INDEX

S.NO. CHAPTERS

1. Chapter 1 INTRODUTION

o Conceptual Framework

o Objective of the study

o Rationale of the study

2. Chapter 2 RESEARCH METHODOLOGY

o Sample

o The Tools

- For Data Collection

- For Data Analysis

3. Chapter 3 REFERENCES
CREATIVITY IN ADVERTISING: WHERE THE CREATIVITY IS BORN

INTRODUCTION
ADVERTISING

Advertising is a form of communication intended to persuade an audience (viewers, readers or

listeners) to purchase or take some action upon products, ideas, or services. It includes the name
of a product or service and how that product or service could benefit the consumer, to persuade a
target market to purchase or to consume that particular brand. These messages are usually paid
for by sponsors and viewed via various media. Advertising can also serve to communicate an
idea to a large number of people in an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an effort
to associate related qualities with the brand in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies. Nonprofit
organizations may rely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in the late 19th and early 20th
centuries. Mass media can be defined as any media meant to reach a mass amount of people.
Different types of media can be used to deliver these messages, including traditional media such
as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages.

CREATIVITY

Creativity refers to the phenomenon whereby a person creates something new (a product, a
solution, a work of art etc.) that has some kind of value. What counts as "new" may be in
reference to the individual creator, or to the society or domain within which the novelty occurs.
What counts as "valuable" is similarly defined in a variety of ways.

Scholarly interest in creativity ranges widely: the relationship between creativity and general
intelligence; the mental and neurological processes associated with creative activity; personality
type and creative ability; creativity and mental health; creativity in education; and ways of
fostering creativity through training and technology.

Creativity and creative acts are therefore studied across several disciplines
- psychology, cognitive science, education, philosophy (particularly philosophy of
science), technology, theology, sociology, linguistics, business studies, and economics. As a
result, there is a multitude of definitions and approaches.

DEFINITION

In a summary of scientific research into creativity Michael Mumford suggested: "“Over the
course of the last decade, however, we seem to have reached a general agreement that creativity
involves the production of novel, useful products” (Mumford, 2003, p. 110). Beyond this general
commonality, authors have diverged dramatically in their precise definitions, with Peter
Meusburger claiming that over a hundred different versions can be found in the literature.

CREATIVITY IN ADVERTISING

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 their final implementation. The ideas are visualized considering basic human
motives. 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.
LITRATURE REVIEW

“Agencies Need To Think Creatively”

PTI [FRIDAY, NOVEMBER 11, 2005

MUMBAI: Advertising agencies in India should come out of their traditional styles and start
thinking "out of the box" in order to push the creative frontiers to new heights, Piyush Pandey, a
well-known advertising expert said on Friday.
"We have to struggle to see that the good ideas are accepted by the clients, and see the day of the
light and eventually converted into a real creative Ad," Pandey, Executive Chairman and
National Creative Director Ogilvy said at a symposium, organised by Advertising Agencies
Association of India (AAAI) here. "Instead of convincing the clients, we always make excuses
that the client does not accept the new idea or say why tinkle around with the idea that is
working, as sales figures are doing well," he said. "This very attitude has to be changed and the
creative people should come out with ideas that touch the psyche of a common man and see to it
that they convince their clients about the non-conventional ideas and give their gut feeling a
chance", Pandey said. He was of the opinion that the advertising community should develop a
habit of not seeing beyond the obvious, and starts seeing beyond the 30

“What’s The Future of Advertising?”

After Hours Correspondent DNA
Tuesday, November 08, 2005

It cannot be denied that as one of the most rapidly growing professions in India - advertising - is
undergoing a lot of change. To tap these changes, to incorporate consumer and media
perspectives, and to celebrate their 60-year existence in the industry, the Advertising Agencies
Association of India (AAAI) is organizing a three-day symposium discussing the future of
advertising in India. Primarily focusing on traditional and contemporary methods in advertising,
the symposium will include consumer reactions and influences with respect to the profession.
“Predominantly, we are trying to identify the current challenges in advertising and the different
ways to meet them. The industry per say is witnessing a lot more ways to reach out to their
consumers like MMS, blogs, the internet, and ad guys need to catch up on these new techniques,”
says Colvyn Harris, CEO, JWT India, who is also one of the keynote speakers during the event.
Targeted towards the burgeoning and existing advertising, media and marketing professionals,
the symposium will examine the future consumers, communication challenges and new media.
“The industry today needs a thrust and much greater recognition in the international scenario.
Though it has been advancing rapidly, there needs to be a lot more effort to speed up the
growth,” says ad man Piyush Pandey, who will be addressing the event with respect to
positioning of advertising beyond boundaries. The symposium will attract a galaxy of eminent
speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad
Kakkar) who will share their unique perspectives on the future world in the areas of connecting
with audiences.
RATIONAL OF THE RESEARCH

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. The purpose of this research is because it also gives the 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.
OBJECTIVES

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.
METHODOLOGY

THE STUDY

 Decide the objective of the study to be carried out.

The objective of the study as stated in the previous chapter was finalized So as to initiate the survey
for the study.

 Decide the research design.

What is research design?
Research design is a plan, structure strategy of an investigation conceived so as to obtain
answers to research questions and control variance. There are three type of research design system.
• Explanatory Research
• Descriptive Research
• Casual Research.
Among the above mentioned types descriptive research design has been chosen. Descriptive
research is to find an efficient sales force of Agents /Financial Consultants / Agent Advisors. In
order to study the characteristics and variables, cross sectional analysis was conducted by using
field survey method in the process of field survey a questionnaire was developed and circulated
among respondents which formed the basis for entire research.

THE SAMPLE:
 Discussions with the concerned

TOOLS:
 Data Collection: Observation Method
 Primary data
 Secondary data: Published materials by various authors Such as periodicals,
Journals, news papers, and websites
REFERENCES

 Creative Advertising Mario Pricken

 Ogilvy in Advertising David Ogilvy