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

By James Webb Young

A procedure for generating Ideas,]reveals an easy, brilliant idea-generation method that has stood the attempt of time.

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this robust consultant info a five-step approach for collecting details, stimulating mind's eye, and recombining outdated components into dramatic new ideas.

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The idea: Gain insights on the way its customers use technology, and spur new ideas. That may sound more unconventional than it is. 9 billion in annual ad spend, has a long history of revolutionizing new media. It was P&G, and its first nationally advertised brand, Ivory Soap, that wrote and produced the first radio and television “soap” opera, Guiding Light. As part of its staff-sharing project, Google helped Procter & Gamble understand how women use the Internet and in particular, the influence of so-called “Mommy Bloggers”—blogs like CityMoma, Mommy Needs Coffee, This Full House, and a host of others that collectively attract over 21 million moms seeking advice and camaraderie every week.

I have the benefit of having three daughters who are right in the bull’s-eye there. Obviously, I live with them, so I probably am more attuned to what’s happening—partially because of my role, partially because of the life I live with them. So I’m very, very much aware of how they consume media. They don’t sit in front of the television for hours. It’s just not the way they grew up, and I’m not convinced that’s what they’ll do when they’re thirty. I also think you have to be willing to take some risk.

Using RFID technology, MINI’s Motorby Billboards call out to MINI owners by name. Online, they can participate in training courses like “MINI PowerParking” and other online games involving various obstacle courses at the Greater Gotham Motoring School. Users can even earn certificates and go to local dealers to pick up special patches for their driving jackets. And for the ultimate in brand reinforcement, digital billboards in the real world call out to MINI owners in Miami, Chicago, San Francisco, and New York.

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