The Definition and Measurement of Creativity: What Do We Know?
Jaafar El-Murad Westminster Business School, University of Westminster
Douglas C. West Westminster Business School, University of Westminster
CREATIVITY IS at once the least scientific aspect of advertising and the most important (Reid, King, and DeLorme, 1998). As with other forms of creativity, advertising creativity embraces both “originality” and “innovation” (Fletcher, 1990). To be successful, it must have impact, quality, style, and relevance. Ideas must be new, unique, and relevant to the product and to the target audience in order to be useful as solutions to marketing communications problems....