solution can simply integrate existing knowledge in a different
way.
Definitions of Creativity
There are many definitions of creativity; dictionaries give the following
meanings:
Heritage Illustrated Dictionary:

create: To cause to exist, Bring into being, Originate, To give rise to, Bring
about, Produce, To be first to portray and give character to a role or part
(appropriate to creating fictional characters and writing stories) creation:
An original product of human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative
Macquarie Dictionary (an Australian dictionary)

Create: to evolve from one's one thought or imagination to make by
investing with new character or functions.
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Create: author, bring into being, compose, conceive, parent, form, give
rise to, and throw together
Creative: generative, ground-breaking, innovative, originate, handmade
According to Boden (1998), there are three main types of creativity,
involving different ways of generating the novel ideas:
• The “combinational” creativity that involves new combinations of

familiar ideas.
• The “exploratory” creativity that involves the generation of new

ideas by the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of

some dimension of the structure, so that new structures can be
generated
Other related words re: creativity:
Creativity creativeness, formativeness, innovation, inventiveness,
originality, productivity, craftsmanship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but thinking of
something different"
There are many aspects to creativity, but one definition would include the
ability to take existing objects and combine them in different ways for new
purposes. For example, Gutenberg took the wine press and the die/punch
and produced a printing press. Thus, a simple definition of creativity is the
action of combining previously uncombined elements. From art, music and
invention to household chores, this is part of the nature of being creative.
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Another way of looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful ideas and
solutions to everyday problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision
into an external reality that is new and useful. We must keep in mind that
creativity takes place unavoidably inside our own personal, social, and
cultural boundaries.
The more we define our creativity by identifying with specific sets of
values, meanings, beliefs and symbols, the more our creativity will be
focused and limited; the more we define our creativity by focusing on how
values, meanings, beliefs and symbols are formed, the greater the chance
that our creativity will become less restricted.
In the creative process there are always two different (but interrelated)
dimensions or levels of dynamics with which one can create:
• The system which may be a particular
medium (e.g. oil painting or a particular musical form), or a particular
process (like a problem solving agenda, or an approach to creativity like
Synectics). The creative person manipulates that means to a creative end.
The second dimension is described by the conceptual "content" which the
medium describes. Again, the creative person depicts changes,
manipulates, and expresses somehow the idea of that content.
There is no one definition of creativity that everyone can agree with.
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Creativity researchers, mostly from the field of psychology, usually claim at

being creative means being novel and appropriate. Subsumed under the
appropriateness criterion are qualities of fit, utility, and value.
At least three aspects of creativity have drawn much attention.
The creative process, receiving the most attention, focuses on the
mechanisms and phases involved as one partakes in a creative act.
• A second aspect of creativity is the creative
person. Here, personality traits of creative people are central. The
environmental atmosphere and influence are concerns of a third aspect,
the creative situation.
• Lastly, the criteria or characteristics of
creative products have been sought. This area is of particular importance
because it is the basis of any performance assessment of real world
creativity and may provide a window on the other aspects of creativity.
Briefly stated, creativity is often thought to exist on at least five levels:
1. A higher level versus a lower level
2. Grand versus modest
3. Big "C" versus little c
4. Paradigm-shifting versus garden-variety
5. Eminent versus everyday
Some researchers claim other categories of creativity as well:
1. Expressive versus Productive
2. Expressive versus Inventive
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3. Expressive versus Innovative

