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The Definition and Measurement of Creativity: What Do We Know?

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  • EL-MURAD, JAAFAR
  • WEST, DOUGLAS C.

Abstract

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 impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.

Suggested Citation

  • El-Murad, Jaafar & West, Douglas C., 2004. "The Definition and Measurement of Creativity: What Do We Know?," Journal of Advertising Research, Cambridge University Press, vol. 44(2), pages 188-201, June.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:188-201_04
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    Cited by:

    1. Serban, Andra & Kepes, Sven & Wang, Wenhao & Baldwin, Robert, 2023. "Cognitive ability and creativity: Typology contributions and a meta-analytic review," Intelligence, Elsevier, vol. 98(C).
    2. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    3. Michael Willoughby & Hermenegildo Gómez & M. Lozano, 2010. "Making e-government attractive," Service Business, Springer;Pan-Pacific Business Association, vol. 4(1), pages 49-62, March.
    4. Didier Courbet & Marie-Pierre Fourquet-Courbet & Marc Vanhuele, 2007. "How Web Banner Designers Work: The Role of Internal Dialogues, Self-Evaluations, and Implicit Communication Theories," Post-Print sic_00288393, HAL.
    5. Chukwuemeka Chris Mbah & Chibuike Basil Nwatu & Ozoemena Christian Okafor, 2018. "Using Creativity Tools to Achieve Advertising effectiveness in Organizations," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 887-901, July.
    6. Chandan A. Chavadi & M J Arul & Monika Sirothiya, 2020. "Modelling the Effects of Creative Advertisements on Consumers: An Empirical Study," Vision, , vol. 24(3), pages 269-283, September.
    7. Pallavi Dogra & Rishi Raj Sharma, 2019. "Modelling the Effects of Financial Services Advertising on Financial Product Purchase: An Empirical Validation," Vision, , vol. 23(4), pages 418-431, December.
    8. Christian Brück & Thorsten Knauer & Harald Meier & Anja Schwering, 2021. "Self-set salaries and creativity," Journal of Business Economics, Springer, vol. 91(1), pages 91-121, February.
    9. Shukla, Paurav & Singh, Jaywant & Wang, Weisha, 2022. "The influence of creative packaging design on customer motivation to process and purchase decisions," Journal of Business Research, Elsevier, vol. 147(C), pages 338-347.
    10. Tjaša Alegro & Maja Turnšek, 2020. "Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos," Sustainability, MDPI, vol. 13(1), pages 1-16, December.
    11. Robert E. Smith & Scott B. MacKenzie & Xiaojing Yang & Laura M. Buchholz & William K. Darley, 2007. "Modeling the Determinants and Effects of Creativity in Advertising," Marketing Science, INFORMS, vol. 26(6), pages 819-833, 11-12.
    12. Elad Granot, 2012. "Creative managers and managing creativity: a hermeneutic exploration," American Journal of Business, Emerald Group Publishing, vol. 26(2), pages 161-182.
    13. Mădălina, Moraru, 2017. "Educating Creativity in Advertising School by Using Innovation in Technology," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2017), Dubrovnik, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Dubrovnik, Croatia, 7-9 September 2017, pages 145-153, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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