PT  - JOURNAL ARTICLE
AU  - Jaafar El-Murad
AU  - Douglas C. West
TI  - The Definition and Measurement of Creativity: What Do We Know?
AID  - 10.1017/S0021849904040097
DP  - 2004 Jun 01
TA  - Journal of Advertising Research
PG  - 188--201
VI  - 44
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/44/2/188.short
4100  - http://www.journalofadvertisingresearch.com/content/44/2/188.full
SO  - J Advert Res2004 Jun 01; 44
AB  - Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers. The impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.