by Drew Boyd | May 11, 2015 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Jacob Goldenberg, in his book, “Cracking the Ad Code,” describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are: 1. Unification 2. Activation 3. Metaphor 4. Subtraction 5. Extreme Consequence 6....
by Drew Boyd | May 7, 2012 | Advertising Tools, Culture of Innovation, Evaluation Ideas
Commercials that show the benefits of using the product are likely to be ignored because consumers expect it. The message becomes cliche. If the advertiser shows how the consumer is transformed by using the product, consumers become skeptical. Telling viewers they...
by Erica Gage | Nov 15, 2010 | Culture of Innovation, Evaluation Ideas, Innovation Method
Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design...
