By James Webb Young
A strategy for generating Ideas,]reveals an easy, brilliant idea-generation method that has stood the attempt of time.
First awarded 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this robust consultant information a five-step procedure for accumulating info, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.
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Extra resources for A Technique for Producing Ideas (Advertising Age Classics Library)
Groups of consumers, prosumers (professionals who use technology to do their job), technologists, influencers and hobbyists all have different requirements from a campaign and these behaviours should be taken into account when targets are set. 14 THE NEW WAY OF COMMUNICATING SUMMARY ocial media is the new way of communicating online. It will not go away, so you • Sneed to adapt your working practices to take advantage of the new conversation. aving an effective social media plan in place helps you to effectively connect with your • Hcustomers.
Traditional marketing methods now have to include a digital marketing component as part of the overall strategy. Push marketing has to evolve and incorporate two-way dialogue to encourage conversation with the new thought leaders. And who are these new thought leaders? Well, they are everyone with access to the Internet and a set of friends, followers and connections. Our customers, our consumers and our partners have become the new marketers who drive the conversation about our brands. These new thought leaders and influencers will shape the way the company operates.
0 is a term associated with web applications that allow user interaction. These applications facilitate interaction, information sharing and collaboration amongst web-based communities and social networking sites. 0 is about the perpetual beta which is the shift in the way that web applications were developed and deployed. Interaction and feedback between the users and the software designers means that products can continually be updated as the product evolves. The traditional software design life cycle focuses on producing a software product, evaluating and testing it.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young