Which of the Following Best Describes the Big Idea That

Multiple Choice

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.