An Advertising Agency Has a Meeting with Its Client to Present

An advertising agency has a meeting with its client to present the Big Idea for an advertising campaign. What exactly does "Big Idea" mean?

A) It's the art part of advertising.
B) It's the science part of advertising.
C) It's the creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
D) It's the verbal part of advertising that presents the selling premise.
E) It's the visual part of advertising that catches and holds attention.