A Technique for Producing Ideas Paperback – May 9 2012
Customers Who Bought This Item Also Bought
No Kindle device required. Download one of the Free Kindle apps to start reading Kindle books on your smartphone, tablet, and computer.
Getting the download link through email is temporarily not available. Please check back later.
To get the free app, enter your mobile phone number.
From the Back Cover
A step-by-step technique for sparking breakthrough creativity in advertising--or "any" field
Since its publication in 1965, "A Technique for Producing Ideas" has helped thousands of advertising copywriters smash through internal barriers to unleash their creativity. Professionals from poets and painters to scientists and engineers have also used the techniques in this concise, powerful book to generate exciting ideas on demand, at any time, on any subject. Now let James Webb Young's unique insights help you look inside yourself to find that big, elusive idea--and once and for all lift the veil of mystery from the creative process.
"James Webb Young is in the tradition of some of our greatest thinkers when he describes the workings of the creative process. The results of many years in advertising have proved to him that the key element in communications success is the production of relevant and dramatic ideas. He not only makes this point vividly for us but shows us the road to that goal."
--William Bernbach, Former Chairman and CEO, Doyle Dane Bernbach Inc. --This text refers to an alternate Paperback edition.
About the Author
James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners. --This text refers to an alternate Paperback edition.
What Other Items Do Customers Buy After Viewing This Item?
Top Customer Reviews
only in great invention but also in business or daily
This book offers us simple principles of
the way to creat idea step by step.
I thought that I could do it, it completely
makes sense when I read it long
time ago. It was the same opinion which I have
when I read it this time. It is clear that by implementing
the principles I can make progress to achievement even if I do
not hit upon idea immediately.
Then, all I need to do is "just do it". Whether
you can start gathering information or not would be
the watershed of utilizing this book.
o Knowledge of Propositions
o Knowledge of Markets
o Knowledge of Messages
o Knowledge of Message Carriers
o Knowledge of Trade Channels
o Knowledge of How Advertising Works
o Knowledge of The Specific Situation
Today, these core concepts continue to provide the "basics" on which all effective marketing depends when attempting to create or increase demand for the given product and/or service and multi-media advertising is without doubt advertising's most powerful resource. However, for at least the past 75 years, everything begins with a compelling idea.
In A Technique for Producing Ideas, Webb offers what he characterizes as a "simple, five-step formula anyone can use to be more creative in business and in life! " Although the process itself is indeed simple, completing it to achieve the given results is a wholly different matter. Webb's focus is on the process by which to generate ideas. "They appear just as suddenly above the surface of the mind [like a lovely atoll above the surface of a deep blue sea]; and with that same air of magic and unaccountability.Read more ›
i have tried his technique and shared it with close friends and it has become (so far) a fail proof way of striking creative oil. won us a fair amount of new business.
another plus is the book so small and concise it fits in most purses and can be read cover-to-cover during your morning latte.
Most recent customer reviews
Its about 20 pages of the largest font I have ever seen in a book. You could probably skip the intro and print it on 2 8x10 sheets. Read morePublished on May 16 2014 by Colm Lynn
The contents' probably great, but what happened to the cover of the book? Did Young & Bernbach over-squeezed their "creativities" and left the cover of this book out... Read morePublished on June 14 2001
Very often I notice that the execution of an ad is translated as "Creativity." James Webb Young reminds us in his small book that ideas are the soul of any good ad. Read morePublished on July 14 1998 by Ahmad Jordan (email@example.com)
Look for similar items by category
- Books > Business & Investing > Marketing & Sales > Advertising
- Books > Business & Investing > Marketing & Sales > Marketing
- Books > Professional & Technical > Business Management > Marketing & Sales > Advertising
- Books > Professional & Technical > Business Management > Marketing & Sales > Marketing
- Books > Professional & Technical > Professional Science > Behavioural Sciences > Cognitive Psychology
- Books > Professional & Technical > Professional Science > Behavioural Sciences > Cognitive Science
- Books > Self-Help > Success