ABSTRACT
This chapter examines the nature of creativity and discusses its potential contribution to the overall success of an IMC campaign. It considers the challenges and difficulties associated with the concept of creativity, and in particular the benefits and challenges, and suggests strategies that might be employed to manage them. However, for marketing professionals, it is not enough for creativity to exist in isolation; creative ideas need to be generated in a form that can be translated into solutions that address corporate and marketing objectives. In such cases, creativity can be used to increase the communication effectiveness by encouraging involvement with the vehicle that carries the message, using one or more of the creative tactics detailed in section Creative tactics. Within the content of the communication, there are a variety of creative vehicles that include humour, sex and sexual representation, fear / shock, expertise / authority and teaser campaigns.
