Marketing and Creativity - introducing vocabulary of 'Creativity and Innovation' and theory demonstrating the importance of creativity as an integral part of marketing.

1. Creativity
& Mkng
Creativity – Vocab & Theory
Presentation 2 out of 7
Danny Abramovich
Marketing Plan Specialist
www.marketingPlanNOW.com
1 www.marketingPlanNOW.com Creativity & Marketing

2. Creativity
& Mkng
What do the letters in black represent?
A strong correlation between (the words):
Creativity & Marketing
2 www.marketingPlanNOW.com Creativity & Marketing

3. Presentation Structure
1. Welcome to Creativity test ü
◄
2. Creativity - Vocab & theory
3. Human Brain, introduction
4. Proving Mind limitations 2
presentations
5. Overcoming Mind limitations 2
presentations
3 www.marketingPlanNOW.com Creativity & Marketing

4. 2. Creativity, the vocabulary
Ÿ Cognition
Mental activity associated with
understanding, processing and
communicating information.
Ÿ Inteligence
The power to learn, understand and
know (Oxford Student’s Dictionary).
4 www.marketingPlanNOW.com Creativity & Marketing

5. 2. Creativity, the vocabulary
Ÿ Metacognition
Ability to manage mental activity
using stimulation methods.
Ÿ IQ - Intelligence Quotient
Indicator of the “amount” of
intelligence of an individual.
5 www.marketingPlanNOW.com Creativity & Marketing

6. 2. Creative Thinking Model
Extracognitive manifestations
Metacognitive manifestations
Intellectual manifestations
Cognitive basis
Developmental foundation
6 www.marketingPlanNOW.com Creativity & Marketing

7. 2. Creative Idiot Savant
An idiot savant is a person with
autism that has extraordinary skills,
usually involving memory:
Ÿ art skills Ÿ musical skills
Derek Paravicini
Ÿ arithmetic Ÿ calendar arithmetic
Ÿ spatial skills Ÿ mechanical ability
Dr. J. Langdon Down, 1887
7 www.marketingPlanNOW.com Creativity & Marketing
(better known for having named Down's Syndrome)

8. 2. Creativity, the vocabulary
Ÿ Innovation vs. Invention.
Ÿ Innovation: the process of creating
new ideas and putting them into
practice.
Ÿ Innovation: invention + application
Ÿ Invention Ø Innovation Ø Diffusion
8 www.marketingPlanNOW.com Creativity & Marketing

9. 2. ©®eativity, the vo ©abula®y
Ÿ Intellectual Property Rights:
patents, trademarks, designs and
copyright.
© ®
TM SM
Ÿ World Intellectual
Property Organisation (WIPO).
9 Copyleft has no legal meaning!
www.marketingPlanNOW.com Creativity & Marketing

10. 2. Marketing theory & Creativity
2.1. Marketing is…
The right product, at the right
price, to the right customer, at the
right time, at the right place, with
the right communication for the
right profit.
10 www.marketingPlanNOW.com Creativity & Marketing

11. 2. Marketing theory & Creativity
2.1. Marketing is…
innovative innovative
The right product, at the right
innovative
price, to the right customer, at the
innovative innovative
right time, at the right place, with
innovative
the right communication for the
innovative
right profit.
11 www.marketingPlanNOW.com Creativity & Marketing

12. 2. Marketing theory & Creativity
2.2. Product Life Cycle (Butler, 1980)
sales
sales 1 Intro
& 3 4
profits 2 Growth
profits 3 Stagnation
2
4 Decline
1
0 ¹
12 www.marketingPlanNOW.com Creativity & Marketing

13. 2. Marketing theory & Creativity
2.2. Product Life Cycle (Butler, 1980)
sales
3 1 Intro
sales
ñ 2 Growth
3 Stagnation
2 1
4 Re-intro
1
0 »
13 www.marketingPlanNOW.com Creativity & Marketing

14. 2. Marketing theory & Creativity
2.2. Product Life Cycle
innovation
1 1 Intro
sales 3
innovation 2 Growth
3 Stagnation
2
4 Re-intro
1
0 ½
14 www.marketingPlanNOW.com Creativity & Marketing

15. 2. Marketing theory & Creativity
2.2. Product Life Cycle
sales
»
1886 1937 ¿ 2004
15 www.marketingPlanNOW.com Creativity & Marketing

16. 2. Marketing theory & Creativity
2.3. Diffusion of Innovations (Rogers, 1983)
Early Late
Majority Majority
% of 40% 40%
Laggards
targeted Early 10%
market Adopters
6%
Innovators
4%
· ¹ » ½ ¿
16 www.marketingPlanNOW.com Creativity & Marketing

17. 2. Marketing theory & Creativity
innovation
2.4. Ansoff Model
17 www.marketingPlanNOW.com Creativity & Marketing

18. Presentation Structure
1. Welcome to Creativity test ü
2. Creativity - Vocab & theory ü
3. Human Brain, introduction
4. Proving Mind limitations 2
presentations
5. Overcoming Mind limitations 2
presentations
18 www.marketingPlanNOW.com Creativity & Marketing

19. End
of
chapter Creativity
& Mkng
Creativity – Vocab & Theory
Presentation 2 out of 7 is over!
Last slide
Danny Abramovich
Marketing Plan Specialist
19 www.marketingPlanNOW.com Creativity & Marketing

20. 3
Chapter
Marketing & Cre8iVT