CREATIVITY IN ADVERTISING

ACKNOWLEDGEMENT

Words fall short to express my deep sense of gratitude towards the all, who have
imparted their valuable time, energy and intellect towards the beautification of my
project.

It gives me a great pleasure to present a project study on “CREATIVITY IN

ADVERTISING”. This project is my effort to present in a nutshell information
about the AD-WORLD mentioning about different aspects of the advertising
world.

I present this project study to my college for BMS course which is affiliated to
UNIVERSITY OF MUMBAI as part of 5th semester. This project has been
prepared under guidance of PROF. SWAPNA I also acknowledge this project to
my college, our principal MS. ANCY JOSE, our BMS coordinator PROF. MONA
BHATIA and my whole college staff.

Lastly, I would always be thankful to all my friends, colleagues and family

members whose constructive criticism and unconditional help went long a way in
the due course of this project.

- SHRENIK GANGER

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SYNOPSIS

“THE CAT IS ON THE MAT,” is not the story.

“THE CAT IS ON THE DOG’S MAT,” now that’s the story.

Advetising is both art and science. The science of advertising is the analyititcal
part that we have been looking at up yo this point: setting goals, deciding strategy,
choosing among different creativity styles. Some people call this step convergent
thinking because the process is to distill lots of information into the core
advertising strategy.

What is it that adds sparkle and life to a well-planned and implemented advertising
campaign? It’s th ‘ah’ factor: that brilliantly simple,but inspired creative edge.

In Advertising, the world is flat. Agencies are structure on a linear basis.

Campaigns are creating in linear formats. There are all kinds of rails, fences, and
obstacles to keep creative thinking linear. Advertising is a big business and ranks
among the top industries in the world. The growth of the top advertising industry
in any country is in direct relation, its creative senses and talents if the advertising
professionals.

The word advertising is derived from the Latin word ‘adverto’, that means, “To
turn towards”. Advertising leads to attention towards something i.e. the

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advertising message, which is the purpose of advertising and the objective of the
advertising Creative Advertising starts with proper creative planning. This
includes the conceptualizing of basic ideas totheir final implementation. The ideas
are visualize considering basic human motives.
Advertising is nothing but selling ideas. Creative thinking is the sound ground
where one can reap a rich harvest of ideas.

The creative part of advertising is what comes before the potential customers and
it is here that the fate of the campaign and consequently of the product sold could
be decided.

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EXECUTIVE SUMMARY

OBJECTIVE OF THE PROJECT

Creativity is something you cannot think of as ‘Let’s stop and be creative’. You
need to think of “Creativity” as a discipline, just like ‘Organization’,
‘commitments to results’, or ‘responsibility’. This project tells us the importance
of Creativity in Advertising as creativity demands abundance. The foundation of
creativity is in individual, and so the techniques and methods discussed in this
project are just mere tools to enhance and liberate one’s creative skills.
So don’t confuse the menu with meal
It is observed that “Far too many people are leading their lives lie they’re driving
their cars with brakes on” this projects will enable you to know how your foot is
taken off that brake pedal.
Research Methodology:
The information is gathering from various sources like books, periodicals and
journals and sites.
Limitations:
Creativity is a gift most of us desire, but only a few seem to have. Project report
debunks some of the myths surrounding creativity and then carefully takes through
the five I’s of the creative process. It also gives the insight of future creativity and
the tools that can be helped to help advertising professionals to enhance and
enliven their work.The subject of creativity in advertising is something of an
enigma. Project shows how creative director in an ad agency goes ‘under the skin

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of creative’ to use it to greater effect in their work and in wider aspects of their
lives

NEED OF THE PROJECT

We see lots of ads in TV, NEWSPAPER, MAZAZINES, BANNERS, etc. but to

say, these ads have a direct or indirect effect. Whether the consumer has the use of
the ad or not he is involved in the discussion. By virtue, ads are shown so that
consumers intent into the particular product, but can any one guess that how much
amount of money the companies shell out for each product advertisement, what
are the marketing strategies they use to do so?, etc.

To understand such concepts this project has been undertaken by the guidance and
the support from the professionals. The deep scenario of glamour world had to be
understood, so this projecy report would give a summary of advertising related
concepts and the whole importance and procedures of ‘CREATIVITY IN
ADVERTISING’; particulary concentrating on TV.

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RESEARCH METHODOLOGY

Formulating the research problem:

The major work done was to find out the different types of information regarding
creativity in advertising. Gathering all kind of information was a challenging job
to do .

Research design:
The value of research project is determined not just by the new data obtained, but
how the research complements previous investigations and contributes to our
understandings. My report is more of an explationary research and has more of
secondary data.

Sources of data:
After knowing the type of research to be continued I began searching for the data
from various sources. These included data from various books, websites and
magazines.

Processing and analyzing the data:

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Information was gathered and at the end a questionnaire was prepared. The format
of the questionnaire was prepared with an aim of analyzing the data accurately and
so was more of an objective oriented.

Preparing the research report:

After receiving the needed and precise data, now my job was to make a project
report.

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WHAT IS CREATIVITY

There are many definitions of creativity. A number of them suggest that creativity
is the generation of imaginative new ideas (Newell and Shaw 1972), involving a
radical newness innovation or solution to a problem, and a radical reformulation of
problems. Other definitions propose that a creative solution can simply integrate
existing knowledge in a different way.

Definitions of Creativity

There are many definitions of creativity; dictionaries give the following meanings:

Heritage Illustrated Dictionary:

create: To cause to exist, Bring into being, Originate, To give rise to, Bring about,
Produce, To be first to portray and give character to a role or part (appropriate to
creating fictional characters and writing stories) creation: An original product of
human invention or imagination.
Creative: characterized by originality and expressiveness, imaginative

Macquarie Dictionary (an Australian dictionary)

Create: to evolve from one's one thought or imagination to make by investing

with new character or functions.
Creative: generative, ground-breaking, innovative, originate, handmade

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According to Boden (1998), there are three main types of creativity, involving
different ways of generating the novel ideas:
• The “combinational” creativity that involves new combinations of familiar
ideas.
• The “exploratory” creativity that involves the generation of new ideas by
the
• Exploration of structured concepts.
• The “transformational” creativity that involves the transformation of some
dimension of the structure, so that new structures can be generated

Other related words re: creativity:

Creativity creativeness, formativeness, innovation, inventiveness, originality,

productivity, crafts-man ship, authorship, creatorship
"Being creative is seeing the same thing as everybody else but thinking of
something different"

There are many aspects to creativity, but one definition would include the ability
to take existing objects and combine them in different ways for new purposes. For
example, Gutenberg took the wine press and the die/punch and produced a
printing press. Thus, a simple definition of creativity is the action of combining
previously uncombined elements. From art, music and invention to household
chores, this is part of the nature of being creative.

