Divergent thinking allows one to find creative and unexpected ways to communicate an advertising message. Creativity can produce original ideas and join elements in new ways. In advertising, creativity means creative copywriting and graphic design that achieves the desired marketing objectives. The pyramid principle helps structure the creative process into three phases: gathering information, analyzing it, and allowing an idea to emerge from accumulated efforts. Creativity leads to big ideas that cannot be forced but must be nurtured.

2. Divergent thinking - letting loose with one’s imagination to find the most creative, unexpected and a different way to communicate that core product (advertising message).

3. Creativity is generally defined in aesthetic terms as the ability to produce useful ideas, originality, imagination, or a capacity to join two or more elements to form a new unity or purpose. In a laymen term, an artist, when he creates a new painting, or a poet, when he pens a new verse, is often giving expression to his/her innermost thoughts which my be based on his/her perception or fantasy.

4. The outcome of the creativity may be realistic, impressionistic, surreal (strange, weird) etc.

5. Creativity in advertisement is basically purposive. An advertisement has two major components, viz, copy and art/graphic. Hence, in the context of advertising, creativity means two areas - copywriting and art/graphics. In advertisement, the creative inputs is expected to achieve the ‘desired response’ as delineated in the marketing objectives.

6. According to Stephen Baker, pyramid principle helps the creative people in their job.

7. The pyramid is divided into three equivalent parts to represent the creative process The first part, the base of the pyramid , represents the initiation of the creative process-gathering of information. The middle part or second phase represents the analysis of the information.

8. The third part, is the accumulation of all efforts of the brain, when an idea is born. Creativity leads to ‘ big idea’ cannot be forced, it can only be wooed.