PROMOTION
6TH EDITION
Reference book:
Thomas Guinn: Chris Allen:
Richard Semenik
Managing
Creativity in
Advertising and IBP
Why Does Advertising Need
Creativity?
Brands make emotional connections when they
engage consumers through complex sensory
experiences and deep emotional episodes
Creativity
a. It is the ability to consider and hold together
seemingly inconsistent elements and forces,
making a new connection
b. Ideas born of creativity reveal their own logic
c. Creativity is sometimes seen as a gift, a
special way of seeing the world
d. Creativity reflects early childhood
experiences, social circumstances, and
cognitive styles
The creative mind plays with the objects it loves C.G. Jung
1. CREATIVITY ACROSS DOMAINS
Against Stereotype
a. It should be understood that just because
you are in a creative job, it doesnt follow
that you are actually creative
b. Just because you are in the account or
business side [a.k.a. a suit] doesnt mean
you are uninspired
Teams Rule
Its all about performance
Synergy through teams
The demise of individualism?
Teams promote personal growth
Leadership in teams