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

By James Webb Young

A process for generating principles ,reveals an easy, brilliant idea-generation technique that has stood the try out of time.

First provided to scholars in 1939, released in 1965, and now reissued for a brand new new release of advertisements pros and others trying to jump-start their inventive juices, this strong advisor information a five-step procedure for collecting info, stimulating mind's eye, and recombining previous parts into dramatic new ideas.

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Extra info for A Technique for Producing Ideas (Advertising Age Classics Library)

Example text

Now you need to develop the specific content, text, and graphics for each page of your site. The first draft of the text, for each page, should be developed by you. You know your target market better than anyone—you know what makes them buy, you know what they want, and you know the buzz words for your industry far better than your Web developer. Once the first draft of the text is done, you want to have this text reviewed and edited by an online copywriter. Your online copywriter can be a person from your own organization, someone from a Web development organization, or an outsourced third party.

Many of the interesting and creative sites on the Internet are impossible to find because they are not indexed with the major search engines. The majority (85 percent) of Internet users employ search engines or directories to find what they are looking for on the Web. They do this by typing in a keyword or phrase that represents what they are looking for. Usually people use a two- or three-keyword phrase. The following sections explore how to make your Web site more search engine friendly. Many search engines and directories either partner with or license the use of the search technology of another search engine or directory.

Brainstorming, Surveying, and Reviewing Promotional Material At this stage, the idea is to gather all the keyword phrases you can, within reason. Sit down with a pen and paper and jot down all keywords that come to mind. Bring other members of your team in on this process to fuel ideas. There is nothing scientific or technical to be concerned with here—the sky’s the limit, but try to put yourself in your customers’ shoes. Try to think as your target market would if they were to do a search for information on a topic contained within your site.

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