MKT 301 Study Guide - Quiz Guide: Digital Marketing, 5 Whys, Ikea
Introduction PPT
Administration things, syllabus outline
Lateral vs. Vertical Thinking
Creativity: generation of novel, socially valued “products”
- 2 key elements: NOVELTY, USEFULNESS
Difference between creativity and intelligence
- Highly intelligent people are more likely to be creative BUT
- Intelligence is neither necessary nor sufficient condition for creativity
1962 Getzels & Jackson study found that high IQ and creativity tend to be mutually exclusive
2005 study found only small correlations between IQ and creativity
Creativity increased until 1990, then declined
- Possible causes: increased time spent with electronics, lacking nurturing creativity in schools,
misconception that creativity in school = arts
Positive Affect: good mood leads to creativity or vice versa?
- Makes additional cognitive material available for processing
- Leads to defocused attention increasing the breadth of relevant elements
- Increases cognitive flexibility, increasing probability that diverse cognitive elements will
become associated
Types of Creativity
- Small c/ Big C
oSmall c: small changes from everyday routine
oBig C: big ideas (e.g. relativity/Picasso’s work, etc)
- P-Creativity vs H-creativity
oP (psychological)-creativity: how creative an idea is for a person, regardless of how
many others had the same ideas; PERSONALLY SATISFYING
oH (historical)-creativity: how novel it is with respect to human history; SOCIALLY
DETERMINED AND VALUED
Vertical Thinking: one has to be right at every step, excludes what is irrelevant, follows MOST
likely path
- Problems:
oPatterns become rigid and increasingly more rigid
oSequence of arrival of information plays too important a part
oThe mind is a cliché making and cliché using system
Lateral Thinking: one does not have to be right at every step (mistakes are fine, even welcomed),
welcomes chance intrusions, explores LEAST likely path
- Key Features:
oGenerating alternatives
oChallenging assumptions
oSuspending judgment
Suspending Judgment:
- Dangers of needing to be right all the time
oArrogance leads to over-confidence even when basic premise was wrong
oAn incorrect idea that could have led to a correct idea is choked off too early
oBeing right is not enough – adequate solution is not always the best solution
oFear of making mistakes inhibits
- Benefits:
oAn idea will survive longer and breed more ideas
oPeople will offer ideas which their own judgment would have rejected
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oIdeas can be accepted for stimulating effect
oIdeas that are seen as ‘wrong’ in current frame of reference may survive long
enough for frame of reference to change
- Famous examples:
oCopernicus and heliocentrism; Microsoft’s tablet PC in 2000
9 dot challenge
Creativity and its Advantages
Elements of Marketing that creativity touches:
- Product
- Price
- Place
- Promotions (*of course)
Integrated marketing communications
- Advertising
- Sales Promotion
- PR/Publicity
- Personal Selling
- Direct Marketing
- Internet/Interactive
Low Involvement Learning: clever ads encourage low involvement
High Involvement Learning: computers demand highly differentiated products, lots of information
on these advertisements
Elaboration Likelihood Model: focuses on the way consumers respond to persuasive messages
based on the amount and nature of elaboration or processing of information
- Central Route: ability and motivation to process a message is HIGH and close attention is paid
to message content
- Peripheral Route: ability and motivation to process a message is LOW and receiver focuses
more on peripheral cues rather than message content
Recall is highest at the beginning and ends of a message
Consumers can be very selective when it comes to PERCEPTION
- Selective exposure: choose not to be there
- Selective attention: consumers are exposed to 1500 ads per day yet perceive only 76
- Selective Comprehension: based on own attitudes, beliefs, motives
- Selective Retention: increased with MNEMONICS (symbols, rhymes, associations, images)
Combining color with B&W is to gain ATTENTION
Design: how art director and graphic artist/designer choose and structure the artistic elements of
an ad
Layout: overall orderly arrangement of all the elements; serves several purposes:
- Develop and evaluate how the ad will look and feel (agency and client approval)
- Help creative team develop ad’s physical elements – nonverbal and symbolic components for
building BRAND PERSONALITY, EQUITY, IMAGE, and MOOD
- Serves as blueprint showing the size and placement of each element in the ad
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Creativity: generation of novel, socially valued products . Highly intelligent people are more likely to be creative but. Intelligence is neither necessary nor sufficient condition for creativity. 1962 getzels & jackson study found that high iq and creativity tend to be mutually exclusive. 2005 study found only small correlations between iq and creativity. Possible causes: increased time spent with electronics, lacking nurturing creativity in schools, misconception that creativity in school = arts. Makes additional cognitive material available for processing. Leads to defocused attention increasing the breadth of relevant elements. Increases cognitive flexibility, increasing probability that diverse cognitive elements will become associated. Small c/ big c: small c: small changes from everyday routine, big c: big ideas (e. g. relativity/picasso"s work, etc) P-creativity vs h-creativity: p (psychological)-creativity: how creative an idea is for a person, regardless of how many others had the same ideas; personally satisfying, h (historical)-creativity: how novel it is with respect to human history; socially.
