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DetailsWhy 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 ad man 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 'advertising men' and copywriters in Russia, gives convincing answers and provides fresh new insights.
About the authorAlexey Ivanov, PhD, has worked at BBDO, Publicis United Campaigns, Y&R.
He is the director of MasterUm (mastermind.ru), a creative agency with experience in face-to-face sales.
Ivanov, who is included in the rating of experts of the Russian Federation (wikiexpert.su) and a member of the Moscow Union of Journalists, co-owns 11 patents and is the author of 16 books on advertising and marketing.
- Stimmen zum Buch
Stimmen zum Buch"If you are in advertising—read this book. If you want to make it your career—read this book. Finally, if you are just interested in advertising—read this book."—Igor Kirikchi, CEO of BBDO Moscow
"Alexey Ivanov simply explains complex things in advertising. The abundance of examples and an easy language make bestsellers out of his books."—Forbes Russia
"The book is very well structured, full of useful techniques for creatives or just curious people. I think it's an essential book for anyone in the marketing industry.”–Luca d'Alesio, direttore creativo
"It is fascinating to see how different cultures seem to embrace the same techniques for generating ideas to communicate to their audiences."–John Bayley, Creative director of Ogilvy&Mather London
“It’s a lifetime achievement to be mentioned in the book of Russian Ogilvy."–Sudhakar Etrouth, Creative & Art director
Lieferzeit 2-3 Tage / 2-3 days Autor/-in Alexey Ivanov Anzahl der Seiten 172 Sprache Englisch Erscheinungsdatum 30.04.2019 Gewicht (kg) 0.2240 ISBN-13 9783838212333