IMPORTANCE OF CREATIVITY IN ADVERTISING

A SUMMER PROJECT REPORT

Submitted by

MANISH KUMAR SRIVASTAVA

in partial fulfilment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

in

AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY

LUCKNOW
ORIGINS ADVERTISEMENT PRIVATE LIMITED

LUCKNOW

Venture

Under Guidance : Ms.DEEPTI SINGH

Senior-

ROLL NO:30
 SUMMER PROJECT

PROJECT TITLE: IMPORTANCE OF CRATIVITY IN ADVERTISING

COMPANY: ORIGINS ADVERTISING PRIVATE LIMITED

EXTERNAL GUIDE: Ms.DEEPTI SINGH

SENIOR

INTERNAL GUIDE: Dr.

DIRECTOR
AMBALIKA INSTITUTE OF MANAGEMENT &
TECHNOLOGY, LUCKNOW

SUBMITTED BY

NAME: MANISH KUMAR SRIVASTAVA

INSTITUTE: AMBALIKA INSTITUTE OF MANAGEMENT &

TECHNOLOGY, LUCKNOW.

E-mail : manish.2603@gmail.com

CONTACT NO.: +91- 9451187355

ROLL NO: 30
 INDEX
Acknowledgement
Executive Summary
Introduction of Creativity & Advertising
Chapter: Introduction
• Industry profile
• Company profile
• Project Details
• Purpose of the study
• Research Methodology
• Sample Questionnaire

CHAPTER: Collection and Analysis of information

• Chapter summary
• Data Collection
• Data Analysis

CHAPTER: Project findings and recommendation

• Chapter summary
• Conclusion derived from Data Analysis
• Recommendation

BIBLIOGRAPHY

ANNEXUR

Table of Contents

Chapter- 1 Page No.

 1. Introduction
2. Objectives and scope of the study
3. Methodology of the study

Chapter- 2

1. Review of Literature
2. Theoretical Framework

Chapter- 3

1. Company profile

Chapter- 4

1. Data analysis and interpretation

Chapter- 5

1. Findings
2. Suggestions
 ACKNOWLEDGEMENT
This project has been a great learning experience for me and I would like to express my
gratitude towards all the people who guided me throughout, and without whose guidance
and support, this project would not have been completed successfully. It is not possible to
mention the names of all the people who came as more than help for me during the
project. Nevertheless, I cannot stop myself from explicitly coming out about some, who
have guided me through out the project.

I would like to thank ORIGINS ADVERTISING PRIVATE LIMITED for giving me

the opportunity to work with them and gain first hand practical knowledge of the
corporate sector.

I am really out of words to express my heartful gratitude to Miss. Deepti Singh , her
Contribution has been outstanding, as regards invaluable advice on all aspects of the
project, irrespective of the speciality boundaries. She stood as an embodiment of
inspiration during my entire stay with the company. I am also thankful to her for showing
confidence in me and providing this opportunity.

I am also thankful to Miss.Deepti Singh My association with him has been very
beneficial for me to understand and design the strategy of the project and also me for his
invaluable support through out the project.

Back at the institute, I found my faculty to be obliging, catering to the academic aspects
of the project. My internal guide Dr……..helped me on each occasion . She has been a
source of knowledge and inspiration.

To sum up, my experience with ORIGINS ADVERTISING PRIVATE LIMITED has

been a valuable one. The value addition was enormous and impact long lasting. I thank
every one once again .
I would also like to give thanks to these Marketing/Sales Managers, Sr. executives &
Others who helped me to fulfill this research process, I am very glad to say that these
people helped me a lot to complete the project.

Dr. Rai umapat Roy-DGP(IPS), Mr.Rajiv Shukla-Asst. Manager from RIL,Navi Mumbai ,
Mr.Virendra Nath Pandey-Sr.Executive(Indus Tower Limited), Mr.Avijit Tripathi-
MRCOM head (Reliance Comm.), Mr,Jatin Chaddha-Sr. Mktg. Manager(Aircel),
Mr.Sumit Rai- Mktg. Manager(Vodafone), Mr.Ajay K.Kannujia-BSNL(GM- Mktg UP-E),
Mr.Akhil Singh- Mktg. Manager(Idea Cellurer), Mr. C.S.Verma-BSNL(C.A .O) Mr.Manish
Tripathi- Mktg. Manager(DOCOMO)

Mr.Sanjay Singh-Branch Mktg.Head(Videocon), Mr.Ayush Bhatnagar-Sr.Incharge Trade

markrting(SONY), Mr.Devendra Singh-Reg. Mktg. Manager(Whirpool), Mr.Vishal Giri-
Mktg. Manager(LG), Mr.Manish Agarwal- Mktg. Manager(Godrej), Mr.Alok Chaubey-
Sales Manager(Carrier AC-Toshiba), Mr.Prayas Seghal-Sr.sales Manager(BAJAJ
appliances), Mr.B.P Sing- Sr.sales Manager(UP-E)(Fly mobile), Mr.Sanjay Tyagi-Deputy
S.Manager(Haire Appliances), Mr.Avichal Mishra-Business devlopement(HCL
Computers), Mr.Vikrant gupta-Manager sales UP-E(ACER Computers).

Mr.Sanjeev Singla- Mktg. head(TVS Motors), Mr.Sanjay Sinha-Marketing Manager(TATA

Motors), Mr.Dlip Sharma-Sr. Mktg. manager(Hero Honda), Mr. Akhil Utsarg-Sales
manager(BAJAJ automobiles).

