By James Webb Young
A process for generating Ideas,]reveals an easy, brilliant idea-generation method that has stood the try of time.
First offered to scholars in 1939, released in 1965, and now reissued for a brand new new release of ads pros and others seeking to jump-start their artistic juices, this strong consultant information a five-step technique for amassing details, stimulating mind's eye, and recombining outdated parts into dramatic new ideas.
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Additional info for A Technique for Producing Ideas (Advertising Age Classics Library)
Three short-term effects can be identified: ^ accelerating the speed of cash flows ^ enhancing the value of cash flows ^ reducing the volatility of cash flows. Beyond these, advertising can also affect long-term cash flows, which is reflected in their residual value in the present day. All the above impact on brand value and hence shareholder value today.
This Page Intentionally Left Blank The argument in brief: Chapter 4 & & & & & & Shareholder value is a function of the future cash flows a business is likely to generate. ‘Market-based assets’, especially the relationships the firm has through its brands with its customers, can significantly affect those cash flows. Advertising is a powerful ‘lever’ of those market-based assets. Three short-term effects can be identified: ^ accelerating the speed of cash flows ^ enhancing the value of cash flows ^ reducing the volatility of cash flows.
A benefit/cost ratio can then be developed for each company. 6 shows the distribution of benefit/cost ratios. If your company falls in the range of a benefit/cost ratio of less than one (29 per cent of sample companies), you should be advertising based on your company’s business needs, since you cannot justify spending on the basis of increased shareholder value alone. With a benefit/cost ratio of between one and two (21 per cent of the sample companies), your company would be better off to advertise than not, but a shortage of cash or extraordinary investment opportunities may preclude advertising investment.
A Technique for Producing Ideas (Advertising Age Classics Library) by James Webb Young