Jorgenson, post3

Chapter5 discusses the big idea. Every problem needs a solution, therefore a concept is presented. In advertising design, the concept is an idea that is foundational to the design and sets a framework for essentially every decision regarding the product's promotion.

Consumer insight is the notion of providing the audience of an advertisement to things that may be familiar to them. For example, this ad campaign for 'Tide to go' relates its audience to concepts found within an average life. Providing a context for the product makes it seem more realistic, therefore logical for a consumer to purchase.