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Another way of looking at creativity is as playing with the way things are
interrelated. Creativity is the ability to generate novel and useful ideas and
solutions to everyday problems and challenges.

Creativity involves the translation of our unique gifts, talents and vision into an
external reality that is new and useful. We must keep in mind that creativity takes
place unavoidably inside our own personal, social, and cultural boundaries.

The more we define our creativity by identifying with specific sets of values,
meanings, beliefs and symbols, the more our creativity will be focused and
limited; the more we define our creativity by focusing on how values, meanings,
beliefs and symbols are formed, the greater the chance that our creativity will
become less restricted.

In the creative process, there are always two different (but interrelated)
dimensions or levels of dynamics with which one can create:

• The system which may be a particular medium

(e.g. oil painting or a particular musical form), or a
particular process (like a problem solving agenda, or
an approach to creativity like Synectics). The
creative person manipulates that means to a creative
end. The second dimension described by the
conceptual "content" which the medium describes.
Again, the creative person depicts changes,
manipulates, and expresses somehow the idea of that
content.

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Creativity researchers, mostly from the field of psychology, usually claim at being
creative means being novel and appropriate. Subsumed under the appropriateness
criterion are qualities of fit, utility, and value.

At least three aspects of creativity have drawn much attention.

The creative process, receiving the most attention, focuses on the mechanisms and
phases involved as one partakes in a creative act.

• A second aspect of creativity is the creative person.

Here, personality traits of creative people are
central. The environmental atmosphere and
influence are concerns of a third aspect, the creative
situation.

• Lastly, the criteria or characteristics of creative

products have sought. This area is of particular
importance because it is the basis of any
performance assessment of real world creativity and
may provide a window on the other aspects of
creativity.

Briefly stated, creativity is often thought to exist on at least five levels:

1. A higher level versus a lower level

2. Grand versus modest
3. Big "C" versus little “c “

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4. Paradigm-shifting versus garden-variety

5. Eminent versus everyday

Some researchers claim other categories of creativity as well:

1. Expressive versus Productive

2. Expressive versus Inventive
3. Invention versus Discovery
4. Theory versus Invention versus Discovery
5. Accommodative versus Assimilative
6. Personal versus Public.

There are three general ways of achieving a creative solution:

• Serendipity
• Similarity
• meditation

In addition, the mode of activity one is in when being creative differs. For
example, there is a distinction between real-time creativity and multistage

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creativity. Real-time creativity is spontaneous, improvisational, and demands

output in a short interval of time; whereas in multistage creativity, sufficient time
is allowed for the generation and selection of ideas. Creative thought can be
dividing into divergent and convergent reasoning.

• Divergent thinking is the intellectual ability to think of many original,

diverse, and elaborate ideas.
• Convergent thinking: The intellectual ability to logically evaluate critique
and choose the best idea from a selection of ideas.

Both abilities are required for creative output. Divergent thinking is essential to
the novelty of creative products whereas convergent thinking is fundamental to the
appropriateness. To combine this variety of definitions, we can say that creativity
involves the generation of new ideas or the recombination of known elements into
something new, providing valuable solutions to a problem. It also involves
motivation and emotion.

\Creativity “is a fundamental feature of human intelligence in general. It is

ground in everyday capacities such as the association of ideas, reminding,
perception, analogical thinking, searching a structured problem-space, and
reflecting self-criticism. It involves not only a cognitive dimension (the generation
of new ideas) but also motivation and emotion, and is closely linked to cultural
context and personality factors.” (Boden 1998). Thus, any general definition of
creativity must account for the process of recognition or discovery of novel ideas
and solutions and hence most of the definition fall into one or more of these

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categories like as an individual talent, as a process, as a product and last but not
the least as a recognition by others.

OBJECTIVES OF CREATIVITY

Main objectives of a creative thinking process is to think beyond existing

boundaries, to awake curiosity, to break away from rational, conventional ideas
and formalized procedures, to rely on the imagination, the divergent, the random
and to consider multiple solutions and alternatives (Candy 1997, Schlange and
Juttner 1997).

The result of the creative thinking process is especially important for businesses.
Managers and managerial decisions and actions, confronted with fast-changing
and ambiguous environments in business, need to develop creative solutions and
creative action-based strategies to solve problems, as they allow to increase

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understanding of problematic situations, to find multiple problems, to produce

new combinations, to Generate multiple solutions that are different from the past,
to consider possible alternatives in various situations that could occur in the future
and “to expand the opportunity horizon and competence base of firms” (dt ogilvie
1998).

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DESCRIPTION / STRUCTURE OF THE

METHODOLOGY / ALTERNATIVE SOLUTIONS

Creativity is not an innate quality of only a few selected people. Creativity is

present in everyone. It can be learned, practiced and developed by the use of
proven techniques which, enhancing and stimulating the creative abilities, ideas
and creative results, help people to move out of their normal problem-

solving mode, to enable them to consider a wide range of alternatives and to

improve productivity and quality of work. “Creativity is thus constructed as a
learned ability that enables us to define new relationships between concepts or
events, which seemed apparently unconnected before, and which results in a new
entity of knowledge” (European Commission 1998). Knowledge and information
are the basis for creativity. There are numerous creative techniques, which are
classified in many ways (Higgins 1994). In general, a certain type of question or a
certain area of application (such as marketing, product or service development,
strategic and decision planning, design, quality management, etc.) often calls for a
certain type or a certain group of creativity techniques.

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Fundamental concepts for all creative techniques are:

• The suspension of premature judgement and the
lack of filtering of ideas.

• Use the intermediate impossible. Create analogies

and metaphors, through symbols, etc., by
finding similarities between the situation, which we
wish to understand and another situation, which we
already understand.

• Build imaginative and ideal situations (invent the

ideal vision).

• Find ways to make the ideal vision happen.

• Relate things or ideas, which were previously

unrelated.

• Generate multiple solutions to a problem.

Main points to increase or encourage creativity in a company are:

· To be happy, to have fun
· Keep channels of communication open
· Trust, failure accepted
· Contacts with external sources of information
· Independence, initiatives taken
· Support participatory decision-making and employees’ contribution

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· Experiment with new ideas.

