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Dissertations / Theses on the topic 'Marketing Creativity'

Author: Grafiati

Published: 28 May 2022

Last updated: 31 July 2025

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1

Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne

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2

Šafaříková, Kateřina. "Guerilla marketing, problematika hodnocení a využití v kultuře." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77893.

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Master's thesis deals with guerilla marketing as one of the innovative ways how to promote. The theoretical part describes main characteristics and situation in the Czech Republic (including legislative regulation related to this topic and examples of campaigns). The practical part focuses on guerilla and its use in culture events like film, music festivals or books. It analyses a few campaigns, evaluates relevance of using this instrument and tries to find out what these campaigns have in common and what is different. Culture is creative and successful campaigns should be creative as well, wh

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Yang, Xiaojing. "The impact of perceived advertising creativity on ad processing and response." [Bloomington, Ind.] : Indiana University, 2006. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3223037.

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Thesis (Ph.D.)--Indiana University, Kelley School of Business, 2006.<br>"Title from dissertation home page (viewed June 26, 2007)." Source: Dissertation Abstracts International, Volume: 67-06, Section: A, page: 2242. Adviser: Robert E. Smith.

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Marin, Vidal Flavio Alejandro. "Metaphor and cognition| Creativity in new product design." Thesis, Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico), 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=3570883.

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<p>Through nine experiments, this research advances knowledge about the influence of metaphors grounded in the visual sensory system on creative cognition by showing that perceiving ostensibly task-unrelated visual images that carry metaphoric meaning alters consumers’ creativity. While the results of Experiments 1a, 1b, and 2 provide convergent evidence that positive visual metaphors representing ideas like “<i>I just had a light go on</i>” increase consumers’ creative output, Experiments 3a and 3b reveals that a negative visual metaphor conveying ideas like “<i>

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Ruppert-Stroescu, Mary. "Technology and Creativity| Fashion Design in the 21 st Century." Thesis, University of Missouri - Columbia, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13877166.

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Gorman, C. Allen. "Leadership Behavior - Implications for Performance and Creativity." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/429.

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7

Chen, Bo. "Seeking creative solutions in marketing : three essays on enhancing the creativity of companies and their customers." Thesis, Cergy-Pontoise, Ecole supérieure des sciences économiques et commerciales, 2016. http://www.theses.fr/2016ESEC0007.

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Cette thèse en trois essais s’appuie sur la recherche en cognition créatrice (« creative cognition ») (e.g., Finke, Ward, et Smith, 1992; Ward, 1998), avec pour objectif d’étudier la possibilité pour les entreprises d’engendrer plus efficacement de nouvelles idées créatives en s’appropriant les (nouveaux) outils et stratégies de marketing. Le premier essai résume les nombreuses études ayant trait à la créativité et propose un nouveau cadre, basé sur l’offre et la demande en matière de créativité dans le marketing, qui se veut un support pratique à la prise de décisions. Les essais 2 et 3 se pe

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Степанова, Е. В. "О проблемах формирования креативного маркетинга предприятий". Thesis, Издательство СумГУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17426.

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9

Santarelli, Bruno. "Creativity, design and management in Australian fashion enterprises." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2016. https://ro.ecu.edu.au/theses/1770.

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In this study a number of Australian fashion enterprises are investigated in an effort to understand how product development is managed and creativity facilitated. Of particular interest was the interaction between the various actors in the creative process and the manner in which they influenced creative output. The study was underpinned by a wideranging review of the literature that reflects the multidisciplinary nature of creativity and innovation in business. The study is timely because Australian fashion enterprises are operating in an increasingly challenging market with a perfect storm

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Lundmark, Amanda, and Johannes Wikström. "Creativity vs. Traditional Practices : Low-cost marketing strategies used by local clothing stores in Umeå." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-37247.

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Authors Amanda Lundmark & Johannes Wikström Seminar Date 2010-06-01 Level Master level Supervisor Ralf Müller Keywords CRM, Fashion, Independent clothing stores, Low-cost marketing, PR, WOM, Viral marketing Problem Streets in Swedish city centres are lined with clothing stores that belong to well-known chains, whose advertisements and commercials can be seen in magazines, on billboards and TV. In between these stores, there are local entrepreneurs who run privately owned shops, with a smaller turnover than the large chains and primarily local target customers. These shops need to gain att

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Mateus, Américo da Conceição. "Product/Brand co-creation methodology crossing marketing, design thinking, creativity and management: ideas(r)evolution." Doctoral thesis, Universidade de Évora, 2016. http://hdl.handle.net/10174/19162.

