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A McGraw-Hill Advertising Classic
"A Technique for Producing Ideas "reveals a simple, sensible idea-generation methodology that has stood the test of time.
First presented to students in 1939, published in 1965, and now reissued for a new generation of advertising professionals and others looking to jump-start their creative juices, this powerful guide details a five-step process for gathering information, stimulating imagination, and recombining old elements into dramatic new ideas.
James Webb Young was a driving force behind the creation of the modern advertising industry, and is one of advertising's most honored educators and practitioners.