By James Webb Young

ISBN-10: 0071410945

ISBN-13: 9780071410946

A strategy for generating Ideas,]reveals an easy, brilliant idea-generation method that has stood the try out of time.

First provided to scholars in 1939, released in 1965, and now reissued for a brand new iteration of advertisements execs and others trying to jump-start their artistic juices, this robust consultant information a five-step procedure for amassing details, stimulating mind's eye, and recombining previous parts into dramatic new ideas.

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Community forums created by a company promote communication among consumers and feedback to the company as well as represent a platform to share viral messages and information. B ­ usinesses can also encourage consumers to register their profile on their webpage for different incentives, such as promotions and coupons, which allow marketers to have information about online users and create personalized communications. This is why an integration of traditional marketing communication platforms with new social media communications is recommended.

Regarding teenage use, a survey from Pew Internet and America Life Project and Harvard’s Berkman Center found that the average number of Facebook friends among teenagers is 425 (Knight 2013). Among teens, 78 percent used Facebook at least once a day, and 20 percent of them made purchases as a result of a marketing message received on Facebook (ExactTarget 2012). 24 VIRAL MARKETING AND SOCIAL NETWORKS Besides the significant use of Facebook by consumers, its other advantages include the diverse tools offered for marketers.

Mobile Platforms Despite the significant use of e-mail for personal and marketing communication, consumers still maintain a significant presence with text messaging and mobile communications, with an increase of 20 percent in 2012 compared to 2008. Regarding personal communication, 36 percent of consumers considered text messages their preferred channel, while 5 percent stated that they prefer it for permission-based promotions. Furthermore, 57 percent of consumers used text messaging daily, while 19 percent used an application on a mobile device for daily messaging (ExactTarget 2012).

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A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young


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