Discussion for mathguy
1. Just to make sure that there’s no confusion, I wanted to note that we’re not asking for a definition of creativity as noted here and in neighboring opening-topic posts, but that we want to get at what we can do to both foster creativity and do so within pragmatic parameters?
2. Class, let’s try some simple questions that have some complicated answers. What is the big risk for an ad that uses humor? How about the risks for an ad that uses sex appeal or fear?
3. Many people have great ideas but are unable to execute! These two capabilities – strategy and execution are the dynamic duo that we all need to understand. When there’s a mismatch, the difference between what we mean to say and what the consumer perceives can be vastly different. Is it possible that an ad sets out with one really great objective and then ends up with quite a refined or different purpose, maybe not even the originally intended purpose? Can you find a similar example?
4. Henry Ford pioneered and dominated the mass automobile market in the early 1900’s when he first came out with the Model T. After a few years of success, reporters and insiders alike started bugging Ford about making the T in different colors to appeal to consumers. Hence his famous quote, “I’ll be happy to sell you a car in any color that you want, as long as it is black…” Ford subsequently lost a tremendous amount of sales to some up-start whipper-snappers, the Chevrolet Brothers, who pounced on the opportunity. Being extremely revolutionary with consumer products, something that we now take for granted, they took on the automobile giant by offering their cars in several different colors. Needless to say, when Ford came out with his next generation car, the Model A, he too offered it in a variety of colors as well…Color can have a profound impact on us, but is color all there is to it? While we wouldn’t notice the difference today, for back then, Chevrolet’s also had softer lines, a little more bling, and were considered to be all around far better looking than the T. So, ignoring color for today, what else or other aesthetics can impact us, stemming from a product/service or ad?
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