Jaafar El-Murad and Prof Douglas West, Journal of Advertising Research, Vol. 44, No. 2, June 2004, pp. 188-201
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.