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In an interview, Gary Aurand, Senior Director, Brand And Creative at GEICO said, “Our team wanted to create a unique experience for viewers on one of the biggest days in advertising by producing ...
However, as Runco pointed out, there is a clear distinction between creative thinking and divergent thinking. [53] Creative thinking focuses on the production, combination, and assessment of ideas to formulate something new and unique, while divergent thinking focuses on conceiving a variety of ideas that are not necessarily new or unique.
Next Levinson (1989) suggests writing a descriptive summary on the target market or consumers. The fourth element is to establish a statement that itemizes the marketing tools and methods planning to be used in the strategy (for example, radio advertising during 6.30am – 9am on weekday mornings or window displays that are regularly updated).
The creative strategy explains how the advertising campaign will address the advertising objectives. [97] Developing the creative strategy typically begins by identifying the big idea (also known as the creative concept that will establish the intended product position in the minds of the customer.
During the period when Osborn made his concept, he started writing on creative thinking, and the first notable book where he mentioned the term brainstorming was How to Think Up (1942). [5] Osborn outlined his method in the subsequent book Your Creative Power (1948), in chapter 33, "How to Organize a Squad to Create Ideas". [6] [7]
Major communication barriers are Noise and clutter, consumer apathy, brand parity, and weak information design, creative ideas, or strategies. Noise is an unrelated sensory stimulus that distracts a consumer from the marketing message (for example, people talking nearby making it hard to hear a radio advertisement). Clutter is the high number ...
Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic unit of thought that can be either visual, concrete, or abstract. [1] Ideation comprises all stages of a thought cycle, from innovation , to development, to actualization. [ 2 ]
6-3-5 Brainwriting is a particular form of brainstorming through the medium of graphics; [3] in particular, it is classified under the intuitive and progressive methodologies as it involves driving inspiration from other members in a cyclical way. [4]