EXPECTED RESULTS / BENEFITS

Creativity, through the generation of ideas with value, is needed in order to solve
concrete problems, ease the adaptation to change, optimize the performance of the
organization and best practice manufacturing, and changes the attitude of the staff
of the organization. Creative thought processes are also important at all stages in
the R&D process

Some expected results of the creativity process are:

• Innovation through new product and process ideas

• Continuous improvement of products or service

• Productivity increase

• Efficiency

• Rapidity

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• Flexibility

• Quality of products or services

• High performance

CHARACTERISTICS OF PROVIDERS

The implementation of creative techniques within work groups requires the

assistance and advice of external consultants. One or two consultants, experts in
creative techniques, is normally enough to undertake the implementation process
in a company. His/hers job normally consists of presenting the different
techniques and their application method, defining the problem to be studied for the
participants, initiating and clarifying the rules of the technique, gathering the
necessary data and information to approach the problem, stimulating the
generation of ideas of participants, and evaluating the ideas before proceeding to
put them in practice.

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Training of management staff by experts may also be very useful. Management

staff must be train to stimulate creativity in employees, to provide motivation, to
facilitate a creative climate and to encourage the use of creative techniques.
Managers can be train to implement creative techniques by themselves.

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APPLICATION
Many private and public sector organisations of all sorts in manufacturing,
services, banking, or construction companies use creativity processes regularly.
Big firms such as Xerox, AT&T, Frito-Lay, as well as car manufacturing firms,
software development firms, railroad pharmaceutical firms etc., use creativity
techniques to increase efficiency and quality, especially in their research, strategic
planning and marketing departments.

Creativity techniques may be applied in almost any functional area of the

company: strategic planning, corporate business strategy, product development,
improvement of services, functional strategy, finance, human resources,
marketing, management of collection of information, product design, software
design, quality management, etc.

TYPES OF FIRMS / ORGANISATIONS CONCERNED

All firms and public organizations that confront with problem solving and focus
on innovation in processes, products or services can implement creativity
techniques.

In case where the implementation of creative techniques is focused on the support

of personal creativity, such as to support individual designers work for new
product development, or to support individual scientists work in the laboratory,
very small firms or a person can implement creative techniques for individuals.

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In case where the company focus is to increase group creativity and to create
environments where a collaborating team works creatively together, the firm must
have at least 20 employees, including 3 members as management staff.

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WHAT CREATIVITY MEANS IN ADVERTISING?

I once read a quote somewhere that said, "We do not separate advertising from
life."

Creativity is a very subjective term. Who can really say what is creative, for we all
have different opinions on what we individually think is creative. Some people
believe creativity is an engrained concept that you are born with it. Other people
believe it is a talent that can be learned and taught.

I personally believe it is a little of both. The essential elements of creativity are

really imagination and inventiveness disciplined by routine skills. Your
imagination is something you are born with, it can be large and wild or it can be
small and constrained. Inventiveness is something that can be disciplined, it can be
taught and learned with practice and skill.

Put those two concepts together and anything is possible. In advertising, agencies
live and die by creative communications. Creativity is one of the reasons clients
justify advertising and their choice of agencies

So what exactly is creative in advertising? Some creative commercials are

effective, some effective ads are creative, and other ads are neither creative nor
effective. Creativity and effectiveness ultimately join in the consumer’s minds
rather than remain separate.

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We must then ask, what is efficiency? Well, efficiency of an ad is determined by

the correct combination of its impact and retention. Impact being the ability of an
ad to attract attention and retention being the ability of an ad to stay on viewers’
minds. We can thus say with certainty that an advertisement needs to be creative
to succeed. Its creativity needs to be effective in both its impact and retention. I
found the quote at the beginning of the page and thought it was just great.

Although creativity in advertising is an important factor, one must remember to

not be creative just for creative sake. The creativity must also be effective.

Successful creative strategies result from pinpointing an idea, a nuance, an insight,

or a nugget of information gleaned from research or sometime from an intuitive
understanding or quickness of human nature. The true role of the strategy is to
make that intuitive leap which defines the relationship between the brand and its
user.

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HOW CREATIVITY IS DIFFERENT FROM

INNOVATION?

Creativity versus Innovation

As this is an advertising study on the subject of “Creativity”, it is only right there

should be some advertising efforts to create greater understanding on behalf of the
subject “Creativity” itself. For many the word ‘creativity’ has what may be called
a touchy –feely nature to it, not suitable for the hard world of business. Yet,
mention the word ‘innovation’ and suddenly the act of creating new ideas takes on
a more credible resonance in certain quarters, such as the business media and
various government-backed development agencies.
Professor Simon Majaro of Cranfield School of Management defines innovation in
this manner in his book Managing Ideas for Profit (Majaro, 1992): ‘Creativity is
the thinking process that helps us generate ideas. Innovation is the practical
application of such ideas towards meeting the organization’s objectives in a more
effective way.’ However, this means all ideas are creative. In reality, many ideas
will reject. Using the working definition of creativity, it would recognize that, to
be ‘creative’, the idea must offer some form of benefit.
Innovation can instead define as the ‘adoption, adaptation, or implementation by a
third party of someone’s creativity (ie an added value product)’. When appraising
a painting, one does not say ‘artist is being innovative.’ Should another artist adopt
some element of this work, such as its style, subject matter, materials or

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techniques used, then the original? Work can said to be innovative; it has inspired
the application of some creative element of the original work by a third party.

Thus, creative thinking in a disciplined manner can play a real role in innovation.
“Creativity and innovation are normally complementary activities, since creativity
generates the basis of innovation, which, in its development, raises difficulties that
must be solved once again; with creativity…It is not possible to conceive
innovation without creative ideas, as these are the starting point.” (European
Commission 1998).Innovation results when creativity occurs within the right
organizational culture. The right organizational culture is one that provides
through creativity processes (creative techniques) the possibilities for the
development of personal and group creativity skills. We can define creativity IMT
as the establishment of skills by implementing creativity generation techniques.

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BASICS OF CREATIVITY

Creative Thinking Skills Can Be Learned!!

What can I do to Increase my creativity?

The first task in becoming more creative is giving you permission to do things
creatively. The second is overcoming your personal blocks to creativity. For
some people, being creative involves trying not to embarrassed by their own ideas;
for others, it is a matter of being aware that things can done in many different
ways. Some people are self-aware or confident enough to have fewer inhibitions
and can just let their creative natures work.

