Definition
Creativity is “making something new, novel, original or divergent from the past that is appropriate or effective for a defined purpose.” This definition can be used across various fields. For example:
- Scientific creativity often has a practical purpose. This is especially the case when relating to research and development (R&D) where it refers to new ways of doing things that have concrete, real world effects. The invention of new or improved products is a typical expression of scientific creativity.
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example of emotional advertising
Artistic creativity has an emotional purpose. Its effect is to inspire or communicate a feeling.
Marketing creativity is the application of creativity to advertising, messaging, promotional strategy, packaging, product development, and other related areas. Given the general definition of creativity, this translates as developing new and better solutions to marketing problems. These can have an emotional purpose, a practical purpose, or both.
For example, the intention of an advertisement may be to inspire an emotional reaction in its audience, which results in useful, real-world impact such as increased sales, increase share of market, and improved image and attitudes towards a brand.
References
- Universal Marketing Dictionary Project, 2024.