Big Idea (marketing)
Big Idea in marketing and advertising is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a brand, product, or concept to the general public, by creating a strong message that pushes brand boundaries and resonates with the consumers.[1]
The term "Big Idea" has been used in the works of marketing gurus David Ogilvy[2] and George Lois,[3][4] and in a book[5] authored by Thomas H. Davenport, Laurence Prusak, and H. James Wilson.
Marketing is seen by many people as just PR. The process of marketing is not all about selling products but it focuses on identifying customer needs and defining how the product will be able to meet those needs. Marketing is about strategic thinking, planning, aPace, Julian Alfred. “Processes of Strategic Marketing Planning: A Longitudinal Study of Scottish Small and nd management. Marketers focus on what needs to be done or said to gain consumers and improve sales.
Marketers take time and research to produce good results. Situations within the marketing departments most times need more information then what a survey can give you. Marketers take time to use many different resources and they make sure to talk to many different people.
References
[edit]- ^ Big Ideas: Research can make a big difference
- ^ Ogilvy, David (March 12, 1985). Ogilvy on Advertising (1st Vintage Books ed.). Vintage. ISBN 978-0394729039.
- ^ Lois, George (September 1, 1991). WHAT'S THE BIG IDEA? (1st ed.). Doubleday Business. ISBN 978-0385414869.
- ^ Lois, George (September 15, 2008). George Lois: On His Creation of the Big Idea. Assouline Publishing. ISBN 978-2759402991.
- ^ Davenport, Thomas (2003). What's the Big Idea? Creating and Capitalizing on the Best New Management Thinking. Boston: Harvard Business Review Press. ISBN 9781578519316.
6.^Sekerkaya, Ahmet Kemal, ed. Contemporary Issues in Strategic Marketing. Istanbul University Press, 2020. https://doi.org/10.26650/B/SS05.2020.002.
7.^Medium Sized Firms.” Ph.D., University of Stirling (United Kingdom), 1999. https://www.proquest.com/docview/301551924/B84DCA9F81EA434FPQ/1?sourcetype=Dissertations%20&%20Theses.
8. ^Lee, Deborah. “What Is Marketing?” Public Services Quarterly 9, no. 2 (2013): 169–71. https://doi.org/10.1080/15228959.2013.785900
9. ^ “Advertising & Marketing; MARKETING; What? Tuna Again?; Canners Dust Off Ad Campaigns to Spur Lagging Sales: [Home Edition] - ProQuest.” Accessed April 25, 2025. https://www.proquest.com/docview/421271386/676C6A5F9B33423FPQ/1?sourcetype=Newspapers.
External links
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