Surround yourself with people who love and support you and you will be even
more creative. Spend time meditating on your own worthiness, reading about other
creative people and creative solutions, concentrating on the positive power of your
own creative forces - these activities, combined with a belief in your own intuition
and creative abilities, will help improve your confidence.

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Action Steps:

Here are a few additional things you can do to improve your creativity:

• Study books on creative thinking techniques and put them into practice

• Attend courses on creative thinking and put the ideas into practice.

• Keep a daily journal and record your thoughts, ideas, sketches, etc. as soon
as you get them. Review your journal regularly and see what ideas can
develop.

• Indulge in relaxation activities and sports to give the mind a rest and time
for the subconscious to digest information.

• Develop an interest in a variety of different things, preferably well away

from your normal sphere of work. For example, read comic books or
magazines you would not normally get. This keeps the brain busy with
new things. It is a common trait of creative people that they are interested
in a wide variety of subjects.

• Do not work too hard -you need time away from a problem to be creative
after periods of intense focus. It really helps to think of creativity as a skill
or set of skills. By practicing, one can get better at using them. Therefore,
whenever you have chances try to do mundane things in novel ways - it
will make them more entertaining and you will get more used to
expressing your abilities.

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Practicing at overcoming irrational inhibitions will also help to improve your

creativity. When you are at a standstill, and you witness somebody with a vital and
flowing creative force, it can be intimidating. The thing that is easy to miss when
you are caught in the magic of somebody doing something effortlessly that seems
impossible is that it does not happen all at once.

Anything can achieve by breaking it down into its component parts. Creativity
requires patience and a willingness to work for a creative outcome rather than
simply wait for enlightenment. Still, it is important to creativity to happen. This
can be encouraged by setting up an environment that encourages creative output, a
comfortable space within which you feel non-threatened and able to create.

A program to improve your personal creativity might include the following steps.

• First, set a measurable goal. Some goals might be:

• to generate 10% more solutions within 6 months to come up with An

original solution for problem "X" within 2 weeks to practice generating
ideas bybrainstorming (for example, "find at least 100 ideas for a new
pen")

• to find a new and effective way to relate to my children that results in them
wanting to spend more time with me.

• Second, set up criteria to indicate whether you have or are reaching your
goal. Typical criteria are:

o The ideas are novel (in that particular context)

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o The ideas are useful; they solve the problem or meet the challenge

o The ideas can implemente within an appropriate time and budge

• Third, read and learn about creativity techniques, which are one of the
sections of the Creativity Web. This information can gather from books,
conferences, other people, software products and the Internet. Spend time
with people who you believe are Creative and ask them how they did it.
There are many paths to creativity.

• Fourth, surround yourself with people who love and respect you;
people who encourage you to take risks.

• Fifth, celebrate your progress in reaching your creativity goals.

• Finally, begin thinking of yourself as a creative person. Surround that

identity with beliefs about your creative abilities. Learn the skills of
creativity, act creatively every opportunity you get and find environments
that support creative behavior.

Creativity is increased by acknowledging that it exists and by nurturing it. Create a

sensory stimulating environment, increase awareness of that environment and
provide sufficient quiet time to allow that ensory stimulation to be translated into
external reality ... a poem, a bridge, a meal, a song, a quilt, a business report, a
game, a dance, a garden.

Flood yourself with information in your chosen area of creativity then deliberately
expose yourself to information outside your area. Respect and care for your
creativity as you would a child. Attend to your needs, listen to your creative inner

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voice, and spend time with yourself. Manage stress in your life as much as
possible.

Practice meditation or some kind of peaceful, relaxing activity such as handwork

or quiet exercise. Avoid becoming too entrenched in your routines. Don't allow
your beliefs to distort your perceptions. A useful technique is to deliberately and
consciously attempt to integrate opposites at every opportunity within your own
mind. Develop the attitude that your creative work is important even if others do
not share your belief; allow such judgmental attitudes to be their problem, not
yours. Practice using affirmations and reframing (seeing things from another angle
or in another context) to de-program your self critical habits.

Creativity is not a gift of some sort, it is a state of being ("un etat d'ame", as they
say in French). Learning a creativity- increasing technique of some sort will give
you some tools and help you, but will not automatically change your point of view
about yourself and your creativity; your belief and value systems about creativity
and creativity myths must change as well.

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Creativity and Leadership

"Everyone has creative potential, but creative people think they are
creative."

Self-esteem is one of the most important elements of creativity. People must

believe in their ability to develop original ideas and they must continue to believe
in themselves after repeated failures.

Creativity flourishes in an environment that rewards attempts, as well as

successes, and is conducive to failure. People must feel comfortable failing before
they will repeatedly take risks or attempt creative approaches. Roger von Oech
labels four stages of the creative process:

• Explorer. Finding new ideas and resources from

which an idea may be built.

• Artist. Transforming ideas (gathered by the

explorer) into something new.

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• Judge. Ideas developed by the artist are evaluated

and their merits are weighed; suggestions are offered on how
they can be improved or further developed.

• Warrior. Implementation of the ideas approved by

the judge requiring persistence and determination.

Secrets to Creative Problem Solving

• Be an optimist
• Take your time
• Get enough information
• Brainstorm by yourself
• Redefine the problem
• Plan for results
• Break the routine
• Make a minus a plus
• Don't give up.
• Allow yourself to daydream
• Ask questions
• Have a sense of humor

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• Tolerate ambiguity

CREATIVE FORCES

Force-Field Analysis:

Force-field analysis characterizes the conflicting forces in a situation. The

recommended approach to this method is to outline the points involved in
problematic situations at the problem exploration stage, followed by recognizing
factors likely to help or hinder at the action planning and implementation stages.

1. Members of the group identify and list the driving and restraining forces
(perhaps using a suitable brainstorming or brain writing technique) openly
discussing their understanding of them.
2. The group leader is representative of the current position as a horizontal
line across the middle of the page. The leader will draw all the driving

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forces as arrows that either pull or push the line upwards, and all the
restraining forces as arrows that pull or push the line downwards (see
below). Where driving and restraining are paired use arrow thickness to
signify strength of impact of a force and arrow length to show how
complicated it would be to adapt. It is normally best for the team to reach
agreement on these details.

