SUMMER TRAINING PROJECT REPORT ON CREATIVITY IN ADVERTISING

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT
UNDER THE GUIDANCE OF: Dr. SWETA SAURABH SUBMITTED BY SURBHI GUPTA PGDM 2011-13 UNDER THE SUPERVISION OF: Mr. M.P. SINGH MD OF M&A ASSOCIATES

GALGOTIAS BUSINESS SCHOOL

APPROVED BY AICTE, MNSTRY OF HRD, GOVT. OF INDIA 1, KNOWLEDGE PARK, PHASE II, GREATER NODA (U.P.)

CERTIFICATE
This is to certify that the project work done on Creativity on Advertisement is a bonafide work carried out by Ms. Surbhi Gupta under my supervision and guidance. The project report is submitted towards the partial fulfillment of 2 year, full time Post Graduate Diploma in Management. This work has not been submitted anywhere else for any other degree/diploma. The original work was carried during 16th April to 16th June in M&A Associates Private Limited.

Name & Sign of Faculty Date:

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Acknowledgment
I am greatly thankful to M&A Associates Private Ltd for giving me an opportunity to work on this project at their company. I wish to express my sincere thanks to Mrs. Renu Luthra, Director of Galgotias Business School, Greater Noida, who gave me chance to undertake this project report under M&A Associates Private Ltd. I wish to convey my heart full gratitude to Mr M. P. Singh (MD) of M&A Associates Private Ltd. & my faculty guide Dr. Sweta Saurabh who helped me during the course of this project. I am thankful to my internal guides Mrs. Seema Singh (Director) and Ms. Ritu Gupta (Operations Head). I also thank the staff of the M&A Associates Private Ltd for their wonderful cooperation. Last but not the list I thanks all, who has helped me directly or indirectly in this project.

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Declaration
I, Surbhi Gupta, Roll no 11PGDM113, student of PGDM of Galgotias Business School, Greater Noida, hereby declare that the project report on Creativity on Advertisement is an original and authenticated work done by me. I further declare that it has not been submitted elsewhere by any other person in any of the institutes for the award of any degree or diploma.

Name of the student Date

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Preface
The Project report on Creativity on Advertisement has been prepared as per the syllabus prescribed by the Galgotias Business School, Greater Noida for Summer Internship Period.

Understanding of both practical and theoretical knowledge is essential in this competitive world. Training is an important aspect of study. The basic aim of training in management field is to know how to apply management theories in practice. Practice makes man perfect; therefore practical study is very important for management students.

Practical training helps in comprehending the theory of subject taught in classroom. This is more applicable in case of management education. My training at M&A Associates Has such effect to complete the knowledge acquired in the subject of personnel, finance, production, marketing and others.

Thus, it is our morale and obligatory duty to take this part out of studies with great enthusiasm and seriousness and gives them due importance.

Last but not the least I received all required information and co-operation from the marketing department of M&A Associates Private Ltd. I hope that this report will meet the educational requirement.

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INDEX SR. NO. 1 2 3 4 5 6 7 8 9 10 CHAPTER Executive Summary Introduction of the Organization Services Clients Comman Softwares Advertising Agencys Role Functions of Advertising Agencies Typical Advertising Agency Structure Objective of the study What is Creativity PAGE NUMBER 8 10 11 13 14 15 16 20 21 21
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11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

Application What Creative means in advertising How Creative Is Different From Innovation Basics of Creativity Creatives & Leadership Creative Forces Creative Technique Dream Team Kickstart Catalogue Articles Research Methodology Conclusion Suggestion/Recommendation Limitations Overall Experience Bibliography Appendices

32 33 34 36 40 41 43 48 58 69 73 77 78 78 79 81 82
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EXECUTIVE SUMMARY
Advetising is both art and science. The science of advertising is the analyititcal part that we have been looking at up yo this point: setting goals, deciding strategy, choosing among different creativity styles. Some people call this step convergent thinking because the process is to distill lots of information into the core advertising strategy. What is it that adds sparkle and life to a well-planned and implemented advertising campaign? Its th ah factor: that brilliantly simple,but inspired creative edge. In Advertising the world is flat. Agencies are structured on a linear basis. Campaigns are created in linear formats. There are all kinds of rails and fences and obstacles to keep creative thinking linear. Advertising is a big business and ranks among the top industries in the world. The growth of the top advertising industry in any country is in direct relation, its creative senses and talents if the advertising professionals.

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The word advertising is derived from the Latin word adverto, that means To turn towards. Advertising leads to attention towards something i.e. the advertising message, which is the purpose of advertising and the objective of the advertising Creative Advertising starts with proper creative planning. This includes the conceptualizing of basic ideas to their final implementation. The ideas are visualized considering basic human motives. Advertising is nothing but selling ideas. Creative thinking is the sound ground where one can reap a rich harvest of ideas. The creative part of advertising is what comes before the potential customers and it is here that the fate of the campaign and consequently of the product being sold could be decided.

OBJECTIVE OF THE PROJECT

Creativity is something you cannot think of as Lets stop and be creative. You need to think of Creativity as a discipline, just like Organization, commitments to results, or responsibility. This project tells us the importance of Creativity in Advertising as creativity demands abundance. The foundation of creativity is in individual, and so the techniques and methods discussed in this project are just mere tools to enhance and liberate ones creative skills.

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INTRODUCTION OF THE ORGANIZATION

M&A is a highly creative, market oriented, energetic and fast paced Advertising Agency, professionally equipped to handle modem communication challenges. It is best described as one-stop shop for your creative, design and communication. Since its inception in 1990, M&A has responded to the diverse needs of its clients by extending is expertise based on in-depth research, creative innovations and judicious use of the mass communication tools. Quick to receive recognition as an INS Accredited Agency in 1992, M&A is now among the front-line Advertising Agencies in Delhi (India). Believe in Inspiring Clients-intelligent briefs. Long term client-agency relationship Contact clients who can hold their own fort, even under difficult situations and stand by their agencys professionalism, sincere commitment and hard work.

Also, Believe in In creating powerful, result oriented advertising, to achieve designed objectives.
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 That creativity should flow from strategy, not vice versa. Never underestimate your customer audience. It can be a very expensive error. In market research and pre testing. In all ideal work environment There are no short cuts to success.(Thats why it took us so long to get where we are)

SERVICES:

Creatives Corporate Identities: Logos, Symbols, Pneumonic etc. House Styling: Calenders, Planners, Diaries and all items of office stationary etc. Package Designing: Product packs, gifts, carry bags etc. Advertisement Campaigns: Concepts, Photography, Creation of Graphics, assembly and final material for media Outdoor Designing: Billboards, Hoarding, Kiosks, etc.

Media: Media Planning: Identification of target audiences, media information, making cost, effective strategies etc. Budgeting: Allocation of budgets to different media for maximum mileage and timely monitoring of expenses. Media Buying: Execution of media plans through buying of space/time in media like press, radio, television, internet and outdoors.

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Feedback: Monitoring the efficacy of the media spend of our clients through surveys and other contemporary methods.

Web Solutions: Web Strategy: Identification of target audiences, creating contents and copy for easy surfing, selection of effective servers for hosting etc. Web Designing: Designing and creation of web pages, making of animation files, optimising & packaging of websites for maximum conveniences etc. Programming: Complete programming along with complex solutions in HTML, JAVA, ASP, etc. as required for site/data base management of websites. Site Maintenance: Monitoring of websites, maintenance & updating of websites on a day to day basis, creation & management of data/auto-responders etc.

Audio & Video Conceptualising: Strategic planning, visualisation of the presentation, selection of different media etc. Media Execution: Execution of different media for multimedia presentations including various formats of audio, video, music, graphics, animations etc. Programming : Assembly of different media for multimedia presentations including various formats, programming of sequences through application of various programs. Delivery : Optimising presentations before final outputs, preparation of masters for replication etc.

