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Posted by Tom van Laer - @tvanlaer at 10:00 - 0 Comments
A fancy term for persuasion by stories is narrative persuasion. The phenomenon of transportation, or mentally entering a narrative, plays a crucial role in narrative persuasion. Here's why. People find stories entertaining for two reasons. First, they imagine the events the main character experiences. Second, they feel for the character. In 1993, professor Richard Gerrig of Yale University published research in which he observed that people who find reading novels entertaining are changed by their reading experience, after they finish reading, such that readers who become engrossed in the story tend to accept the story as true, as well as the beliefs and behaviours that the characters exhibit as good. If people do not lose themselves in the story (meaning they are not transported), they respond negatively to the story or the characters and dismiss the narrative as nonsense.
Posted by Marie Taillard - @marietaillard at 9:59 - 0 Comments
A recent Marketing Week article covering our June Big Data and Creativity Conference features the case study of the Caravan Club and the issues it faces in dealing with the large quantities of data it generates. According to Tony Lewis, their Head of Member Marketing, they find it difficult to squeeze out the full value of the data collected from different sources. I really liked his comment that "not until you work out what shape to mould it into, does it take any shape and make sense."
Posted by Benjamin Voyer at 18:01 - 0 Comments
When people talk about creativity, they say that it is about ‘thinking out of the box’, ‘breaking the rules’, or ‘being different’. And they are certainly right. Yet, people often associate creativity with complex innovations, technical or not. But is creativity necessarily the opposite of simplicity? In this post, I want to draw readers’ attention to how marketers can be creative by taking things back to the ‘simple’ level.
Posted by James Henry at 16:17 - 0 Comments
This is the story of how I applied for a job that didn’t exist. I was introduced to a website called Songkick.com, and began using their service. Songkick aggregates concert and festival listings based on the artists and bands you listen to, and based on any number of geographical locations you would like to track. They also offer iPhone and Android applications to scan your device’s music library and add those artists to your ‘tracker’ list, and deliver notifications of new concerts added. Being a startup, music and technology company (three of my major interests), I was a big fan of the work they were doing, and thought about applying for an internship or job with the company. I visited the ‘Jobs’ section of the company’s website, only to find that the only job listings available were jobs for which I could not apply, not possessing the necessary experience. However, all hope was not lost, for a brief message on the jobs page encouraged people to apply, even if the current openings did not relate to your experience held. I decided to apply.
Posted by Tom van Laer - @tvanlaer at 16:10 - 0 Comments
A response to Why Academic Papers Are A Terrible Discussion Forum I agree academic papers aren't good for discussion with the "real" world, but why are books the logical alternative? How about blogs, Facebook posts, Tweets, and Wikipedia updates? Could we invent a system to value our academic contributions through those media? Can we adapt the peer-review system to accommodate these new possibilities to show scholar relevance to the world? Could we win prizes for online contributions?
Posted by Marie Taillard - @marietaillard at 16:13 - 1 Comments
Creativity Marketing is not about throwing away the know-how and theory that make up marketing as a practice or an academic discipline. It is about questioning and challenging, exploiting paradoxes, injecting audacity, turning ideas on their heads and connecting divergent dots. It embraces a different way of thinking about the relationships between customers, producers and other participants in the value chain. It redefines value and value creation. It places creativity in a head-on collision with rigour and analysis to spawn greater relevance and focus in "market making". In the spirit of Creativity Marketing, this blog is to be co-created by researchers in different fields around creativity, marketers, marketing students, consultants, strategy experts, journalists and whoever wants to contribute to our collective thinking.We'll look to share our research, our teaching, our findings, our activities and our events. We'll try to ask questions, provoke reflection and encourage discussions. In other words, we will put Creativity Marketing at work and continue to build it.
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Posted by Creativity Marketing Centre @Creativitymktg
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at 09/11/2012 10:00
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Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
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at 07/01/2013 12:45
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at 15/03/2013 10:37
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Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
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at 16/11/2012 11:31
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