4. Invention versus Discovery
5. Theory versus Invention versus Discovery
6. Accommodative versus Assimilative
7. Personal versus Public.
There are three general ways of achieving a creative solution:
• Serendipity
• Similarity
• and meditation
Also, the mode of activity one is in when being creative differs. For
example, there is a distinction between real-time creativity and multistage
creativity. Real-time creativity is spur-of-the-moment, improvisational, and
demands output in a short interval of time; whereas in multistage
creativity, sufficient time is allowed for the generation and selection of
ideas. Creative thought can be divided into divergent and convergent
reasoning.
• Divergent thinking is the intellectual ability to think of many original,

diverse, and elaborate ideas.
• Convergent thinking: the intellectual ability to logically evaluate
critique and choose the best idea from a selection of ideas.
Both abilities are required for creative output. Divergent thinking is
essential to the novelty of creative products whereas convergent thinking
is fundamental to the appropriateness. To combine this variety of
definitions, we can say that creativity involves the generation of new ideas
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or the recombination of known elements into something new, providing

valuable solutions to a problem. It also involves motivation and emotion.
Creativity “is a fundamental feature of human intelligence in
general. It is grounded in everyday capacities such as the association of
ideas, reminding, perception, analogical thinking, searching a structured
problem-space, and reflecting self-criticism. It involves not only a cognitive
dimension (the generation of new ideas) but also motivation and emotion,
and is closely linked to cultural context and personality factors.” (Boden
1998). Thus, any general definition of creativity must account for the
process of recognition or discovery of novel ideas and solutions and
hence most of the definition fall into one or more of these categories like
as an individual talent, as a process, as a product and last but not the
least as a recognition by others.
OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking process is to think beyond existing
boundaries, to awake curiosity, to break away from rational, conventional
ideas and formalized procedures, to rely on the imagination, the divergent,
the random and to consider multiple solutions and alternatives (Candy
1997, Schlange and Juttner 1997).
The result of the creative thinking process is especially important for
businesses. Managers and managerial decisions and actions, confronted
with fast-changing and ambiguous environments in business, need to
develop creative solutions and creative action-based strategies to solve
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problems, as they allow to increase understanding of problematic

situations, to find multiple problems, to produce new combinations, to
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generate multiple solutions that are different from the past, to consider
possible alternatives in various situations that could occur in the future and
“to expand the opportunity horizon and competence base of firms” (dt
ogilvie 1998).
DESCRIPTION / STRUCTURE OF THE METHODOLOGY /

ALTERNATIVE SOLUTIONS
Creativity is not an innate quality of only a few selected people. Creativity
is present in everyone. It can be learned, practiced and developed by the
use of proven techniques which, enhancing and stimulating the creative
abilities, ideas and creative results, help people to move out of their
normal problem-
solving mode, to enable them to consider a wide range of alternatives and
to improve productivity and quality of work. “Creativity is thus constructed
as a learned ability that enables us to define new relationships between
concepts or events, which seemed apparently unconnected before, and
which results in a new entity of knowledge” (European Commission 1998).
Knowledge and information are the basis for creativity. There are
numerous creative techniques, which are also classified in many ways
(Higgins 1994). In general, a certain type of question or a certain area of
application (such as marketing, product or service development, strategic
and decision planning, design, quality management, etc.) often calls for a
certain type or a certain group of creativity techniques.
Fundamental concepts for all creative techniques are:
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• The suspension of premature judgement and

the lack of filtering of ideas.
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• Use the intermediate impossible. Create

analogies and metaphors, through symbols, etc., by finding similarities
between the situation, which we wish to understand and another situation,
which we already understand.
• Build imaginative and ideal situations (invent

the ideal vision).
• Find ways to make the ideal vision happen.
• Relate things or ideas which were previously

unrelated.
• Generate multiple solutions to a problem.
Main points to increase or encourage creativity in a company are:

· To be happy, to have fun
· Keep channels of communication open
· Trust, failure accepted
· Contacts with external sources of information
· Independence, initiatives taken
· Support participatory decision-making and employees’ contribution
· Experiment with new ideas.
EXPECTED RESULTS / BENEFITS

