By James Webb Young
A method for generating Ideas,]reveals an easy, good idea-generation technique that has stood the try out of time.
First offered to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others trying to jump-start their artistic juices, this robust advisor information a five-step strategy for amassing info, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.
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Extra info for A Technique for Producing Ideas (Advertising Age Classics Library)
Budgeting Financial resources are budgeted to specific marcom elements to accomplish desired objectives. Companies use different budgeting procedures in allocating funds to marketing communications managers and other organizational units. At one extreme is top-down budgeting (TD), in which senior management decides how much each subunit receives. At the other extreme is bottom-up budgeting (BU), in which managers of subunits (such as at the product category level) determine how much is needed to achieve their objectives; these amounts are then combined to establish the total marketing budget.
25 • Marketers of Hollywood movies have experienced a dramatic increase in the cost of promoting new flicks. Though TV represents a major medium for introducing consumers to new movies and exciting them about going to the theater, movie marketers have sought cheaper touch points to augment television advertising. Twentieth Century Fox devised a creative solution to movie marketing by partnering with the owner of 125 shopping malls. Under an exclusive deal, new movies from Twentieth Century Fox are advertised on huge banners in mall garages, on tray liners in restaurants, and elsewhere in malls.
2. Use any form of relevant contact or touch point. 3. Speak with a single voice. 4. Build relationships. 5. Affect behavior. Key IMC Features Though the preceding definition of IMC is long-winded and certainly not worth committing to memory, inherent in the definition are several essential features that provide the philosophical foundation for this practice. 2 and require detailed discussion hereafter. 2. It also is essential that students recognize that all five features are critical to both understanding the philosophy of IMC and appreciating what must be accomplished to implement this philosophy into practice.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young