TY  - BOOK
AU  - Mahon,Nik
TI  - Ideation
T2  - Basics advertising
SN  - 2940411506
AV  - HF5823 .M356 2011
U1  - 659.1 23
PY  - 2011///
CY  - Lausanne, Switzerland
PB  - AVA Publishing SA
KW  - Creative ability
KW  - Advertising
N1  - Includes bibliographical references and index; What is ideation?; The principles of ideation; Personal creative blocks; External blocks; Interview : Simon Cenamor and Raymond Chan of HMDG; Give it a go : Having plenty of ideas --; Breaking through to ideas; Breaking routine; Re-interpreting the problem; Lateral thinking; Challenging assumptions; Observation, curiosity and experience; Risk-taking; Interview : Nigel Clifton of EHS 4D; Give it a go : The assumption challenge - challenge! --; Using creative tools to generate ideas; Mind maps; Consequences; Metaphors and similes; Checklists; Assumption reversals; The rephrasing technique; Random stimulus and free association; The second-guess technique; Morphological analysis; Group brainstorming; Case study : The Toyota iQ launch; Give it a go : Focusing on the proposition --; Executing creative ideas successfully; Reframing; Humour; Shock and sex; Playing with type and wordplay; Demonstrations and comparisons; Engaging the audience in your campaign; Exaggeration; Experts and invented characters; Even more creative approaches; Case study : James Boag's Great Tasmanian Pipeline; Give it a go : The idea notebook
N2  - This title provides an in-depth look at the process of generating creative advertising ideas and concepts. It begins with a broad overview of the ideation process and the general principles, before examining the various obstacles that can block ideas and how to break through them
ER  -