Which of the following best describes the big idea that results from a successful creative development process?
A) It is usually based on a humorous exaggeration of the firm's core values.
B) It is a meaningful, believable, and distinctive concept that cuts through the clutter of promotional messages.
C) It is a single key concept that is both rational and emotional in its appeal.
D) It is a message that is easily transferable to other cultures.

Question

Quizplus · Accepted Answer

A successful creative development process results in a big idea that is meaningful, believable, and distinctive, cutting through the clutter of promotional messages. Option A is not a universally applicable characteristic, while option C is too narrow in its focus. Option D is not always applicable, as cultural contexts can significantly differ.

Which of the Following Best Describes the Big Idea That