Author: Linda C0nway Correll
Publisher: Sage Publications
Year: 2004
Language: English
Pages: 230
ISBN/UPC (if available): 0761932704
Description
All of us have come into contact with brainstorming in one way or the other. However, for most, brainstorming is an excruciating experience. This is not surprising, since many of us have not been taught an effective way to brainstorm.
This book provides professionals with a fresh approach to coming up with ideas and turning them into effective communications. They will learn from it not only what to do but how to do it. The author employs an evolutionary, multicultural, time-sensitive and process-driven creative methodology. This approach is designed to generate new messages in a fraction of the time required by traditional methods, accompanied with a good deal of enjoyment.
The author calls her approach Creative Aerobics. It ultilizes four successive mental exercises that enhance the flow of information between the left and the right brain. This assists users in developing multiple approaches and strategies, coming up with fresher and more persuasive outside the box solutions. The exercises increase exponentially the number of creative solutions arrived at, leading to a situation of creativity on demand.
Written in an easy and enjoyable style, this fascinating and extremely practical book will be invaluable for professionals in business, communications, advertising and marketing. It will also be of interest to all those wanting to explore and enhance their creativity.
REVIEWS
A book of creative aerobics that provides corporate communications professionals with a fresh approach to coming up with ideas and turning them into effective communications.
-The Hindustan Times
Written in a reader friendly format, this book shows ways of brainstorming and how it can be successfully used for effective communication. The author also emphasizes that her new approach called creative aerobics will bring forth positive results.
-Dawn
Contents
LIST OF PLATES
PREFACE
ACKNOWLEDGMENTS
What is Brainstorming, Anyway?
Creative Aerobics: The Corporate/Agency Tool Kit
Creative Aerobic One: The Fact Factor
Creative Aerobic Two: Naming Names
Creative Aerobic Three: How Differences Attract
Creative Aerobic Four: Heightening Product Visibility By Raising/Razing Your Sights/Sites
More Four/For/Fore
Watch Your Language: An Abstract Look at Words
Putting Your New Tools to Work
Applying Creative Aerobics to Internal Communications
Applying Creative Aerobics to External Communications
Creative Aerobics and Print Advertising
Getting in Touch with Your Customers
Creative Aerobics and Strategy
Using the CWP to Write Ads
The Positioning Line (A Slogan by any Other Name)
Creative Aerobics and Radio Advertising
Creative Aerobics and Television Advertising
Creative Thinking From Advertising’s Best Writers
REFERENCES
INDEX