The promotional tools advertisers use to draw in users. Encompasses banners, text links, towers, buttons, badges, email copy, popups, etc. Creatives are essential for generating user interest and response.
In marketing the use of the word "creatives" while talking about banner advertising for instance, we are talking about the banners themselves. For any banner campaign other than the smallest, briefest kind, having multiple creatives is a necessity. For a banner campaign of 200,000 total impressions, at least 3-6 banners should be on hand. A good ratio for this would be: at least 1 banner creative for every 50,000 - 75,000 page impressions. In this way, we can track all of the banners, and we can rotate out the ones whose performance begins to slip. (Those banners can often be used again in a new campaign, with often good results.)
Aesthetic style of a site that sets a mood, tone or sense of place. For example a site that sells surfboards might use an ocean theme. Graphics would be ocean-related and colors might be cool blues and greens. Adjectives and phrases in the content may be written to further create a sense of place.