Question 1

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

Accepted Answer

Value-based thinking and linear thinking are two different concepts. Value-based thinkers focus on personal values and beliefs when making decisions, while linear thinkers focus on logic and order in their problem-solving approach.

Question 2

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

False

Question 3

Strategy is at the root of all great creative work.

Accepted Answer

Strategy acts as a foundation for all creative work, as it helps to define goals, target audience, and how to communicate effectively with them. Without a clear strategy, creative work may not achieve its intended impact or reach the intended audience.

Question 4

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

Accepted Answer

Negatively originated purchase motives refer to a problem or dissatisfaction that a consumer wants to solve or address through a purchase. Therefore, informational ads that highlight how a product or service can alleviate or solve the issue can be effective in appealing to consumers with negatively originated purchase motives.

Question 5

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 6

A bold,creative initiative that builds on the strategy,joins the product benefit with consumer desire in a fresh,involving way,brings the subject to life,and makes the audience stop,look,and listen is called the big idea.

Accepted Answer

This statement accurately describes what a big idea is. A big idea in marketing is a creative and engaging strategy that connects a product's benefits to the wants and needs of consumers in a unique and attention-grabbing way. It is an essential component of successful marketing campaigns.

Question 7

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 8

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

Accepted Answer

Not all ads resonate with their audiences; effectiveness depends on factors like message relevance, audience targeting, and execution quality.

Question 9

A creative brief is a synonym for a creative strategy or a copy platform.

Accepted Answer

A creative brief is a document that outlines a company's or client's goals and expectations for a particular creative project. It provides direction and guidance to the creative team, which includes the creative strategy, messaging, target audience, tone of voice, and other important details. It is not the same as a copy platform, which primarily focuses on the messaging and tone of the content.

Question 10

In most ad agencies,the people who first conceptualize the target markets,strategy,and budget process are the members of the creative team.

Accepted Answer

The members of the account planning team typically conceptualize the target markets, strategy, and budget process. The creative team is responsible for developing the actual creative executions based on the strategy provided by the account planning team.

Question 11

A regional magazine ad for Target lists the local stores in the area served by the magazine.This part of the ad would be classified as a support statement.

Accepted Answer

The answer of A regional magazine ad for Target lists...

Question 12

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

Accepted Answer

The creative strategy is a plan that outlines the key issues and considerations to be addressed in the development of an ad or campaign, such as the target audience, key message, tone, and media channels. Therefore, the statement is true.

Question 13

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

Accepted Answer

Studies have shown that colorful charts and tables can increase readers' perception of quality in print media.

Question 14

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

Accepted Answer

Visual cues and metaphors can be powerful tools to help an advertisement convey a message to consumers in a memorable and impactful way. They can help to simplify complex ideas or create an emotional connection with the audience.

Question 15

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

Accepted Answer

Yes, the Explorer creative personality type is known for their curiosity and willingness to explore and research the market, the product, and the competition in order to gather knowledge and insights that can inform their creative work.

Question 16

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.

Question 17

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

Accepted Answer

Value-based thinkers prioritize principles, morals, and personal beliefs when making decisions. As a result, they are more likely to adapt to new situations and circumstances based on their underlying values. Fact-based thinkers, on the other hand, rely on data and evidence to make decisions, which can make them more resistant to change.

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

The creative strategy identifies how the ad will be executed.

Accepted Answer

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

Question 20

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

Accepted Answer

The ad agency refers to the entire organization, while the people who work in the creative department are just a subset of the agency's employees.

Quiz 8: Creating Ads: Strategy and Process