Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers.
The term "Big Idea" has been used in the works of marketing gurus David Ogilvy and George Lois, and in a book authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.
References
- Big Ideas: Research can make a big difference
- Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN 978-0394729039.
- Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st ed.). Doubleday Business. ISBN 978-0385414869.
- Lois, George (September 15, 2008). George Lois: On His Creation of the Big Idea. Assouline Publishing. ISBN 978-2759402991.
- Davenport, Thomas (2003). What's the Big Idea? Creating and Capitalizing on the Best New Management Thinking. Boston: Harvard Business Review Press. ISBN 9781578519316.
External links
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