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This thesis introduce a new innovation methodology called IDEAS(R)EVOLUTION that was developed according to an on-going experimental research project started in 2007. This new approach to innovation has initial based on Design thinking for innovation theory and practice. The concept of design thinking for innovation has received much attention in recent years. This innovation approach has climbed from the design and designers knowledge field towards other knowledge areas, mainly business management and marketing. Human centered approach, radical collaboration, creativity and breakthrough think

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12

Hirunyawipada, Tanawat Paswan Audhesh K. "How componential factors and constraint enhance creativity in the development of new product ideas." [Denton, Tex.] : University of North Texas, 2007. http://digital.library.unt.edu/permalink/meta-dc-3964.

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Hirunyawipada, Tanawat. "How componential factors and constraint enhance creativity in the development of new product ideas." Thesis, University of North Texas, 2007. https://digital.library.unt.edu/ark:/67531/metadc3964/.

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New product ideation is the transformation of a raw idea into a robust concept with consideration of fit and feasibility of technologies, customer benefits, and market opportunity. Although the ideation process often involves ambiguous processes, it is the most critical activity in new product development (NPD). As a creativity task, the ideation process is considered heuristic rather than algorithmic. However, managing the ideation process as either a completely heuristic or an entirely algorithmic procedure leads to just conventional outcomes. Rooted in cognitive psychology, this study propo

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Wang, Valerie. "Humor Usage by Salespeople: A Socio-Psychological Inquiry of Antecedents and Outcomes in Professional Selling." Ohio University / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1501689407960839.

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(ANDA), Asociación Nacional de Anunciantes, and Universidad Peruana de Ciencias Aplicadas (UPC). "Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners." Universidad Peruana de Ciencias Aplicadas (UPC), 2015. http://hdl.handle.net/10757/608311.

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© Universidad Peruana de Ciencias Aplicadas (UPC) Information Center Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners Lima: Universidad Peruana de Ciencias Aplicadas (UPC), 2015 ISBN (spanish printed edition): 978-612-318-037-9 ISBN (spanish e-pub edition): 978-612-318-039-3 ISBN (spanish PDF edition): 978-612-318-038-6 ISBN (english PDF edition): 978-612-318-049-2<br>This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each

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Opas, Tommi. "An investigation into the development of a Creativity Support Tool for advertising." Click here to access this resource online, 2008. http://hdl.handle.net/10292/681.

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In recent years, there has been a strong interest in developing Creativity Support Tools for many exciting areas of research such as art and music. Yet few such tools have been developed to support creativity in advertising. This is unusual since advertising, like art and music, is a highly creative endeavour of the human mind. The goal of advertising is to transform a communicational objective of a product or a service into a creative idea. A tool that would enhance the development of creative ideas in advertising would be highly beneficial for the advertising industry and possibly shed light

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Грищенко, Олена Федорівна, Елена Федоровна Грищенко, Olena Fedorivna Hryshchenko та І. В. Самойленко. "Мотивація креативності маркетолога". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12347.

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18

Stadler, Christopher J. 1972. "How Innovation Traits in Members of Advertising Agency Teams Propel the Creative Process: The Professional Opinion." Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11478.

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xii, 54 p. : ill.<br>Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative team - the team of creative, strategy and management staff that is responsible for creative execution - to find out more about how creative teams function at the goal level (team effectiveness) and at the individual level (individual cognitive styles). To study creativity and decision making, individuals involved in the creation of a

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Grahn, Magdalena, Sanna Jörgensen, and Jeanette Olsson. "Tusen röda plastbåtar : En studie av framgångsrik gerillamarknadsföring." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11260.

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Background: Swedish consumers are daily bombarded with 1500 advertising messages. 22 percent of the Swedish people are avoiding all advertising in traditional media according to SIFO's research. To master this problem innovative methods are a necessity to reach consumers. Guerrilla marketing is such a method. Purpose: The purpose of this dissertation is to describe the components and the activities that asuccessful guerrilla campaign consists of. He purpose is also to examine the motives behind theseactivities, why they were chosen and what objectives they were supposed to accomplish. Theambit

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Le, Corf Jean-Baptiste. "Les politiques locales de communication au prisme de l’intelligence économique et territoriale : la "créativité" en question." Thesis, Paris 13, 2014. http://www.theses.fr/2014PA131011.

