Chapter 4

Why creativity is key

This chapter covers creativity – an essential ingredient to any promotion as, to be noticed by the shopper, your promotion must be different, fun, exciting etc. Promotions die if they are not creative. What makes an ordinary promotion outstanding? How do you go about the process of translating promotional objectives into an idea that will achieve behavioural change? You have to be creative. Catch the imagination. This is the art of creativity.

Types of creativity

Creativity is a much-misunderstood word. For some people, it is the opposite of order and structure. It is thought of as the free expression of feeling, of your deepest self. Some talk about creativity as if it is only found in the visual or dramatic arts, ...

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