According to James Webb Young, the production of creative advertising ideas:
A)is a random process that cannot be taught.
B)must avoid bolting a brand to a consumer's clinching benefit.
C)must be primarily consumer-generated.
D)is a definitive process that can be learned and controlled.
E)has as many different routes as there are different forms of creativity.

Question

Quizplus · Accepted Answer

According to James Webb Young, the production of creative advertising ideas is a definitive process that can be learned and controlled. In his book "A Technique for Producing Ideas," he outlines a five-step process for generating ideas, indicating that creativity is not just a random process but can be produced systematically.

According to James Webb Young, the Production of Creative Advertising