For a discussion of evidence on creativity, see this summary from Persuasive Advertising by J. Scott Armstrong (Palgrave Macmillan 2010).
This section provides principles that can help you create persuasive ads. Use them to stimulate creativity in new areas as you develop an advertisement. The map gives you an overview of the areas, and the checklist provides the details for application.
Use this checklist as an aid to creativity by seeing what principles might be applied.
J. Scott Armstrong. June 8, 2014
Despite their confidence, experts are unable to make useful decisions when they need to know the effects of changes in complex situations (Armstrong 1980;Tetlock 2006). This applies to doctors, engineers, military leaders, aviators, executives, and advertisers. There is a standard solution to decision-making for complex problems when good knowledge exists about the causal factors: the use of “checklists.”More
Advertising campaigns typically involve working in groups. This can harm creativity and productivity as shown by previous research. Here are some procedures that can help enhance a person's creativity, and improve his efficiency.
After developing your creative ideas, look at previous campaigns for similar products to find additional ideas or to avoid reusing typical ideas.
Borrowing from the great advertisers, I offer the following advice to copywriters:
1. Drive the advertisement with ultimate objectives.
2. Forget about entertainment.
3. Do not try to be creative.
Time Lines (PDF)
Group Process Checklist (PDF)
Tools and Techniques that are useful to those in advertising are described below. For ambiguities or mistakes on the thumbnail sketches, send e-mail to Scott Armstrong. For more on group process techniques to enhance productivity and creativity, go to Group Process. More
AdSlogans.com - Advertising slogans and taglines
Sample press release - Communications are more credible if transmitted by an objective third party
Website design - Annotated list of five useful books.