Creativity is probably one of the most commonly used terms in advertising.

Ads are often

called creative. The people who develop ads and commercials are known as creative types.
Advertising creativity is the ability to generate fresh, unique, and appropriate or relevant ideas
that can be used as solutions to communication problems. Divergence refers to the extent to
which an ad contains elements that are novel, different, or unusual
1. Originality. Ads that contain elements that are rare, surprising, or move away from the
obvious and commonplace.
2. Flexibility. Ads that contain different ideas or switch from one perspective to another.
3. Elaboration. Ads that contain unexpected details or finish and extend basic ideas so they
become more intricate, complicated, or sophisticated.
4. Synthesis. Ads that combine, connect, or blend normally unrelated objects or ideas.
5. Artistic value. Ads that contain artistic verbal impressions or attractive shapes and colors.
The second major determinant of creativity is relevance, which reflects the degree to which
the various elements of the ad are meaningful, useful, or valuable to the consumer. Those who
work in agencies, particularly in the creative departments, recognize the importance of
developing advertising messages that are novel and unique but still communicate relevant
information to the target audience

THE CREATIVE PROCESS

1. Immersion. Gathering raw material and information through background research and
immersing yourself in the problem.
2. Digestion. Taking the information, working it over, and wrestling with it in the mind.
3. Incubation. Putting the problems out of your conscious mind and turning the information
over to the subconscious to do the work.
4. Illumination. The birth of an idea—the “Eureka! I have it!” phenomenon.
5. Reality or verification. Studying the idea to see if it still looks good or solves the
problem; then shaping the idea to practical usefulness.
Creative Brief : The written creative brief specifies the basic elements of the creative strategy

This model shows that there are four other potential communication interface failure points,
including:
(1) the client or client gatekeeper lacking knowledge of some or all of the information needed for
effective advertising;
(2) the client deciding not to share with the agency all of the available information that is
relevant to creating effective advertising;
(3) the agency gatekeeper(s) deciding not to share with creative staffers all of the client
information received; and
(4) internal agency communication failures that may result in the creative staff not receiving all
of the relevant information received from the client