Creativity, through the generation of ideas with value, is needed in order to
solve concrete problems, ease the adaptation to change, optimize the
performance of the organization and best practice manufacturing, and
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changes the attitude of the staff of the organization. Creative thought

processes are also important at all stages in the R&D process.
Some expected results of the creativity process are:
• Innovation through new product and process ideas
• Continuous improvement of products or service
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• Productivity increase
• Efficiency
• Rapidity
• Flexibility
• Quality of products or services
• High performance
CHARACTERISTICS OF PROVIDERS
The implementation of creative techniques within work groups, requires
the assistance and advise of external consultants. One or two consultants,
experts in creative techniques, is normally enough to undertake the
implementation process in a company. His/hers job normally consists of
presenting the different techniques and their application method, defining
the problem to be studied for the participants, initiating and clarifying the
rules of the technique, gathering the necessary data and information to
approach the problem, stimulating the generation of ideas of participants,
and evaluating the ideas before proceeding to put them in practice.
Training of management staff by experts may also be very useful.
Management staff must be trained to stimulate creativity in employees, to
provide motivation, to facilitate a creative climate and to encourage the
use of creative techniques. Managers can also be trained to implement
creative techniques by themselves.
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APPLICATION
Creativity processes are used regularly by many private and public sector
organisations of all sorts in manufacturing, services, banking, or
construction companies. Big firms such as Xerox, AT&T, Frito-Lay, as well
as car manufacturing firms, software development firms, railroad
pharmaceutical firms etc., use creativity techniques to increase efficiency
and quality, especially in their research, strategic planning and marketing
departments.
Creativity techniques may be applied in almost any functional area of the
company: strategic planning, corporate business strategy, product
development, improvement of services, functional strategy, finance,
human resources, marketing, management of collection of information,
product design, software design, quality management, etc.
TYPES OF FIRMS / ORGANISATIONS CONCERNED

Creativity techniques can be implemented by all firms and public
organizations that confront with problem solving and focus on innovation
in processes, products or services.
In case where the implementation of creative techniques is focused on the
support of personal creativity, such as to support individual designers work
for new product development, or to support individual scientists work in
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the laboratory, very small firms or a person can implement creative

techniques for individuals.
In case where the company focus is to increase group creativity and to
create environments where a collaborating team works creatively together,
the firm must have at least 20 employees, including 3 members as
management staff.
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WHAT CREATIVITY MEANS IN ADVERTISING
I once read a quote somewhere that said, "We do not separate

advertising from life."
Creativity is a very subjective term. Who can really say what is creative,
for we all have different opinions on what we individually think is creative.
Some people believe creativity is an engrained concept that you are born
with it. Other people believe it is a talent that can be learned and taught.
I personally believe it is a little of both. The essential elements of creativity
are really imagination and inventiveness disciplined by routine skills. Your
imagination is something you are born with, it can be large and wild or it
can be small and constrained. Inventiveness is something that can be
disciplined, it can be taught and learned with practice and skill.
Put those two concepts together and anything is possible. In advertising,
agencies live and die by creative communications. Creativity is one of the
reasons clients justify advertising and their choice of agencies
So what exactly is creative in advertising? Some creative commercials are
effective, some effective ads are creative, and other ads are neither
creative nor effective. Creativity and effectiveness ultimately join in the
consumer’s minds rather than remain separate.
We must then ask, what is efficiency? Well, efficiency of an ad is
determined by the correct combination of its impact and retention. Impact
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being the ability of an ad to attract attention and retention being the ability
of an ad to stay on viewers’ minds. We can thus say with certainty that an
advertisement needs to be creative to succeed. Its creativity needs to be
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effective in both its impact and retention. I found the quote at the
beginning of the page and thought it was just great. Although creativity in
advertising is an important factor, one must remember to not be creative
just for creative sake. The creativity must also be effective.
Successful creative strategies result from pinpointing an idea, a nuance,
an insight, or a nugget of information gleaned from research or sometime
from an intuitive understanding or quickness of human nature. The true
role of the strategy is to make that intuitive leap which defines the
relationship between the brand and its user.
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HOW CREATIVITY IS DIFFERENT FROM

