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.
This tells you how much evidence there is on each of the principles. - In a sense, then, it is a measure of the confidence you can place on a given principle.
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.
Tools and Techniques that are useful to those in advertising are described... More
The Advertising Principles site summarizes all useful knowledge about advertising so that it can be used by researchers, practitioners, and educators.