Question: John O'Toole describes the _ _ _ _ _ as that flash of insight that synthesizes the purpose of the strategy, joins the product benefit

John O'Toole describes the

_____

as "that flash of insight that synthesizes the purpose of the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the reader or audience stop, look, and listen."

Question

8

options:

ad paradox

epiphany

heuristic

big idea

mnemonic

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