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A l’heure de la mondialisation, les collectivités locales cherchent en permanence à renouveler leur communication politique et leur marketing territorial et à les différencier de celui des territoires concurrents. Dans cette thèse, nous étudions comment les différents modes d’appréhension de la notion de créativité dans les politiques publiques urbaines répondent à ces enjeux. Notre analyse porte sur les projets de « territoires 2.0 » ou de « territoires créatifs », ayant dès leur émergence, étroitement associé des institutions politiques et publiques ainsi que des cercles d’experts. Au reg

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Ručinskaitė, Miglė. "Kūrybiškumo svarba studentų verslumo kompetencijos tobulinime." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120620_120707-79182.

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Probleminis klausimas: Kaip studentai vertina kūrybiškumo svarbą tobulinant verslumo kompetenciją? Darbo objektas – kūrybiškumo svarba tobulinant studentų verslumo kompetenciją. Darbo tikslas – Nustatyti kūrybiškumo svarbą tobulinant studentų verslumo kompetenciją. Darbo uždaviniai: 1. Apibrėžti kūrybiškumo ir verslumo kompetencijos sampratas teoriniu aspektu. 2. Pristatyti kūrybiškumo ugdymo poreikį ir metodus tobulinant verslumo kompetenciją. 3. Išanalizuoti studentų nuomonę apie kūrybiškumo svarbumą verslumo kompetencijos tobulinime. Darbo metodai:  mokslinės literatūros analizė;  anketin

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Dilinskaitė, Kristina. "Spausdintinės reklamos kūrybingumo vertinimas. Universitetų atvejis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110614_155654-01446.

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Baigiamojo darbo tikslas – nustatyti universiteto spausdintinės reklamos kūrybingumo lygį ir parengti rekomendacijas kaip padidinti spausdintinės reklamos kūrybingumą. Pirmojoje (teorinėje) darbo dalyje analizuojama reklamos samprata ir jos esmė. Taip pat pateikiama ir kūrybingumo samprata, bei trumpai aptariami veiksniai, darantys įtaką ne tik organizacijai, bet ir jos marketingo sprendimams. Antrojoje (analitinėje) darbo dalyje pateikiami tyrimo, kurio tikslas – įvertinti pateikiamos spausdintinės reklamos vartotojams kūrybingumą, rezultatai ir metodologija. Taip pat pateikiamas universitetu

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Wilson, Jonathan Alister James. "The brand, culture & stakeholder-based brand management phenomenon : an international Delphi study." Thesis, Brunel University, 2012. http://bura.brunel.ac.uk/handle/2438/6557.

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Most recently in academic literature, over the past decade, it has been observed that the cultural approach to brand management represents a new school of thought. This has emerged from relational and community based brand perspectives: which chart the rising role, significance and influence in brand management of connected and savvy consumers. Furthermore, the researcher has identified that economic migrancy; the increase in multi-racial and multicultural relations, evident in childbirth; urbanism and urbanization; Globalization; conspicuous branded consumption; and Web2.0 continue to drive n

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Sivera, Bello Silvia. "Marketing viral: claves creativas de la viralidad publicitaria." Doctoral thesis, Universitat Ramon Llull, 2014. http://hdl.handle.net/10803/247406.

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L'objectiu principal d'aquesta tesi doctoral és detectar si existeixen claus creatives comunes en els vídeos publicitaris virals que constitueixin un detonant per al seu contagi entre els usuaris de les xarxes socials digitals. S'inicia amb un estudi diagnòstic de la literatura existent sobre el tema per aclarir conceptes, resoldre confusions terminològiques i distingir diferències entre el màrqueting viral, la publicitat viral o la publicitat boca a orella, entre d’altres. A continuació, s'estudia un marc conceptual reticular, en el qual es connecten els fonaments del màrqueting, de la com

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Cabecinha, Paula Alexandra Bilro. "A importância dos sentidos para o design de comunicação: a experiênciação sensorial para uma melhor perceção das mensagens nos suportes de comunicação de carácter informativo." Master's thesis, Universidade de Évora, 2014. http://hdl.handle.net/10174/10929.

