Management Dynamics

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Each and every creation, artistic, scientific, or commercial, adopts certain guidelines to achieve that position. Scientific creations are the results of convergent thinking where as artistic creations are results of divergent and convergent thinking both. But in advertising it is difficult to conclude that big ideas are result of either convergent or divergent thinking or both. Considering the problem the researcher tried to identify the creative process especially used by the creative people in advertising world. It was revealed through the study that there is a common creative process followed by the creative people in advertising.
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