Big Idea in

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

and

advertising Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of int ...

is a term used to symbolize the foundation for a major undertaking in these areas - an attempt to communicate a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

, product, or concept to the

general public In public relations and communication science, publics are groups of individual people, and the public (a.k.a. the general public) is the totality of such groupings. This is a different concept to the sociological concept of the ''Öffentlichkei ...

, by creating a strong message that pushes brand boundaries and resonates with the

consumer A consumer is a person or a group who intends to order, or use purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. ...

s.Big Ideas: Research can make a big difference
/ref> The term "Big Idea" has been used in the works of marketing gurus David Ogilvy and

George Lois George Lois (June 26, 1931 – November 18, 2022) was an American art director, designer, and author. Lois was perhaps best known for over 92 covers he designed for ''Esquire'' magazine from 1962 to 1973. Background Lois was born in New York Ci ...

, and in a book authored by

Thomas H. Davenport Thomas Hayes "Tom" Davenport, Jr. (born October 17, 1954) is an American academic and author specializing in business analytics, business process innovation, knowledge management, and artificial intelligence. As of 2025, he holds the President's ...

, 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

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: ome Edition- ProQuest.” Accessed April 25, 2025. https://www.proquest.com/docview/421271386/676C6A5F9B33423FPQ/1?sourcetype=Newspapers.

External links

What’s the Future of Advertising’s Big Idea?What’s The Big Idea Anyway?Getting to the Big Idea
Advertising Brand management {{marketing-stub