The concept of the "Big Five" personality traits is taken from psychology and includes five

broad domains that describe personality. The Big Five personality traits are openness,
conscientiousness, extraversion, agreeableness, and neuroticism.
These five factors are assumed to represent the basic structure behind all personality traits.
They were defined and described by several different researchers during multiple periods of
research.
Employees are sometimes tested on the Big Five personality traits in collaborative situations
to determine what strong personality traits they can add to a group dynamic.
Businesses need to understand their people as well as their operations and processes.
Understanding the personality components that drive the employee behavior is a very
useful informational data point for management.

Openness - Openness to experience describes a person's degree of intellectual

curiosity, creativity, and preference for novelty and variety. Some disagreement remains about
how to interpret this factor, which is sometimes called intellect.
Conscientiousness - Conscientiousness is a tendency to show self-discipline, act dutifully,
and aim for achievement. Conscientiousness also refers to planning, organization, and
dependability.
Extraversion - Extraversion describes energy, positive emotions, assertiveness, sociability,
talkativeness, and the tendency to seek stimulation in the company of others.
Agreeableness - Agreeableness is the tendency to be compassionate and cooperative towards
others rather than suspicious and antagonistic.
Neuroticism - Neuroticism describes vulnerability to unpleasant emotions like anger, anxiety,
depression, or vulnerability. Neuroticism also refers to an individual's level of emotional stability
and impulse control and is sometimes referred to as emotional stability.

Creativity constitutes a significant element in advertising because it is related to competitive

advantage, to advertising effectiveness and to the development of strong brands. Social advertising
is a special case of advertising conveying social messages sent by non profit organizations

For advertising being creative three aspects are universally most accepted these are the creative
process, creative person and in this perspective the creative situation. These aspects are
explained below:

The creative process. It means receiving most of attention, focusing on mechanism &
phases involved during the process one partakes in a creative act.

The creative person. This relates to the personality traits of creative people who are
responsible and central to this proces
The creative situation. In this situation the criteria & characteristics of creativity are
considered to provide workable, acceptable and practical aspects of the situation.

There are generally four basic rules to be kept in mind during the creativity process these are
mentioned below:
1. Make the product relevant to customer.
2. It should be promise to the customer.
3. Don't let it stand alone.
4. Always put product in the centre of the commercial

To understand the creative process it is essential that the different avenues and steps of this may
be identify and understood there are five different steps in the effort of the creative process:

IMMERSION This tantamount to gathering raw material information through

background research and immersing yourself in the problem.

DIGESTION -- This means taking the information, working with it and thinking about
it in the mind.

INCUBATION This step helps you to put the problem out of your conscious mind
and putting the information to do the work.

ILLUMINATION As a result of first three steps the birth of an idea takes place.

VERIFICATION Basically the purpose of this step is to study the idea to see if its
still looks good or solve the problem and subsequently shaping the idea for practical
benifits