Mr.Harsh sharma- Mktg.Manager(OBC Bank), Mr.Amit Sullere-Regional Marketing

Manager(ICICI Bank), Mr.Ashish Marhotra- Mktg. Manager(Bank Of Baroda), Mr.Vivek
Nigam-Head Marketing(Bank Of India), Mr.E.Hussain-regional Mktg.Manager(Allahabad
Bank), Mr.Vikas Bharti-Circle Mktg.manager(Canara Bank), Mr.Munish Mishra-
Asst.manager marketing(HDFC Housing loans), Mr.S.K.himanshu- Marketing
Manager(Syndicate bank).

Mr.Sahid Ansari-Dy.Manager(ANSAL API), Mr.Rajiv Chung-AGM-Mktg.(ELDECO),

Mr.F.U.Khan- Mktg. Manager(Samiah Housing Pvt. Ltd.), Mr.Nitin Tiwari-Sr.officer
Mktg.& sales(Prism Cement), Mr.Rajgopal Nair-Head Mktg Manager(ACC Cement),
Mr.Praksh Chaubey-Marketing Manager(Jaypee cement).

Mr.Rajesh Srivastava-AAO/Mktg.& sales(LIC), Mr.Alok Tripathi- Mktg. Manager(Kotak

Life Insurance), Mr.Harsh Joshi-B.O.I(TaTa AIG), Mr.Kuldeep Divedi-Sales
manager(TaTa AIG), Mr.Anurag Srivastava-S.co-ordinator(Titan industry), Mr.Manish
Chandra- Mktg.Manager(Lava mobile), Ms.Seema Bajpai- Mktg.manager(WAVE cinema),
Mr.Monis Siddqui- Mktg.& Media Manager(Amar Ujala).

Thanks !!
 DECLARATION

I MANISH KUMAR SRIVASTAVA declares that the project report entitled

“IMPORTANCE OF CREATIVITY IN ADVERTISING”. A Study at ORIGINS
ADVERTISING PRIVATE LIMITED is an original and bonafide work done by me
during the summer trainning period i.e. June-August. This is being submitted in the
partial fulfillment of the requirement for the award of degree of the Master of Business
Administration (Ambalika Institute Of Management & Technology). The matter
embodied in this report has not been submitted for the award of any other degree or
diploma .

Manish Kumar Srivastava

Dr.
Director,
Ambalika Institute Of Management & Technology,
Lucknow .

Dear Dr.

We are pleased to inform you that Mr. Manish Kumar Srivastava, an MBA student of
your institute has successfully completed her summer project with our organization from
21st June to 2nd September 2010.

The project assigned to his was IMPORTANCE OF CRATIVITY IN ADVERTISING.

Thanking You

Yours truly,
Miss Deepti Singh

.
 CERTIFICATE
This is to certify that Mr. Manish Kumar Srivastava has worked under my guidance on
the project entitled “IMPORTANCE OF CREATIVITY IN ADVERTISING” from 2nd
June to 2nd September 2010.This report is submitted towards the partial fulfilment of the
Master Of Business Administration curriculum at the Ambalika Institute Of Management
& Technology, Lucknow.

Dr.
Internal Guide
Ambalika Institute Of Management & Technology,
Lucknow .
 EXECUTIVE SUMMARY
Advertising is both art and science. The science of advertising is the
analytical part that we have been looking at up to this point: setting goals,
deciding strategy, choosing among different creativity styles. Some people
call this step convergent thinking because the process is to distil lots of
information into the core advertising strategy.

What is it that adds sparkle and life to a well-planned and implemented

advertising campaign? It’s the ‘ah’ factor: that brilliantly simple but inspired
creative edge.

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 among the advertising professionals.

The word advertising is derived from the Latin word‘ ad verto ’, 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 idea.
 OBJECTIVE OF THE PROJECT

In Advertising Creativity is something that we cannot think of as ‘Let’s stop and be

creative’. We 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 like they’re driving their
cars with brakes on”. This projects will enable you to know how your foot is taken off
that brake pedal.

Research Methodology:
The information is gathering from the Marketing/ Sales managers, Sr.Executive of
reputed companies ,books, periodicals and journals and sites.

Limitations:
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. 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
 NEED OF THE PROJECT

We see lots of ads in TV, NEWSPAPERS, MAZAZINES, BANNERS, OUTDOORS,

BILLBOARDS etc. But to say, these ads have a direct or indirect effect. Whether the
consumer has the use of the ad or not he is involved in the discussion. By virtue, ads are
shown so that consumers intent into the particular product, but can any one guess that
how much amount of money, the companies sell out for each product advertisement,
what are the marketing strategies they use to do so?, etc.

To understand such concepts this project has been undertaken by the guidance and the
support from the professionals. The deep scenario of glamour world had to be
understood, so this project report would give a summary of advertising related concepts
and the whole importance and procedures of ‘IMPORTANCE OF CREATIVITY IN
ADVERTISING’; particulary concentrating on TV.

RESEARCH METHODOLOGY
Formulating the research problem:
The major work done was to find out the different types of information regarding
creativity in advertising. Gathering all kind of information was a challenging job to do .

Research design:
The value of research project is determined not just by the new data obtained, but how
the research complements, previous investigations and contributes to our understandings.
My report is more of an explationary research and has more of secondary data.