INNOVATION
Creativity versus Innovation

As this is an advertising study on the subject of “Creativity” it is only right
there should be some advertising efforts to create greater understanding
on behalf of the subject “Creativity” itself. For many the word ‘creativity’
has what may be called a touchy –feely nature to it, not really suitable for
the hard world of business. Yet, mention the word ‘innovation’ and
suddenly the act of creating new ideas takes on a more credible
resonance in certain quarters, such as the business media and various
government-backed development agencies.
Professor Simon Majaro of Cranfield School of Management defines
innovation in this manner in his book Managing Ideas for Profit (Majaro,
1992): ‘Creativity is the thinking process that helps us generate ideas.
Innovation is the practical application of such ideas towards meeting the
organization’s objectives in a more effective way.’ But this means all ideas
are creative. In reality, many ideas will be rejected. Using the working
definition of creativity, it would recognize that, to be ‘creative’, the idea
must offer some form of added value.
Innovation can instead be defined as the ‘adoption, adaptation, or
implementation by a third party of someone’s creativity (ie an added value
product)’. When appraising a painting, one does not say: ‘artist is being
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innovative.’ Should another artist adopt some element of this work , such
as its style, subject matter, materials or techniques used, then the original
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work can be said to be innovative; it has inspired the application of some

creative element of the original work by a third party.
Thus, creative thinking in a disciplined manner can play a real role in
innovation. “Creativity and innovation are normally complementary
activities, since creativity generates the basis of innovation, which, in its
development, raises difficulties that must be solved once again; with
creativity…It is not possible to conceive innovation without creative ideas,
as these are the starting point.” (European Commission 1998).Innovation
results when creativity occurs within the right organizational culture. The
right organizational culture is one that provides through creativity
processes (creative techniques) the possibilities for the development of
personal and group creativity skills. We can define creativity IMT as the
establishment of skills by implementing creativity generation techniques.
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BASICS OF CREATIVITY
Creative Thinking Skills Can Be Learned!!

What can I do to Increase my creativity??
The first task in becoming more creative is giving you permission to do
things creatively. The second is overcoming your personal blocks to
creativity. For some people, being creative involves trying not to be
embarrassed by their own ideas; for others, it is a matter of being aware
that things can be done in many different ways. Some people are self-
aware or confident enough to have fewer inhibitions and can just let their
creative natures work.
Surround yourself with people who love and support you and you will be
even more creative. Spend time meditating on your own worthiness,
reading about other creative people and creative solutions, concentrating
on the positive power of your own creative forces - these activities,
combined with a belief in your own intuition and creative abilities, will help
improve your confidence.
Action Steps
Here are a few additional things you can do to improve your creativity:
• Study books on creative thinking techniques and put them into

practice
• Attend courses on creative thinking and put the ideas into practice.
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• Keep a daily journal and record your thoughts, ideas, sketches, etc.
as soon as you get them. Review your journal regularly and see
what ideas can be developed.
• Indulge in relaxation activities and sports to give the mind a rest
and time for the subconscious to digest information.
• Develop an interest in a variety of different things, preferably well
away from your normal sphere of work. For example, read comic
books or magazines you wouldn't normally get. This keeps the
brain busy with new things. It is a common trait of creative people
that they are interested in a wide variety of subjects.
• Don't work too hard -you need time away from a problem to be
creative after periods of intense focus. It really helps to think of
creativity as a skill or set of skills. By practicing, one can get better
at using them. So whenever you have a chance try and do
mundane things in novel ways - it will make them more entertaining
and you will get more used to expressing your abilities.
Practicing at overcoming irrational inhibitions will also help to improve your
creativity. When you're at a standstill, and you witness somebody with a
vital and flowing creative force, it can be intimidating. The thing that's easy
to miss when you're caught up in the magic of somebody doing something
effortlessly that seems impossible is that it doesn't happen all at once.
Anything can be achieved by breaking it down into its component parts.
Creativity requires patience and a willingness to work for a creative
outcome rather than simply wait for enlightenment. Still, it is important to
creativity to happen. This can be encouraged by setting up an
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environment that encourages creative output, a comfortable space within