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Printing Print planning: Requisitioning of print materials, scanning, finishing of images and graphics, making colour corrections, preparation of print files etc. Pre Print Processing: Ensuring proper outputs, proofing, preparation of plates etc. Print Supervision: Selection of proper printers/machines, matching approved outputs/proofs with final, proper binding and packing etc. Delivery: Monitoring printing with delivery schedules & dispatching printed material to designated destinations.

Events & Exhibitions Concept & Planning: Identification of target audiences, selection of events and exhibitions ;Allocation of Budgets etc. Event Management: Execution of event plans, inviting performers/artists, printing/fabrication of invites, hiring of venues & equipment etc. Fabrication: Procurement of Materials, Fabricating Modules, Signages etc. Public Relations: Creating pre-event & post-event awareness through media campaigns, press conference, public meetings.

CLIENTS
Real Estate : Ashiana Housing Limited Bahri Estates Private Limited Credai
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Berry Development Private Limited R-tech developer

Service: Chevron Hotel Treehouse Hotel

Education : Heritage School En-learn Education Private Limited idiscover Education

Industrial: Vardhman Special Steel Vardhman Textiles

COMMAN SOFTWARE USED BY THIS AD AGENCY

Adobe photoshop Adobe Flash Corel DRAW

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Adobe Premiere Adobe IIIlustrator Adobe After Effects Google Sketchup Dreamweaver

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ADVERTISING AGENCY'S ROLE

Suppose you are a company with a product. It may be a totally new product. As a company with a product or service to sell, designing and making that item is only part of the battle. People are not going to beat a path to your door. You have to seek a channel of communication . Ad agency need to consider, for example:

For whom is the product or service designed? Who would use it? Who is the "Target Group"? What's special about the product? In what way is it distinct? Unique? Different? What's its "position" in relation to other similar products? What do you want to convey to the public about your product? How should your company contact the public? What medium should it use? Radio? TV? Newspapers? Magazines? Billboards? Bus/subway ads? Direct mail? etc. How extensive a region should your company try to cover? Howoften?

Commu nication and marketing decisions involve specialized experti se. Manycompanies that design and produce products or offer

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services lack these specific capabilities. This is where advertising agencies fit in. Advertising agencies exist to help companies to communicate with the public, Market the company's product.

Company with a product or service

Ad Agency

Media

Public

The process of advertising involves considerable specialized knowledge and expertise about people - their interests, preferences, needs, wants, lifestyles, expectations

about media- their reach, their effectiveness, their specific appeal about the company and its product and about competing companies and their products.

FUNCTIONS OF ADVERTISING AGENCY:

The advertising agency performs all the managerial functions. Some of these are planning, creation and execution, co-ordination, accounting, media, research and internal control. Planning : The advertising agency plans the advertising campaign. The

management delegates the responsibility of advertising planning and execution to

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the agency. The agency must have a fair knowledge of the firms products, its history, the present market conditions, distribution methods, price level and other conditions. A successful advertising programme is built on the basis of these data. Creation and Execution: Specific advertisements are created. advertising copy is written; the layout is prepared; The

illustrations are drawn;

photographs are finalized; and a correct mechanical form for running it in the selected media is produced. The advertising agency prepares a suitable advertising copy for insertion in all the media. Co-Ordination: The advertising agency co-ordinates several activities. It often works with the clients sales force and distribution network to ensure the long-run success of the advertising programme. The combined efforts of sales persons, distributors and retailers ensure maximum sales. Ideas, media, copy and decisions are co-ordinated properly to project and implement the advertising programme. Accounting: The advertising agency maintains proper accounts in cooperation with the client. The account executives see to it that the agency keeps to the stated plan. The accountant is in charge of the administration of the advertising programme on the agency side. A misunderstanding arising between the agency and the client is eliminated by the accountant. The amount of fees

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received from the client and the payment of taxes, bills and other charges are accounted for by the accountant. Media: The advertising agency selects the media or a set of suitable media for the client to reach the right type of audience which is an important factor in media selection. The rates, circulation, population, audience, income and other important information are collected for the purpose. It has to see to that the media plan is carried out properly which is devised to implement the campaigns communication objectives. The media experts know all about printing and the time available from television and radio. Research: Research is a key function in an advertising campaign. The decisions on creativity and media selection are taken on the findings uncovered for research. Research makes every decision systematic and logical, based as it is on facts and figures. Internal Control: The advertising agency manages the its employees, finances the media and

their coverage. They prepare the schedule of advertising, publication, data on

and other resources effectively and economically. It conducts the business behind scenes and exercises proper control over activities and funds. Public the relations, sales promotion functions and client contacts are maintained by management for the effective operations of the advertising agency .

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EXTERNAL

CLIENT BRIEF --------------------------------------------------------------------------------------------------------------ENTERS THE AD AGENCY

CREATIVE

MEDIA

CREATIVE PROCESS COPYWRITIN ILLUSTRATI

LAYOUT

CLIENT APPROVAL

TYPOGRA

ENGRAVING

FILMING

EDITING

PRINT AD PRINT

COMMERC

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BROADCAST

AD REACHES THE TARGET AUDIENCE

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TYPICAL ADVERTISING AGENCY STRUCTURE

Chairman & Managing Director (Chief Executive Finance

Managem ent Accounts

Administrati on

Client service

Media Director Media Controlle rs Media Supervisors Media Plann Medi a Buye Media

Creative Director

Group Account Manager Account

Associate Creative

Studio Films Print &

Creative Group Heads

Account Media

Copywrit ers

Art Directors

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OBJECTIVE OF THE STUDY:

To understand the term creativity in advertising. To get an insight into the laymans view of creativity. To find out if creativity is positively correlated to the extent of impact , an ad has on the audience. To find out factors that elicits a WOW response from the target audience. To find out what impact, a WOW factor has on the target audience.

WHAT IS CREATIVITY

There are many definitions of creativity. A number of them suggest that creativity is the generation of imaginative new ideas (Newell and Shaw 1972), involving a radical newness innovation or solution to a problem, and a radical reformulation of problems. Other definitions propose that a creative solution can simply integrate existing knowledge in a different way. Definitions of Creativity There are many definitions of creativity; dictionaries give the following meanings: Heritage Illustrated Dictionary:

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create: To cause to exist, Bring into being, Originate, To give rise to, Bring about, Produce, To be first to portray and give character to a role or part (appropriate to creating fictional characters and writing stories) creation: An original product of human invention or imagination. Creative: characterized by originality and expressiveness, imaginative Macquarie Dictionary (an Australian dictionary) Create: to evolve from one's one thought or imagination to make by investing with new character or functions. Create: author, bring into being, compose, conceive, parent, form, give rise to, and throw together Creative: generative, ground-breaking, innovative, originate, handmade According to Boden (1998), there are three main types of creativity, involving different ways of generating the novel ideas: The combinational creativity that involves new combinations of familiar ideas. The exploratory creativity that involves the generation of new ideas by the Exploration of structured concepts.

The transformational creativity that involves the transformation of some Dimension of the structure, so that new structures can be generated.

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Other related words re: creativity: Creativity creativeness, formativeness, innovation, inventiveness, originality, productivity, craftsmanship, authorship, creatorship "Being creative is seeing the same thing as everybody else but thinking of something different" There are many aspects to creativity, but one definition would include the ability to take existing objects and combine them in different ways for new purposes. For example, Gutenberg took the wine press and the die/punch and produced a printing press. Thus, a simple definition of creativity is the action of combining previously uncombined elements. From art, music and invention to household chores, this is part of the nature of being creative. Another way of looking at creativity is as playing with the way things are interrelated. Creativity is the ability to generate novel and useful ideas and solutions to everyday problems and challenges. Creativity involves the translation of our unique gifts, talents and vision into an external reality that is new and useful. We must keep in mind that creativity takes place unavoidably inside our own personal, social, and cultural boundaries. The more we define our creativity by identifying with specific sets of values, meanings, beliefs and symbols, the more our creativity will be focused and

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limited; the more we define our creativity by focusing on how values, meanings, beliefs and symbols are formed, the greater the chance that our creativity will become less restricted. In the creative process there are always two different (but interrelated) dimensions or levels of dynamics with which one can create:

The system which may be a particular medium (e.g. oil painting or a particular
musical form), or a particular process (like a problem solving agenda, or an approach to creativity like Synectics). The creative person manipulates that means to a creative end. The second dimension is described by the conceptual "content" which the medium describes. Again, the creative person depicts changes, manipulates, and expresses somehow the idea of that content. There is no one definition of creativity that everyone can agree with. Creativity researchers, mostly from the field of psychology, usually claim at being creative means being novel and appropriate. Subsumed under the appropriateness criterion are qualities of fit, utility, and value.

