Question 1

Negatively originated purchase motives provide the foundation for many informational ads.

Accepted Answer

Negatively originated purchase motives involve feelings of guilt, fear, and anxiety that compel consumers to purchase products to alleviate those negative emotions. Informational ads often tap into these feelings by providing information about how their product can solve the problem and alleviate the negative emotion. Therefore, negatively originated purchase motives provide the foundation for many informational ads.

Question 2

Strategy is at the root of all great creative work.

Accepted Answer

Strategy guides the direction and purpose of creative work, helping to ensure it is effective and impactful.

Question 3

As a group, the people who work in the creative department are generally referred to as the ad agency.

Accepted Answer

The creative department is a part of the ad agency, but not everyone who works in the ad agency works in the creative department. Therefore, it is not accurate to refer to all employees of an ad agency as the "creative department."

Question 4

In print media, colorful charts and tables have been shown to raise readers' perception of quality.

Accepted Answer

Studies have shown that the use of colorful charts and tables can enhance the quality perception of print media among readers.

Question 5

The creative strategy addresses the most important issues to be considered in the development of an ad or campaign.

Accepted Answer

The creative strategy involves determining the target audience, key message, unique selling proposition, brand personality, and tone of voice, all of which are important considerations in ad or campaign development.

Question 6

While the conceptualization step is important, the visualization step is the most important step in creating the advertisement.

Accepted Answer

The importance of each step in creating an advertisement varies depending on the specific goals, target audience, and message of the campaign. Both conceptualization and visualization are crucial, and neither can be deemed universally more important than the other.

Question 7

A creative strategy is also referred to as a copy strategy.

Accepted Answer

A creative strategy is also known as a copy strategy. It outlines the approach to developing the message and content of an advertising campaign.

Question 8

People who are value-based thinkers can also be described as linear thinkers.

Accepted Answer

Linear thinkers are those who think in a logical and sequential manner, while value-based thinkers focus on their personal beliefs and moral principles in decision-making. These two concepts are not necessarily the same and thus, people who are value-based thinkers may not always be linear thinkers.

Question 9

Value-based thinkers are typically better able to embrace change than fact-based thinkers.

Accepted Answer

Value-based thinkers prioritize their beliefs and values, which are often adaptable to changing circumstances. Fact-based thinkers, on the other hand, may struggle to adjust their beliefs when presented with new information or changing contexts. Therefore, value-based thinkers are often more agile and adaptable when it comes to navigating change.

Question 10

In advertising, the decoding of messages is the responsibility of the creative team.

Accepted Answer

The decoding of messages is the responsibility of the audience, as they interpret the message in their own way based on their personal experiences and values. The creative team is responsible for creating the message, but they cannot control how it will be interpreted by the audience.

Question 11

The creative who takes on the role of Explorer will most likely study the market, the product, and the competition.

Accepted Answer

The role of the Explorer is to gather information about the market, product, and competition in order to identify opportunities and insights for new ideas or solutions. Therefore, it is highly likely that they will study these areas in depth.

Question 12

The big idea refers to a flash of creative insight that captures the advertising strategy in an imaginative way.

Accepted Answer

The big idea is a term commonly used in advertising to describe a creative concept or strategy that captures the audience's attention and communicates the message in an imaginative and memorable way.

Question 13

Visual cues and metaphors can be used to help an ad inform consumers.

Accepted Answer

Visual cues and metaphors can help an ad convey its message in a more engaging and memorable way for consumers. They can also help simplify complex ideas, making it easier for the audience to understand and remember the advertisement.

Question 14

The first task for Explorers is the long and sometimes tedious process of reviewing all the information they gathered when they played the Warrior role.

Accepted Answer

Explorers and Warriors are roles or metaphors used to describe different behaviors or strategies, not sequential tasks or roles that one person assumes after the other in a specific process.

Question 15

Most ads, whether they are informational or transformational, do resonate with their audiences.

Accepted Answer

The answer of Most ads, whether they are informational or...

Question 16

In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information.

Accepted Answer

The answer of In advertising, it is important for the...

Question 17

The creative strategy identifies how the ad will be executed.

Accepted Answer

The answer of The creative strategy identifies how the ad...

Question 18

Creative blocking tends to occur when people in the agency start thinking like value-based thinkers.

Accepted Answer

Creative blocking often occurs when people are overly focused on practical, logical, or conventional thinking, limiting their ability to think outside the box or embrace innovative, creative solutions. Value-based thinking, which involves considering the importance or worth of ideas, doesn't inherently lead to creative blocking.

Question 19

A billboard ad for Carhartt rugged outerwear listed local retailers in the vicinity of the billboard. This part of the ad would be classified as informative.

Accepted Answer

The answer of A billboard ad for Carhartt rugged outerwear...

Question 20

The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness.

Accepted Answer

The two commonalities of great ads are audience resonance and strategic relevance.

Quiz 8: Creating Ads: Strategy and Process