ABSTRACT
Isn’t coming up with the Big Idea what advertising is all about? While big ideas are what the advertising business is built on, when you ask advertising professionals and students about a big idea, you may get a variety of responses. Most people will cite some form of creative execution. Usually, it is a “Wow that is really cool!” or “That is really funny” or “That was great.” Some people will cite certain copy or a tagline. Others may cite a moving scene or a particular piece of music.
