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REFLECTION ON THE CREATIVE PROCESS IN MEDIA COMMUNICATION AND MARKETING

When compared with a creative process used in other fields (e.g. in Art, or partially in Science) a creative process in the marketing agency is characterized by its particularities and it is affected by many factors. These factors include the context, different types of pressure, and the perception of a process by the creator. It also gives valuable information regarding the supporting elements, and the inhibitors of the creative production. We carried out a qualitative type of research focused on the reflection of a creative process by creatives and future creatives. The results brought us inspiring information how to optimize creative process in the practice of communication