The document provides information on creative thinking and the creative process. It discusses several topics: - Creativity involves combining existing ideas in new ways, and creative people work hard to refine their ideas through gradual changes. - Making new social connections, trying new activities, and challenging assumptions can make thinking more creative. - Heuristics like availability and representativeness help with quick decision making but can also lead to biases. Advertising often uses heuristics to persuade through images and emotions. - The creative process involves gathering information, analyzing it from different angles, taking breaks, getting insights, and refining ideas based on feedback. Developing a unique selling proposition, brand image, or positioning are approaches

1. MODULE II
CREATIVE THINKING

2. ‘Creative Thinking Attitude’
• Creativity is not the ability to create out of nothing, but the ability to
generate new ideas by combining, changing, or reapplying existing
ideas.
• Some creative ideas are astonishing and brilliant, while others are just
simple, good, practical ideas that no one seems to have thought of
yet.
• The ability to accept change and newness, a willingness to play with
ideas and possibilities, a flexibility of outlook, the habit of enjoying
the good, while looking for ways to improve it.

3. • Creativity is also an attitude: the ability to accept change and
newness, a willingness to play with ideas and possibilities, a flexibility
of outlook, the habit of enjoying the good, while looking for ways to
improve it.
• A Process. Creative people work hard and continually to improve
ideas and solutions, by making gradual alterations and refinements to
their works.
• The creative person knows that there is always room for
improvement.

4. Making Your Thinking More Creative
• ‘Spreading your social wings’ to get to know a wider and more diverse
group of people.
• Embracing new opportunities and trying new things.
• Challenging stereotypes and forcing yourself to think beyond the
obvious
• Engaging with art, theatre and music

5. Left brain thinking; Right Brain thinking
• People who identify as left-brain thinkers might feel that they have
strong math and logic skills.
• Those who profess to be right-brain thinkers, on the other hand, feel
that their talents are more on the creative side of things.
• Given the popularity of the idea of "right-brained" and "left-brained"
thinkers, it might surprise you learn that this idea is just one of many
myths about the brain.

6. What is this Theory?
• According to the theory of left-brain or right-brain dominance, each
side of the brain controls different types of thinking. Additionally,
people are said to prefer one type of thinking over the other.
• For example, a person who is "left-brained" is often said to be more
logical, analytical, and objective. A person who is "right-brained" is
said to be more intuitive, thoughtful, and subjective.

7. Difference!!
Left-Brain
• logic
• sequencing
• linear thinking
• mathematics
• facts
• thinking in words
Right-Brain
• imagination
• holistic thinking
• intuition
• arts
• rhythm
• nonverbal cues
• feelings visualization
• daydreaming

8. Aristotle’s "ingredients for persuasion"
• Meanings of Ethos, Pathos and Logos
• Ethos, pathos and logos each have a different meaning:
Ethos is an appeal to ethics, and it is a means of convincing someone
of the character or credibility of the persuader.
Pathos is an appeal to emotion, and is a way of convincing an
audience of an argument by creating an emotional response.
Logos is an appeal to logic, and is a way of persuading an audience
by reason.

9. Conscious Mind; Unconscious Mind
• The conscious mind contains all of the thoughts, memories, feelings,
and wishes of which we are aware at any given moment. This is the
aspect of our mental processing that we can think and talk about
rationally. This also includes our memory, which is not always part of
consciousness but can be retrieved easily and brought into
awareness.
• The unconscious mind is a reservoir of feelings, thoughts, urges, and
memories that are outside of our conscious awareness. The
unconscious contains contents that are unacceptable or unpleasant,
such as feelings of pain, anxiety, or conflict.

10. Impulse and Considered Behavior
• Understanding how these processes impact behavior can help companies
successfully market their brands and products. From this viewpoint, brands
can be grouped into two categories –
• The impulse, often purchased product (e.g., detergent),
• The considered, less frequently purchased product (e.g., a house or car).
• The former is better served by focusing messaging on unconscious
processes;
• The latter requires more focus on conscious processing.

11. • Mostly, market researchers can discover the conscious values that
govern their category. But research is rarely directed at the
unconscious.
• The failure of New Coke is an example of a market disaster that
resulted from a failure to assess unconscious associations and
emotions of an impulse purchase brand.