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3. The diagram should then be used to find as many possible combinations of

moving the centre line in the desired direction. Try to:

Find ways to strengthen or add positive forces

a. Find ways to weaken or remove negative forces

b. Recognize that the negative forces are too strong and abandon the
idea.

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CREATIVE TECHNIQUE:

“How do you come with a creative idea when faced with a blank sheet of
paper?” ‘Easy. Don’t have a blank sheet of paper.’

Every working day, creative directors are faced with emands to come up with
creative solutions to the problems. Some outstanding creative heads may display
what is called unconscious competence in appearing to be able to come up with
ideas inuitively. There is no magic wand for coming up with ideas, but there are
some echniques and process to help being creative. These tecniques, coupled with
a knowledge and understanding of the creative process -- with its five stages
 Information
 Incubation
 Illumination
 Integration,
 Illustration -- will help considerably to improve one’s creative abilities.

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CREATIVE RANGE:

Whenever faced with a well-defined task, such as coming up eith an idea for a
launch product or phottocall, establish a ‘Creative Range’. Pose what is called ‘the
Safe Bet’ questin: ‘What is the very least, the safest, most conservative idea that
can be used?’ Then check ‘ what is the most outrageous idea that could solve the
problem?’ so as to create the Extreme Option. By these two question , intial
limiting parameters are created.
The above can be visualised as below,

Safe Bet Extreme

Option Option
THE CREATIVE RANGE

After creating the Creative Range of the situation see, ‘What further ideas can you
come up and then jot downall the ideas that come to mind. Thus, by establishing
the ‘Creative Range, you have already taken the pressure off yourself and at the
very least you have a safe option to fall back on, and more importantly you ar
harnessing the incremental nature of the creative process. This also helps to
suspend judgements because you are not automatically screening every idea but
merely filing in the ‘Creative Range’.

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SNAKES AND LADDERS:

Snakes and Ladders is good technique that helps use of the incremental nature of
creativity to quickly establish an overview of a situation,identifying strengths and
weakness, and to establish tactics to improve the positives and reduce the
negatives of a task at hand.
Draw a grid on a sheet of paper to represent the squares of a snakes and ladders
board. Imagine the objective of the task is at the top left-hand corner on the
winning square. You are the start, at the bottom left-hand corner. Draw five short
ladders and five long snakes. The objective can be anything from: ‘ How can I
improve my creativity’ and so on…
This is an excellent way of getting a handle on everything you need to consider. It
also facilitates incremental to\hought as you come up with deas.
.

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Below is give one example of how to launch a product creatively

Lack of
Personality Brand
of MD Credibility

Lack of Brand
Awareness
Media Interesting
Apath Photograp
y hy

Forthcoming
Competitor
Events-
Activity
Exhibition

Limited
Budget
News value Timing
of Story of lanch

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GROUP TECHNIQUES TO GENERATE

CREATIVITY:

Brainstorming - Groups generate as many ideas as possible, listing ideas on a

chart so that group members may modify them or combine them to create
additional ideas. Criticism is not allowed during brainstorming, nor is evaluation
of ideas.

Finish

Start

Storyboarding - An adaptation of brainstorming, but it is primarily nonverbal

so articulate group members are not able to dominate the process. Storyboarding
uses a process similar to parliamentary procedure to gain support of an idea before
it can remain part of the discussion. Storyboarding allows group members to
produce data and solutions to problems generating ideas off of previous
suggestions.

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Nominal Group Technique - Focuses attention on individual members' ideas

by having members write down their ideas/solutions on their own before sharing
them with the group. Ideas are all recorded, everyone votes to prioritize ideas, and
then discussion is held on only the top ones before another vote is taken. This
technique allows everyone to participate and contribute ideas before the group
reaches its decision.

Roadblocks to Creativity- Thinking there is one right answer - Many of us

have the tendency to stop looking for alternative right answers after the first
answer has been found. Often it is the third, fifth or tenth right answer that is what
we need to solve a problem in an innovative way. "That's not logical" - Logic is
an important creative thinking tool when you are searching for ideas, however,
excessive logical thinking can short circuit your creative process.

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Following the rules - You often have to break out of pattern to discover another.

Being practical - Practical people know how to get into an open frame of mind,
listen to their imagination and build on the ideas they find there.

Avoiding ambiguity - Too much specificity can stifle your imagination!

Being afraid of making a mistake - Errors are a sign that you are diverging from
the norm. If you are not failing every now and then it is a sign you are not being
very innovative.

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DREAM TEAM: A FRAME WORK FOR GREAT CREATIVE

PERFORMANCE

Dream Team is a list of rules of creative teamwork that form the foundation of all
the methods. Whichever technique you’re using, Dream Team rules is like a
framework whenever you’re working as a team. They provide creative space to let
imagination fly and launch all the team members on their way to original ideas.
Dream team Tools in the company would keep the playful atmosphere, in order to
refine their tem-working skills and build up creativity. They are both rules for the
top-quality creative performance and strategies that can be used as highly effective
methods of communication in meetings.

DREAM TEAM RULES

Switch On All Five Senses:

The best ideas take time. The more one thinks about the product, analyses it,
examines it from every angle - plays with it, in other words the more freely great
ideas will flow. Get the information you can get hold of which can be used as
triggers. Feel the product to activate all your senses. The key factor is that
physically coming face to face with the product itself will stimulate all five senses
and have positive and inspiring effect on the process of generating ideas.

‘Creative without strategy is called Art. Creative with strategy is called

Advertising.’

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Set Clear Goals:

The goal and solution are like question and answer. Only a good question can give
a satisfactory answer.

What Does A Goal Achieve?

The goal is in clear view and acts a focal point, leading to a clearly defined
objective. It helps to prevent chaos and time-wasting discussions.

Fine - Tuning the Goal Saves Time and Nervous Energy

Of course it isn’t possible to achieve a clear goal and straightforward definition of
the goal at the first attempt. Often it is only while you are formulating the goal that
you realize that brief does not describe the product fully, that the target group is
not defined precisely enough or that there is no clear strategic positioning.

Always Separate The Ideas Phase From The Evaluation Phase:

Ideas need imagination more than knowledge, so it’s important to keep the stage
when ideas are being generated strictly separate from the stage when they’re being
evaluated. In this stage people should set their imaginations to roam free, and no
limits to be set on creative game-playing.

Avoid Idea Killers

How would you like your ideas to be received – Sabotaged, Sniggered at or simply
Ignored? Idea killers have one thing in common: they always work!! Everything

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from verbal stun-gun to the wry twitch at the corner of somebody’s mouth is
capable of trampling down the first little shoot of an idea.

