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

By James Webb Young

A approach for generating rules ,reveals an easy, brilliant idea-generation method 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 pros and others trying to jump-start their artistic juices, this robust advisor info a five-step procedure for collecting details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.

Show description

Read Online or Download A Technique for Producing Ideas (Advertising Age Classics Library) PDF

Similar advertising books

The Daily You: How the New Advertising Industry Is Defining Your Identity and Your Worth

The net is usually hyped as a way to stronger client strength: a hypercustomized media international the place participants workout exceptional keep an eye on over what they see and do. that's the state of affairs media guru Nicholas Negroponte envisioned within the Nineties, together with his hypothetical on-line newspaper The day-by-day Me—and it really is one we event now in day-by-day methods.

BUZZ: How to Create It and Win with It

How does a political unknown, with little wealth or family members connections, tackle the main strong figures in long island politics - and upward thrust to the head, changing into not just the Mayor, yet a permanent influential determine at the American scene. in line with the previous Mayor of recent York (for 3 phrases, 1978-1989), Ed Koch, the reason is "Buzz.

VEP: The Coca-Cola Company 2003 (Vault Employer Profile)

Vault agency profile of the corporate that includes recruiting, interviewing approach, company tradition, wage and extra.

Dynamic Models of Advertising Competition: Open- and Closed-Loop Extensions

For years, i've been inspired by way of how dynamic markets are. advertising concepts are hardly ever winning with out changes over the years, and advertising managers want always to watch, and expect while attainable, very important alterations within the advertising setting, to be able to adapt their advertising and marketing ideas to altering industry stipulations.

Extra info for A Technique for Producing Ideas (Advertising Age Classics Library)

Sample text

And if respondents do not say the ‘right’ things at first, the researcher can always go back to ‘probe further,’ and altogether ignore what has been previously recorded. So how should professional anthropologists react when the corporate client who hires them becomes part of the ethnographic encounter? This condition increasingly presents a new reality for anthropologists who work in the field of marketing, as ethnographic consultants Sunderland and Denny may attest, and as Olsen describes in her account of how she conducted in-store research for a small New York-based agency.

This relationship spreads its tentacles into all areas of an advertising executive’s work. For example, should a copywriter who does not smoke, who avoids ‘secondary smoking’ at all times, and who believes that tobacco companies have a lot to answer for in terms of their perceived moral irresponsibility towards consumers, work on a new cigarette campaign when asked to do so by his creative director? After all, he owes allegiance to his agency, as well as to the agency’s client. And should the creative director then fire the copywriter for refusing to cooperate on the campaign proposal?

Whether advertising deterritorializes the imagination or domesticates it, it follows the same trajectory. Exhorting, advising, and sometimes merely picturing, advertising has no reason to exist if it cannot move people towards something new. Proposing an advertising campaign to prospective clients, advertising executives need to know more than the people who constitute their market. 12 For an advertising executive, closing the deal requires a set of symbolic interactional skills that allow her to win the confidence of clients who come to that encounter with the full range of human peculiarities.

Download PDF sample

Rated 4.65 of 5 – based on 6 votes

Published by admin