MKT 322 Creative Marketing Exam 1

Observation

What we see happening (surface-

level)

Assumption

What we think is happening (often

biased)

Insight

Why it's happening

(motivational)

Thinking

the mental process of using your mind to process information, understand ideas, solve problems, make decisions, and form conclusions

What do single-minded propositions focus on?

Clarity

Objective

Specific results that marketers aim to achieve from activities

Stratagy

the set of actions undertaken to accomplish organizational objectives

What is the most important task that marketers undertake?

Strategic Planning

Strategic Planning

Process of thoughtfully defining a firm's objectives and developing an approach for achieving those objectives

Innovation

a breakthrough change that impacts the way we live

Critical Thinking

Analyze ideas

Convergent

Focused on one path

Considers solutions

Judgment of ideas

Focuses on finding the solution

Good quality

Creative Thinking

Generate ideas

Divergent

Considers all possibilities

Suspend judgement

May be different ways to answer

Quantity

Marketers gather info, feedback, and insight from:

Customers, the market, and their competitors

Common Barriers of Creative thinking are:

I'm not a creative person

It can't be done

I might fail

They'll laugh at me

Our outlook on problems

Functional fixation

Ways to simulate creative thinking:

Be curious

"It can be done" attitude

See the good in the bad

Suspend judgement and criticism

Seek out problems

Flexible imagination

Challenge assumptions

Our brains conserve energy by what three things:

Distracting

Reacting

Patterning (predicting outcomes)

What we remember is affected by

Personal experiences and interest

Reacting hinders creative thinking by:

Responding quickly based on emotions or immediate instincts instead of stopping to think deeply. This can cause you to reject ideas too quickly or make decisions without considering creative alternatives.

Patterning hinders creative thinking by:

The brain naturally looks for familiar patterns and relies on past experiences. While this helps us solve problems quickly, it can limit creativity because we may keep using the same solutions instead of looking for new or unconventional approaches.

Distractions hinder creative thinking by:

The brain shifting attention away from a difficult problem toward something easier or more enjoyable. This prevents you from spending enough time thinking through a problem and developing creative solutions.

Your Brainstem controls what?

Reaction/Instincts

Your Limbic System controls what?

Emotional response (Emotions and feelings)

Your Cerebral Cortex (Human Brain) controls what?

Your justification/rationalization

In what order does the human brain react?

1. Reaction/Instinct

2. Emotional Response

3. Justification/Rationalization

Explain how memory and processing work together in the thinking process.

Memory provides the information, while processing allows you to work with that information to think, solve problems, and make decisions.

What is the Multi-Store Model of Memory?

1. Sensory Memory

2. Short-term Memory

3. Long-term Memory

Sensory Memory

Takes in information from your senses for a very short time

Short-term Memory

Information you pay attention to moves here, where you can actively process and think about it.

Long-term Memory

Information that is stored for a long time can be retrieved and brought back into short-term memory when needed.

Evaluate the negative impacts of technology on thinking.

Technology can negatively affect thinking by reducing attention spans and increasing distractions. It encourages quick, surface-level thinking instead of going into a deeper analysis of certain topics.

Evaluate the negative impacts of technology on marketers

Marketers need to figure out a way to capture consumers' small attention span without overloading them with information

Evaluate the negative impacts of technology on consumers

Makes decisions less critical, less focused, and more impulsive

Reproductive Thinking

Using existing knowledge, ideas, or solutions to solve problems

Productive Thinking

Using new ideas, approaches, or solutions to solve a problem

How does reproductive thinking affect marketing?

Leads to consistent and predicable marketing, but could also be repetitive

How does productive thinking affect marketing?

Leads to innovative strategies, but also carries the risk of underperformance

Creativity

The act of turning imaginative ideas into reality

Explain the role of creativity in marketing.

Helps businesses stand out and capture a consumers attention

Explain the role of innovation in marketing.

Helps businesses find new ways to reach customers and improve their products