The definition and measurement of creativity: what do we know?

Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers.

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...