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O designer deve estar atento e preparado para reconhecer as condições de formação de tendências e respetivos problemas. Neste pressuposto, este trabalho debate-se os problemas da demasiada oferta visual, como pensar tendo em conta as várias propriedades sensoriais num contexto de comunicação, em específico, nos folhetos pode ajudar a criar uma comunicação mais efectiva. Relacionando noções de diferentes áreas científicas com bibliografia específica do tema em estudo, este trabalho aborda a importância dos sentidos para o design de comunicação fazendo uma incidência sobre a experienciação senso

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Bergander, Isabelle, and Svensson Josefine Nordqvist. "Alternativ marknadsföring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17860.

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konsumenterna för att kunna tränga igenom ett samhälle starkt präglat av mediebrus. Deträcker inte att öka frekvensen av reklam då konsumenter visar en allmän reklamtrötthet. Dentraditionella marknadsföringen har tappat sin effekt och nya marknadsföringsmetoder, såsomgerillamarknadsföring, har vuxit fram. Genom annorlunda metoder kommunicerargerillamarknadsföraren med mottagaren med målet att nå maximal effekt med minimalaresurser. Denna metod har främst tillämpats i små och mellanstora företag, medan störreföretag tenderar att förbli mindre innovativa i sin marknadsföring. Däremot finns det b

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Aukštuolis, Teodoras. "Darbuotojų kūrybiškumą skatinančių veiksnių Ukmergės sporto centre vertinimas." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140620_110848-53752.

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Informacinių technologijų, rinkos ekonomikos, globalizacijos amžiaus pamatas - žmogaus kūrybiškumas, tai jis lemia mokslo, verslo, technologijų, menų - visų žmogaus siekių - pažangą. Sportas nėra didžiausia, tačiau sparčiausiai auganti laisvalaikio industrijos sudedamoji dalis, todėl kūrybiškas, rezultatyvus sporto darbuotojų darbas įvardijamas kaip vienas svarbiausių šiandieninės sporto rinkos uždavinių. Čia išryškėja analizuotina problema – kokie veiksniai skatina sporto centro darbuotojų kūrybiškumą. Todėl šio darbo tikslas yra ištirti veiksnius, skatinančius Ukmergės sporto centro darbu

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Barrett, Leslie Estelle. "The Effect of Workspace Layout on Individual Perceptions of Creativity Across Generational Cohorts." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/3020.

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Organizations strategically design the physical work environment to enhance employees' creativity. Understanding the impact of workspace layout on individual perceptions of creativity across generational cohorts can be vital to sustaining organizational competitiveness. Researchers have theorized that workspace layout affects employees' perceptions of creativity; however, few studies have looked at the effect of generational cohort on this relationship. A quantitative study was conducted to examine the effect of workspace layout on individual perceptions of creativity across generational cohor

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Ridzvanavičiūtė, Ieva, and Aleksandr Dubickij. "Dizaino edukacijos gerinimo galimybės Lietuvos mokyklose. „Dizaino receptų“ analizė." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140703_114435-68238.

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Darbas yra sukurtas Vilniaus dailės akademijos, UNESCO vadybos ir kultūros politikos katedros, dizaino vadybos magistrantės Ievos Ridzvanavičiūtės. Pirmojoje darbo dalyje nagrinėjama dizaino nauda edukacijoje. Ši dalis skirta teorinių šaltinių analizei, dizaino galimybių edukacijoje pavaizdavimui, apibrėžti šiuolaikinės mokyklos problemas ir dizaino galimybes joje. Antroji darbo dalis skirta apžvelgti užsienio ir Lietuvos dizaino ir kūrybingumo pasireiškimą edukacijoje. Trečiojoje dalyje, yra kuriamas paslaugos konceptas vadovaujantis dizainerio mąstymo ir paslaugų dizaino metodais. Ketvirtoje

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McCardle, Michael. "Market Foresight Capability: Determinants and New Product Outcomes." Doctoral diss., University of Central Florida, 2005. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/3404.

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To achieve and maintain a superior competitive position, firms must develop market sensing capability-the ability to sense events and trends in markets ahead of competitors (Day 1994a). According to Day, in firms with superior market sensing capability, "the processes for gathering, interpreting, and using market information are more systematic, thoughtful, and anticipatory than in other firms" [emphasis added]. Although Day asserted that market orientation captures the essence of a market sensing capability, researchers have suggested that market orientation, by itself, does not provide the r

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Falk, Moa, and Johanna Tjärnlund. "Kreativa marknadsföringskomponenter." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-17847.

