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    Creative Process in Advertising

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    Ranbir Singh
    1. The creative process in advertising involves gathering background information through research, letting ideas incubate subconsciously, and seeing the solution or "Eureka!" moment. 2. James Webb Young's model of the creative process contains five steps: immersion in research, digestion of information, incubation of ideas subconsciously, the moment of illumination of an idea, and verifying the idea is practical. 3. Models of the creative process are useful for those in advertising as they provide an organized approach, starting with preparation and research to develop understanding of the product, market, and competition.

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    Creative Process in Advertising

    Uploaded by

    Ranbir Singh
    276 views3 pages
    1. The creative process in advertising involves gathering background information through research, letting ideas incubate subconsciously, and seeing the solution or "Eureka!" moment. 2. James Webb Young's model of the creative process contains five steps: immersion in research, digestion of information, incubation of ideas subconsciously, the moment of illumination of an idea, and verifying the idea is practical. 3. Models of the creative process are useful for those in advertising as they provide an organized approach, starting with preparation and research to develop understanding of the product, market, and competition.

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    Creative Process in Advertising

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    1. The creative process in advertising involves gathering background information through research, letting ideas incubate subconsciously, and seeing the solution or "Eureka!" moment. 2. James Webb Young's model of the creative process contains five steps: immersion in research, digestion of information, incubation of ideas subconsciously, the moment of illumination of an idea, and verifying the idea is practical. 3. Models of the creative process are useful for those in advertising as they provide an organized approach, starting with preparation and research to develop understanding of the product, market, and competition.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    276 views3 pages

    Creative Process in Advertising

    Uploaded by

    Ranbir Singh
    1. The creative process in advertising involves gathering background information through research, letting ideas incubate subconsciously, and seeing the solution or "Eureka!" moment. 2. James Webb Young's model of the creative process contains five steps: immersion in research, digestion of information, incubation of ideas subconsciously, the moment of illumination of an idea, and verifying the idea is practical. 3. Models of the creative process are useful for those in advertising as they provide an organized approach, starting with preparation and research to develop understanding of the product, market, and competition.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Creative Process in Advertising (With Steps)

    Creativity in advertising does not exist in a vacuum. Productive originality and imagination
    are useful in all areas, even those that relate to such typically managerial tasks as the
    planning and organisation of advertising departments, and the establishment of controls.

    In a recent survey of top managers in large corporation the lacks of innovative thinking in
    promotion was identified as a major concern. Specifically there appeared to be general
    unwillingness to take necessary risks, as well as inability to define new methods for
    promoting products to customers in the face of major increase in the cost of media
    advertising and personal selling.

    The creative process is not a scientific process; rather it evolves from insight or inspiration.
    Nonetheless creativity in advertising must not only produce unique and interesting results,
    it must also produce useful solutions to real problems. Baker describes the concept of
    creativity as a pyramid divided into three parts.

    Advertising creativity frequently takes off from a base of a systematic accumulation of facts
    and analysis. The second phase represents processing, or analysis, and the third part—the
    idea—is the culmination of creative efforts.

    English sociologist Graham Walls outlined the four steps in creative process as
    follows (Fig. 21.1):

    Step-I:

    Preparation:

    Gathering background information needed to solve the problem through research and
    study.

    Step-II:

    ADVERTISEMENTS:

    Incubation:
    Getting away and letting ideas develop.

    Step-III:

    Illumination:

    Seeing the light or solution

    Step-IV:

    Verification:
    Refining and polishing the idea and seeing if it is an appropriate solution. One of the most
    popular approaches to creativity in advertising was developed by James Webb Young, a
    former creative vice president at the J. Walter Thompson agency.

    Young said that “the production of ideas is just as definite a process as the production of
    Fords; that the production of ideas, too, runs an assembly line; that in this production the
    mind follows an operative technique which can be learned and controlled; and that its
    effective use is just as much as a matter of practice in the technique as in the effective use of
    any tool”.

    Young’s model of the creative process contains five steps (Fig. 21.2):

    Step-I:
    Immersion:
    Gathering raw material and information through background research and immersing
    yourself in the problem.
    Step-II:
    Digestion:
    Taking information, working it over, and wrestling with it in the mind.
    STEP-III
    Incubation:
    Putting the problems out of your conscious mind and turning the information over to
    subconscious to do the work.
    Step-IV:
    Illumination:
    The birth of an idea—The “Eureka! I have it” phenomenon.
    Step-V:
    Reality or Verification:
    Studying the idea to see if it still looks good or solves the problem, then shaping the idea to
    practical usefulness.

    Model of the creative process are valuable to those working in the creative area of
    advertising, since they offer an organised way to approach an advertising problem.
    Preparation or gathering of information is the first step in the creative process.
    The advertiser and agency start by developing a thorough understanding of the product or
    services, the target market, and the competition. Attention is also focused on the role of
    advertising in the marketing and promotional programme.
    These models do not say much about how this information will be synthesized and used by
    the creative specialist because this part of the process is unique to the individual. In many
    ways, it is what sets apart the great creative minds and strategists in advertising.

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