The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of:
A)universal selling propositions (USPs)
B)big ideas that have been the basis for effective advertising campaigns
C)inherent drama approaches to developing big ideas
D)big ideas for ad campaigns that did not last very long
E)creative platforms that support products in the pioneering stage of their product life cycles

Question

Quizplus · Accepted Answer

Both of these advertising campaign themes represent big ideas that have served as the basis for effective advertising campaigns for their respective brands. The "Softer Side of Sears" campaign emphasized the brand's focus on home goods and clothing, while Dr Pepper's "Just What the Doctor Ordered" played on the drink's unique taste and personality.