At least three aspects of creativity have drawn much attention. The creative process, receiving the most attention, focuses on the mechanisms and phases involved as one partakes in a creative act.

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 A second aspect of creativity is the creative person. Here, personality traits of

creative people are central. The environmental atmosphere and influence are concerns of a third aspect, the creative situation.

Lastly, the criteria or characteristics of creative products have been sought.

This area is of particular importance because it is the basis of any performance assessment of real world creativity and may provide a window on the other aspects of creativity. Briefly stated, creativity is often thought to exist on at least five levels: 1. A higher level versus a lower level 2. Grand versus modest 3. Big "C" versus little c 4. Paradigm-shifting versus garden-variety 5. Eminent versus everyday Some researchers claim other categories of creativity as well: 1. Expressive versus Productive 2. Expressive versus Inventive
3.

Expressive versus Innovative

4. Invention versus Discovery 5. Theory versus Invention versus Discovery 6. Accommodative versus Assimilative

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7. Personal versus Public. There are three general ways of achieving a creative solution:

Serendipity Similarity and meditation

Also, the mode of activity one is in when being creative differs. For example, there is a distinction between real-time creativity and multistage creativity. Realtime creativity is spur-of-the-moment, improvisational, and demands output in a short interval of time; whereas in multistage creativity, sufficient time is allowed for the generation and selection of ideas. Creative thought can be divided into divergent and convergent reasoning.

Divergent thinking is the intellectual ability to think of many original, and elaborate ideas.

diverse, Convergent thinking: the intellectual ability to logically evaluate critique choose the best idea from a selection of ideas. Both abilities are required for creative output. Divergent thinking is essential to the novelty of creative products whereas convergent thinking is fundamental to the appropriateness. To combine this variety of definitions, we can say that

and

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creativity involves the generation of new ideas or the recombination of known elements into something new, providing valuable solutions to a problem. It also involves motivation and emotion.

Creativity is a fundamental feature of human intelligence in general. It is grounded in everyday capacities such as the association of ideas, reminding, perception, analogical thinking, searching a structured problem-space, and reflecting self-criticism. It involves not only a cognitive dimension (the generation of new ideas) but also motivation and emotion, and is closely linked to cultural context and personality factors. (Boden 1998). Thus, any general definition of creativity must account for the process of recognition or discovery of novel ideas and solutions and hence most of the definition fall into one or more of these categories like as an individual talent, as a process, as a product and last but not the least as a recognition by others.

OBJECTIVES OF CREATIVITY

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Main objectives of a creative thinking process is to think beyond existing boundaries, to awake curiosity, to break away from rational, conventional ideas and formalized procedures, to rely on the imagination, the divergent, the random and to consider multiple solutions and alternatives (Candy 1997, Schlange and Juttner 1997). The result of the creative thinking process is especially important for businesses. Managers and managerial decisions and actions, confronted with fast-changing and ambiguous environments in business, need to develop creative solutions and creative action-based strategies to solve problems, as they allow to increase understanding of problematic situations, to find multiple problems, to produce new combinations, to generate multiple solutions that are different from the past, to consider possible alternatives in various situations that could occur in the future and to expand the opportunity horizon and competence base of firms (dt ogilvie 1998).

DESCRIPTION / STRUCTURE OF THE METHODOLOGY / ALTERNATIVE SOLUTIONS

Creativity is not an innate quality of only a few selected people. Creativity is present in everyone. It can be learned, practiced and developed by the use of proven techniques which, enhancing and stimulating the creative abilities, ideas and creative results, help people to move out of their normal problem-

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solving mode, to enable them to consider a wide range of alternatives and to improve productivity and quality of work. Creativity is thus constructed as a learned ability that enables us to define new relationships between concepts or events, which seemed apparently unconnected before, and which results in a new entity of knowledge (European Commission 1998). Knowledge and information are the basis for creativity. There are numerous creative techniques, which are also classified in many ways (Higgins 1994). In general, a certain type of question or a certain area of application (such as marketing, product or service development, strategic and decision planning, design, quality management, etc.) often calls for a certain type or a certain group of creativity techniques. Fundamental concepts for all creative techniques are: The suspension of premature judgement and the lack of filtering of ideas.

Use the intermediate impossible. Create analogies and metaphors, through

symbols,etc., by finding similarities between the situation, which we wish to understand and another situation, which we already understand.

Build imaginative and ideal situations (invent the ideal vision). Find ways to make the ideal vision happen. Relate things or ideas which were previously unrelated.

Generate multiple solutions to a problem.

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Main points to increase or encourage creativity in a company are: To be happy, to have fun Keep channels of communication open Trust, failure accepted Contacts with external sources of information Independence, initiatives taken Support participatory decision-making and employees contribution Experiment with new ideas.

EXPECTED RESULTS / BENEFITS

Creativity, through the generation of ideas with value, is needed in order to solve concrete problems, ease the adaptation to change, optimize the performance of the organization and best practice manufacturing, and changes the attitude of the staff of the organization. Creative thought processes are also important at all stages in the R&D process. Some expected results of the creativity process are:

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Innovation through new product and process ideas Continuous improvement of products or service Productivity increase Efficiency Rapidity Flexibility Quality of products or services High performance

CHARACTERISTICS OF PROVIDERS
The implementation of creative techniques within work groups, requires the assistance and advise of external consultants. One or two consultants, experts in creative techniques, is normally enough to undertake the implementation process in a company. His/hers job normally consists of presenting the different techniques and their application method, defining the problem to be studied for the participants, initiating and clarifying the rules of the technique, gathering the necessary data and information to approach the problem, stimulating the

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generation of ideas of participants, and evaluating the ideas before proceeding to put them in practice. Training of management staff by experts may also be very useful. Management staff must be trained to stimulate creativity in employees, to provide motivation, to facilitate a creative climate and to encourage the use of creative techniques. Managers can also be trained to implement creative techniques by themselves.

APPLICATION
Creativity processes are used regularly by many private and public sector organisations of all sorts in manufacturing, services, banking, or construction companies. Big firms such as Xerox, AT&T, Frito-Lay, as well as car manufacturing firms, software development firms, railroad pharmaceutical firms etc., use creativity techniques to increase efficiency and quality, especially in their research, strategic planning and marketing departments.

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Creativity techniques may be applied in almost any functional area of the company: strategic planning, corporate business strategy, product development, improvement of services, functional strategy, finance, human resources, marketing, management of collection of information, product design, software design, quality management, etc.

TYPES OF FIRMS / ORGANISATIONS CONCERNED Creativity techniques can be implemented by all firms and public organizations that confront with problem solving and focus on innovation in processes, products or services. In case where the implementation of creative techniques is focused on the support of personal creativity, such as to support individual designers work for new product development, or to support individual scientists work in the laboratory, very small firms or a person can implement creative techniques for individuals. In case where the company focus is to increase group creativity and to create environments where a collaborating team works creatively together, the firm must have at least 20 employees, including 3 members as management staff.

WHAT CREATIVITY MEANS IN ADVERTISING

I once read a quote somewhere that said, "We do not separate advertising from life."