Sources of data:
After knowing the type of research to be continued I began searching for the data from
various sources. These included data from different marketing ,managers/ sales managers
of reputed companies ,various books, websites and magazines.

Processing and analyzing the data:

Information was gathered and at the end a questionnaire was prepared. The format of the
questionnaire was prepared with an aim of analyzing the data accurately and so was more
of an objective oriented.

Preparing the research report:

After receiving the needed and precise data, now my job was to make a project report.
 INTRODUCTION OF ADVERTISEMENT

The origin of advertising does not lie in the modern industrial age, but it has its roots in
the remote past. Advertising plays an important role in today’s competitive business
world. It provides benefits to Manufacturers, Retailers, Customers, Salesman and Society
as well.

Advertising is used to introduce a new product in the market. It helps to compete with
established brands and, thereby, ensures the survival and success of new product.
Advertising spreads information about the product or services and makes consumers
aware about it through various mass media which makes positive effect on the mind of
the people and create demand for the product.

The American marketing association defines advertising as “Any paid form of non-
personal presentation & promotion of ideas, goods or services by an identified sponsor”.
It helps in expanding local markets to national level and even to international level.
Trading at national and international level is impossible without advertising.

So advertising as an instrument of marketing advertising was an effective through

multiple sales people reaching many people at one time. Then it had used the media as
tool.

Advertising generates more demand, which leads to

large scale production & distribution. This results in
economies in large scale which in turn reduces cost of
goods. The primary need of a product or services is
advertisement . For example if a newly open company
has to introduce a product in the market , its need
proper advertisement, same like if a director of a
movie has to introduce a new movie to his audience
then he needs a proper publicity and promotion of the
movie by posters, trailers and etc.

‘Creative without strategy is called Art. Creative with strategy is called Advertising.’
The old process of advertising of a movie by hand made poster

This is the example of advertisement in 19’s.through posters in film industry. The film
industry uses this types of promotion activities at that time. After passing the time and
due to coming new technology the field of advertising became too creative & innovative
in this modern age.

OBJECTIVE OF ADVERTISING
The Advertising objectives are the communication tasks to be accomplished with specific
customers that a company is trying to reach during a particular time frame. A company
usually advertises to achieve one of four advertising objectives: trial, continuity, brand
switching, and switchback. Which of the four advertising objectives is selected usually
depends on where the product is in its life cycle.

(1) Trial- The purpose of the trial objective is to encourage customers to make an initial
purchase of a new product. Companies will typically employ creative advertising
strategies in order to cut through other competing advertisements. The reason is simple:
Without that first trial of a product by customers, there will not be any repeat purchases.

(2) Continuity- Continuity advertising is a strategy to keep current customer’s using a

particular product. Existing customers are targeted and are usually provided new and
different information about a product that is designed to build consumer’s loyality.

(3) Brand Switching- Companies adopt brand switching as an objective when they want
customers to switch from competitors brands to their brands. A common strategy is for a
company to compare product price or quality in order to convince customers to switch to
its product brand.

(4) Switchback- Companies subscribe to this advertising objective when they want to get
back former users of their product brand. A company might highlight new product
features, price reductions, or other important product information in order to get former
customers of its product to switchback.

Quotes About Advertising

"Advertising is the modern substitute for argument; its function is to make the worse
appear the better." - George Santayana

"Advertising is legalized lying." - H.G. Wells

"What you say in advertising is more important than how you say it." - David Ogilvy

"Telling lies does not work in advertising." - Tim Bell

"In advertising, not to be different is virtual suicide." - William Bernbach

"Advertising is the genie which is transforming America into a place of comfort, luxury
and ease for millions." - William Allen White

"Advertising is the modern substitute for argument; its function is to make the worse
appear the better." - George Santayana

TYPES OF ADVERTISING
Advertising can take a number of forms, Including Outdoor, Advocacy, Comparative,
Cooperative, Direct-mail, Informational, Institutional, Persuasive, Product, Reminder,
Point of-purchase, and Specialty advertising.

OUTDOOR
Billboards and messages painted on the side of buildings
are common forms of outdoor advertising, which is often
used when quick, simple ideas are being promoted. Since
repetition is the key to successful promotion, outdoor
advertising is most effective when located along heavily
travelled city streets and when the product being promoted
can be purchased locally.

The structures for placement of advertising posters, spectaculars, and painted displays are
maintained by individual outdoor advertising companies called
plant operators. The plant operators also own or lease the land
on which the structures are built, primarily in commercial or
business areas. The structures are scientifically located in
places of heavy traffic volume along highways, alongside
railroad lines, on rooftops, or on the outer walls of buildings so
as to deliver an advertising message to the entire market in the
community.

A OUTDOOR ADVERTISEMENT

Outdoor advertising displays are an excellent reminder medium and are most commonly
used in an advertising campaign to supplement other media. “By Outdoor advertising,
You can target your audience with quick bursts of information on a daily basis”.

ADVOCACY
Advertising used to espouse a point of view about controversial
public issues. Advocacy advertising can be directed at either
specific targets, or general targets, such as political activists, the media, consumer groups,
government agencies, or competitors. It can be sponsored by any type of advertiser
(businesses, consumer, groups, special interest groups, political parties, or even
individuals).

COMPARATIVE
Is an advertisement in which a particular product, or service,
specifically mentions a competitor by name for the express purpose of
showing why the competitor is inferior to the product naming it.
Example- In the 1980s, during what has been referred to as the cola
wars, soft-drink manufacturer Pepsi ran a series of
advertisements where people, caught on hidden camera, in a blind
taste test, chose Pepsi over rival Coca-Cola.

