THE BIG IDEA

1.      "Advertising is a mass media leveler, the pop 23culture vehicle—from outdoor boards to Web banners to television commercials—with which we all come into contact" (Advertising by Design 3).  My advertisement will be a huge success because I will feature all the luxuries and the practicality of the Range Rover.  In this car, all your dreams will come true.  The demographic of this car is very wide it can be the single woman with a high profile career that lives in a penthouse in New York City or the soccer mom living in the suburbans that doesn't want to drive a mini van, but she still want the luxury of the Range Rover as well as the practical aspect.   "Finding a relevant insight into how people think, what they need or desire, and how they act, termed a consumer insight, is paramount for idea generation. That consumer insight should be coupled with an insight into the brand" (Advertising by Design 68).  I strongly believe I would separate myself from the competition because, my appropriate angle is not to say just to buy a car.  I want my consumers to believe that it is just not buying a car it is attaining a lifestyle.  A lifestyle that makes all your dreams and desire come to life.  The Range Rover has a high status that it upholds.  "According to Abraham Maslow, one of the founders of humanistic psychology, we have a hierarchy of needs that influence our behavior. Maslow arranged these needs into a hierarchical pyramid. At the bottom of the pyramid are the basic (or physiological) needs, such as air, water, food, sex, sleep, etc. As you ascend the pyramid, physiological needs are followed by safety, love, and then esteem. Finally, at the pinnacle, we find self-actualization, which is defined as “the desire to become more and more what one is, to become everything that one is capable of becoming" (Advertising by Design 16).