By James Webb Young
A approach for generating Ideas,]reveals an easy, brilliant idea-generation method that has stood the attempt of time.
First offered to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others seeking to jump-start their inventive juices, this strong consultant info a five-step approach for collecting 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)
And Farris, P. W. (1981). The advertising controversy: Evidence on the economic effects of advertising. Boston: Auburn House. , Keane, M. , and Sun, B. (2008). The impact of advertising on consumer price sensitivity in experience goods markets. Quantitative Marketing and Economics 6: 139–176. Graham, R. C. and Frankenberger, K. D. (2011). The earnings effects of marketing communication expenditures during recessions. Journal of Advertising 40(2): 5–24. Leach, D. F. and Reekie, W. D. (1996). A natural experiment on the effect of advertising on sales: The SASOL case.
In a very real sense, kids are no longer at the mercy of marketers so much as marketers are at the mercy of kids. Maybe marketers are naive, but this is exactly how they feel these days. A. G. Lafley (Creamer 2006), CEO of Procter & Gamble, the most storied consumer marketing company of all time, now speaks passionately of the modern “let go” world in which marketers can retain control of their brands only by ceding more control to consumers. Not only has the Internet put new tools into the hands of consumers – with which children are often the most proficient – but it has also opened up information to consumers that they have never had access to before.
2006). Influence: The psychology of persuasion, rev. edn. New York: Collins Business Essentials. Creamer, M. (2006). P&G CEO to ANA: Just let go: A. G. ” Advertising Age (Oct. 6). com/ article/special-report-ana06/p-g-ceo-ana/112311/, accessed Mar. 19, 2013. Gilbert, D. (2006). Stumbling on happiness. New York: Knopf. Johnson, S. (2005). Everything bad is good for you: How today’s popular culture is actually making us smarter. New York: Riverhead Books. Levitt, T. (1986). The marketing imagination, expanded edn.