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

By James Webb Young

ISBN-10: 0071410945

ISBN-13: 9780071410946

A approach for generating Ideas,]reveals an easy, good idea-generation method that has stood the try of time.

First offered to scholars in 1939, released in 1965, and now reissued for a brand new iteration of advertisements execs and others trying to jump-start their artistic juices, this robust advisor information a five-step technique for amassing details, stimulating mind's eye, and recombining previous components into dramatic new ideas.

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Earned Content Earned content is the brass ring of marketing. This is when all of your efforts pay off because other people, brands, and news outlets are talking about and sharing the content you have created. It’s what every brand should hope and strive for—you’ve created a piece of content so good that AdWeek, CNN, and Mashable are all talking about it. It happened to VW when The Force commercial became a news item in itself and was covered by the business and popular press. It happened with the brand Reebok when it introduced its Terry Tate “Office Linebacker” character during the 2003 Super Bowl.

For example, let’s say you work for a company that sells customizable products made from personal photographs, and your primary audience is SAHMs. Let’s call one of those moms Joanne. Who is she? How does she live? How does she spend her time? What does she love? What are her pain points? How does she consume content? How does she feel about her kids? Creating Your Content 37 Joanne • • • • • • • • • • • • • • Thirty, married, two kids (five and eight). A SAHM. Parent–teacher association (PTA) and room mother.

Here’s a mini case study to illustrate the importance of the who: Marcus Sheridan, also known as the Sales Lion, was the CEO of River Pools and Spas, a fiberglass pool company in Virginia. In 2007, River Pools and Spas was the market share laggard in its market. 5 million in sales and spending $250,000 in traditional marketing annually. Flash forward to 2010 when River Pools and Spas began to sell more fiberglass pools than any other pool retailer in North America—yet it only spent $40,000 in marketing to do so.

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