AN ANALYSIS OF CREATIVITY IN ADVERTISING

Povzetek

The advertising practice predates the modernization period and has profound origins in history. The majority of humans were actively involved in hunting, farming, or handicraft related tasks thousands of years ago. They used to trade things with one another. The supplier's capacity to disseminate and sale was limited, and their capacity to advertise was constrained to the volume at which they could shout. The seller asserting his visibility and outlining what he had to trade in the domestic markets might have been the prehistoric kind of advertisement. Because it reached a huge number of people at once through multiple salespeople, advertising was an excellent marketing strategy. It was subsequently converted into a tool by the media. The American Marketing Association defines advertising as the promotion and representation of concepts, products, or services by an established sponsor for a fee. Advertising aims to generate demand for these items without changing their physical characteristics and is a significant expense for companies.

Creativity plays a crucial role in advertising as it contributes to competitive advantages, purchase intent, and brand strength. Social advertising involves disseminating social messages through non-profit institutions. The aim of this study is to explore the concept of creativity in advertising and create a conceptual framework.