12. Role of Heuristics and assumptions in creative
thinking
• We make decisions and judgements every day. If we had to stop and
analyse every possible outcome and judgement we made, then we
would get nothing done or go nowhere. To make it easier for us, our
brain creates mental shortcuts called Heuristics.
• Heuristics are quick automatic ways that we process
information compared to if we were to think about it consciously.
Heuristics are helpful for quick efficient thinking, however it can lead
to systematic errors in thinking that affects the decisions and
judgements that we make (i.e. cognitive biases).

13. Types of Heuristics
• The availability heuristic;
Involves making decisions based upon how easy it is to bring something to
mind. When trying to make a decision or judgement, you might rely on
how easy it is to think of or remember a number of relevant examples.
Since we can gain access to these examples so easily and quickly in our
memories, we are more likely to judge these outcomes as being common
or frequently occurring.
For example, if you are thinking of going on a plane soon and suddenly
start remembering recent airline accidents, you may feel like traveling by
plane is too dangerous right now.
Because examples of airplane accidents came to mind so easily, the
availability heuristic leads you to think that airplane accidents are more
common than they really are.

14. • The representativeness heuristic;
Involves helping us make a decision by comparing information to our
mental prototypes. In other words, we approximate the likelihood of an
event by comparing it to an existing example that already exists in our
mind. Our examples are what we think is the most characteristic of that
event or topic. However, unfortunately many examples of the
representativeness heuristic that we think of involve yielding to
stereotypes.
For example, if you were shown a picture of two people, person A and
person B. Person A is well dressed, and has a briefcase in his hand. Person B
is dressed very causal, and looks as if he just woke up. Who would you
think is most likely to show on time to a meeting? Offhand from the
information given, most people will choose person A based on past
experiences and mental prototypes.

15. • Heuristic persuasion thus focuses on inducing attitude change or
altering an individual’s evaluation of a target through the use of
heuristics.
• Since we do not usually exert a lot of psychological resources to judge
the validity of a persuasive message, unless it has significant
importance to us, we often relies on superficial cues and heuristics to
assume it’s validity.
• Because of this, soft selling has become a popular advertising strategy
with some advertisers. It is an advertising strategy that relies on the
use of images, emotions, symbols, or values to promote a product.

16. • The more frequent the ad is shown, the more easily consumers are
able to access them in their memory, thus promoting their chances of
changing their attitude and purchasing the product advertised.
• Therefore, most TV commercial ads rely heavily on heuristic
persuasions to capture the attention of the viewers as opposed to the
traditional way of hard selling by bombarding consumers with
information.

17. Heuristics of DirectedCreativity
• Heuristic #1: Make it a habit to purposefully pause and notice things.
• Heuristic #2: Focus your creative energies on just a few topic areas
that you genuinely care about and work on these purposefully for
several weeks or months.
• Heuristic #3: Avoid being too narrow in the way you define your
problem or topic area; purposefully try broader definitions and see
what insights you gain
• Heuristic #4: Try to come up with original and useful ideas by making
novel associations among what you already know.

18. • Heuristic #5: When you need creative ideas, remember: attention,
escape, and movement
• Heuristic #6: Pause and carefully examine ideas that make you laugh
the first time you here them
• Heuristic #7: Recognize that your streams of thought and patterns of
judgment are not inherently right or wrong; they are just what you
think now, based primarily on patterns from your past
• Heuristic #8: Make a deliberate effort to harvest, develop, and
implement at least a few of the ideas you generate.

19. Creative Process
• The creative process is not a scientific process; rather it evolves from
insight or inspiration. Nonetheless creativity in advertising must not
only produce unique and interesting results, it must also produce
useful solutions to real problems. Baker describes the concept of
creativity as a pyramid divided into three parts.
• Advertising creativity frequently takes off from a base of a systematic
accumulation of facts and analysis. The second phase represents
processing, or analysis, and the third part—the idea—is the
culmination of creative efforts.

20. Young's Five steps of Creative process
• Gather new material. At first, you learn. During this stage you focus
on 1) learning specific material directly related to your task and 2)
learning general material by becoming fascinated with a wide range
of concepts.
• Thoroughly work over the materials in your mind. During this stage,
you examine what you have learned by looking at the facts from
different angles and experimenting with fitting various ideas together.
• Step away from the problem. Next, you put the problem completely
out of your mind and go do something else that excites you and
energizes you.