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Syfte: Mänskligheten strävar alltid efter att utvecklas och kreativitet är en central del i processen då världen ständigt blir mer komplex. Forskning inom området kreativitet är således en nödvändighet för ett modernt och framåtsträvande samhälle. Likaså inom marknadsföring ges kreativitet utrymme då marknaden idag är hårt konkurrensutsatt och utsatt för ett överflöd av marknadsföring. Det är därför av stor vikt att differentiera sig från mängden för att bli uppmärksammad och kreativitet är en betydelsefull del i att göra marknadsföring synlig. Syftet med studien är att söka förståelse kring v

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Espinosa, Jennifer Anne. "Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6233.

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The core essence of a marketing transaction is the exchange of value between two parties. Quite often, the exchange of value describes a customer purchasing a product from a company. When purchasing products, the exchange of value can often fail due to product defects or customer dissatisfaction. When the marketing exchange fails, customers often desire an avenue for recourse to right the exchange imbalance. Accepting and quickly processing product returns represents a strategic tool companies can leverage to maintain healthy relationships with customers, despite an exchange failure. Effective

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Cibulskaitė, Aistė. "Organizacijos kultūros ir darbuotojų kūrybinio aktyvumo sąsaja ir įtaka įmonės veiklos efektyvumui." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100615_155751-38865.

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Baigiamajame magistro darbe nagrinėjama organizacijos kultūra ir jos darbuotojų kūrybinio aktyvumo poreikis organizacijoje, siekiant organizacijos veiklos efektyvumo. Darbe parodyta darbuotojų kūrybingumo ir inovacijų svarba įmonei bei jos tikslų siekimui. Pateikiama teorinė organizacijos kultūros, darbuotojų kūrybingumo, marketingo kultūros ir struktūros bei vidinio marketingo veiksnių analizė. Naudojant anketinę apklausą atskleisti įvairių organizacijų darbuotojų norai, poreikiai ir požiūris į organizaciją, inovacijas, jų suvokimas, kokia turėtų būti organizacijos kultūra, kiek svarbus vadov

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Fidrmucová, Naďa. "Nové formy komerčních komunikací a jejich využití v kreativních průmyslech." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136195.

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The thesis "New forms of Commercial communications and their use in the Creative industries" is focused on two phenomena of our time. The new forms of commercial communication like response to the abandonment of traditional communication methods, channels and media. The second phenomenon is the creative industries as an opportunity for the new economy. This work includes the analysis of specifics of marketing communication in the creative industries, analysis of commercial communication and its selected new forms and practical examples of their use in the creative industries. Based on these an

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Bazydlo, Nadia, and Anne-Sofie Hedén. "Triangeldrama : En deskriptiv fallstudie om arbetsprocessen och relationen mellan ett företag och dess PR- och reklambyrå." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-26324.

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Bakgrund: I dagens samhälle utsätts konsumenter ständigt för en mängd olika typer av reklam. För att fånga upp deras intresse och uppmärksamhet är det viktigt att kunna differentiera och utmärka sig på marknaden genom att välja rätt kommunikationsmedel. Om ett företag vill lansera en ny produkt eller tjänst finns oftast inte all kompetens som behövs tillgänglig för att marknadsföra detta i ett och samma företag. Därför väljer företag att outsourca, som innebär att externa verksamheter hjälper ett företag med dess marknadsföringsprocess. På grund av detta har en mängd reklam- och PR-byråer vuxi

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Gorman, C. Allen, E. A. Ingalls, A. L. E. Thomas, and John P. Meriac. "Leadership and Work Outcomes: The Mediating Role of Regulatory Focus." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etsu-works/431.

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Salgado, Stéphane. "Expérience de co-création d'innovation, ECCI, et développement de nouveaux produits : conceptualisation, mesure et test d'un modèle intégrateur relatif aux causes et aux effets de l'ECCI sur la créativité." Thesis, Aix-Marseille, 2015. http://www.theses.fr/2015AIXM1027.

