TY  - BOOK
AU  - Lois, George
AU  - Pitts, Bill
TI  - What's the big idea ?
SN  - 0452269385
U1  - 659.1 
PY  - 1993///
CY  - Middlesex: 
PB  - Penguin Books Ltd.
KW  - advertising
KW  - be careful
KW  - celebrities
KW  - create big idea
KW  - creative approch research
KW  - ego problem
KW  - execute big idea
KW  - marketing
KW  - minority opinion
KW  - nourish big idea
KW  - political advertising
KW  - positioning
KW  - propaganda
KW  - reluctant clients
KW  - seemingly outrageous
KW  - sex in advertising
KW  - simplify marketing
KW  - slogan
KW  - small budget
ER  -