By James Webb Young

ISBN-10: 0071410945

ISBN-13: 9780071410946

A procedure for generating Ideas,]reveals an easy, brilliant idea-generation technique 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 pros and others trying to jump-start their inventive juices, this robust advisor information a five-step method for amassing info, stimulating mind's eye, and recombining previous components into dramatic new ideas.

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

Sample text

You’ve been to trade shows where people line up for hours, wasting valuable shopping time, just to get a stupid shirt …………… 47 SMART MARKETING —— with somebody else’s logo on it. Well, I don’t. com shirt. Our company name (which we already agree doesn’t adequately define what we do) is not on it. Instead, our shirt sports the soccer ball logo of Stamford Little League Soccer, plus our web address. We sponsor a team of eight-year olds, who all wear our web address on their shirts, too. The goal, which has been achieved, by the way, is simply to add one more layer, reinforcing the PhoneGuru™ brand to the business community, so that whenever there is a business question about telecommunications, data integration, or cabling infrastructure, business knows to come to us for answers.

We include that cyber address on everything we send out: letters, faxes, business cards, promo materials. It reinforces who we are (phone gurus) and that we are well connected to the electronic frontier. You’ve been to trade shows where people line up for hours, wasting valuable shopping time, just to get a stupid shirt …………… 47 SMART MARKETING —— with somebody else’s logo on it. Well, I don’t. com shirt. Our company name (which we already agree doesn’t adequately define what we do) is not on it.

Then came the most important part. I asked each editor for help in preparing the press re…………… 32 Lesson 4… How to Get Great Press Coverage lease that would get published in each publication. What did they think of the story? What could I do to improve it? , did they want me to consider before I started to write? Not surprisingly (to me, anyway), the editors were supportive, helpful and interested. They helped me to target to their individual needs. The most important of the three, the business editor of the daily, told me I didn’t need to follow the typical “press release” format.

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