chapter6 - Chapter 6: Ideas The currency of the 21st...

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Chapter 6: Ideas The currency of the 21st century
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James Webb Young’s 5-Step Technique for Producing Ideas 1. Immersion. Do research. 2. Digestion. Play with the information. 3. Incubation. Put the assignment aside. 4. Illumination. Write down every idea. 5. Reality Testing. Test your idea.
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Make connections Burt’s Bees Lip Shimmer: Colors borrowed from nature
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Some questions that may spark an idea…
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Where will your ad run? Here’s a newspaper ad that does double duty!
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What’s the context of your message? Noxzema bought ad space in women’s restrooms with messages such as: Did someone miss her beauty sleep? Look as good as the woman your date is hitting on.
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What’s the timing of your ad? Tide ran these timely messages: The only way to wear white after Labor Day (ad for Tide with bleach, ran on Labor Day) Removes alien goo, fake blood and, oh yeah, chocolate (ad ran on Halloween)
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IKEA embraced
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This note was uploaded on 10/17/2011 for the course MKTG 450 taught by Professor Dr.valenti during the Spring '11 term at Nicholls State.

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chapter6 - Chapter 6: Ideas The currency of the 21st...

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