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| Acknowledgments | |
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| Introduction | |
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| Inventing tools that support advertisers in generating ideas | |
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| Can creativity be defined and quantified? | |
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| Creativity: An academic perspective | |
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| Looking for a method in the creative madness | |
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| Effectiveness of creative ads | |
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| A brief outline of the tools | |
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| Fusion | |
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| Closed World | |
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| Unification | |
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| Where do ideas come from? | |
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| Prisons that set you free | |
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| The constraint of the medium | |
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| Paradox: Mixing constraints with daring | |
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| Definition of advertising media | |
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| Using the medium | |
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| Two approaches to using Unification | |
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| Approach 1: Exploring the medium to serve the message: Getting more out of an existing medium | |
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| Instructions for use | |
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| Approach 2: Content creates form: Recruiting a medium in the environment of the message | |
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| Instructions for use | |
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| How can we benefit from resources in the environment of the medium? | |
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| Instructions for use | |
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| And some for the road | |
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| Activation | |
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| Gluttons for attention in a noisy world | |
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| The message is tuned out before it is spoken | |
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| Defining the tool | |
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| Other examples that prove the rule | |
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| You can't ignore what you create | |
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| When is Activation useful | |
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| Activating imaginations | |
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| Benefits of using Activation: What it provides | |
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| How to apply Activation | |
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| Taking advantage of the medium | |
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| And some for the road | |
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| Metaphor | |
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| Splitting metaphoric hairs | |
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| Getting it in one shot | |
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| The Metaphor tool | |
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| Distinguishing art | |
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| How to effectively create a metaphoric ad | |
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| An example: Options open to the advertiser | |
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| Going all the way - fuse all three | |
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| Brand advertising | |
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| Brand recognition | |
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| Instructions for use | |
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| And some for the road | |
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| Subtraction | |
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| Minimalism wins creative results | |
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| When subtraction is an addition | |
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| How Subtraction highlights the message | |
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| Subtraction can be used on any element - and partially | |
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| Instructions for use | |
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| Unintuitive thinking | |
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| And some for the road | |
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| Extreme Consequence | |
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| Avoiding clich� - and still highlighting a product's promise | |
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| Consequence replaces promise | |
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| Instructions for use | |
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| Thinking process for presenting a minor trait | |
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| Provide a new approach to a product | |
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| Instructions for use of Extreme Consequence, using a minor trait | |
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| And some for the road | |
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| Absurd Alternative | |
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| Focus on the benefit - not the product | |
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| Generous irony in absurd situations | |
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| Thinking processes for using the tool | |
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| Additional uses for this tool | |
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| Instructions for use | |
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| When the product should be in the ad | |
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| And some for the road | |
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| Inversion | |
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| In marketing - there's nothing to fear but fear itself | |
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| The Inversion alternative | |
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| Absurd situations make it real | |
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| Using Inversion on our old standbys | |
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| Thinking process | |
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| When to use minor trait Inversion | |
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| Generosity | |
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| When to use Inversion | |
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| Instructions for use | |
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| And some for the road | |
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| Extreme Effort | |
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| What to say when you have nothing to say | |
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| Two types of scenes | |
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| When to use the tool | |
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| Instructions for use | |
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| And some for the road | |
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| Attribute-Value Mapping | |
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| The three questions | |
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| The difference between an attribute and a value | |
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| Added value of defining the value - the next step of the process: Beginning to seek new messages | |
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| A few examples: Are these advertisements based on attribute or value? | |
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| Why don't people do what they know is right? | |
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| The connection between attribute and value | |
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| Distinguishing between attribute and value levels | |
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| What the AV Mapping offers | |
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| How to build your own Attribute-Value map | |
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| And some for the road | |
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| Photograph Credits | |
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| Index | |