What's the big idea ? - Lois, George; Pitts, Bill (Middlesex: Penguin Books Ltd., 1993)
Keywords: advertising; be careful; celebrities; create big idea; creative approch research; ego problem; execute big idea; marketing; minority opinion; nourish big idea; political advertising; positioning; propaganda; reluctant clients; seemingly outrageous; sex in advertising; simplify marketing; slogan; small budget