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Creativity is a very subjective term. Who can really say what is creative, for we all have different opinions on what we individually think is creative. Some people believe creativity is an engrained concept that you are born with it. Other people believe it is a talent that can be learned and taught. I personally believe it is a little of both. The essential elements of creativity are really imagination and inventiveness disciplined by routine skills. Your imagination is something you are born with, it can be large and wild or it can be small and constrained. Inventiveness is something that can be disciplined, it can be taught and learned with practice and skill. Put those two concepts together and anything is possible. In advertising, agencies live and die by creative communications. Creativity is one of the reasons clients justify advertising and their choice of agencies So what exactly is creative in advertising? Some creative commercials are effective, some effective ads are creative, and other ads are neither creative nor effective. Creativity and effectiveness ultimately join in the consumers minds rather than remain separate. We must then ask, what is efficiency? Well, efficiency of an ad is determined by the correct combination of its impact and retention. Impact being the ability of an ad to attract attention and retention being the ability of an ad to stay on viewers minds. We can thus say with certainty that an advertisement needs to be creative to succeed. Its creativity needs to be effective in both its impact and retention. I

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found the quote at the beginning of the page and thought it was just great. Although creativity in advertising is an important factor, one must remember to not be creative just for creative sake. The creativity must also be effective. Successful creative strategies result from pinpointing an idea, a nuance, an insight, or a nugget of information gleaned from research or sometime from an intuitive understanding or quickness of human nature. The true role of the strategy is to make that intuitive leap which defines the relationship between the brand and its user.

HOW CREATIVITY IS DIFFERENT FROM INNOVATION

Creativity versus Innovation As this is an advertising study on the subject of Creativity it is only right there should be some advertising efforts to create greater understanding on behalf of the subject Creativity itself. For many the word creativity has what may be called a touchy feely nature to it, not really suitable for the hard world of business. Yet, mention the word innovation and suddenly the act of creating new ideas takes on a more credible resonance in certain quarters, such as the business media and various government-backed development agencies. Professor Simon Majaro of Cranfield School of Management defines innovation in this manner in his book Managing Ideas for Profit (Majaro, 1992): Creativity is the thinking process that helps us generate ideas. Innovation is the practical

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application of such ideas towards meeting the organizations objectives in a more effective way. But this means all ideas are creative. In reality, many ideas will be rejected. Using the working definition of creativity, it would recognize that, to be creative, the idea must offer some form of added value. Innovation can instead be defined as the adoption, adaptation, or implementation by a third party of someones creativity (ie an added value product). When appraising a painting, one does not say: artist is being innovative. Should another artist adopt some element of this work , such as its style, subject matter, materials or techniques used, then the original work can be said to be innovative; it has inspired the application of some creative element of the original work by a third party. Thus, creative thinking in a disciplined manner can play a real role in innovation. Creativity and innovation are normally complementary activities, since creativity generates the basis of innovation, which, in its development, raises difficulties that must be solved once again; with creativityIt is not possible to conceive innovation without creative ideas, as these are the starting point. (European Commission 1998).Innovation results when creativity occurs within the right organizational culture. The right organizational culture is one that provides through creativity processes (creative techniques) the possibilities for the development of personal and group creativity skills. We can define creativity IMT as the establishment of skills by implementing creativity generation techniques.

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.BASICS OF CREATIVITY BASICS

Creative Thinking Skills Can Be Learned!! What can I do to Increase my creativity?? The first task in becoming more creative is giving you permission to do things creatively. The second is overcoming your personal blocks to creativity. For some people, being creative involves trying not to be embarrassed by their own ideas; for others, it is a matter of being aware that things can be done in many different ways. Some people are self-aware or confident enough to have fewer inhibitions and can just let their creative natures work. Surround yourself with people who love and support you and you will be even more creative. Spend time meditating on your own worthiness, reading about other creative people and creative solutions, concentrating on the positive power of your own creative forces - these activities, combined with a belief in your own intuition and creative abilities, will help improve your confidence. Action Steps Here are a few additional things you can do to improve your creativity:

Study books on creative thinking techniques and put them into practice

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Attend courses on creative thinking and put the ideas into practice. Keep a daily journal and record your thoughts, ideas, sketches, etc. as soon as

you get them. Review your journal regularly and see what ideas can be developed.

Indulge in relaxation activities and sports to give the mind a rest and time for

the subconscious to digest information.

Develop an interest in a variety of different things, preferably well away from

your normal sphere of work. For example, read comic books or magazines you wouldn't normally get. This keeps the brain busy with new things. It is a common trait of creative people that they are interested in a wide variety of subjects.

Don't work too hard -you need time away from a problem to be creative after

periods of intense focus. It really helps to think of creativity as a skill or set of skills. By practicing, one can get better at using them. So whenever you have a chance try and do mundane things in novel ways - it will make them more entertaining and you will get more used to expressing your abilities. Practicing at overcoming irrational inhibitions will also help to improve your creativity. When you're at a standstill, and you witness somebody with a vital and flowing creative force, it can be intimidating. The thing that's easy to miss when you're caught up in the magic of somebody doing something effortlessly that seems impossible is that it doesn't happen all at once. Anything can be achieved by breaking it down into its component parts. Creativity requires patience and a willingness to work for a creative outcome rather than

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simply wait for enlightenment. Still, it is important to creativity to happen. This can be encouraged by setting up an environment that encourages creative output, a comfortable space within which you feel non-threatened and able to create. A program to improve your personal creativity might include the following steps. 1.First set a measurable goal. Some goals might be:

to generate 10% more solutions within 6 months to come up with an original

solution for problem "X" within 2 weeks to practice generating ideas by brainstorming (for example, "find at least 100 ideas for a new pen") to find a new and effective way to relate to my children that results in them wanting to spend more time with me. 2. Second, set up criteria to indicate whether or not you have or are reaching your goal. Typical criteria are: a) the ideas are novel (in that particular context) b) the ideas are useful, they solve the problem or meet the challenge c) the ideas can be implemented within an appropriate time and budget

3. Third, read and learn about creativity techniques which are one of the sections of the Creativity Web. This information can be gathered from books, conferences,

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other people, software products and the Internet. Spend time with people who you creative and ask them how they did it. There are many paths to creativity. 4. Fourth, surround yourself with people who love and respect you; people who encourage you to take risks. 5. Fifth, celebrate your progress in reaching your creativity goals. 6. Finally, begin thinking of yourself as a creative person. Surround that identity with beliefs about your creative abilities. Learn the skills of creativity, act creatively every opportunity you get and find environments that support creative behavior.

Creativity is increased by acknowledging that it exists and by nurturing it. Create a sensory stimulating environment, increase awareness of that environment and provide sufficient quiet time to allow that ensory stimulation to be translated into external reality ... a poem, a bridge, a meal, a song, a quilt, a business report, a game, a dance, a garden. Flood yourself with information in your chosen area of creativity then deliberately expose yourself to information outside your area. Respect and care for your creativity as you would a child. Attend to your needs, listen to your creative inner voice, and spend time with yourself. Manage stress in your life as much as possible.

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Practice meditation or some kind of peaceful, relaxing activity such as handwork or quiet exercise. Avoid becoming too entrenched in your routines. Don't allow your beliefs to distort your perceptions. A useful technique is to deliberately and consciously attempt to integrate opposites at every opportunity within your own mind. Develop the attitude that your creative work is important even if others do not share your belief; allow such judgmental attitudes to be their problem, not yours. Practice using affirmations and reframing (seeing things from another angle or in another context) to de-program your self critical habits. Creativity is not a gift of some sort, it is a state of being ("un etat d'ame", as they say in French). Learning a creativity- increasing technique of some sort will give you some tools and help you, but will not automatically change your point of view about yourself and your creativity; your belief and value systems about creativity and creativity myths must change as well.

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Creativity and Leadership

"Everyone has creative potential, but creative people think they are creative." Self-esteem is one of the most important elements of creativity. People must believe in their ability to develop original ideas and they must continue to believe in themselves after repeated failures. Creativity flourishes in an environment that rewards attempts, as well as successes, and is conducive to failure. People must feel comfortable failing before they will repeatedly take risks or attempt creative approaches. Roger von Oech labels four stages of the creative process:

Explorer. Finding new ideas and resources from which an idea may be built. Artist. Transforming ideas (gathered by the explorer) into something new. Judge. Ideas developed by the artist are evaluated and their merits are weighed;
suggestions are offered on how they can be improved or further developed.
Warrior.