CO-OPERATIVE
Advertising is a system by which a manufacturer pays a portion of
the cost (usually half) when a local retailer advertises the
manufacturer's brand. Lots of newspapers keep track of which
manufacturers are offering co-op ad programs because some small
retailers are often unaware of or forget about these funds.
Newspapers benefit from keeping this list for retailers since it ends
up selling more ad space by making the retailer aware of co-op allowances.

DIRECT-MAIL
The most common form of direct marketing is direct mail sometimes
called junk mail, used by advertisers who send paper mail to all postal
customers in an area or to all customers on a list. Direct mail includes
advertising circulars, catalogs, free trial CDs, pre-approved credit card
applications, and other unsolicited merchandising invitations delivered
by mail or to homes and businesses, or delivered to consumers' mailboxes by delivery
services other than the Post Office.

INFORMATIONAL
Advertising, which is used when a new product is first being
introduced, the emphasis is on promoting the product name,
benefits, and possible uses. Car manufacturers used this strategy when sport utility
vehicles (SUV’s) were first introduced.

INSTITUTIONAL
Advertising whose purpose is to promote the image of a corporation
rather than the sale of a product or service; also called institutional
advertising. This advertising is also used to create public awareness of
a corporation or to improve its reputation in the marketplace. As an
example, a large lumber of companies may develop an advertising
theme around its practice of planting trees in areas where they have
just been harvested. A theme of this nature keeps the company's name
in a positive light with the general public because the replanting of
trees is viewed positively by most people.

PERSUASIVE
Advertising is used after a product has been introduced to
customers. The primary goal is for a company to build selective
demand for its product. safety features of their vehicles. Persuasive
advertising is a component in an overall advertising strategy that
seeks to entice consumers into purchasing specific goods or services,
often by appealing to their emotions and general sensibilities. This
particular advertising strategy is different from informative advertising, which essentially
provides the customer with hard data about the nature and function of the product.

PRODUCT
Advertising pertains to non-personal selling of a specific product. An
example is a regular television commercial promoting a soft drink. The
primary purpose of the advertisement is to promote the specific soft
drink, not the entire soft-drink line of a company.

REMINDER
Advertising is used for products that have entered the mature stage
of the product life cycle. The advertisements are simply designed to
remind customers about the product and to maintain awareness. For example, detergent
producers spend a considerable amount of money each year promoting their products to
remind customers that their products are still available and for sale.

POINT-OF-PURCHASE
Advertising uses displays or other promotional items near the product that is being sold.
The primary motivation is to attract customers to the display so
that they will purchase the product. Stores are more likely to use
point-of-purchase displays if they have help from the manufacturer
in setting them up or if the manufacturer provides easy instructions
on how to use the displays. Thus, promotional items from
manufacturers who provide the best instructions or help are more
likely to be used by the retail stores.

SPECIALITY
Advertising is a form of sales promotion designed to increase
public recognition of a company's name. A company can have its
name put on a variety of items, such as caps, glassware, gym bags,
jackets, key chains, and pens. The value of specialty advertising
varies depending on how long the items used in the effort last.
Most companies are successful in achieving their goals for
increasing public recognition and sales through these efforts.

Future of advertising
Advertising has gone through five major stages of development: domestic, export,
international, multi-national, and global. For global advertisers, there are four,
potentially competing, business objectives that must be balanced when developing
worldwide advertising: building a brand while speaking with one voice, developing
economies of scale in the creative process, maximizing local effectiveness of ads, and
increasing the company’s speed of implementation. Born from the evolutionary stages of
global marketing are the three primary and fundamentally different approaches to the
development of global advertising executions: exporting executions, producing local
executions, and importing ideas that travel.

Advertising research is key to determining the success of an ad in any country or region.

The ability to identify which elements and/or moments of an ad that contributes to its
success is how economies of scale are maximized. Once one knows what works in an ad,
that idea or ideas can be imported by any other market. Market research measures, such
as Flow of Attention, Flow of Emotion and branding moments provide insight into what
is working in an ad in any country or region because the measures are based on the
visual, not verbal, elements of the ad.

CREATIVITY

What is creativity ?
"Creativity is the process of bringing something new into being...creativity requires
passion and commitment. Out of the creative act is born symbols and myths. It brings to
our awareness what was previously hidden and points to new life. The experience is one
of heightened consciousness-ecstasy."

"Creativity is a mental and social process involving the generation of new

ideas or concepts, or new associations of the creative mind between existing
ideas or concepts. Creativity is fueled by the process of either conscious or
unconscious insight. An alternative conception of creativeness is that it is
simply the act of making something new."

So, creativity is not reserved for web designers (and artists, or art, in general). Anyone
can be creative. It can be seen outside the design or art. In this context, it is necessary to
be clear about what creativity really means. 'To create' . According to the Oxford
Dictionary Creative means "Bring into existence, give rise to; originate.” "The word
creation means" All created things products of human intelligence, especially of
imaginative thought;" 'creative' means: "Creating; able to create; inventive; imaginative;
showing imagination as well as routine skill"

Heritage Illustrated Dictionary

Create: To cause to exist, Bring into being, Originate, To give rise to, Bring about,
Produce, To be first to portray and give character to a role or part (appropriate to creating
fictional characters and writing stories) creation: An original product of human invention
or imagination.
Creative: characterized by originality and expressiveness, imaginative

“THE CAT IS ON THE MAT,” is not the story.

