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Creative Disruption is a term that has both marketing and business applications. The uses are similar but distinctive. == Creative Disruption in Marketing == Creative Disruption is a phrase that has been used in the marketing world for more than a decade to describe the desired break in existing patterns of behavior of the target audience in response to a highly creative message (advertising). "Disruption" signals a departure from the norm. Disruptive messaging disrupts the mediocrity in the deluge of advertising the consumer encounters. Creative Disruption helps disrupt the normal flow in the way a target processes a massive volume of marketing messaging, so they pause to consider the message they have received.〔Kresse, Stirology, May 2013〕 Techniques employed in Creative Disruption are as boundless as creativity, but may include: * Contrasting messaging * Unusual or out of place presentation or placement * Exaggerated presentation * Intensely targeted messaging One early use of this term can be found in the 1996 book "Disruption: Overturning Conventions and Shaking Up the Marketplace" by Jean-Marie Dru (chairman of TBWA Worldwide).〔Creative Disruption Blog〕 Additionally, the thought of "disruption" in marketing (which often appears without the use of this exact phrase) has been utilized in such publications as Forbes,〔Spenner, Forbes, "Why You Should Create Disruption for Your Customer," September 12, 2012〕 Fast Company,〔Baylis, Fast Company - Create, "What's Your 4G Marketing Plan - Interruption or Disruption?"〕 and AdAge,〔McDermott, AdAge, "Mobile Ads More Disruptive Than TV Spots," December 12, 2012〕 and has become a key descriptor in many new advertising agency names. The aims of Creative Disruption include: * Developing marketing messages which will be remembered and acted upon (which will improve performance/ROI of marketing expenditures).〔Lasker, Adweek, "Redefining 'Disruptive'", April 26, 2010〕 * Improving brand perceptions and other market indicators (e.g., awareness, understanding, interest, engagement, etc.). * Disrupting the flow of traditional marketing strategies to make existing business and marketing techniques obsolete. * Creating new business innovations that lead to new markets and new marketing techniques. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Creative Disruption」の詳細全文を読む スポンサード リンク
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