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Ce travail doctoral concerne l’expérience de co-création d’innovation, il s’agit de concours d’innovation organisés par les marques à travers des plateformes internet. Cette pratique présente l’intérêt de produire des idées créatives à moindre coût et dans un délai plus court. Cependant cette démarche d’innovation n’est pas sans poser de nombreuses questions en termes d’ergonomie du site et de politique de stimulation favorisant l’engagement des consommateurs. A partir de quatre études empiriques, deux qualitatives et deux quantitatives, (1) nous identifions les motivations des consommateurs à

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Salgado, Stéphane. "Expérience de co-création d'innovation, ECCI, et développement de nouveaux produits : conceptualisation, mesure et test d'un modèle intégrateur relatif aux causes et aux effets de l'ECCI sur la créativité." Electronic Thesis or Diss., Aix-Marseille, 2015. http://www.theses.fr/2015AIXM1027.

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Ce travail doctoral concerne l’expérience de co-création d’innovation, il s’agit de concours d’innovation organisés par les marques à travers des plateformes internet. Cette pratique présente l’intérêt de produire des idées créatives à moindre coût et dans un délai plus court. Cependant cette démarche d’innovation n’est pas sans poser de nombreuses questions en termes d’ergonomie du site et de politique de stimulation favorisant l’engagement des consommateurs. A partir de quatre études empiriques, deux qualitatives et deux quantitatives, (1) nous identifions les motivations des consommateurs à

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Ehn, Anna, and Jenny Lundberg. "Att ha inkluderande reklam är en självklarhet, eller? : Organisationers förhållningssätt till normkreativ reklam." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79302.

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Syfte: Syftet med studien var att skapa en ökad kunskap och förståelse för organisationers förhållningssätt till normkreativ reklam Metod: En deduktiv studie av kvalitativ karaktär genomfördes genom fem intervjuer med Vattenfall, Synoptik, Sparbanken Rekarne, TUI och Vinter. Slutsats: Studien visade att organisationers förhållningssätt till normkreativ reklam varierar. Studien påvisade även att de organisationer som hade ett positivt förhållningssätt arbetade aktivt med normkreativ reklam och ansåg att det var en självklarhet eftersom detta uppvisade samhällsansvar. CSR, uppmärksamhet och

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Navrátilová, Ludmila. "Budování konkurenční výhody českých podniků prostřednictvím kreativní internetové reklamy v rámci jednotného evropského trhu." Doctoral thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-263393.

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This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represen

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Horáková, Veronika. "Aplikace nástrojů krizového řízení ve firmě Agilitas s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-222922.

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This master’s thesis focuses on strategic and crisis management. It analyses a current market position through particular methods and defines the causes of the current crisis in a particular company. Based on an analysis of past development it proposes a comprehensive set of corrective measures.

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Scarpa, Matteo <1993&gt. ""Il fattore wow nel marketing non convenzionale - La creatività come strumento di differenziazione"." Master's Degree Thesis, Università Ca' Foscari Venezia, 2019. http://hdl.handle.net/10579/14348.

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L'elaborato mira ad analizzare l’applicazione delle moderne ed innovative tecniche di marketing non convenzionale che trovano la loro ragion d’essere e il loro sviluppo nell’evoluzione tecnologica e nell’uso sempre crescente della rete internet. La tesi presenta studi teorici sull'argomento basati su letteratura e l’analisi dettagliata di alcune campagne adottate dall’agenzia M&C Saatchi Milano, con l’obiettivo di individuare i fattori comuni che rendono di successo una strategia di marketing non convenzionale. I primi capitoli presenteranno il passaggio dalle tecniche di marketing convenziona

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Timothy, Edward Bant Breen. "I think therefore I am…? An exploration of artificial intelligence (AI) marketing practitioner perceptions and practices." Doctoral thesis, Universitat Ramon Llull, 2020. http://hdl.handle.net/10803/668994.

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Aquesta tesi explora les percepcions de la IA per part de la indústria de la publicitat i el màrqueting i les contrasta amb l’estat actual de desenvolupament de la IA. La indústria de la publicitat és un punt focal interessant per discussions amb relació a la IA, ja que és una indústria emblemàtica i creativa, sovint vista com una àrea en què les màquines únicament poden copiar o donar suport però no pas idear i crear. La intel·ligència artificial (IA) és una intel·ligència exposada per màquines. En la ciència de la computació, una màquina “intel·ligent” ideal és un agent flexible i racion

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Faris, Jasmine. "La créativité publicitaire et la communication des marques sur Facebook et Instagram, étude comparative France/Maroc : le cas de la marque McDonald's." Electronic Thesis or Diss., Besançon, Université Marie et Louis Pasteur, 2025. http://www.theses.fr/2025PAST1003.

