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| The "great idea" or "big idea" in advertising refers to the notion of a central concept that will drive a specific brand or marketing campaign. The test of a strong “great idea” is that it will translate well into various media, or at least give rise to related ideas in other areas. The “great idea” is also recognizable by its capacity to be instantly clear and to generate further ideas to support it by the creative team. <back> | |||||||||||||||
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