EXPLORING DIMENSIONS OF CREATIVITY IN ADVERTISING: AN EMPIRICAL EVIDENCE

Creativity in advertising is extremely important in deciding success. In simplest form, creativity is the measure of fresh, unique presentation that makes an advertisement appealing and attention grabbing. This is only partially true. Creativity is much more than this, it includes everything that can make an advertisement likeable and creates lasting impressions. This research paper explores and explains the different dimensions of creativity and also studies the impact on demographic variables on selected dimensions of creativity. Advertisement synthesis, elaboration of the content, connectivity with the audience, hedonism and abstractness are identified as important factors in determining the creativity in advertising