In the creative process,the big idea:
A) is defined as a bold, creative initiative.
B) joins the product benefit with the consumer desire in a recognizable, familiar way.
C) allows the reader or the audience to stop, look, and listen if they want to.
D) is almost never expressed through a combination of art and copy.
E) describes the direction the message should take.

Question

Quizplus · Accepted Answer

The big idea is a bold, creative initiative that builds on the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the audience stop, look, and listen.

In the Creative Process,the Big Idea