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."

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18-02-2020
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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."

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osondumartins osondumartins · Answer 1 · 2020-02-19T11:47:09+01:00

Answer: BIG IDEA

Explanation:John O'Toole is a member of the Advertisement hall of fame,he described Big idea as requiring inspiration, according to John O'Toole,Big idea is almost invariably expressed in terms of Art and copy. John O'Toole also sees BIG IDEA as

"that flash of insight that synthesizes or produces 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."