Idea generation is arguably the most vital part of the advertising process - and can be the most demanding. This book provides an essential introduction to the process of generating creative advertising ideas and concepts, and looks at the various obstacles that can stop ideas from forming - before exploring in detail a range of effective ways to break through creative blocks.
Ideation examines different ways of visualizing and communicating ideas, explores key approaches used by international and memorable advertising campaigns and details a vast range of methods that you can use for generating your own creative ideas.
Mahon provides an in-depth look at the process of generating creative advertising ideas and concepts. It begins with a broad overview of the ideation process and the general principles, before examining the various obstacles than can block ideas--and how to break through them. 184 pp.
Finally... a book that is dedicated to addressing creativity in advertising, and that covers the area in enough depth without becoming overly academic and theoretical. This will be a required text for my module on Creative Advertising.
