In laymens terms, creative is the term that refers to the concept and artwork that is used for the design of the website. Some marketers argue that the term encompasses everything related to the creative aspect of online marketing. This means that this word can also be used for the material used for the design of an advertisement. The purpose of creative is to ensure the success of the marketing campaign, but also to aid in brand promotion. That is why in order to ensure the quality of the creative, merchants often hire professional art directors, creative designers, and copywriters, rather than doing the job on their own.