Basics Advertising 03: Ideation

Introduction. What is ideation?: The principles of ideation; Personal creative blocks; External blocks; Interview - Simon Cenamor and Raymond Chan of HMDG; Give it a go - Having plenty of ideas. Breaking through to ideas: Breaking routine; Re-interpreting the problem; Lateral thinking; Challenging assumptions; Observations, curiosity and experience; Risk-taking; Interview - Nigel Clifton of EHS 4D; Give it a go - The assumption challenge - challenge!. Using creative tools to generate ideas: Mind maps; Consequences; Metaphors and similes; Checklists; Assumption reversals; The rephrasing technique; Random stimulus and free association; The second-guess technique; Morphological analysis; Group brainstorming; Case study - The Toyota iQ launch; Give it a go - Focusing on the proposition. Executing creative ideas successfully: Reframing; Humour; Shock and sex; Playing with type and wordplay; Demonstrations and comparisons; Engaging the audience in your campaign; Exaggeration; Experts and invented characters; Even more creative approaches; Case study - James Boag's Great Tasmanian Pipeline; Give it a go - The idea notebook. Conclusion. Bibliography. Glossary. Index. Acknowledgements. Working with ethics.