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.