Chapter_10-ilearn

Chapter_10-ilearn - Chapter 10 Managing Creativity in...

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1 Chapter 10 Managing Creativity in Advertising and IBP PPT 10-1
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2 PPT 10-2 Why Advertising Needs Creativity Advertising is plagued by ad clutter. Great creativity breaks through the boredom and makes brands relevant. Any brands that got boring? Great advertising can help create great brands which make an emotional connection with consumers.
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3 PPT 10-3 Creativity across domains Creativity is a gift, a way of seeing the world and crosses domains from music to art to poetry to advertising. Creativity is the ability to bring together inconsistent elements and make connections. Mozart, DaVinci, Ogilvy? Creatives are self confident, unconventional, showing total commitment to their craft.
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4 PPT 10-4 Creativity across domains Creative genius in the ad business—not as prominent as in other domains Creativity in the business world—hard to recognize sometimes
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5 PPT 10-5 Can One Become Become Creative? A very big question . . . Is creativity an end result? Or a way of thinking? Public acceptance of a person’s work is not always a good measure of creativity. The main point is that in advertising— we cannot do without creativity.
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6 PPT 10-6 Creativity: Against Stereotypes Because someone is in a “creative” position does not mean they are creative.
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Chapter_10-ilearn - Chapter 10 Managing Creativity in...

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