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espanolLas tecnicas de generacion de ideas son herramientas orientadas a la resolucion de problemas de diversa indole, siendo instrumentos que impulsan el potencial creativo de las personas con el objetivo de generar muchas ideas en poco tiempo. En este trabajo se realiza una revision de las principales tecnicas de generacion de ideas con aplicacion en el ambito de la publicidad y se analiza su grado de conocimiento y uso por parte de los profesionales de las agencias publicitarias espanolas. Para ello, se revisaron 15 tecnicas y se realizaron 22 entrevistas. La inmensa mayoria de los entrevistados conocen varias tecnicas y se muestran de acuerdo con su utilidad en mayor o menor grado, siendo el brainstorming la tecnica por excelencia. Aunque el grado de uso es alto y diverso, los creativos publicitarios prefieren, en muchos casos, utilizar metodos propios que, no obstante, guardan relacion con las tecnicas mas conocidas. EnglishThe idea generation techniques are tools which are aimed at solving problems of various kinds, being considered as instruments that encourage the creative potential of people with the goal of generating many ideas in a short period of time. This paper reviews the main techniques for generating ideas applied in the field of advertising and analyzes the degree of knowledge and usage of them by professionals from Spanish advertising agencies. In order to do this, fifteen techniques were reviewed and twenty-two interviews were made. The vast majority of respondents know several techniques and agree about their usefulness in greater or lesser degree, with brainstorming as the quintessential technique. Although the degree of use is high and diverse, advertising creatives prefer, in many cases, to use their own methods which, however, are related to the most known techniques.

Las técnicas de generación de ideas: revisión y análisis de su uso en las agencias publicitarias españolas