Geometry 2.7 Big Idea: Prove Angle Pair Big Idea: Prove Angle PairRelationships.
The Big Idea in Advertising
description
Transcript of The Big Idea in Advertising
![Page 1: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/1.jpg)
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.
David Ogilvy
![Page 2: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/2.jpg)
The Big Idea in Advertising
![Page 5: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/5.jpg)
Definition?What is it and what does it do?
![Page 6: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/6.jpg)
Definition:
‘Big Ideas’ are advertising ideas that connect vividly with target consumers to create a sustainable competitive advantage for a brand.
![Page 7: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/7.jpg)
In This Course
We are talking about big brand ideas
Not just big executional ideas
Except on those rare occasions when they are the same thing
![Page 9: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/9.jpg)
![Page 10: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/10.jpg)
Corollary
Big brand ideas are big strategically and creatively
They appeal (execution)
and they sell (strategy)!
![Page 11: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/11.jpg)
Textbook Page 1
“A great ad is a wonderful thing; it’s why you love advertising. But what you’re looking at is only half of what’s there, and the part you can’t see has more to do with that ad’s success than the part you can.”
![Page 12: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/12.jpg)
Structure of this course
Phase I: Big Strategy Ideas—Building Killer Strategic Briefs (KSBs) from the ground up
Phase II: Big Idea case studies—Applying creative leverage
Phase III: Big Creative Ideas—Thinking creatively, mastering the tool kit.
![Page 13: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/13.jpg)
Reading and Preparation
We’re not in 206 anymore
![Page 14: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/14.jpg)
The Syllabus
![Page 15: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/15.jpg)
Next Class:Investigate the Product and its Competitors
![Page 16: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/16.jpg)
Big Idea of the Day
Each of you will need to do this at least once. Not just a great ad, but a great big brand idea. Tell us what makes it great: strategically and
creatively. 5 mins
![Page 17: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/17.jpg)
Schedule for Big Idea Presentations
On Blackboard under “announcements”
![Page 18: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/18.jpg)
Insight.Sell.Twist.
![Page 19: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/19.jpg)
DebateBig Idea?
![Page 20: The Big Idea in Advertising](https://reader034.fdocuments.us/reader034/viewer/2022050809/56816368550346895dd44104/html5/thumbnails/20.jpg)
Who’s Idea is Bigger?Why?