3. “Nothing is more efficient than
creative advertising. It is more
memorable, longer lasting,
& builds a fan community…faster.”
Stephan Vogel
CCO of Ogilvy & Mather Germany
6. Creativity : the ability to
find unusual & nonobvious
solutions to a problem.
7. American psychologist,
who developed the
Torrance Tests of Creative
Thinking (TTCT),
a battery of
measures used to assess
individuals’ capacity for divergent
thinking in the business world
and in education.
E. Paul Torrance
8. In the early 2000s Indiana
University communications
researcher Robert Smith
adjusted the definition of
creativity to refer to-
“the extent to which an ad contains
brand or executional elements that
are different, novel, unusual, original,
unique, etc.”
9. He came up with five dimensions of
advertising creativity, which form the
basis for our survey
Originality
25. Elaboration 1.32
artistic value 1.19
originality 1.06
flexibility 1.03
Synthesis 0.45
Quantification of each dimension:
(relative to the overall average
creativity of 1.0)
26. Although originality has little impact on sales on its
own, it appears to play an important enabling role,
appearing in three of the four most effective
pairings.
27. 1. Key of Success
2. Creativity
3. Five dimension of creativity
4. Quantification of dimension
Creativity in Advertising
28. Sameer Mathur
Indian Institute of Management
Lucknow
Marketing Professor 2013 -
Marketing Professor
2009 -2013
Ph.D & M.s (Marketing) 2003 - 2009
Amit Pandey
Indian Institute of Technology
Kharagpur
(Internship)