By James Webb Young

ISBN-10: 0071410945

ISBN-13: 9780071410946

A approach for generating Ideas,]reveals an easy, brilliant idea-generation technique that has stood the try out of time.

First awarded to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads execs and others trying to jump-start their inventive juices, this strong consultant information a five-step technique for amassing info, stimulating mind's eye, and recombining previous components into dramatic new ideas.

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Additional resources for A Technique for Producing Ideas (Advertising Age Classics Library)

Example text

I think that whole brand platform has really lent itself to the digital space because we’ve afforded women an opportunity—whether it’s posting a message on a message board or it’s [asking consumers to create] a Dove commercial, as in the case of Dove Cream Oil, where we got far more entries than we had ever anticipated. When women feel strongly about something, and you give them a platform to speak out, or to create something, or to engage with one another, they’ll jump on it. That’s why they’ll send a video to all their friends.

S. television industry when she appeared to question the wisdom of allocating TV ad budgets months in advance, during the so-called “upfront” season, when media buyers make commitments to secure advertising time in the following fall’s TV schedule—arguing that a rapidly changing media market demands more nimble maneuvering. In Klauberg’s view, digital media is fundamentally transforming the way both brands and consumers use media. Simply “going digital” means very little. To truly capitalize on the power of on-demand experience requires what she calls a “big brand idea” driven by consumer insight.

Consumers could also take camera phone pictures of themselves and send them to a mobile short code. Within three minutes, they’d FIGURE 1–3. Print and broadcast ads showed famous young Swedes as senior citizens, and invited consumers to use the web and mobile phones to upload pictures of themselves for a glimpse of what they themselves might look like at seventy. INSIGHT COMES BEFORE INSPIRATION ● 17 receive the picture back, modified to show them their future, septuagenarian selves (see Figure 1–3).

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A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young


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