According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):

According to well-known advertising executive John O'Toole, a flash of insight that joins together a product benefit with what consumers desire in a fresh, involving way is called a(n):



A. unique selling theme.

B. epiphany.

C. revelation.

D. big idea.

E. illumination.



Answer: D


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