Ideas are the solid currency of the advertising industry. Every day, creative agencies are engaged in coming up with many concepts for customers. In practice, the most ineffective trial and error method remains the primary way to find new ideas. The book offers an alternative approach to finding creative ideas in advertising. Perhaps, for the first time in the advertising business, creative techniques have been thoroughly considered, analyzed and brought into the system, which allow reaching a strong solution without enumerating options. At the same time, psychological barriers are discussed that prevent them from finding unexpected advertising moves. The book is intended for entrepreneurs, small and medium business owners, advertisers and marketers interested in increasing the efficiency of intellectual work.
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