Alternative Response Hierarchies 2

Alternative Response Hierarchies 2 - part of the _____...

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Creative vs. Hard-Sell Advertising “Suits” are  rationalist  salesmen “Poets” are  proponents of  creativity
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Creative Personnel Abstract Less structured Less organized Unconventional Intuitive
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Young’s Creative Process Get raw material and data, and immerse yourself in the problem Immersion Take the information, work it over, wrestle with it in your mind Digestion Turn the information over to the subconscious to do the work Incubation “Eureka! I have it!” phenomenon Illumination Study the idea, evaluate it, reshape it for practical usefulness Verification
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Wallas’ Creative Process Model Incubation Setting Problem Aside Preparation Gathering  Information Illumination Seeing the Solution Verification Refining the Idea The Creative Process
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Test Your Knowledge A client manufactures maternity clothes for businesswomen,  and it wants a new advertising campaign. Visits to  obstetrician's offices to observe the clothes being worn and  to maternity shops to see how they were selected could be a 
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Unformatted text preview: part of the _____ stage of the creative process. A) Preparation B) Verification C) Revision D) Reality check E) Incubation Getting Creative Input Read anything related to the product or market Listen to what people are talking about Use the product to become familiar with it Ask everyone involved for information Work in and learn about the clients business Conduct studies of product, service, audience Branding Research Qualitative Research Input Interviews and Focus Groups Input Verification and Revision Evaluate ideas Reject the inappropriate Refine the remaining Give ideas final expression Objective Directed focus groups Message communication studies Portfolio tests Viewer reaction profiles Techniques Storyboards and Animatics An Advertising Campaign Integrated Interrelated Coordinated In Different Media Over a Time Period Marketing Communication Activities Centered on a Theme or Idea...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Alternative Response Hierarchies 2 - part of the _____...

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