In the context of creative planning, what is meant by the big idea?

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In the context of creative planning, what is meant by the “big idea”?

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Integrated Marketing Communications Strategic Planning Perspectives

ISBN: 978-0133157871

4th edition

Authors: Keith J. Tuckwell

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Question Posted: Sep 03, 2015 05:15 AM

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In the context of creative planning, what is meant by the big idea?

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The big idea is the central concept of an advertisin...View the full answer

Integrated Marketing Communications Strategic Planning Perspectives

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