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The Role of Creativity

Part 4. Advertising and Integrated Communication

  1. George G. Panigyrakis1,
  2. Prokopis K. Theodoridis2

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04029

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Panigyrakis, G. G. and Theodoridis, P. K. 2010. The Role of Creativity. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Athens University of Economics and Business, Athens, Greece

  2. 2

    University of Ioannina, Agrinio, Greece

Publication History

  1. Published Online: 15 DEC 2010


Creativity in advertising is a manifold synthesis of patterns, rules, conventions, language, and symbols used to develop advertisements that are novel, unique, and relevant to the product and to the target audience. Despite the plethora of relative definitions, one can easily identify the common elements: novelty, divergence, and appropriateness. The role of creativity is clear as it has to result in an improvement in organizational and, more specifically, marketing objectives. Effective advertising must contain a unique idea that captures consumers' attention, attracts their interest, and stimulates them to have a positive reaction toward the product. Creative advertising should facilitate the product or service to discern itself from any other creation including those of competitors. When advertising effectiveness is discussed, the agency's creativity approach and the idea itself, the client's evaluation and screening procedure, and, finally, the reaction of the consumer who is the ultimate judge have to be integrated. While it is quite difficult to find a single approach or technique to create a successful ad, there are some approaches that can lead to creative teams developing an effective advertisement, such as using a unique selling proposition, creating a brand image, finding the inherent drama, and creating positioning. Finally, a paradigm of creativity and a methodical compilation of different advertising appeals aiming to create a successful advertisement are presented.


  • advertising;
  • creativity;
  • effectiveness;
  • creative strategy;
  • execution;
  • appeals