which you feel non-threatened and able to create.
A program to improve your personal creativity might include the following
steps.
1. First set a measurable goal. Some goals might be:
 to generate 10% more solutions within 6 months to come
up with
an original solution for problem "X" within 2 weeks to practice generating

ideas bybrainstorming (for example, "find at least 100 ideas for a new
pen")
 to find a new and effective way to relate to my children
that results in them wanting to spend more time with me.
2. Second, set up criteria to indicate whether or not you have or are
reaching your goal. Typical criteria are:
a) the ideas are novel (in that particular context)
b) the ideas are useful, they solve the problem or meet the
challenge
c) the ideas can be implemented within an appropriate time and
budget
3. Third, read and learn about creativity techniques which are one of
the sections of the Creativity Web. This information can be
gathered from books, conferences, other people, software products
and the Internet. Spend time with people who you believe are
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creative and ask them how they did it. There are many paths to
creativity.
4. Fourth, surround yourself with people who love and respect
you; people who encourage you to take risks.
5. Fifth, celebrate your progress in reaching your creativity goals.
6. Finally, begin thinking of yourself as a creative person.
Surround that identity with beliefs about your creative abilities.
Learn the skills of creativity, act creatively every opportunity you get
and find environments that support creative behavior.
Creativity is increased by acknowledging that it exists and by nurturing it.
Create a sensory stimulating environment, increase awareness of that
environment and provide sufficient quiet time to allow that ensory
stimulation to be translated into external reality ... a poem, a bridge, a
meal, a song, a quilt, a business report, a game, a dance, a garden.
Flood yourself with information in your chosen area of creativity then
deliberately expose yourself to information outside your area. Respect and
care for your creativity as you would a child. Attend to your needs, listen to
your creative inner voice, and spend time with yourself. Manage stress in
your life as much as possible.
Practice meditation or some kind of peaceful, relaxing activity such as
handwork or quiet exercise. Avoid becoming too entrenched in your
routines. Don't allow your beliefs to distort your perceptions. A useful
technique is to deliberately and consciously attempt to integrate opposites
at every opportunity within your own mind. Develop the attitude that your
creative work is important even if others do not share your belief; allow
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such judgmental attitudes to be their problem, not yours. Practice using

affirmations and reframing (seeing things from another angle or in another
context) to de-program your self critical habits.
Creativity is not a gift of some sort, it is a state of being ("un etat d'ame",
as they say in French). Learning a creativity- increasing technique of some
sort will give you some tools and help you, but will not automatically
change your point of view about yourself and your creativity; your belief
and value systems about creativity and creativity myths must change as
well.
Creativity and Leadership
"Everyone has creative potential, but creative people think they are
creative."
Self-esteem is one of the most important elements of creativity. People
must believe in their ability to develop original ideas and they must
continue to believe in themselves after repeated failures.
Creativity flourishes in an environment that rewards attempts, as well as
successes, and is conducive to failure. People must feel comfortable
failing before they will repeatedly take risks or attempt creative
approaches. Roger von Oech labels four stages of the creative process:
• Explorer. Finding new ideas and resources from which
an idea may be built.
• Artist. Transforming ideas (gathered by the explorer) into
something new.
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• Judge. Ideas developed by the artist are evaluated and

their merits are weighed; suggestions are offered on how
they can be improved or further developed.
• Warrior. Implementation of the ideas approved by the
judge requiring persistence and determination.
Secrets to Creative Problem Solving
• Be an optimist
• Take your time
• Get enough information
• Brainstorm by yourself
• Redefine the problem
• Plan for results
• Break the routine
• Make a minus a plus
• Don't give up.
• Allow yourself to daydream
• Ask questions
• Have a sense of humor
• Tolerate ambiguity
CREATIVE FORCES
Force-Field Analysis
Force-field analysis characterizes the conflicting forces in a situation. The
recommended approach to this method is to outline the points involved in
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problematic situations at the problem exploration stage, followed by

