How new media is developing

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This document discusses how social media is developing and some of the challenges and opportunities that companies face with blogs and the attention economy. It addresses who might blog for a company, the time commitment needed, and alternatives to blogs that can provide PR opportunities. It also outlines some basic human rights in the attention economy, including ownership, mobility, worth, and transparency of one's attention.

Business Technology

How social media is developing David Phillips

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Chapter 8 Messaging and Media Strategies 8-1 1. Describe characteristics of great creative minds. 2. Contrast the roles of an agency’s creative department and its business managers/account executives. 3. Discuss how teams manage tensions and promote creativity in integrated marketing communication. 4. Evaluate your own passion for creativity. 8-2 Why Promotion Needs Creativity • How we recognize and define creativity in marketing rests on our understanding of the achievements of acknowledged creative geniuses from the worlds of art, literature, music, science, and politics. • A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot, Stravinsky, Graham, and Einstein—reveals shared sensibilities including a strikingly exuberant self-confidence, (childlike) alertness, unconventionality, and an obsessive commitment to their work. • However, self-confidence at some point becomes crass self-promotion, and an unconstrained childlike ability to see the world as forever new eventually devolves into childish self-indulgence. • In spite of creativity’s downside, it is essential. In today’s world, without creativity there couldn’t be successful brand promotion. 8-3 Why Promotion Needs Creativity, Continued 8-4 Exhibit 8. 1 Seven Creative Geniuses Agencies, Clients, and the Creative Process • The significant effort required to get the right idea, coupled with the client’s apparent ease in dismissing that idea, underlies the contentiousness between an agency’s creative staff and its account executives and clients. • Creatives provoke. Managers restrain. Ads that win awards for creative excellence often make clients uncomfortable and it is one of the manager’s jobs to help keep the client at ease. • All organizations deal with the competing agendas of one department versus another, but in advertising agencies, this competition plays out at an amplified level. • The difficulty of assessing the effectiveness of brand promotion only adds to the problem. Advertising researchers are in the unenviable position of judging the creatives, pitting “science” against art. • In spite of these tensions, creativity is essential to the vitality of brands. Creativity makes a brand, and creativity reinvents established brands in new and desired ways. 8-5 Coordination, Collaboration, and Creativity • There are many sources of conflict and tension in the creation of a promotional mix. Many organizations attempt to address this challenging issue through systematic utilization of teams. • Teams, when effectively managed, will produce outputs that are greater than the sum of their individual parts. Individuals, however, can still perform to their best abilities and cognitive style while benefiting from others’ input and guidance. • Teams need to be managed to promote creative abrasion but limit interpersonal abrasion. They need guidance from a maestro (like a Lee Clow) ...

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