Coming back to the title of this article, what are Creatives? The word “Creatives” have been used here as in advertising parlance. Creatives in advertising parlance are nouns which mean the TV commercials that you see or a print/ooh ad that you encounter. So for example a Vodafone zoo-zoo Ad campaign had many creatives on air simultaneously. All marketing communications lectures in B-schools stop at creatives. Marketers will do all the strategic jobs of Situation analysis followed by Segmenting, finalizing the target group and deciding on the positioning.
One industry which has been in the news for all the wrong reasons has been the Airlines industry of India. Along with the emergence of low cost carriers, the