Chapter 08 – Creating Ads: Strategy and Process
Chapter 08
1. (p. 200) In advertising, the decoding of messages is the responsibility of the creative team.
2. (p. 201) As a group, the people who work in the creative department are generally referred to
as the ad agency.
Chapter 08 – Creating Ads: Strategy and Process
Short Answer Questions
36. (p. 201) In the advertising process, who are the creatives?
37. (p. 202) Why most ads fail to resonate with the audience?
38. (p. 203) The creative strategy has several other names. What are they?