21. • Let your idea return to you. At some point, but only after you have
stopped thinking about it, your idea will come back to you with a flash
of insight and renewed energy.
• Shape and develop your idea based on feedback. For any idea to
succeed, you must release it out into the world, submit it to criticism,
and adapt it as needed.

22. Big Idea!
• Big ideas are fresh and provoking ideas that hold a viewer’s attention.
Over the years, the ‘big idea’ has attained almost mythical status in
advertising. Agencies stress its importance and clients want a piece of
it. A big idea equals a big campaign and, if it’s the right big idea, a big
ROI result.
• It takes a big idea to attract the attention of consumers and get them
to buy your product. Unless your advertising contains a big idea, it
will pass like a ship in the night. I doubt if more than one campaign in
a hundred contains a big idea.

23. • Every successful ad, sales letter, even marketing campaign has, at its
core, a unique and compelling idea that captured people’s attention,
made them want to find out more and allowed them to embrace the
product.
• It is difficult to pinpoint the inspiration for a big idea or to teach
advertising people how to find one. However, several approaches can
guide the creative team’s search for a major selling idea and offer
solutions for developing effective advertising.
• There are Some of the best-known approaches that can be pointed
out.

24. 1. Unique Selling Proposition: The concept of the unique selling proposition
(USP) was developed by Rosser Reeves, former chair of the Ted Bates agency,
and is described in his influential book Reality in Advertising. Reeves noted
three characteristics of unique selling propositions:
a. Each advertisement must make a proposition to the consumer. Not just
words, not just product puffery, not just show-window advertising. Each
advertisement must say to each reader: “Buy this product and you will get
this benefit.”
b. The proposition must be one that the competition either cannot or does
not offer. It must be unique either in the brand or in the claim.
c. The proposition must be strong enough to move the mass millions, that is,
pull over new customers to your brand.

25. • An example of advertising based on a USP is the campaign for
Colgate’s new Total toothpaste. The brand’s unique ingredients makes
it the only toothpaste that provides long-lasting protection and has
been proved effective in fighting cavities between brushings.

26. 2.Creating a Brand Image: In many product and service categories,
competing brands are so similar that it is very difficult to find or create
a unique attribute or benefit to use as the major selling idea. Many of
the packaged-goods products that account for most of the advertising
dollars spent in the United States are difficult to differentiate on a
functional or performance basis. The creative strategy used to sell
these products is based on the development of a strong, memorable
identity for the brand through image advertising.

27. 3. Finding the Inherent Drama: Another approach to determining the
major selling idea is finding the inherent drama or characteristic of the
product that makes the consumer purchase it. The inherent drama
approach expresses the advertising philosophy of Leo Burnett, founder
of the Leo Burnett agency in Chicago.
Burnett said inherent-drama “is often hard to find but it is always
there, and once found it is the most interesting and believable of all
advertising appeals.” He believed advertising should be based on a
foundation of consumer benefits with an emphasis on the dramatic
element in expressing those benefits. Burnett advocated a down-home
type of advertising that presents the message in a warm and realistic
way. Some of the more famous ads developed by his agency using the
inherent-drama approach are for McDonald’s, Maytag appliances,
Kellogg cereals, and Hallmark cards.

28. 4. Positioning: The concept of positioning as a basis for advertising
strategy was introduced by Jack Trout and Al Ries in the early 1970s
and has become a popular basis of creative development. The basic
idea is that advertising is used to establish or “position” the product or
service in a particular place in the consumer’s mind. Positioning is done
for companies as well as for brands. Positioning is often the basis of a
firm’s creative strategy when it has multiple brands competing in the
same market.

29. Tone of Voice
• Tone of Voice often communicates so much more than even the expression
on your face. You are constantly engaged in changing your tone of your
voice as you speak. You admonish a naughty child in on tone, and use
another if the child is frightened and needs comforting.
• Using Tone of Voice to generate a mood, or to impel action. So when you
communicate through an ad, first decide when Tone of Voice you wish to
use when talking to your target audience.
• What sort of feelings do you wish to inspire in the housewife’s heart?
Should you inspire confidence, or evoke fear? What sort of voice will make
the reader of your ad eventually respond as you want him or her to
respond? Tone of Voice is a crucial element in designing communication
message.

30. THANK YOU