lecture20市场营销中创造力.pptVIP

Creativity and Implementation  MKT3150-3151 Adv Sales Promotion Week 20 Lecture Topics Creative dimensions SP Process PDCA model/application Agency briefing (context) The campaign brief Six thinking hats! Fresh thinking (small groups) Selecting the best ideas Agency response to the client’s brief Useful web links and references Next week... “There are no best products. All that exists in the world of marketing are perceptions in the mind of the customer or prospect. The perception is the reality. Everything else is an illusion.” — Al Rries and Jack Trout, The 22 Immutable Laws of Mark