Cracking the Ad Code

Jacob Goldenberg is an Associate Professor of Marketing at the School of Business Administration at the Hebrew University of Jerusalem. His research focuses on creativity, new product development, diffusion of innovation, social networks, and complexity in market dynamics. Amnon Levav is Co-founder and the Managing Director of Systematic Inventive Thinking (SIT). For the past 14 years he has developed and facilitated innovation programs in more than 25 countries, in a wide range of organizations, among them advertising agencies such as BBDO, Leo Burnett, and McCann-Erickson. David Mazursky is the Kmart Professor of Marketing at the School of Business Administration, the Hebrew University of Jerusalem. His research focuses on consumer behavior, creativity, product development, innovation, and interdisciplinary research relating to abstract structures in music and the arts. Sorin Solomon is Professor of Theoretical Physics at the Hebrew University of Jerusalem and Chair of the EU Commission Expert Group on Complexity Science.

• Introduction; 1. Unification; 2. Activation; 3. Metaphor; 4. Subtraction; 5. Extreme consequence; 6. Absurd alternative; 7. Inversion; 8. Extreme effort; 9. Attribute-value mapping.