The 10 Best Responses to Idea-Killer Phrases

Nothing will come out of that.
Not if you just dismiss the idea
Let’s just wait and see what happens
What, until everyone else has overtaken us?
That doesn’t work!!
But it’s great idea
We do things differently!!
So, no change there
This mail shot idea doesn’t work!!
But what if…?
That’s ridiculous!!
So what it is
We’ll come back to your idea.
All right. When?
The client will never accept that!!\
Give it a chance
What’s so original about that?
The fact that no one else has thought of it
Anyone could come up with that.
Exactly

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Use Doodles To Visualize Your Ideas

Your ideas must be visual if it’s really going to take root in others people’s heads.
Often it only takes a quick scribble, a few lines to bring the idea to life. Think
about it: your ideas are mostly internal images that only you can see. A doodle
releases the idea from your head and so raises your chances of enthusing others.

Three Arguments In Favor Of Doodles

 Doodles are an essential means of communication, enabling the others in
the team to see, and therefore understand, the images in your head.
 Doodles reinforce the associations of internal images and so trigger new
ideas new playful way.
 Doodles enables teams to develop raw ideas in gradual stages and so
prevent good ideas from being killed off prematurely.

Look For The Positive In Other People’s Ideas

If you want to promote the flow of ideas, look for the positive aspects of
other people’s ideas. Even if you don’t get anywhere with an idea first, put
forth the question, ‘What’s in it that we can use?’ There will always be
some aspect that can be build on; replace your inner CRITIC with an inner
CREATIVE and exploit all possibilities from this new perspective. Take

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the idea’s good point and improve it by developing and cultivating the seed
of the idea. This strategy makes flexible and opens new perspective.
One can learn to think What if…? And this will develop in time into an
inner attitude, which will open doors to new ideas instead of closing them.

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Thinking What If…?

What would be the advantage of losing your job tomorrow?

Anything that looks like a catastrophe at first may reveal a whole, surprising series
of positive aspects on a second look. Develop the play of ideas a little more and
losing your job opens the door to new freedom, new opportunities, and a new
future.

Thinking “What if…? Is a conceptual switch, a change of perspective? You look

at the very same thing from a different perspective. And you can be sure that there
are hundreds of other standpoints that you’ve never envisaged

Make Mistakes And Have Fun Doing It

“To swear off making mistakes is very easy; all you have to do is swear off
having ideas”

Mistakes are basic learning principle, accompanying all great discoveries and
often lending to brilliant ideas. Get rid of the compulsion to come up with nothing
but good ideas that are ready to use! Say everything that occurs to you, no matter
how silly it sounds – it could be the raw material for the brilliant idea. So Make
Mistakes & Enjoy it!!

Develop Your Sense Of Humour

Humour is the healthy way of creating a ‘distance’ between one’s self and the
problem, a way of standing back and looking at a problem with perspective!!

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Humour reveals new aspects. Humour disarms, relaxes, and releases happiness
hormones, it’s also infectious, and so it’s one of the most important
creative tools for teams looking for great ways to communicate ideas.
Don’t just make jokes at other people’s expense, however. Instead, look
out for a really funny topic in meetings – yourself. Learn to laugh at
yourself. Anyone who can see what’s absurd and laughable about him
gains a new freedom and gives the team a creative boost.

Select Ideas Creatively

Sometimes the really interesting ideas are simply eliminated or talked out during
the evaluation phase. Anything unusual, wild, uncomfortable, or harder to
translate into action, gets dropped. At this stage, you need to make new ideas from
old, in order to save potentially great initiatives.

Three Ways to Evaluate and Select Ideas:

In the final analysis, there are three ways to reach a decision about
which of the basic ideas should be worked up:

 Democratically: - The team leader invites every member of the meeting to

give a score to the ideas they think are best and deserve to be worked up
for the presentation. The idea with most points wins.
 Use the Brief as a Yardstick: - The main criteria from the client’s brief
are used as the yardstick for assessing which ideas have reached the
objectives.

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 Creative Director or Art Director: - Depending on the agency culture, it

is of course possible that the creative director or the art director will be the
one to decree which of the starter ideas will developed for the presentation

Turning Ideas Into Action

Art Direction brings an idea to life, determining whether it gives the campaign
the boost that it needs or weakens it by going off on the wrong course.

To Decide the Best Course of Action

1. What does the basic idea need, for the solution to hit the bull’s eye?
2. What change could give the idea an emotional kick?
3. What weak points does the idea have, what seems implausible? How could
it be improved?
4. Is the idea to the point? What works better?
5. What substitute or alternate can be used to improve the idea?
a. Add new elements
b. Change a copy
c. Develop new headlines
6. What could be done to make idea so appealing that people will
want to see it more than once?
What results Can You Expect From The Dream Team Rules?

 They produce a bigger catch of valuable ideas.

 They give the team a creative boost.
 They build structured freedom and prevent sessions of destructive
chaos.

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 They foster faith in the team and enhance motivation.

 They allow a brilliant ‘group brain’ to develop.
 They promote all sorts of fun and increase individual
creative potential.They save time, money and nervous energy in the hunt
for ideas.

KICKSTART CATALOGUE

What is Kickstart Catalogue?

Kickstart Catalogue offers strategies likely to promote great ideas for campaigns.
There are no discussions within the catalogue itself about what is good or bad
advertising, nor are the tips on how to improve layout or copy.

A Toolkit for the Brain

Systematic analysis of the work produced by creative reveals certain patterns and
strategies in their thinking. Some creative strength lies in analogy, while others
always try to induce a change of perspective and others develop ideas by turning
every day’s situating on their heads. One thing is clearing every case even the best
creative use only the part the spectrum of possible ways of thinking. If your
strengths lie, for example in the filed of metaphor or comparative juxtaposition,
then you probably don’t combine or reframe things very often. This catalogue is a
tool box containing an inexhaustible supply of new brain tools which one can use
to expand their own strategies.

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This is incredibly useful when you are looking for new unusual campaign ideas for
the press, TV and cinemas, events, promotions, packaging, web banners,
brochures or direct mailing.

