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Chapters 10-13 JHM Notes

Chapters 10-13 JHM Notes - Chapter 10 Managing Creativity...

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Chapter 10 -- Managing Creativity in Advertising and IBP (5e) Highlight 312-13 creepy King validates innovative agency CP+B: gist of Burger King CP+B success story, why was the successful Xbox adver-game promo so smart? 312 Ex. 10.1 -- what is the King’s dominant characteristic? 313 ethics box -- CP+B recipe for hoopla: of seven principles key on two: invention and mischief (these two principles are illustrated in class with the “Subservient Chicken” website, just for fun check it out at www.subservientchicken.com ) 314 creative people are risk takers; ad clutter requires creative ads to breakthrough; “for starters we need to get the consumer’s attention and be _____;” Ex. 10.2 illustrates that creativity with no recall of the brand fails (in class jhm sez “it is not creative unless it sells”) 315 creativity, in it essence, is the same no matter what the domain √ 316-17 seven great creative minds of the 20 th century -- who are they; five characteristics they share in common: self-confidence, alert, unconventional, hardworking, and committed obsessively to their work; other key characteristics: troubled personal lives, childlike, liked being outsiders 317-18 Lee Clow is the genius behind the “Dogs Rule” campaign discussed in class plus the most famous TV commercial of all-time -- Apple’s “1984”; his profile fits Gardner’s seven great creative minds profile 319 for perspective, see the Luke Sullivan quote (which includes the first paragraph on this page) 320-24 oil and water section: know that there are inherent tensions and conflicts that arise between creatives v. account executives and clients √ 325-6 Ex. 10.14 -- key on only 1,2,3, and 7 326 metaphor: executing an IBP campaign is like ______ 327 adv./IBP is a team sport; synergy leverages individuals to accomplish more as a team 327-30 what we know about teams: nine insights -- key on three and study them -- synergy through teams, leadership in teams, fostering collaboration through the creative brief √ 330 doing it right box -- know gist of the six keys to creativity in any organization 330-32 when sparks fly section -- creative groups managed in a proactive way come up with better ideas; cognitive styles -- right-brain = intuitive and nonlinear thinking creative people; left-brain = logical and analytical thinking account mgt. people; homogenous creative problem solving teams = bad, diversity of thought nourishes creativity 331 creative abrasion (+) and interpersonal abrasion (-) -- there will be friction 332-3 brainstorming def., how to foster creative abrasion within group?; hallmarks of effective teams are trust and open communication; art director is typically in leadership role of maestro; group accountability is important 334 summary -- use as review, no specific q.s Not Tested Over 313 ethic box -- mutation, candor, connection, pragmatism and momentum 315-24 Ex. 10.3-10.13 329-32 Ex. 10.15-10.17
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330 three key elements of team building 331 Jung’s three dimensions of cognitive style 333 five principles of orchestrating creative teams; Sternberg’s advice at bottom of page Chapter 11 -- Message Strategy (5e) Highlight 338-9 what did the 1984 commercial capture and articulate? (this spot is part the folklore of
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