This study is an attempt to measure the impact of differences in the degree or intensity levels of Advertising Creativity on Communication-Effect and consequent consumer Purchase Behaviour. Here in this study the core idea developed is to resolve a query regarding the active role of Creativity element in Advertising. In fact, this was to relate the influence of Advertising Creativity on Communication Effect and Purchase Behaviour of consumers. As an aid to the reader, the research problem and reviews have the used various methods used in the study. It is an accepted fact that all ads do not work and are not equally effective. But the reasons or factors responsible for success or failure of the ads are not clearly known to the interested groups. This opens up a series of questions to be answered academically. In the present study, some questions were raised relating to Advertising Creativity and its interplay on Advertising Effectiveness. Keywords: Advertising, effectiveness, communication, purchase behaviour, consumer