Implementation of the ideas approved by the judge requiring

persistence and determination. Secrets to Creative Problem Solving

Be an optimist

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Take your time Get enough information Brainstorm by yourself Redefine the problem Plan for results Break the routine Make a minus a plus Don't give up. Allow yourself to daydream Ask questions Have a sense of humor Tolerate ambiguity

CREATIVE FORCES Force-Field Analysis Force-field analysis characterizes the conflicting forces in a situation. The recommended approach to this method is to outline the points involved in problematic situations at the problem exploration stage, followed by recognizing factors likely to help or hinder at the action planning and implementation stages.

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1. Members of the group identify and list the driving and restraining forces (perhaps using a suitable brainstorming or brain writing technique) openly discussing their understanding of them. 2. The group leader is representative of the current position as a horizontal line across the middle of the page. The leader will draw all the driving forces as arrows that either pull or push the line upwards, and all the restraining forces as arrows that pull or push the line downwards (see below). Where driving and restraining are paired use arrow thickness to signify strength of impact of a force and arrow length to show how complicated it would be to adapt. It is normally best for the team to reach agreement on these details.

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3. The diagram should then be used to find as many possible combinations of moving the centre line in the desired direction. Try to: Find ways to strengthen or add positive forces a. Find ways to weaken or remove negative forces b. Recognize that the negative forces are too strong and abandon the idea.

REATIVE

ECHNIQUE

How do you come with a creative idea when faced with a blank sheet of paper? Easy. Dont have a blank sheet of paper. Every working day, creative directors are faced with emands to come up with creative solutions to the problems. Some outstanding creative heads may display what is called unconscious competence in appearing to be able to come up with ideas inuitively. There is no magic wand for coming up with ideas, but there are some echniques and process to help being creative. These tecniques, coupled with a knowledge and understanding of the creative process -- with its five stages Information Incubation Illumination

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Integration, Illustration -- will help considerably to improve ones creative abilities.

CREATIVE RANGE: Whenever faced with a well-defined task, such as coming up eith an idea for a launch product or phottocall, establish a Creative Range. Pose what is called the Safe Bet questin: What is the very least, the safest, most conservative idea that can be used? Then check what is the most outrageous idea that could solve the problem? so as to create the Extreme Option. By these two question , intial limiting parameters are created. The above can be visualised as below,

Safe Bet

Extreme

Option

Option

THE CREATIVE RANGE

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After creating the Creative Range of the situation see, What further ideas can you come up and then jot downall the ideas that come to mind. Thus, by establishing the Creative Range, you have already taken the pressure off yourself and at the very least you have a safe option to fall back on, and more importantly you ar harnessing the incremental nature of the creative process. This also helps to suspend judgements because you are not automatically screening every idea but merely filing in the Creative Range.

SNAKES AND LADDERS: Snakes and Ladders is good technique that helps use of the incremental nature of creativity to quickly establish an overview of a situation,identifying strengths and weakness, and to establish tactics to improve the positives and reduce the negatives of a task at hand. Draw a grid on a sheet of paper to represent the squares of a snakes and ladders board. Imagine the objective of the task is at the top left-hand corner on the winning square. You are the start, at the bottom left-hand corner. Draw five short ladders and five long snakes. The objective can be anything from: How can I improve my creativity and so on

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This is an excellent way of getting a handle on everything you need to consider. It also facilitates incremental to\hought as you come up with ideas.

Finish

Below is give one of

Lack of Brand Credibility

example how to a

launch
Personality of MD

Start

product creatively
Lack of Brand Awareness Interesting Photograph y

Media Apathy

Forthcoming Events- Exhibition Limited Budget News value of Story Timing of lanch

Competitor Activity

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Group Techniques to Generate Creativity

Brainstorming - Groups generate as many ideas as possible, listing ideas on a chart so that group members may modify them or combine them to create

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additional ideas. Criticism is not allowed during brainstorming, nor is evaluation of ideas. Storyboarding - An adaptation of brainstorming, but it is primarily nonverbal so articulate group members are not able to dominate the process. Storyboarding uses a process similar to parliamentary procedure to gain support of an idea before it can remain part of the discussion. Storyboarding allows group members to produce data and solutions to problems generating ideas off of previous suggestions. Nominal Group Technique - Focuses attention on individual members' ideas by having members write down their ideas/solutions on their own before sharing them with the group. Ideas are all recorded, everyone votes to prioritize ideas, and then discussion is held on only the top ones before another vote is taken. This technique allows everyone to participate and contribute ideas before the group reaches its decision. Roadblocks to Creativity Thinking there is one right answer - Many of us have the tendency to stop looking for alternative right answers after the first answer has been found. Often it

is the third, fifth or tenth right answer that is what we need to solve a problem in an innovative way. "That's not logical" - Logic is an important creative thinking

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tool when you are searching for ideas, however, excessive logical thinking can short circuit your creative process. Following the rules - You often have to break out of pattern to discover another. Being practical - Practical people know how to get into an open frame of mind, listen to their imagination and build on the ideas they find there. Avoiding ambiguity - Too much specificity can stifle your imagination! Being afraid of making a mistake - Errors are a sign that you are diverging from the norm. If you are not failing every now and then it is a sign you are not being very innovative.

REAM

EAM: A FRAME WORK FOR GREAT CREATIVE PERFORMANCE

Dream Team is a list of rules of creative teamwork that form the foundation of all the methods. Whichever technique youre using, Dream Team rules is like a framework whenever youre working as a team. They provide creative space to let imagination fly and launch all the team members on their way to original ideas.

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Dream team Tools in the company would keep the playful atmosphere, in order to refine their tem-working skills and build up creativity. They are both rules for the top-quality creative performance and strategies that can be used as highly effective methods of communication in meetings.

DREAM TEAM RULES:

Switch On All Five Senses

The best ideas take time. The more one thinks about the product, analyses it, examines it from every angle - plays with it, in other words the more freely great ideas will flow. Get the information you can get hold of which can be used as triggers. Feel the product to activate all your senses. The key factor is that physically coming face to face with the product itself will stimulate all five senses and have positive and inspiring effect on the process of generating ideas.

Creative without strategy is called Art. Creative with strategy is called Advertising.

Set Clear Goals

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The goal and solution are like question and answer. Only a good question can give a satisfactory answer. What Does A Goal Achieve? The goal is in clear view and acts a focal point, leading to a clearly defined objective. It helps to prevent chaos and time-wasting discussions. Fine - Tuning the Goal Saves Time and Nervous Energy Of course it isnt possible to achieve a clear goal and straightforward definition of the goal at the first attempt. Often it is only while you are formulating the goal that you realize that brief does not describe the product fully, that the target group is not defined precisely enough or that there is no clear strategic positioning.

Always Separate The Ideas Phase From The Evaluation Phase:

Ideas need imagination more than knowledge, so its important to keep the stage when ideas are being generated strictly separate from the stage when theyre being evaluated. In this stage people should set their imaginations to roam free, and no limits to be set on creative game-playing.

Avoid Idea Killers

How would you like your ideas to be received Sabotaged, Sniggered at or simply Ignored? Idea killers have one thing in common: they always work!!

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Everything from verbal stun-gun to the wry twitch at the corner of somebodys mouth is capable of trampling down the first little shoot of an idea. Idea Killers in Your Own Head Often the killer phases of others do less damage than the little voice inside our own heads, whispering, Forget it, it doesnt work! Our own ideas killers are particularly are deadly because we often are not conscious of them. They are the product exaggerated expectations we have of ourselves, or of the belief that we have to come up with ideas that are brilliant from the word they goa strategy almost certainly doomed to failure.

The 10 Best Responses to Idea-Killer Phrases Nothing will come out of that.

Not if you just dismiss the idea Lets just wait and see what happens

What, until everyone else has overtaken us? That doesnt work!!

But its great idea We do things differently!!