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Les formes prises par la publicité ont évolué avec l'évolution de la société et se sont considérablement diversifiées. Pour conquérir de nouveaux clients et fidéliser, la publicité est en renouvellement constant et en recherche permanente de nouvelles voies créatives. Confrontées depuis des années à un environnement de plus en plus concurrentiel, les marques cherchent à se distinguer pour attirer l'attention des consommateurs. Le défi n'est plus seulement de se différencier par leur offre en valorisant les caractéristiques matérielles et physiques de leur produit (qualité, prix, esthétique, et

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Marín, Anglada Marta. "Atributs clau de la contemporaneïtat: actius inspiracionals en els processos creatius, estímuls revulsius en les estratègies de marca." Doctoral thesis, Universitat Ramon Llull, 2016. http://hdl.handle.net/10803/369848.

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Vivim en un món dominat per la cultura visual. Les imatges formen part de la nostra existència i de les nostres experiències vitals. El llenguatge visual conforma la nostra realitat i l’hem de saber interpretar si volem conèixer, dominar i activar el nostre context de mercat. Ens submergim en l’àmbit de les imatges des d’una vessant estètica però hi afegim una valoració estratègica i tàctica amb la ferma voluntat de mesurar l’impacte que aquestes tenen a nivell comunicacional. Aprenem a llegir correctament les imatges i les etiquetem a partir de certs trets que les caracteritzen i les signi

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Huang, Yi-Li, and 黃怡理. "A Study of Creativity Applied in Marketing Strategy Planning Process." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/tg7npp.

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碩士<br>銘傳大學<br>設計管理研究所碩士班<br>93<br>The change of the marketing environment and consumers affect the marketing activities. In order to catch consumers’ attention, the company needs a unique way in planning marketing activities. Creativity is one way to create additional value of the products and to attract consumers. The purpose of this study was to investigate the communication between all the participants in the project and to explore the origin and the application of creativity in the advertising agencies which involve marketing business. The case study was adopted in this study by interv

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Chaubey, Akriti. "Impact of Creativity and Innovation Drives of Employees on Organisational Sustainability." Thesis, 2022. http://ethesis.nitrkl.ac.in/10333/1/2022_PhD_AChaubey_514SM3006_Impact.pdf.

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The Indian automobile industry provides a unique platform to carry out this research. It is the largest and most competitive in the world. Over the past decade, it has undergone several changes by adopting innovative technology and creative process management to keep up with the competitive market and the growing demand. The industry contributes significantly to the Indian economy as it is closely associated with other sectors. The automobile industry in the car manufacturing sector is an assembly-based industry where various components are manufactured by different units located in India and

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Yen, Jen-Hung, and 嚴仁鴻. "Creative Personality Traits, Career Eprofolio, Creative Environment Of Research And Marketing Creativity - To Marketing Planning Staff For The Study." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/28315712895166903013.

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HUANG, LU-HSIANG, and 黃旅翔. "Marketing Strategy for Traditional Cultural Creativity Industry: "A-YUAN" as a Case Study." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/kjs7ja.

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碩士<br>真理大學<br>音樂應用學系碩士班藝文產業經營與管理組<br>105<br>Culture and creativity are the core values of cultural and creative industry. As globalization has affected the whole world, the Taiwan government, following new trends in culture and creative industry, expects to promote Taiwan’s traditional industries in overseas markets through rebranding. The YUAN's foundation is traditional industry. With Chinese herbs as its core brand value, the company has strengthened its value through unique marketing strategies. By using naturally grown green herbs and local resources, it has produced high-quality natur

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Lo, Fu-Chun, and 羅富君. "A Case Study of Integrated Marketing Communication application for Museum Culture Creativity Industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/74245156582921553416.

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碩士<br>中國科技大學<br>運籌管理研究所<br>98<br>Due to the rapid technological changes in recent years, conventional marketing strategies get more and more important. With the rise of Integrated Marketing Communication（IMC）, many companies are trying to take this application. While the concept of IMC has been used overseas, it just got started in Taiwan. Although the Taiwanese Government has been committing itself to boost cultural and creative industries in these years, the development of such industries in Taiwan is still slower than expected. Cultural and creative industries do not only involve produ

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