“THE CAT IS ON THE DOG’S MAT,” now that’s the story.

Macquarie Dictionary (an Australian dictionary)

Create: to evolve from one's one thought or imagination to make by investing with new
character or functions.
Creative: generative, ground-breaking, innovative, originate, handmade

According to Boden (1998), there are three main types of creativity, involving different
ways of generating the noble ideas:
• The “combinational” creativity that involves new combinations of familiar ideas.
• The “exploratory” creativity that involves the generation of new ideas by the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of some
dimension of the structure, so that new structures can be generated

Other related words re: creativity

Creativity creativeness, formativeness, innovation, inventiveness, originality,

productivity, crafts-man ship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but thinking of something
different"
There are many aspects to creativity, but one definition would include the ability to take
existing objects and combine them in different ways for new purposes. For example,
Gutenberg took the wine press and the die/punch and produced a printing press. Thus, a
simple definition of creativity is the action of combining previously uncombined
elements. From art, music and invention to household chores, this is part of the nature of
being creative.

Another way of looking at creativity is as playing with the way things are interrelated.
Creativity is the ability to generate noble and useful ideas and solutions to everyday
problems and challenges.
Creativity involves the translation of our unique gifts, talents and vision into an external
reality that is new and useful. We must keep in mind that creativity takes place
unavoidably inside our own personal, social, and cultural boundaries.

The more we define our creativity by identifying with specific sets of values, meanings,
beliefs and symbols, the more our creativity will be focused and limited; the more we
define our creativity by focusing on how values, meanings, beliefs and symbols are
formed, the greater the chance that our creativity will become less restricted.

In the creative process, there are always two different (but interrelated) dimensions or
levels of dynamics with which one can create:

The system which may be a particular medium (e.g. oil painting or a particular musical
form), or a particular process (like a problem solving agenda, or an approach to creativity
like Synaptic). The creative person manipulates that means to a creative end. The second
dimension described by the conceptual "content" which the medium describes. Again, the
creative person depicts changes, manipulates, and expresses somehow the idea of that
content.

Creativity researchers, mostly from the field of psychology, usually claim at being
creative means being noble and appropriate. Subsumed under the appropriateness
criterion are qualities of fit, utility, and value. At least three aspects of creativity have
drawn much attention.

The creative process, receiving the most attention, focuses on the mechanisms and phases
involved as one partakes in a creative act.
 • A second aspect of creativity is the creative person. Here,
personality traits of creative people are central. The
environmental atmosphere and influence are concerns of a
third aspect, the creative situation.

• Lastly, the criteria or characteristics of creative products

have sought. This area is of particular importance because
it is the basis of any performance assessment of real world
creativity and may provide a window on the other aspects
of creativity.

Briefly stated, creativity is often thought to exist on at least five levels:

1. A higher level versus a lower level

2. Grand versus modest
3. Big "C" versus little “c”
4. Paradigm-shifting versus garden-variety
5. Eminent versus everyday

Some researchers claim other categories of creativity as well:

 1. Expressive versus Productive
2. Expressive versus Inventive
3. Invention versus Discovery
4. Theory versus Invention versus Discovery
5. Accommodative versus Assimilative
6. Personal versus Public.

There are three general ways of achieving a creative solution:

• Serendipity
• Similarity
• Meditation

In addition, the mode of activity one is in when being creative differs. For example, there
is a distinction between real-time creativity and multistage creativity. Real-time creativity
is spontaneous, improvisational, and demands output in a short interval of time; whereas
in multistage creativity, sufficient time is allowed for the generation and selection of
ideas. Creative thought can be dividing into divergent and convergent reasoning.

• Divergent thinking is the intellectual ability to think of many original, diverse,

and elaborate ideas.
• Convergent thinking the intellectual ability to logically evaluate critique and
choose the best idea from a selection of ideas.

Both abilities are required for creative output. Divergent thinking is essential to the
novelty of creative products whereas convergent thinking is fundamental to the
appropriateness. To combine this variety of definitions, we can say that creativity
involves the generation of new ideas or the recombination of known elements into
something new, providing valuable solutions to a problem. It also involves motivation
and emotion.

Creativity “is a fundamental feature of human intelligence in general. It is ground in

everyday capacities such as the association of ideas, reminding, perception, analogical
thinking, searching a structured problem-space, and reflecting self-criticism. It involves
not only a cognitive dimension (the generation of new ideas) but also motivation and
emotion, and is closely linked to cultural context and personality factors.” (Boden 1998).
Thus, any general definition of creativity must account for the process of recognition or
discovery of novel ideas and solutions and hence most of the definition fall into one or
more of these categories like as an individual talent, as a process, as a product and last
but not the least as a recognition by others.

OBJECTIVES OF CREATIVITY
Main objectives of a creative thinking process is to think beyond existing boundaries, to
awake curiosity, to break away from rational, conventional ideas and formalized
procedures, to rely on the imagination, the divergent, the random and to consider multiple
solutions and alternatives (Candy 1997, Schlange and Juttner 1997).

