A Technique for Producing Ideas (Advertising Age Classics - download pdf or read online

By James Webb Young

ISBN-10: 0071410945

ISBN-13: 9780071410946

A procedure for generating principles ,reveals an easy, good idea-generation technique that has stood the try out of time.

First provided to scholars in 1939, released in 1965, and now reissued for a brand new new release of advertisements pros and others trying to jump-start their artistic juices, this robust advisor info a five-step strategy for accumulating details, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.

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

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Let us clarify the terms, all of which are amenable to ongoing measurement when used as part of advertising goal statements: Advertising effects: Absolute measures of advertising effects on such variables as awareness, knowledge of brand's properties, and attitudes toward brand. Advertising effectiveness: Relative measure of change in advertising effects. Advertising efficiency: Is there a more economical way to achieve the same levels of advertising effects or effectiveness? In summary, advertising is only one of the many critical forces that must be blended in order to consummate a sale.

What a grave error it would be to misjudge a goal as a restrictive device on creativity! It is, in reality, a protective device for today's creative advertising people. It says to the advertising professional, "This is what we want to communicate; you are the expert on how best to communicate. Use all of your ingenuity to accomplish this specific communications task. html[8/11/2009 02:07:59 PM] next page > page_19 < previous page page_19 next page > Page 19 Finally, returning to the main thesis of this book, goals make possible the measurement of results.

Marketing research carried on nationally and further analyzed by Standard Industrial Classification Code can be of invaluable assistance in preparing such presentations. html[8/11/2009 02:08:08 PM] next page > page_33 < previous page page_33 next page > Page 33 12. Why Do They Buy? Many honest and competent researchers in independent research companies, advertising agencies, and corporate research staffs can provide reasonably reliable answers to the questions: Why do people buy or fail to buy our product?

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

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