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

By James Webb Young

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

First offered to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads execs and others seeking to jump-start their artistic juices, this robust consultant info a five-step procedure for collecting details, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.

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2-1) typifies neutral presences. The surfer notes it, is not annoyed by it, but may see little reason to revisit. Web Strategies Here are some useful business models in evidence today on the Web: Right now, companies get more bang per buck using the Web for customer service than for any other purpose. Software Page 23 companies let customers download software fixes. Airlines provide flight schedules. Manufacturers of all kinds provide product specifications. For example, see Figure 2-2, Kodak. The illustrations in this book don't carry you all the way through the site, but you can see how much information is available.

That last word is half the answer: Surprises. The other half is immediacy. The medium's immediacy generates two more Net advantages: searchableness (the computer does the search for you), and convenience. You don't have to go searching for the catalog that came in the mail last week, the one you stock in a pile someplace for later. The Net is there when you want it. The Net is right now, far beyond any other media "now"-ness (except for an occasional "You are there" episode, such as the celebrated 1994 O.

The Cyberspace Community Have you ever been to a social gathering at which somebody (let's pick on insurance salesmen) walks in and starts trying to sell insurance to everyone in sight? "What a boor," you think as you try to avoid the embarrassing creature. If you build the habit of thinking of cyberspace as a place which has communities of inhabitants who moved in long before you did (think New England) and which has evolved a unique culture, mores, and code of ethics, then you can avoid many of the pitfalls that befall marketing-oriented business professionals who first encounter the Internet.

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