Week 1: Develop Creative Inventory You cannot launch an affiliate program without a single creative. Be it a banner or a text link, you want to have something for affiliates to use. However, not all creatives are created equal. Some are just for particular contexts, and others are more universal. Some consistently show higher click-through rates (CTR), while others consis- 109 W E E K 1: D E V E L O tently yield lower volumes of clicks.