How to Create an Idea If You Are Not Ogilvy
The Secret Weapons of Advertising
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About This Book
Why are recommendations like "Think outside the box!", "Go around", "Think Different!" the real killers of creative thought?
What are the eight proven tools which lead to a winning idea, even for one who does not consider himself a creative person?
What is the ideal product and how does it help to sell the real product?
What is a powerful approach ad people can borrow from physicists and children?
Why is the trial-and-error method a sure way to waste intellectual resources?
How do you force competitors to advertise your services?
What is functional blindness and how does it reduce human creativity?
How can you compel a banker to pay you 10 times more for your job?
Why does a true advertising professional constantly feel like a loser?
How does a poetry reading improve response on copywriting?
Which useful insights can an advertiser learn from a taxi driver?
How has symmetry prevented seeing the obvious solution during seven decades?
Which tool is the favorite among advertising men of all countries, times, and nationalities?
Alexey Ivanov, one of the best advertisers and copywriters in Russia, gives convincing answers and provides fresh new insights.
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Table of contents
- Table of Contents
- Â How this book was born
- The patient idea-hunters
- Chapter 1. The tool borrowed from physics
- Chapter 2. Divide et impera
- Chapter 3. Chasing after defeats
- Chapter 4. Let it storm
- Chapter 5. The Queen of the advertising kingdom
- Chapter 6. Violate the symmetry on purpose
- Chapter 7. Hidden reserves of the adman
- Chapter 8. The favorite tool of the art director
- Where do ideas really hide?
- Secret gift to the reader
- About the author
- Endorsements
- Copyright