So, no change there This mail shot idea doesnt work!!

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But what if? Thats ridiculous!!

So what it is Well come back to your idea.

All right. When? The client will never accept that!!

Give it a chance Whats so original about that?

The fact that no one else has thought of it Anyone could come up with that. Exactly

Use Doodles To Visualize Your Ideas

Your ideas must be visual if its really going to take root in others peoples heads. Often it only takes a quick scribble, a few lines to bring the idea to life. Think about it: your ideas are mostly internal images that only you can see. A doodle releases the idea from your head and so raises your chances of enthusing others.

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Three Arguments In Favor Of Doodles Doodles are an essential means of communication, enabling the others in the Doodles reinforce the associations of internal images and so trigger new Doodles enables teams to develop raw ideas in gradual stages and so prevent team to see, and therefore understand, the images in your head. ideas new playful way. good ideas from being killed off prematurely.

Look For The Positive In Other Peoples Ideas

If you want to promote the flow of ideas, look for the positive aspects of other peoples ideas. Even if you dont get anywhere with an idea first, put forth the question, Whats in it that we can use? There will always be some aspect that can be build on; replace your inner CRITIC with an inner CREATIVE and exploit all possibilities from this new perspective. Take the ideas good point and improve it by developing and cultivating the seed of the idea. This strategy makes flexible and opens new perspective. One can learn to think What if? And this will develop in time into an inner attitude, which will open doors to new ideas instead of closing them.

Thinking What If?

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What would be the advantage of losing your job tomorrow? Anything that looks like a catastrophe at first may reveal a whole, surprising series of positive aspects on a second look. Develop the play of ideas a little more and losing your job opens the door to new freedom, new opportunities, and a new future. Thinking What if? Is a conceptual switch, a change of perspective? You look at the very same thing from a different perspective. And you can be sure that there are hundreds of other standpoints that youve never envisaged

Make Mistakes And Have Fun Doing It To swear off making mistakes is very easy; all you have to do is swear off having ideas

Mistakes are basic learning principle, accompanying all great discoveries and often lending to brilliant ideas. Get rid of the compulsion to come up with nothing but good ideas that are ready to use! Say everything that occurs to you, no matter how silly it sounds it could be the raw material for the brilliant idea. So Make Mistakes & Enjoy it!! A Fools Freedom The greatest fear of many people is making mistakes and looking silly I front of other people. Learn to live with this fear, by making a fool of you deliberately but staying in control. Put yourself in a ridiculous position by making an abstruse

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suggestion, and exaggerate it to the point where you have to laugh at yourself. By doing so you can achieve a degree of inner freedom that allows you to leave familiar paths behind and let your imagination run free. Develop Your Sense Of Humour

Humour is the healthy way of creating a distance between ones self and the problem, a way of standing back and looking at a problem with perspective!! Humour reveals new aspects. Humour disarms, relaxes, and releases happiness hormones, its also infectious, and so its one of the most important creative tools for teams looking for great ways to communicate ideas. Dont just make jokes at other peoples expense, however. Instead, look out for a really funny topic in meetings yourself. Learn to laugh at yourself. Anyone who can see whats absurd and laughable about him gains a new freedom and gives the team a creative boost.

Select Ideas Creatively

Sometimes the really interesting ideas are simply eliminated or talked out during the evaluation phase. Anything unusual, wild, uncomfortable, or harder to translate into action, gets dropped. At this stage, you need to make new ideas from old, in order to save potentially great initiatives. Three Ways to Evaluate and Select Ideas:

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In the final analysis, there are three ways to reach a decision about which of the basic ideas should be worked up: Democratically: - The team leader invites every member of the meeting to give a score to the ideas they think are best and deserve to be worked up for the presentation. The idea with most points wins.

Use the Brief as a Yardstick: - The main criteria from the clients brief are Creative Director or Art Director: - Depending on the agency culture, it is

used as the yardstick for assessing which ideas have reached the objectives.

of course possible that the creative director or the art director will be the one to decree which of the starter ideas will developed for the presentation Turning Ideas Into Action

Art Direction brings an idea to life, determining whether it gives the campaign the boost that it needs or weakens it by going off on the wrong course.

To Decide the Best Course of Action What does the basic idea need, for the solution to hit the bulls eye? What change could give the idea an emotional kick? What weak points does the idea have, what seems implausible? How could it Is the idea to the point? What works better?

be improved?

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What substitute or alternate can be used to improve the idea? Add new elements Change a copy Develop new headlines What could be done to make idea so appealing that people will want to see it more than once?

What results Can You Expect From The Dream Team Rules? They produce a bigger catch of valuable ideas. They give the team a creative boost. They build structured freedom and prevent sessions of destructive chaos. They foster faith in the team and enhance motivation. They allow a brilliant group brain to develop. They promote all sorts of fun and increase individual creative potential. They save time, money and nervous energy in the hunt for ideas.

ICKSTART

ATALOGUE

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What is Kickstart Catalogue? Kickstart Catalogue offers strategies likely to promote great ideas for campaigns. There are no discussions within the catalogue itself about what is good or bad advertising, nor are the tips on how to improve layout or copy. A Toolkit for the Brain Systematic analysis of the work produced by creative reveals certain patterns and strategies in thei analogy, while others always try to induce a change of perspective and others develop ideas by turning every days situating on their heads. One thing is clearing every case even the best creative use only the part the spectrum of possible ways of thinking. If your strengths lie, for example in the filed of metaphor or comparative juxtaposition, then you probably dont combine or reframe things very often. This catalogue is a tool box containing an inexhaustible supply of new brain tools which one can use to expand their own strategies. This is incredibly useful when you are looking for new unusual campaign ideas for the press, TV and cinemas, events, promotions, packaging, web banners, brochures or direct mailing.

Without Words

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A picture is worth a thousand words The object of this little exercise is to display the central advertising statement about the product at a glance and without using the words. Its the best to start by working out a goal with single-minded proposition. For Example: How can you show without words that the new sports car accelerates faster than any other car? Here, first look for pictorial way to represent Acceleration. The key question is: What are the key features of acceleration and how can it be represented pictorially, without words? Think of the era of silent movies and how ingenious the actors had to be to convey complex situation and feelings without words. Jokes which dont need words are another fruitful source of non-verbal stories to tell.

Mixing & Matching The goal of Kickstart questions is to represent the central advertising statement clearly and convincing by combining or associating different things. This method of developing visual advertising messages is one of the most frequently used today and offers infinite possibilities. Try it for yourself- there are no limits in your imagination.

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 Combination as Creative Strategy

One of the most important creative strategies is to combine two concepts or objects that were previously unconnected, so as to produce something completely new. The result should be a simple, unambiguous advertising message. Combine elements in such a way so as to make the benefit immediately apparent: the product, parts of the product, people from the target group, the products raw material, the original problem, the benefit, the context, plants, packaging, or people who have nothing to do with. The less things you combine have to do with each other originally, the more exciting and surprisingly the result will be.

Comparative Juxtaposition

Comparative Juxtaposition such as before and after are undoubtedly some of the classics of advertising. To tap into new sources of inspiration for comparisons, one can use the method to compose typical pairs of opposites, like before and after, which can then be used to stimulate advertising ideas. List of Pairs of Opposites:

Old-Fashioned- Fashionable Blindness- Vision Ugly- Attractive

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Mass produced- Exclusive Past- Future, etc.

Exaggeration
Exaggeration in the depiction of features of the product, problem situations or solutions can grab the viewers attention and emphasizes the benefit. Use distortion and overstatement to develop great ideas; with stating clear message and simple, to avoid any misunderstanding that would lead the target group to make any negative associations. Dont have any qualms about exaggerating things, but do it with a wink so that the credibility of your message doesnt suffer.

Provocation & Shock Tactics

Attention is in short supply nowadays, so if you want people to notice your campaign, be provocative! Provoking means challenging, inciting, stimuling. But be careful: being seen is not the same as being looked at. Provocation takes you across a frontier, but it requires skill and will only lend you to your goal if you think about what youre doing: for example, drawing attention to social issues, or warning people of dangers.