Creativity is not an innate quality of only a few selected people. Creativity is present in
everyone. It can be learned, practiced and developed by the use of proven techniques
which, enhancing and stimulating the creative abilities, ideas and creative results, help
people to move out of their normal problem-solving mode, to enable them to consider a
wide range of alternatives and to improve productivity and quality of work. “Creativity is
thus constructed as a learned ability that enables us to define new relationships between
concepts or events, which seemed apparently unconnected before, and hich results in a
new entity of knowledge”

The result of the creative thinking process is especially important for businesses.
Managers and managerial decisions and actions, confronted with fast-changing and
ambiguous environments in business, need to develop creative solutions and creative
action-based strategies to solve problems, as they allow to increase understanding of
problematic situations, to find multiple problems, to produce new combinations, to
generate multiple solutions that are different from the past, to consider possible
alternatives in various situations that could occur in the future and “to expand the
opportunity horizon and competence base of firms” (dt ogilvie 1998).

CREATIVITY & ADVERTISING

Advertising is often thought of as the paid, non-personal promotion of a cause, idea,
product, or service by an identified sponsor attempting to inform or persuade a particular
target audience. Advertising has taken many different forms since the beginning of time.
For instance, archaeo-logists have uncovered walls painted in Rome announcing
GLADITIOR fights as well as rock paintings along Phoenician trade routes used to
advertise wares. From this early beginning, advertising has evolved to take a variety of
forms and to permeate nearly every aspect of modern society. The various delivery
mechanisms for advertising include banners at sporting events, billboards, Internet Web
sites, logos on clothing, magazines, newspapers, radio spots, and television commercials.
Advertising has so permeated everyday life that individuals can expect to be exposed to
more than 1,200 different messages each day. Advertising is the process by which
companies differentiate their products to others and also show that its product is and
services are better than others. For example-:

Zoo zoo’s ad which affect and attract the customers towards Vodafone.

These are some more example of creative designs :

An attractive handbag 1 An attractive handbag 2

An attractive Ad of Coca Cola An attractive Ad of

SONY camera
 LET’S TAKE A BREAK…
(1) (2)

A group of carpenters are at work. ...and a TV set, where a man hanging

However, their attention is divided over a chasm is clinging on to a woman
between their work... for dear life.

(3) (4)

"Pakde rehna," the woman ...as the couple on screen keep up

screams. "Chodna nahin," the man the "Pakde rehna-chodna nahin"
pleads. The workers watch... strain for an incredibly long period.

(5) (6)
Fed up with the melodrama, one Wanting to continue with his
of the carpenters gets up in work, he walks over to the TV
disgust. "Arre, yeh bhi koi film and picks up a can of Fevicol
hai"!!! which placed on top of the TV..

(7) (8)

Instantly, the man on screen ...and eyes another TV, a top

plummets. Surprised, the which a TUB of Fevicol is
carpenter peers at the can of perched. The man on screen is
Fevicol he has picked up. still dangling over the chasm.
Slowly, he turns... And saying "Pakde Rehna….
Chodna nahi...”

Headline: Fevicol Ka Jodd Hai Tootega Nahin…

Agency: O&M (National Award Winner)
Client: Pidilite Industries .
Anti- Smoking Campaign
Best Social Message Award
 ROLE OF ADVERTISEMENT IN BUSINESS
Advertisement plays a very important role in every business. Advertisement is one of the
most important things present in our society today, like an old slogan puts it 'Advertising
is, your right to choose'.

1. Advertising helps to keep the consumers informed about whatever new products
services are available in the market at their disposal.

2.It helps to spread awareness about products or services that are of some use to
consumer and potential buyers.

3.Advertising introduces different brands of same product it also tells about

qualities of each brand and we can easily select.

4.Through advertisement we come to know of new service jobs by which Qualified

people can apply for them and get adjusted in life.

5.It creates awareness among the consumers about the products and the services
available in the market. Aids to increase our profits.

6. It helps in increasing the sales of the company which directly leads to the business
promotions. Provide assistance in the growth and development of the business.

7.Advertising is a form of communication that is meant to drive customers to

purchase or consume the goods/brand that is being sold.
 NEED OF CREATIVE ADVERTISING
IN
BUSINESS

Creativity in Advertising must inherently be used to communicate something that is:

right, good, fair, just, beneficial, interesting, and of some quality, value, or worth to your
probable purchaser.

Through the exposure of advertising, a product or service or issue must become familiar
enough to a probable purchaser so they can relate to it, so it becomes believable and
credible enough, that they are attracted to it, and then trusts it enough to try it.

There must be something demonstrated that provides the probable purchaser with what
they want, need, or desire: help, utility, solve a problem, answer a question, seek
pleasure--avoid pain, hunt and gather better, survive and prosper more… or the probable
purchaser will not buy into your proposition, or they will only buy it once, and never
endorse it to others in their influence.

Fundamental concepts for all creative techniques are:

• The suspension of premature judgment and the lack of
filtering of ideas.

• Use the intermediate impossible. Create analogies and

metaphors, through symbols, etc., by finding
similarities between the situation, which we wish to
understand and another situation, which we already
understand.

• Build imaginative and ideal situations (invent the ideal

vision).

• Find ways to make the ideal vision happen.

 • Relate things or ideas, which were previously unrelated.

• Generate multiple solutions to a problem.

Main points to increase or encourage creativity in a company are:

· To be happy, to have fun
· Keep channels of communication open
· Trust, failure accepted
· Contacts with external sources of information
· Independence, initiatives taken
· Support participatory decision-making and employees’ contribution
· Experiment with new ideas.

