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

By James Webb Young

A method for generating principles ,reveals an easy, good idea-generation technique that has stood the attempt of time.

First offered to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads pros and others trying to jump-start their inventive juices, this strong advisor info a five-step strategy for collecting info, stimulating mind's eye, and recombining outdated components into dramatic new ideas.

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Lu Taihong, a marketing professor and consultant in Guangdong, has edited a volume entitled Chinese Consumer Behavior, in which he enumerates the “archetypal characteristics” underlying this population’s behaviors. Some are too familiar to elaborate: emphasis on saving for the future, ultra-sensitivity to price, prescribed spending on children’s education, and so on. But two traits on his list call for a closer examination: the separation of the purchaser and the user through a gifting culture and through “face” consumption (Lu Taihong 2005).

These observers typically believed that China’s advertising market was big enough for contending parties to coexist. Moreover, they felt, domestic giants could work productively with transnational titans to cultivate a self-regulated, more normative advertising market for China. Those and other similar “synergistic” predictions were borne out in part by the new confidence of Chinese admen in the steady growth of their country’s GDP. Many saw an increasingly competitive corporate China as a cure-all for the domestic advertising industry.

Still, some professionals wondered whether corporate brands like Haier and 22 • BRAND NEW CHINA Lenovo were really nothing more than famous trademarks. They asked, further, whether corporate China had fallen victim to vicious pricing competition. S. marketing culture, should marketing and positioning be driving sales rather than the other way around? 15 Chapters 2 and 4 address some of these issues. In the context of Lazarus’s remarks, no consensus was ever reached. Suffice it to say that Chinese marketers fussed less about her comments than did Chinese advertising professionals.

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