A Change of Perspective

A change of perspective is first of all an excellent way to generate a creative impulse during the process of looking for

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ideas, and secondly it can be used in advertising to show the target group new or interesting perspectives on the product. There are two ways to use the Change of Perspective as a creative tool. First, they can be used spatially, by showing objects or situations from unusual viewpoints: birds eye view, extreme close-up, extreme distance, detached from space and time. From outer space, or simply from possible angle. The second way is to imagine yourself leaving your body and slipping inside other people, objects or animals. Many creative symbolically take on other identities to get a creative boost from the new view point of view. For example: Walt Disney, used to become the figure he was currently drawing, going so far as to speak, gesture and stand like the character in his imagination.

Symbols & Signs

A symbol is a visual image that stands for an object, a concept or a situation. The drawing of a stylized car next to a spanner represents a car workshop, cigarettes with a line across it means No Smoking. The meaning of Some Signs derives from a casual connection- Smoke is a sign of fire. Another function of many symbols is to convey information that cant be expressed in words. a

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 Absurd, Surreal, Bizarre

Plunging into the world of the absurd, the surreal and the bizarre is fascinating in itself, and it also opens up a rich source of ideas. Contradiction, exaggeration, distortion, fantasizing and zany ideas are the tools one need to create something absurd or surreal.

Change the Product

Altering the product means changing its shape, cutting it into pieces, adding things, subtracting things, bending it, squeezing it, bringing it to life, blowing it up, making it transparent, transplanting it to another body or letting it rot. There are endless possibilities of changing it physically or giving it a new meaning. Talk non-sense and really take off. You cant judge whether what you have is good or bad

Alternative Uses
Playful approaches to the idea of finding new uses for the product. Where the product could be used, outside of its original context? What new situations could it be put to emphasize the benefit, highlight a feature through exaggeration, or reveal a new perspective or an unexpected function

Double Meanings
This refers to visual and as well as non verbal double meanings. Most visual ambiguity is based on optical illusions which are a playful way to attract the

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viewers attention. Most verbal ambiguity, on the other hand, makes its point by wordplay or suggestions, leading the reader along a path that usually ends in an alternative meaning. Both types involve people playfully by inviting them to see both meanings in a context that makes sense.

Play With Words

Playing with words means making pictures with them. Its an invitation to experiment with type, so that the copy turns into pictures and the typography becomes the message. Try to break down the bounds of normal copy to make the content leap out. Then style your words like a clue in a crossword puzzle. This will help you to scrutinize your Ad copy as a source of ideas about design (preferably fun ones) and present the message even more clearly and effectively.

LETS TAKE A BREAK

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A group of carpenters are at work. ...and a TV set, where a man hanging However, their attention is divided over a chasm is clinging on to a woman for dear life. between their work...

"Pakde rehna," the woman screams. "Chodna nahin," the man pleads. The workers watch...

...as the couple on screen keep up the "Pakde rehna-chodna nahin" strain for an incredibly long period.

Fed up with the melodrama, one of the carpenters gets up in disgust. "Arre, yeh bhi koi film hai!" he exclaims.

Wanting to continue with his work, he walks over to the TV and picks up a can of Fevicol placed on top of it. 80

Instantly, the man on screen plummets. Surprised, the carpenter peers at the can of Fevicol he has picked up. Slowly, he turns...

...and eyes another TV, atop which a tub of Fevicol is perched. The man on screen is still dangling over the chasm. "Chodna nahi..."

Headline: Fevicol Ka Jodd Hai Tootega Nahin Agency: O&M (National Winning Award) Client: Pidilite Industries

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AntiSmoking Campaign Best Social Message Award

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Conclusion:
The foundation for creativity is in individual, and so these methods and techniques are to be taken as tools and stimuli, to give you more freedom of choice and so enhance and liberate your creative skills. There is no one right way to be creative. Creativity is a living process with many possible strategies, and the creative outcomes to which they lead will depend on the context and the individual. If one person has learnt how to develop really creative ideas, it stands to reason that everyone else can. Creativity demands abundance, which is why the objective is to increase the possible choices, and so improve flexibility. Dont confuse the menu with the meal: theoretical knowledge will do nothing to increase your creativity. Try the methods out, experience will nourish you and become a part of your strategies in future. If something doesnt work for you, stop using it and try something else. Have fun

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ARTICLES

Whats The Future Of Advertising After Hours Correspondent DNA Tuesday, November 08, 2005 It cannot be denied that as one of the most rapidly growing professions in India advertising - is undergoing a lot of change. To tap these changes, to incorporate consumer and media perspectives, and to celebrate their 60-year existence in the industry, the Advertising Agencies Association of India (AAAI) is organising a three-day symposium discussing the future of advertising in India. Primarily focusing on traditional and contemporary methods in advertising, the symposium will include consumer reactions and influences with respect to the profession. Predominantly, we are trying to identify the current challenges in advertising and the different ways to meet them. The industry per say is witnessing a lot more ways to reach out to their consumers like MMS, blogs, the internet, and ad guys need to catch up on these new techniques, says Colvyn Harris, CEO, JWT India, who is also one of the keynote speakers during the event. Targeted towards the burgeoning and existing advertising, media and marketing professionals, the symposium will examine the future consumers, communication challenges and new media. The industry today needs a thrust and much greater

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recognition in the international scenario. Though it has been advancing rapidly, there needs to be a lot more effort to speed up the growth, says ad man Piyush Pandey, who will be addressing the event with respect to positioning of advertising beyond boundaries. The symposium will attract a galaxy of eminent speakers (including the minister of state for tourism Renuka Chowdhury and ad guru Prahlad Kakkar) who will share their unique perspectives on the future world in the areas of connecting with audiences.

Agencies Need To Think Creatively PTI [FRIDAY, NOVEMBER 11, 2005 MUMBAI: Advertising agencies in India should come out of their traditional styles and start thinking "out of the box" in order to push the creative frontiers to new heights, Piyush Pandey, a well-known advertising expert said on Friday. "We have to struggle to see that the good ideas are accepted by the clients, and see the day of the light and eventually converted into a real creative Ad," Pandey, Executive Chairman and National Creative Director Ogilvy said at a symposium, organised by Advertising Agencies Association of India (AAAI) here.

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"Instead of convincing the clients, we always make excuses that the client does not accept the new idea or say why tinkle around with the idea that is working, as sales figures are doing well," he said. "This very attitude has to be changed and the creative people should come out with ideas that touch the psyche of a common man and see to it that they convince their clients about the non-conventional ideas and give their gut feeling a chance", Pandey said. He was of the opinion that the advertising community should develop a habit of not seeing beyond the obvious, and starts seeing beyond the 30 yard circle in cricket field, "so that we could clear that and see the boundary lines". "We, as creative people, should always do constant soul searching to do things better and in a different manner and not think of any framework and boundaries to restrict our creativity", he said and gave a recent example of the Hutch ad's with the `Chhota Recharge' offer.

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Piyush Pandey Adds Another Feather To His Cap The Indiantelevision.com Team (13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy & Mather group president and national creative director Piyush Pandey who is moving from strength to strength. Pandey has bagged yet another international award. This time he has been judged the 'Creative Person of The Year Asia Pacific for 2002,' by Hong Kong based Media Magazine. The award comes in recognition of his contribution to the advertising industry and efforts to raise the creative standards across the industry. Its an achievement for us as well as (for) India. We are happy that India has made its mark at yet another global forum.

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And we're sure many more Indians will walk this floor," Pandey was quoted as saying in The Times of India. Ogilvy & Mather has bagged quite a few awards this year: the most memorable one being the Gold Lion in the press and poster category for its `Second-hand smoke kills' anti-smoking campaign for the Cancer Patients Aid Association (CPAA); and silver for the `overloaded bus' spot for Fevicol, at the Cannes Lions, International Advertising Festival held in June this year. The anti-smoking ad also won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards 2002.Similarly, Pidilite Industries Limited --- the makers of Fevicol ---- has won several international advertising awards.

