By James Webb Young
A method for generating rules ,reveals an easy, brilliant idea-generation technique that has stood the try out of time.
First awarded to scholars in 1939, released in 1965, and now reissued for a brand new iteration of ads pros and others seeking to jump-start their artistic juices, this robust consultant information a five-step approach for accumulating info, stimulating mind's eye, and recombining previous components into dramatic new ideas.
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Additional info for A Technique for Producing Ideas (Advertising Age Classics Library)
Because ‘product image and company reputation’ is both a component of quality and a driver of it, we would suggest that it is not just ‘any old advertising’ that matters, but rather advertising that seeks and succeeds in building quality perceptions of the product, either directly or through the intermediary of product image and company reputation. *This is a comparison of the advertising to sales ratios of a business and its main competitors: Lower – Advertising/sales ratios of its main competitors are at least 1% point more than this business.
Favourability is the qualitative aspect of image: how do those people who are familiar with the company see it? How do business decision makers view the company’s reputation, its management, and its investment potential? CB’s research discovered that corporate brand image impacts in two ways. One is in business results: the sales generated, and the earnings and cash flow that come from those sales. Findings demonstrate that image also affects the way the stock market evaluates the company in terms of the price/earnings ratio (the premium the market puts on earnings when setting stock price) and the cash flow multiple (the premium put on cash flow).
Traditional accounting tools are therefore inadequate to provide the information needed to manage enterprises in this way. The present accounting establishment is deeply sceptical about accounting for intangible assets, on the basis that if it can’t be quantified it shouldn’t be on the balance sheet. As such that part of the real value of a company which is represented by intangibles such as brands, trademarks or patents may simply not be represented in any form in a set of accounts prepared under present convention.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young