ADVANTAGE OF CREATIVITY:

Creativity, through the generation of ideas with value, is needed in order to solve
concrete problems, ease the adaptation to change, optimize the performance of the
organization and best practice manufacturing, and changes the attitude of the staff of the
organization. Creative thought processes are also important at all stages in the R&D
process.

Some expected results of the creativity process are:

• Innovation through new product and process ideas

• Continuous improvement of products or service

• Productivity increase

• Efficiency
 • Rapidity

• Flexibility

• Quality of products or services

• High performance

Advertisement plays a very important role in every business as :-

1. Helps in promotion of business.

2. Educate customer about the products and services offered by the business.
3. Helps to increase sales of product.
4. Helps to beat competitors.
5. Aids to increase profits.
6. Provide assistances in the growth and development of the business.

• Miscellaneous advantages

1. (a) It has greatly encouraged innovation and technology.

2. (b) It facilitates to establish reputation of firm and goodwill of products.
3. (c) It helps to maintain a steady demand.
4. (e) It helps to eliminate middlemen.
5. (e) It eliminates seasonal fluctuations.
6. (f) Correspondence course have been made possible largely due to advertisement.
 WHAT CREATIVITY MEANS IN ADVERTISING ?

I once read a quote somewhere that said, "We do not separate advertising from life."

Creativity is a very subjective term. Who can really say what is creative, for we all have
different opinions on what we individually think is creative. Some people believe
creativity is an engrained concept that you are born with it. Other people believe it is a
talent that can be learned and taught.

I personally believe it is a little of both. The essential elements of creativity are really
imagination and inventiveness disciplined by routine skills. Your imagination is
something you are born with, it can be large and wild or it can be small and constrained.
Inventiveness is something that can be disciplined, it can be taught and learned with
practice and skill.

Put those two concepts together and anything is possible. In advertising, agencies live
and die by creative communications. Creativity is one of the reasons clients justify
advertising and their choice of agencies
So what exactly is creative in advertising? Some creative commercials are effective,
some effective ads are creative, and other ads are neither creative nor effective. Creativity
and effectiveness ultimately join in the consumer’s minds rather than remain separate.
We must then ask, what is efficiency? Well, efficiency of an ad is determined by the
correct combination of its impact and retention. Impact being the ability of an ad to
attract attention and retention being the ability of an ad to stay on viewers’ minds.

We can thus say with certainty that an advertisement needs to be creative to succeed. Its
creativity needs to be effective in both its impact and retention. I found the quote at the
beginning of the page and thought it was just great.

Although creativity in advertising is an important factor, one must remember to not be

creative just for creative sake. The creativity must also be effective.

Successful creative strategies result from pinpointing an idea, a nuance, an insight, or a

nugget of information gleaned from research or sometime from an intuitive
understanding or quickness of human nature. The true role of the strategy is to make that
intuitive leap which defines the relationship between the brand and its user.
ADVANTAGE OF CREATIVE ADVERTISEMENT

. Increasing sales

The expenses of advertising may be justified on the ground that it helps to increase sales,
which there by results in increased production.

• Reduction cost

It assets to reduce cost of production and distribution which are passed on to consumers
in the form of reduced prices. .

• Duplicate advertising

The basic purpose of advertising is to increase the sales of products which are not in
competition, For example large amounts are spent on the publicity of Tooth Pastes which
appear to be in competition but which is really produced by the same manufacturers.

• Prevention of lost sales

Much advertising is aimed at preventing the erosion of its sales by competitors. So
advertising may be regarded as being “defensive”.

• Creating market attitude

Advertising can create a market attitude for product which would not otherwise be
desired. Thus artificial demand can be created by exploiting fears.

• Impression the public

Advertisement is considered important branch of business which impresses the public

about the superiority of product.

• Encouraging competition

It assists to promote competition among the producers. Thus it facilities to supply goods
of improved quality in the market at competitive prices.

• Increasing business activities

Advertising helps to increase the business activities in the country. Thus national income
and consumption per capita may be increased.

• Developing goods

It informs the manufacturers about the changes in taste, fashion and habits of customers.
So producer will be in a position to develop his product according to the changed
circumstances in the market.
 • Informing consumers

Advertising provides the information to consumers about the choice, prices quality and
other description of product at their home, which guides them for quick decision.

• Providing employment

As it helps to create the new demand of the products, it tends to increase the sales volume
of goods. So new industry will be established and old industry will be expanded where
thousands of persons may be engaged.

• Encouraging buying ability

Constructive advertising encourage to a great extent the necessity for buying ability. The
use of brands is essential for most advertising which makes it possible to depend upon the
standard quality of such merchandise. It enables the customers to avoid purchase of
unsatisfactory brands.

• Introduction the new products

New products can be introduced and popularized in the market by advertising. But in this
way an established company which manufactures a group of. products can boost up the
sales of its entire products.
 • Saving time

Advertising greatly helps to save time. It enable the consumers to spend a short deal of
time seeking products to meet his requirements because he has already been informed
about many standard goods through advertising.

Advertising Agencies
An advertising agency or ad agency is a service business dedicated to creating, planning
and handling advertising (and sometimes other forms of promotion) for its clients. An ad
agency is independent from the client and provides an outside point of view to the effort
of selling the client's products or services. An agency can also handle overall marketing
and branding strategies and sales promotions for its clients.

