Advertising

Question 1

Creativity in Advertising - Perception

Answer 1

People imagine advertising as spontaneous brainstorming and creativity.
Reality: It’s structured, built on strategy, insights, and research.

Question 2

Who are the “Creatives” in Advertising?

Answer 2

Copywriter: Crafts ad text, often handling various tasks.
Art Director: Designs visual elements, works closely with copywriters.
Creative Director: Oversees the creative process and ensures brand alignment.

Question 3

Other Key Advertising Roles

Answer 3

Account Service/Executives: Manage client relationships and projects.
Account Planner: Conducts research and ensures alignment with consumer insights.

Question 4

Strategy-Driven Agencies

Answer 4

Step 1: Research & Analysis (market trends and consumer behavior).
Step 2: Identify target audience.
Step 3: Develop benefits & message.
Step 4: Creative execution (grounded in research).

Question 5

Pros & Cons of Strategy-Driven Agencies

Answer 5

Pros: Solid foundation, clear direction, reduced risk.
Cons: May limit bold, creative ideas.

Question 6

Idea-Driven Agencies

Answer 6

Step 1: Creative exploration (brainstorm without constraints).
Step 2: Find the “Big Idea.”
Step 3: Strategy comes second.

Question 7

Pros & Cons of Idea-Driven Agencies

Answer 7

Pros: More freedom for innovation, potential to stand out.
Cons: Higher risk, may miss the mark without strong market understanding.

Question 8

Consumer Behavior in Advertising

Answer 8

Understanding why consumers buy is key.
Common Questions: What do people buy? When and where? Why do they buy it?

Question 9

Steve Jobs’ Approach to Consumer Behavior

Answer 9

Ignored focus groups and relied on intuition to create products that matched consumers’ dreams rather than focusing on functional features.

Question 10

Q: What are some Types of Advertising?

Answer 10

A: Includes digital, print, broadcast, outdoor, and other specialized forms.

Question 11

Q: What are the Levels of Explanation in Advertising?

Answer 11

A: Advertising operates on multiple levels, from psychological appeal to brand strategy, aiming to shape consumer behavior and attitudes.

Question 12

Q: How is Advertising an Expert Industry?

Answer 12

A: Advertisers specialize in consumer psychology and media, combining creativity with analytics to effectively reach and influence audiences.

Question 13

Q: What is the Myth vs. Reality of Creativity in Advertising?

Answer 13

A: While creativity is often romanticized, it involves structured processes, research, and operates within constraints.

Question 14

Q: What are some roles within a Creative Team in Advertising?

Answer 14

A: Roles include copywriters, art directors, media planners, and account managers, each focusing on tasks like message development, design, and campaign execution.

Question 15

Q: What are the Functions of Attitudes in advertising according to the Functional Approach?

Answer 15

A: Attitudes serve knowledge, utilitarian, ego-defensive, and value-expressive functions.

Question 16

Q: What is Prevention vs. Promotion Focus in Attitudes?

Answer 16

A: Prevention focus emphasizes risk avoidance, while promotion focus emphasizes growth and achievement.

Question 17

Q: What are the Pros and Cons of Strategy vs. Idea-Driven Workflows?

Answer 17

A: Strategy-driven workflows are structured and align with brand goals, while idea-driven workflows encourage creativity and unique solutions.

Question 18

Q: What is Integrated Marketing Communications (IMC)?

Answer 18

A: A strategic approach that unifies multiple channels (e.g., PR, digital, direct marketing) to deliver consistent messaging, like in the Old Spice campaign.

Question 19

Q: How can Questions help Identify Business Values?

Answer 19

A: By reflecting on goals, target audiences, and ethical considerations.

Question 20

Q: What is the purpose of Mission, Vision, and Values Statements versus a Brand Manifesto?

Answer 20

Q: What is the purpose of Mission, Vision, and Values Statements versus a Brand Manifesto?