Without Words
“A picture is worth a thousand words”
The object of this little exercise is to display the central advertising statement
about the product at a glance and without using the words. It’s the best to start by
working out a goal with single-minded proposition. For Example: ‘How can you
show without words that the new sports car accelerates faster than any other car?’
Here, first look for pictorial way to represent “Acceleration”. The key question is:
‘What are the key features of “acceleration” and how can it be represented
pictorially, without words?’ Think of the era of silent movies and how ingenious
the actors had to be to convey complex situation and feelings without words. Jokes
which don’t need words are another fruitful source of non-verbal stories to tell.

Mixing & Matching

The goal of Kickstart questions is to represent the central advertising statement

clearly and convincing by combining or associating different things. This method
of developing visual advertising messages is one of the most frequently used today
and offers infinite possibilities. Try it for yourself- there are no limits in your
imagination.

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Comparative Juxtaposition

Comparative Juxtaposition such as ‘before and after’ are undoubtedly some of the
classics of advertising. To tap into new sources of inspiration for comparisons, one
can use the method to compose typical pairs of opposites, like ‘before and after’,
which can then be used to stimulate advertising ideas. List of Pairs of Opposites:
• Old-Fashioned- Fashionable
• Blindness- Vision
• Ugly- Attractive
• Mass produced- Exclusive
• Past- Future, etc.

Exaggeration

Exaggeration in the depiction of features of the product, problem situations or

solutions can grab the viewer’s attention and emphasizes the benefit. Use
distortion and overstatement to develop great ideas; with stating clear message and
simple, to avoid any misunderstanding that would lead the target group to make

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any negative associations. Don’t have any qualms about exaggerating things, but
do it with a wink so that the credibility of your message doesn’t suffer.

Provocation & Shock Tactics:

Attention is in short supply nowadays, so if you want people to notice your

campaign, be provocative! Provoking means challenging, inciting, stimuling. But
be careful: being seen is not the same as being looked at. Provocation takes you
across a frontier, but it requires skill and will only lend you to your goal if you
think about what you’re doing: for example, drawing attention to social issues, or
warning people of dangers.

A Change of Perspective
A change of perspective is first of all an excellent way to generate
a creative impulse during the process of looking for ideas,and
secondly it can be used in advertising to show the target group new
or interesting perspectives on the product.
There are two ways to use the Change of Perspective as a creative
tool. First, they can be used spatially, by showing objects or situations from
unusual viewpoints: bird’s eye view, extreme close-up, extreme distance, detached
from space and time. From outer space, or simply from possible angle. The second

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way is to imagine yourself leaving your body and slipping inside other people,
objects or animals. Many creative symbolically take on other identities to get a
creative boost from the new view point of view. For example: Walt Disney, used
to “become” the figure he was currently drawing, going so far as to speak, gesture
and stand like the character in his imagination.

Symbols & Signs

A symbol is a visual image that stands for an object, a concept or a situation. The
drawing of a stylized car next to a spanner represents a car workshop, a cigarettes
with a line across it means “No Smoking”. The meaning of Some Signs
derives from a casual connection- Smoke is a sign of fire. Another function
of many symbols is to convey information that can’t be expressed in words.

Absurd, Surreal, Bizarre

Plunging into the world of the absurd, the surreal and the bizarre is fascinating in
itself, and it also opens up a rich source of ideas. Contradiction, exaggeration,
distortion, fantasizing and zany ideas are the tools one need to create something
absurd or surreal.

Change the Product

Altering the product means changing its shape, cutting it into pieces, adding
things, subtracting things, bending it, squeezing it, bringing it to life, blowing it
up, making it transparent, transplanting it to another body or letting it rot. There

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are endless possibilities of changing it physically or giving it a new meaning. Talk

non-sense and really take off. You can’t judge whether what you have is good or
bad

Alternative Uses
Playful approaches to the idea of finding new uses for the product. Where the
product could be used, outside of its original context? What new situations could it
be put to emphasize the benefit, highlight a feature through exaggeration, or reveal
a new perspective or an unexpected function

Double Meanings
This refers to visual and as well as non verbal double meanings. Most visual
ambiguity is based on optical illusions which are a playful way to attract the
viewer’s attention. Most verbal ambiguity, on the other hand, makes its point by
wordplay or suggestions, leading the reader along a path that usually ends in an
alternative meaning. Both types involve people playfully by inviting them to see
both meanings in a context that makes sense.

Play With Words

Playing with words means making pictures with them. Its an invitation to
experiment with type, so that the copy turns into pictures and the typography
becomes the message. Try to break down the bounds of normal copy to make the
content leap out. Then style your words like a clue in a crossword puzzle. This
will help you to scrutinize your Ad copy as a source of ideas about design
(preferably fun ones) and present the message even more clearly and effectively.

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LET’S TAKE A BREAK…

A group of carpenters are at work. ...and a TV set, where a man hanging

However, their attention is divided over a chasm is clinging on to a woman
between their work... for dear life.

"Pakde rehna," the woman screams. ...as the couple on screen keep up
"Chodna nahin," the man pleads. the "Pakde rehna-chodna nahin"
The workers watch... strain for an incredibly long period.

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Fed up with the melodrama, one Wanting to continue with his

of the carpenters gets up in work, he walks over to the TV
disgust. "Arre, yeh bhi koi film hai!" and picks up a can of Fevicol
he exclaims. placed on top of it.

Instantly, the man on screen ...and eyes another TV, atop

plummets. Surprised, the which a tub of Fevicol is
carpenter peers at the can of perched. The man on screen is
Fevicol he has picked up. still dangling over the chasm.
Slowly, he turns... "Chodna nahi..."

Headline: Fevicol Ka Jodd Hai Tootega Nahin…

Agency: O&M (National Winning Award)
Client: Pidilite Industries

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Anti- Smoking Campaign

Best Social Message Award

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INTERVIEW REVIEWS
All the questions are asked on the basis of creativity ad campaign in the
advertising. These questions are asked to the consumers and they are as
follows:
1.) What does creativity in the advertising means?
A.) creativity means a lot in advertising due to which the ad becomes
attractive and creativity is the back bone of advertising.

2.) According to you , do creativity plays an important role in advertising?

A.) yess, sometimes creativity is needed in the advertisement which depends
upon the product which is being advertised. If the product is well known in
the market that just a simple ad for updating the people would be a great
idea.

3.) If you get a chance how would you like to improve the creativity? Give
your suggestions?
A.) if we get the chance to prove creativity than we would go for it and would
make the product advertisement more attractive and we make sure it would
work effectively.

4.) What kind of creativity would you like to have in advertisement?

