Chapter Eight Outline - Chapter 8 Messaging and Media...

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Chapter 8 Messaging and Media Strategies
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Why Promotion Needs Creativity How we recognize and define creativity in marketing rests on our understanding of the achievements of acknowledged creative geniuses from the worlds of art, literature, music, science, and politics. A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot, Stravinsky, Graham, and Einstein—reveals shared sensibilities including a strikingly exuberant self-confidence, (childlike) alertness, unconventionality, and an obsessive commitment to their work .
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Why Promotion Needs Creativity, Continued Exhibit 8. 1 Seven Creative Geniuses
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Why Promotion Needs Creativity, Continued However, self-confidence at some point becomes crass self-promotion, and an unconstrained childlike ability to see the world as forever new eventually devolves into childish self-indulgence. In spite of creativity’s downside, it is essential. In today’s world, without creativity there couldn’t be successful brand promotion.
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Agencies, Clients, and the Creative Process The significant effort required to get the right idea, coupled with the client’s apparent ease in dismissing that idea, underlies the contentiousness between
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Chapter Eight Outline - Chapter 8 Messaging and Media...

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