New Advertising Thinking

Author: Wu Yuhong
Publisher:
Publish Date: 2005-06-01
Features: Thinking is to solve problems rationally, methodically, and without taking risks, which is to reveal the formal connection between given premises and known conclusions. Creative thinking does not follow known paths; its cognitive efforts often target things previously considered unimaginable or unattainable. Creative thinking rejects the premises of programmed problems and instead values novel problem structures. — A. David Silver, "Entrepreneurs: The New Heroes of America"
This book is a popular theoretical work on advertising thinking, divided into two main parts: Creative Thinking and Case Analysis. These parts are interconnected yet independent, providing a detailed analysis of the dazzling array of advertising phenomena in the current market from different perspectives.