A.) we would like to have the creativity according to the product stand in the
market. If the product is well known than creativity would be more as money
spend would be more and accordingly if the product would be average in the

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market than too more money would be invested so that product can be advertised
properly and gain market interest.

5.) what factore according to you affects the add succession?

A.) the favorable factors would be positioning and proper campaigning of the
product and in the same manner unfavorable factors such as making the ad
crowded , to much copy and white space leads to wrong impression in market.

6.) give an example of creativity in advertisement and television industry?

A.) the ad campaign of Vodafone in which zoo zoo characters have played a great
role and people are liking the ad and reason behind that is creativity with low cost
and when it comes to television industry the latest movie AVATAR- ENTER THE
NEW WORLD just shows the level of creativity which has gone so high.

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ANNEXURES

Sample questionnaire- advertising agencies

Different types of questions have been asked to the persons keeping in mind of
their designations. Here are some general questions.

1. How do you explain the term ‘ ad campaign’ ?

2. What is your role of organization?
3. From how many years you/ your agency are associated with advertising
field?
4. Give some examples of ads your agency have made?
5. How do you plan an ad campaign?
6. Is involvement of big celebrity in campaign is essential?
7. what are the marketing strategies you use while campaigning?
8. On what basis your agency charges organization for performing ads?
9. Currently how many campaigns are undergoing? And at a given point of
time how many campaigns do you undertake?
10. What could be the duration that an ad campaign consumes?

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CONCLUSION

 The foundation for creativity is in individual, and so these methods and

techniques are to be taken as tools and stimuli, to give you more freedom
of choice and so enhance and liberate your creative skills.

 There is no one right way to be creative. Creativity is a living process with

many possible strategies, and the creative outcomes to which they lead will
depend on the context and the individual.

 If one person has learnt how to develop really creative ideas, it stands to
reason that everyone else can.

 Creativity demands abundance, which is why the objective is to increase

the possible choices, and so improve flexibility.

 Don’t confuse the menu with the meal: theoretical knowledge will do
nothing to increase your creativity. Try the methods out, experience will
nourish you and become a part of your strategies in future.

 If something doesn’t work for you, stop using it and try something else.

 Have fun!

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ARTICLES
“ What’s The Future Of Advertising”

After Hours Correspondent DNA

Tuesday, November 08, 2005
It cannot be denied that as one of the most rapidly growing professions in India -
advertising - is undergoing a lot of change. To tap these changes, to incorporate
consumer and media perspectives, and to celebrate their 60-year existence in the
industry, the Advertising Agencies Association of India (AAAI) is organising a
three-day symposium discussing the future of advertising in India.

Primarily focusing on traditional and contemporary methods in advertising, the

symposium will include consumer reactions and influences with respect to the
profession. “Predominantly, we are trying to identify the current challenges in
advertising and the different ways to meet them. The industry per say is
witnessing a lot more ways to reach out to their consumers like MMS, blogs, the
internet, and ad guys need to catch up on these new techniques,” says Colvyn
Harris, CEO, JWT India, who is also one of the keynote speakers during the event.

Targeted towards the burgeoning and existing advertising, media and marketing
professionals, the symposium will examine the future consumers, communication
challenges and new media. “The industry today needs a thrust and much greater
recognition in the international scenario. Though it has been advancing rapidly,
there needs to be a lot more effort to speed up the growth,” says ad man Piyush
Pandey, who will be addressing the event with respect to positioning of

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advertising beyond boundaries. The symposium will attract a galaxy of eminent

speakers (including the minister of state for tourism Renuka Chowdhury and ad
guru Prahlad Kakkar) who will share their unique perspectives on the future world
in the areas of connecting with audiences.

“Agencies Need To Think Creatively”

PTI [FRIDAY, NOVEMBER 11, 2005

MUMBAI: Advertising agencies in India should come out of their traditional
styles and start thinking "out of the box" in order to push the creative frontiers to
new heights, Piyush Pandey, a well-known advertising expert said on Friday.
"We have to struggle to see that the good ideas are accepted by the clients, and see
the day of the light and eventually converted into a real creative Ad," Pandey,
Executive Chairman and National Creative Director Ogilvy said at a symposium,
organised by Advertising Agencies Association of India (AAAI) here.

"Instead of convincing the clients, we always make excuses that the client does not
accept the new idea or say why tinkle around with the idea that is working, as
sales figures are doing well," he said. "This very attitude has to be changed and the
creative people should come out with ideas that touch the psyche of a common
man and see to it that they convince their clients about the non-conventional ideas
and give their gut feeling a chance", Pandey said.

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He was of the opinion that the advertising community should develop a habit of
not seeing beyond the obvious, and starts seeing beyond the 30 yard circle in
cricket field, "so that we could clear that and see the boundary lines".
"We, as creative people, should always do constant soul searching to do
things better and in a different manner and not think of any framework
and boundaries to restrict our creativity", he said and gave a recent example of the
Hutch ad's with the `Chhota Recharge' offer.

“Piyush Pandey Adds Another Feather To His Cap”

The Indiantelevision.com Team

(13 December 2002 12:30 pm) MUMBAI: There's no stopping Ogilvy &
Mather group president and national creative director Piyush Pandey who
is moving from strength to strength. Pandey has bagged yet another
international award. This time he has been judged the 'Creative Person of
The Year Asia Pacific for 2002,' by Hong Kong based Media Magazine.
The award comes in recognition of his contribution to the advertising
industry and efforts to raise the creative standards across the industry. “It’s
an achievement for us as well as (for) India. We are happy that India has made its
mark at yet another global forum.
And we're sure many more Indians will walk this
floor," Pandey was quoted as saying in The Times of
India.

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Ogilvy & Mather has bagged quite a few awards this year: the most memorable
one being the Gold Lion in the press and poster category for its `Second-hand
smoke kills' anti-smoking campaign for the Cancer Patients Aid Association
(CPAA); and silver for the `overloaded bus' spot for Fevicol, at the Cannes Lions,
International Advertising Festival held in June this year. The anti-smoking ad also
won a silver Pencil at the One Show 2002 and a bronze at the Clio Awards
2002.Similarly, Pidilite Industries Limited --- the makers of Fevicol ---- has won
several international advertising awards.

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BIBLIOGRAPHY

Reference Books
• Creative Advertising Mario Pricken

• Ogilvy in Advertising David Ogilvy

Search Engines
• www.google.com

• www.angencyfaqs.com

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