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Cracking the Ad Code

Details

  • 131 b/w illus.
  • Page extent: 178 pages
  • Size: 247 x 174 mm
  • Weight: 0.51 kg

Hardback

 (ISBN-13: 9780521859059)

Cracking the Ad Code
Cambridge University Press
9780521859059 - Cracking the Ad Code - By Jacob Goldenberg, Amnon Levav, David Mazursky and Sorin Solomon
Table of Contents

Contents

Acknowledgments
ix
Introduction
1
Inventing tools that support advertisers in generating ideas
1
Can creativity be defined and quantified?
2
Creativity: An academic perspective
3
Looking for a method in the creative madness
8
Effectiveness of creative ads
10
A brief outline of the tools
13
Fusion
14
Closed World
15
1.      Unification
18
Where do ideas come from?
18
Prisons that set you free
19
The constraint of the medium
20
Paradox: Mixing constraints with daring
20
Definition of advertising media
22
Using the medium
22
Two approaches to using Unification
28
Approach 1: Exploring the medium to serve the message: Getting more out of an existing medium
28
Instructions for use
33
Approach 2: Content creates form: Recruiting a medium in the environment of the message
34
Instructions for use
37
How can we benefit from resources in the environment of the medium?
39
Instructions for use
40
And some for the road
41
2.      Activation
43
Gluttons for attention in a noisy world
43
The message is tuned out before it is spoken
43
Defining the tool
44
Other examples that prove the rule
45
You can’t ignore what you create
46
When is Activation useful
47
Activating imaginations
52
Benefits of using Activation: What it provides
54
How to apply Activation
56
Taking advantage of the medium
59
And some for the road
62
3.      Metaphor
63
Splitting metaphoric hairs
63
Getting it in one shot
63
The Metaphor tool
64
Distinguishing art
67
How to effectively create a metaphoric ad
68
An example: Options open to the advertiser
73
Going all the way – fuse all three
74
Brand advertising
77
Brand recognition
79
Instructions for use
80
And some for the road
81
4.      Subtraction
83
Minimalism wins creative results
83
When subtraction is an addition
83
How Subtraction highlights the message
84
Subtraction can be used on any element – and partially
86
Instructions for use
87
Unintuitive thinking
89
And some for the road
96
5.      Extreme Consequence
97
Avoiding cliché – and still highlighting a product’s promise
97
Consequence replaces promise
97
Instructions for use
102
Thinking process for presenting a minor trait
105
Provide a new approach to a product
105
Instructions for use of Extreme Consequence, using a minor trait
107
And some for the road
108
6.      Absurd Alternative
109
Focus on the benefit – not the product
109
Generous irony in absurd situations
109
Thinking processes for using the tool
111
Additional uses for this tool
115
Instructions for use
116
When the product should be in the ad
116
And some for the road
119
7.      Inversion
120
In marketing – there’s nothing to fear but fear itself
120
The Inversion alternative
121
Absurd situations make it real
122
Using Inversion on our old standbys
123
Thinking process
125
When to use minor trait Inversion
131
Generosity
132
When to use Inversion
132
Instructions for use
133
And some for the road
133
8.      Extreme Effort
137
What to say when you have nothing to say
137
Two types of scenes
137
When to use the tool
140
Instructions for use
142
And some for the road
144
9.      Attribute–Value Mapping
145
The three questions
145
The difference between an attribute and a value
146
Added value of defining the value – the next step of the process: Beginning to seek new messages
147
A few examples: Are these advertisements based on attribute or value?
148
Why don’t people do what they know is right?
149
The connection between attribute and value
151
Distinguishing between attribute and value levels
153
What the AV Mapping offers
155
How to build your own Attribute–Value map
156
And some for the road
161
Photograph Credits
162
Index
165



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