Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 8

Advertising creativity is viewed as the ability to generate unique and appropriate ideas that can be used as solutions to communication problems. This definition suggests that a creative ad is one that is novel but also relevant or appropriate. Find an example of an advertisement (either a print ad or TV commercial) that is novel but not necessarily relevant to the product or services Discuss why the client would have approved this ad. (LO1)