Big Idea in

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

and

advertising Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...

is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create an ...

, product, or concept to the

general public In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociological concept of the ''Öffentlichkei ...

, by creating a strong message that pushes brand boundaries and resonates with the

consumer A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. T ...

s.Big Ideas: Research can make a big difference
/ref> The term "Big Idea" has been used in the works of marketing gurus

David Ogilvy David (; , "beloved one") (traditional spelling), , ''Dāwūd''; grc-koi, Δαυΐδ, Dauíd; la, Davidus, David; gez , ዳዊት, ''Dawit''; xcl, Դաւիթ, ''Dawitʿ''; cu, Давíдъ, ''Davidŭ''; possibly meaning "beloved one". w ...

and

George Lois George Lois (June 26, 1931 – November 18, 2022) was an American art director, designer, and author. Lois was perhaps best known for over 92 covers he designed for ''Esquire'' magazine from 1962 to 1973. Background Lois was born in New Yor ...

, and in a book authored by

Thomas H. Davenport Thomas Hayes "Tom" Davenport, Jr. (born October 17, 1954) is an American academic and author specializing in analytics, business process innovation, knowledge management, and artificial intelligence. He is currently the President’s Distinguishe ...

, Laurence Prusak, and H. James Wilson.

References

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External links

What’s the Future of Advertising’s Big Idea?What’s The Big Idea Anyway?Getting to the Big Idea
Advertising Brand management