History Of Advertising Agency

George Reynell, an officer at the London Gazette, set up what is believed to be the first
advertising agency in world, United Kingdom(London), in 1812. This remained a family
business until 1993, as 'Reynell & Son', and is now part of the TMP Worldwide agency
(UK and Ireland) under the brand TMP Reynell

In 1864, William James Carlton began selling advertising space in religious magazines.
James Walter Thompson joined this firm in 1868. Thompson rapidly became their best
salesman, purchasing the company in 1877 and renaming it the James Walter Thompson
Company, which today is the oldest American advertising agency. Realizing that he
could sell more space if the company provided the service of developing content for
advertisers, Thompson hired writers and artists to form the first known Creative
Department in an advertising agency. He is credited as the "father of modern magazine
advertising" in the US..

Types of advertising agencies

Ad agencies come in all sizes and include everything from one or two-person shops
(which rely mostly on freelance talent to perform most functions), small to medium sized
agencies, large independents such as SMART and TAXI, and multi-national, multi-
agency conglomerates such as Euro RSCG India, Ogilvy & Mather(O&M), Origins Advertisement Pvt
Ltd, Percept Ltd ,Percept Ltd, Rediffusion-DYR , Mudra Communications Pvt Ltd and etc, Lintas Ltd.

Agency Departments

Creative department

The people who create the actual ads form the core of an advertising agency. Modern
advertising agencies usually form their copywriters and art directors into creative teams.
Creative teams may be permanent partnerships or formed on a project-by-project basis.
The art director and copywriter report to a creative director, usually a creative employee
with several years of experience. Although copywriters have the word "write" in their job
title, and art directors have the word "art", one does not necessarily write the words and
the other draw the pictures; they both generate creative ideas to represent the proposition
(the advertisement or campaign's key message). Creative departments frequently work
with outside design or production studios to develop and implement their ideas. Creative
departments may employ production artists as entry-level positions, as well as for
operations and maintenance. The Creative Process forms the most crucial part of the
advertising process.

Account services

Agencies appoint account executive to liase with the clients. The account executives need
to be sufficiently aware of the client’s needs and desires that can be instructed to the
agency’s personnel and should get approval from the clients on the agency’s
recommendations to the clients. Creativity and marketing acumen are the needed area of
the client service people. They work closely with the specialists in each field.
Media services

The media services department may not be so well known, but its employees are the
people who have contacts with the suppliers of various creative media. For example, they
will be able to advise upon and negotiate with printers if an agency is producing flyers for
a client. However, when dealing with the major media (broadcast media, outdoor, and the
press), this work is usually outsourced to a media agency which can advise on media
planning and is normally large enough to negotiate prices down further than a single
agency or client can.

Production

Without the production department, the ads created by the copywriter and art director
would be nothing more than words and pictures on paper. The production department, in
essence, ensures the TV commercial or print ad, etc., gets produced. They are responsible
for contracting external vendors (directors and production companies in the case of TV
commercials; photographers and design studios in the case of the print advertising or
direct mailers). Producers are involved in every aspect of a project, from the initial
creative briefing through execution and delivery. In some agencies, senior producers are
known as "executive producers" or "content architects".

Modern agencies might also have a media planning department integrated, which does all
the spot's planning and placements.

Other departments and personnel

In small agencies, employees may do both creative and account service work. Larger
agencies attract people who specialize in one or the other, and indeed include a number of
people in specialized positions: production work, Internet advertising, planning, or
research, for example.

An often forgotten, but integral, department within an advertising agency is traffic. The
traffic department regulates the flow of work in the agency. It is typically headed by a
traffic manager (or system administrator). Traffic increases an agency's efficiency and
profitability through the reduction of false job starts, inappropriate job initiation,
incomplete information sharing, over- and under-cost estimation and the need for media
extensions. In small agencies without a dedicated traffic manager, one employee may be
responsible for managing workflow, gathering cost estimates and answering the phone,
for example. Large agencies may have a traffic department of five or more employees.

Advertising interns

Advertising interns are typically university juniors and seniors who are genuinely
interested in and have an aptitude for advertising. Internships at advertising agencies
most commonly fall into one of five areas of expertise: account services, interactive,
media, public relations and traffic.

An internship program in account services usually involves fundamental work within

account management as well as offering exposure to other facets of the agency. The
primary responsibility of this position is to assist account managers. Functions of the
account management intern may include:

• Research and analysis: Gathering information regarding industry, competition,

customer product or service; as well as presenting findings in verbal/written form with
recommendations:-

• Involvement in internal meetings and, when appropriate, client meetings

• Assisting account services in the management of creative projects.

Interns often take part in the internal creative process, where they may be charged with
creating and managing a website as well as developing an advertising campaign. Hands
on projects such as these help interns learn how strategy and well-developed marketing
are essential to a sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and
broadcast or communications project from beginning to end. During the internship, the
intern should be exposed to as much as possible within the agency and advertising
process.

COMPANY PROFILE
‘
COLLECTION AND ANALYSIS OF INFORMATION

CHAPTER SUMMARY

Questionnaires were asked and fill by the 50 Marketing/ Sales Managers, Sr. Executives
of 50 different Companies.

A total of 100 questionnaires were received.

RESPONSES

The questionnaires were asked and fill by the employee’s 25 July 2010 and a total of 50
questionnaires were received back by 2nd Aug. 2010.

So a sample size 12 had to be taken for analysis.

Data Analysis

Q1- How important are advertisement& promotion activities for

a company ?

(a) Crucial (b) Important (c) Average (d) Not much important