First Friday Book Synopsis
NOVEMBER 15, 2013
Alex Osborn (1888-1966) was founding partner of one of the most highly regarded advertising agencies, BBDO, and is credited with introducing the brainstorming process in his book, Applied Imagination: Principles and Procedures of Creative Problem-Solving, published in 1957. He recommended four “rules”: o Generate […].
Harvard Business Review
JULY 6, 2015
Many companies today rely on content marketing and native advertising to gain visibility for their brand — after all, 70% of people say they’d rather learn about products through content rather than through traditional advertising. Next, we wanted to see how native advertising compares. But what’s the return?
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Harvard Business Review
MAY 10, 2013
By "everyone" I mean advertisers. Idea generation will improve as people problem-solve together at meals. BONUS BITS: Now We Will Ponder Advertising. It seems that everyone is freaking out about teens abandoning social media sites like Facebook. They’re racking their brains trying to figure out why it’s happening.
Harvard Business Review
JANUARY 14, 2011
In our daily lives, moreover, we can see a very persuasive natural experiment playing out in the realm of marketing communications and advertising. Faced with new limits on audience attention, advertisers that once assumed 30-second ad spots now must pack potent messages into the most fleeting of impressions.
Harvard Business Review
MAY 18, 2017
Although the term “brainstorming” is now used as a generic term for having groups develop ideas, it began as the name of a specific technique proposed by advertising executive Alex Osborn in the 1950s. They pass their stack of ideas to the person on their right, who builds on them.
Harvard Business Review
DECEMBER 1, 2015
We asked professional comedians to generate punch lines for a sketch comedy scene; adults to generate advertisement slogans for a product; and people to come up with tactics a charity organization could use to increase donations. Several similar follow-up studies we conducted produced the same result.
Harvard Business Review
OCTOBER 2, 2017
It was Alex Osborn, a 1960s advertising executive, who coined the term brainstorming. He passionately believed in the ability of teams to generate brilliant ideas, provided they follow four rules: members should share any idea that came to mind, build on the ideas of others, avoid criticism, and, most notably, strive for quantity not quality.
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