4. TORRANCE SCORED RESPONSES
TO TEST QUESTIONS ALONG FIVE
DIMENSIONS: FLUENCY,
ORIGINALITY, ELABORATION AS
WELL AS ABSTRACTNESS AND
WHAT HE CALLED RESISTANCE TO
PREMATURE CLOSURE
5. Use of creativity differs by category
When products are functional and
oriented toward clear consumer
goals unorthodox approaches are
less preferred.
6. Is More Creativity Better?
Does amping up the creativity
level drive even more purchases?
Not necessarily.
Categories usually associated
with highly creative ads—such as
coffee or cola—do not always get
a big boost when more creativity
is added to campaigns
7. USE OF CREATIVITY DIFFERS BY
CATEGORY.
LEVELS OF CREATIVITY VARY
SIGNIFICANTLY ACROSS
PRODUCT CATEGORIES, WITH THE
OVERALL SCORES RANGING
FROM 2.62 FOR SHAMPOO TO 3.60
FOR COLA.
10. Choosing the Right Model
Companies typically use sales response models that are based on
conventional regression analyses.
But such regression is problematic because it assumes that the
input variables are independent of one another in their effect.
That’s why we use a hierarchical sales response model.
Hierarchical models get around the problem by nesting one
regression model within another.
12. IN THE LECTURE METHOD, LEARNERS
RECEIVE KNOWLEDGE FROM AN
EXPERT. IN THE CASE METHOD,
LEARNERS MAKE THE KNOWLEDGE
WITH THE ASSISTANCE OF AN EXPERT.
A BUSINESS CASE IMITATES OR
SIMULATES A REAL SITUATION
CASE METHOD
13. The best way to persuade is through argument.
Persuasion is the art of convincing an audience, listeners or readers, to
believe, think, or act as the speaker or writer wants them to.
Cases have multiple meanings and thus are always controversial.
On the other hand, the audience’s knowledge of the case is an asset.
The lecture model is good at transferring information. Like any learning
model, it has limitations
CASE METHOD
PERSUASION
15. KEY TAKEAWAYS
• ANALYZING GIVEN EXHIBITS
• WORKING WITH NUMBERS
• DECIDING ONA PRICING
STRATEGY
• WHOM TO TARGET
• COVERING REVENUES
• SCALED" PRICING STRATEGY FOR
A PERISHABLE SERVICE
54. THANK YOU
THESE SLIDES WERE CREATED
BY
YATIN ARORA
B.TECH STUDENT
DELHI TECHNOLOGICAL
UNIVERSITY
AS PART OF AN INTERNSHIP
DONE UNDER THE GUIDANCE
OF PROF. SAMEER MATHUR
(WWW.IIMINTERNSHIP.COM)
