Creativity and its effects…
Blended Learning: It Improves Your Productivity

One of the most commonly used terms in advertising “Creative” types develop ads Ad agencies gain reputations for their creativity The challenge of developing a marketing message is considered creative So what is creativity?

n. (kre-a’tiv i te)
Having the ability to create (give rise to; cause to exist) things Characterized by expressiveness and originality; imaginative Combining 2+ elements with imagination & technical skills that have never been combined before (Levinson)

How does Levinson define creativity?

The Power of the Meme

Self-explanatory symbol (words, action, sounds, picture) that communicates an entire idea
Lowest common denominator of an idea Alters human behavior (motivates, persuades)Its simplicity makes it easily understandable in seconds

How does marketing creativity differ from creativity in the arts?
Creativity in the Arts

Enlightenment
Entertainment
Self expression
Stirs emotions
Subject to interpretation
Artist is a focal point

Creativity in Direct Marketing

Aesthetic appeal
Originality, freshness
Clutter-cutting ability
Relevant for target audience
Clear message/informative
Campaign communication goals is the focal point
Causes people to change their minds

Why a Creative Approaches Class?
Knowledge
Discipline
Patience
Courage

Knowledge

Theories, formulas & checklists
Understand the components of successful direct marketing campaigns There are steps that help the creative process along The ‘science’ of direct marketing

Discipline

Great DM campaigns do not magically happen Appreciation, respect & attention to the details
Become an information junkie The bodybuilder mentality

Patience

Creativity develops with practice & time You must understand “the box” before you can “think out of the box” Let yourself be a novice

Courage

Obstacles always seem big the first time Persevering to get over the plateaus You WILL make mistakes! You are not alone Enjoy the process