recognizing factors likely to help or hinder at the action planning and
implementation stages.
1. Members of the group identify and list the driving and restraining
forces (perhaps using a suitable brainstorming or brain writing
technique) openly discussing their understanding of them.
2. The group leader is representative of the current position as a
horizontal line across the middle of the page. The leader will draw
all the driving forces as arrows that either pull or push the line
upwards, and all the restraining forces as arrows that pull or push
the line downwards (see below). Where driving and restraining are
paired use arrow thickness to signify strength of impact of a force
and arrow length to show how complicated it would be to adapt. It is
normally best for the team to reach agreement on these details.
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3. The diagram should then be used to find as many possible

combinations of moving the centre line in the desired direction. Try
to:
Find ways to strengthen or add positive forces
a. Find ways to weaken or remove negative forces
b. Recognize that the negative forces are too strong and
abandon the idea.
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REATIVE ECHNIQUE
“How do you come with a creative idea when faced with a

blank sheet of paper?” ‘Easy. Don’t have a blank sheet of
paper.’
Every working day, creative directors are faced with emands to come up
with creative solutions to the problems. Some outstanding creative heads
may display what is called unconscious competence in appearing to be
able to come up with ideas inuitively. There is no magic wand for coming
up with ideas, but there are some echniques and process to help being
creative. These tecniques, coupled with a knowledge and understanding
of the creative process -- with its five stages
 Information
 Incubation
 Illumination
 Integration,
 Illustration -- will help considerably to improve one’s creative
abilities.
CREATIVE RANGE:
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Whenever faced with a well-defined task, such as coming up eith an idea

for a launch product or phottocall, establish a ‘Creative Range’. Pose what
is called ‘the Safe Bet’ questin: ‘What is the very least, the safest, most
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CREATIVITY IN ADVERTISING

“THE CAT IS ON THE MAT,” is not the story.

Advetising is both art and science. The science of advertising is the

Advertising is nothing but selling ideas. Creative thinking is the sound

Objective of the Project:

There are many definitions of creativity. A number of them suggest that

Heritage Illustrated Dictionary:

Macquarie Dictionary (an Australian dictionary)

• The “combinational” creativity that involves new combinations of

• The “exploratory” creativity that involves the generation of new

• Exploration of structured concepts.

• The “transformational” creativity that involves the transformation of

Creativity researchers, mostly from the field of psychology, usually claim at

3. Expressive versus Innovative

• Divergent thinking is the intellectual ability to think of many original,

or the recombination of known elements into something new, providing

problems, as they allow to increase understanding of problematic

DESCRIPTION / STRUCTURE OF THE METHODOLOGY /

• The suspension of premature judgement and

• Use the intermediate impossible. Create

• Build imaginative and ideal situations (invent

• Find ways to make the ideal vision happen.

• Relate things or ideas which were previously

• Generate multiple solutions to a problem.

Main points to increase or encourage creativity in a company are:

EXPECTED RESULTS / BENEFITS

changes the attitude of the staff of the organization. Creative thought

• Innovation through new product and process ideas

• Continuous improvement of products or service

• Quality of products or services

TYPES OF FIRMS / ORGANISATIONS CONCERNED

the laboratory, very small firms or a person can implement creative

WHAT CREATIVITY MEANS IN ADVERTISING

I once read a quote somewhere that said, "We do not separate

HOW CREATIVITY IS DIFFERENT FROM

Creativity versus Innovation

work can be said to be innovative; it has inspired the application of some

Creative Thinking Skills Can Be Learned!!

• Study books on creative thinking techniques and put them into

environment that encourages creative output, a comfortable space within

an original solution for problem "X" within 2 weeks to practice generating

such judgmental attitudes to be their problem, not yours. Practice using

• Judge. Ideas developed by the artist are evaluated and

problematic situations at the problem exploration stage, followed by

3. The diagram should then be used to find as many possible

“How do you come with a creative idea when faced with a

Whenever faced with a well-defined task, such as coming up eith an idea

FOR COMPLETE REPORT AND

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