Advertising Is About Ideas and Making Money Online
Actor Jack Lemmon, a very average-looking guy, was said to inspire himself to rise above the ordinary by repeating a simple phrase just before he went in front of the cameras. He'd snap his fingers and say, "OK. Magic time! " The magic of an idea is what lifts some advertising above the ordinary. No amount of making money online dazzling production technique can cover up the absence of an underlying idea. People try to analyze and define the creative process, with varying degrees of success. "I'm supposed to be the number one creative genius in the whole wide world, " said David Ogilvy in a 1991 speech to the Association of National Advertisers, "and I don't even know what the hell the word 'creativity' means. ...
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