RESEARCH METHODOLOGY
The word research is composed of two syllables, re and search. re is a prefix meaning again, anew or over again search is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles.

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Every project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis . According to Clifford Woody, Research Methodology comprises of defining & redefining problems, collecting, organizing &evaluating data, making deductions &researching to conclusions. Most of the data has been collected from various sources within the agency(Primary) and the other general data has been compiled from various sources on the internet along with magazine articles and newspapers. Interning in the servicing department of M&A Associates Private Ltd. has provided me with ample exposure to the various departments of the agency. Serving is the most integral part of any good ad agency.

SELECTION OF SAMPLE SIZE

A sample size of 100 customers under various sectors was selected from different areas of Delhi city for the study. There was no demarcation of size of samples, every samples was given equal weightage. RESEARCH DESIGN Research design used in the project is Descriptive research.

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Descriptive research attempts to describe systematically a situation, problem, phenomenon, service or programme, or provides information about , say, living condition of a community, or describes attitudes towards an issue. Information gathered to study Creativity in advertising is done one with the help of descriptive research. This research helps in portraying accurately the characteristics Of M&A Associates Private Ltd .

SAMPLING DESIGN Simple Random Sampling has been used in designing Sample for the report. It is so because to gather accurate information it was necessary to go to people who sell Paper and Stationery products. A person who purchases Paper and its products were of not much use to ask the JK Paper and its competitors Sales, Distribution Channel, Profit etc. So it was necessary to randomly select people in order to get good prospects for accurate information

(Change this yellow text..).

DATA COLLECTION To determine the appropriate data for research mainly two kinds of data was collected namely primary & secondary data as explained below:

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PRIMARY DATA Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data; all have not been used for the purpose of this project. Primary source of data comprises customers from different sectors and also people from advertising agencies with reasonable amount of experience. A significant part of the information for the research analysis has been obtained from the primary source. The ones that have been used are: Questionnaire Personal Interviews Observation

SECONDARY DATA Data collected through this source includes the theoretical aspects of advertising and creativity as well as quotations from various advertising men. Internet has also been a major source of information for the research.

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The secondary data was collected through: Journals Websites

DATA COLLECTION TOOLS 1. One on one interview with people from the industry. 2. Interviewing the customers directly. 3. Questionnaires. 4. Second hand information from websites. 5. Direct electronic mails.

METHODS OF DATA COLLECTION Having formulated the research problem, developed a study design, constructed a research instrument and selected a sample, we will then collect the data from which we will draw inferences and conclusions for our study. Depending upon our plans, it is better to commence from interviews, mail out a questionnaire, conduct experiments and/or make observations.

Conclusion:

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In todays world which is fast moving & dynamic, peoples wants, need and desires are challenging; its very important to know them and give them what they want. This is the main objective of advertising where ad agency plays major role in market research, making of creative, launching it in the market, taking the feedback of consumer and making any product famous and acceptable among consumers. Ad agencies playing an important role in shaping present and future of not just selected brand but of entire company. After doing internship in an ad agency namely M&A Associates I have got a feel of marketing as a whole .Some of my observations were: What a client wants How to give the client what he wants How to be creative in every aspect of marketing How to interact with people in an agency on a professional and personal level.

Recommendation

Working there I observed that the creative department was under a lot of work load and the servicing department had to meet client deadlines. This led to

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disputes between the two integral departments for each brand should be set up instead of the same staff working on many brands.

Limitations:

There are few limitations of advertising in spite of communicating the message to the target audience such as

Can't standardize the advertising campaign approach and evaluation methods too Advertising message cannot be focused to meet individual customer's needs Non-affordability of cost factor for small and medium companies to Inability to provide deep insights about a product or service

and wants advertising

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Overall Experience

Department: I worked in the Marketing & Advertising department of M&A Associates Pvt. Ltd. under the guidance of Mr. M.P. Singh(Managing Director) Job Description: The job included various responsibilities as mentioned below: 1. Co-ordinating between our clients and vendors to manage the clients online campaigns on the vendors online pages. 2. Keeping a track of all the campaigns whether online or offline. 3. Getting the creative made by the designers for e-mailers, leaflets, ad campaigns, etc. 4. Working on the website updation of the client from the backend. 5. Editing the content provided for the brochures, leaflets, etc of the client. 6. Working on various reports such as daily clicks& visits on the sites, changes made on the sites, recording the placement of the ads on the sites, etc. 7. Got an event organised for the company on Leadership series 1-Mastering the Inner Game

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Learnings & Experience: Earlier I was not aware and had less information about the Advertising Industry. I learned how to be creative in the field of Advertising.

learnt how to work in a team learnt taking responsibilities and completing them alone managing with different moods of people around me concentrating on the work given

I learned there how much pressure on employees to complete their target within their limit. I also increased my corporate interaction in the 2 months which help my personality to improve in front of the business leader. This Summer Intership will gave me an opportunity to develop my skills,my personality.I also came to know that it is important to be punctual at a job and patient as well. This training will undoubtedly help me in near future. Further, Ill be looking forward to working soon as I already miss the working environment. This was a great experience and the staff and working atmosphere

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made it even more fun to work.

BIBLIOGRAPHY

Reference Books

Creative Advertising Ogilvy in Advertising

Mario Pricken David Ogilvy

Search Engines

www.google.com www.angencyfaqs.com www.m&a-associates.com

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APPENDICES
QUESTIONNAIRE The Influence of various advertising media on buying decisions among young women in India Ques.1-Which media gets your more attention? a) Print c) Television Ques.2-How does an advertisement affect you? a) Recall c) Interest b) Positive impression d) Desire to purchase/explore b) Radio d) Word of mouth

Ques.3-Which form of ad creates a greater impact on you?

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a) Just the printed words c) Words with a visual e) Picture depicting a scene/story

b) Words with sound d) A moving action oriented ad

Ques.4-How long does the impact on advertisement last on you? a) Few hours c) One week e) More than a month Ques.5-Does an advertisement urge you to try a new brand? a) Yes b) No b) One Day d) One month

Ques.6-How often do you but the same article/garment designs you see in the ad? a) Always c) Sometimes b) Most of the time d) Never

Ques.7-Do you remember the hoardings if these are? a) Near the residence c) On the way to work Ques.8-You prefer reading which newspaper? a) The Times of India b) Hindustan Times b) Places visited frequently d) Bus stand

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c)The Hindu e) The Pioneer

d) The Indian Express

Ques.9- Have you ever used discount coupons printed in magazines/ newspaper /magazine? a) Yes b) No

Ques.10-How much time you spend on watching tv per day? a) 0 hour c) 3-5 hour b) 1-2 hour d) More than 5 hours

Ques.11-Which aspect of television ad is important to you ? a) Models c) Punch line e) Caption b) Background d) Theme e) Photography

Ques.12-Does the picture of a famous personality in the tv ad make you think that? a) The product is of high quality b) It must be expensive c) The company must be big d) The brand is facing intense competition

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e) It does not affect you

Ques.13-How often do you listen to the radio? a) Everyday b) Only while travelling/driving c) Occasionally Ques.14-Do you find radio ad attractive? a) Yes b) No d) Rarely

Ques.15-Does FM radio advertisements create an urge in you to try the brand? a) Strong Influencer c) Does not matter b) Keep the name at the back of mind

Ques.16-Do you refer to your friends and family before trying a new brand? a) Yes b) No

Ques.17-Do you share and do your friends/family share shopping experiences? a) Always c) Occasionally b) Sometimes d) Never

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Ques.18-What is shared? a) Product c) Location b) Price d) Competence/courtesy of the shop e) Buying experience personnel

Ques.19- Are you aware of a brand MADAME? a) Yes b) No

Ques.20-Among the following which one do you prefer? a) Madame c) Rage b) w d) Les femme

Ques.21- What is the reason for preferring a particular brand? a) Product range c) Width and depth of the products d) Price Range b) Design of products d) Quality

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