Question 1

In the context of creativity, which of the following should a team leader do to ensure a safe environment for team members?

Accepted Answer

A) The team leader should not bring together people with diverse cognitive styles if he wants them to get truly engaged in the task. 
B) The team leader should create new ideas and ask the team members to incorporate them. 
C) The team leader should allow clients' ideas to be incorporated while making sure that team members only follow what the clients say. 
D) The team leader should allow creative abrasion to flourish while always looking to defuse interpersonal abrasion. 
A) The team leader should not bring together people with diverse cognitive styles if he wants them to get truly engaged in the task. 
B) The team leader should create new ideas and ask the team members to incorporate them. 
C) The team leader should allow clients' ideas to be incorporated while making sure that team members only follow what the clients say. 
D) The team leader should allow creative abrasion to flourish while always looking to defuse interpersonal abrasion. D

Question 2

The usefulness of creativity in advertising ends once the ad has captured consumer attention.

Accepted Answer

A) True 
 B)False  False

Question 3

As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis.

Accepted Answer

A) True 
 B)False  True

Question 4

What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

Accepted Answer

Cognitive style refers to the unique pre

Question 5

Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency.Based on the common personality traits and professional characteristics of the seven greatest creative minds of the 20th century, which one probably works in the creative department?

Accepted Answer

A) Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room 
B) Simone, who is self-effacing, timid, intelligent, and a great partner to clients 
C) Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the point of obsession 
D) Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line 
A) Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room 
B) Simone, who is self-effacing, timid, intelligent, and a great partner to clients 
C) Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the point of obsession 
D) Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line

Question 6

To be creative, a person must rely on everyday logic and "the way things are."

Accepted Answer

A) True 
 B)False

Question 7

Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times?

Accepted Answer

A) They have the critical role of bridging the gap between clients and creatives. 
B) They execute sophisticated advertising and IBP campaigns. 
C) They do not get involved in struggles over control of the creative product. 
D) They have the vital responsibility of judging the work of the creatives. 
A) They have the critical role of bridging the gap between clients and creatives. 
B) They execute sophisticated advertising and IBP campaigns. 
C) They do not get involved in struggles over control of the creative product. 
D) They have the vital responsibility of judging the work of the creatives.

Question 8

Those who really understand creativity and the world of advertising know that good ideas can come from anywhere
-the managers, the accountants, even the clients.

Accepted Answer

A) True 
 B)False

Question 9

Most research concerning the contentious environment in the world of advertising places the position as a focus of the conflict.

Accepted Answer

A) account executive 
B) creative department 
C) client 
D) agency owner 
A) account executive 
B) creative department 
C) client 
D) agency owner

Question 10

What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics with the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

Accepted Answer

Gardner suggested that great creative mi

Question 11

Which of the following purposes does creativity serve in advertising?

Accepted Answer

A) It makes people work in a structured manner. 
B) It creates competing agendas in an agency. 
C) It gives meaning to a brand by making emotional connections with consumers. 
D) It makes people timid so that they can contribute more to work. 
A) It makes people work in a structured manner. 
B) It creates competing agendas in an agency. 
C) It gives meaning to a brand by making emotional connections with consumers. 
D) It makes people timid so that they can contribute more to work.

Question 12

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Which of the following comments is the most accurate representation of the way the corporate world views creative people?

Accepted Answer

A) "They're way overrated-what has creativity ever done for business, anyway?" 
B) "Nobody wants a creative employee-it's just not a valued trait anymore." 
C) "We all need them-but nobody really knows who they are or how they do it." 
D) "They're simple to spot-the smiling ones who get along with everybody." 
A) "They're way overrated-what has creativity ever done for business, anyway?" 
B) "Nobody wants a creative employee-it's just not a valued trait anymore." 
C) "We all need them-but nobody really knows who they are or how they do it." 
D) "They're simple to spot-the smiling ones who get along with everybody."

Question 13

In the context of advertising, which of the following is true concerning teams?

Accepted Answer

A) They try to blend diverse skills but are rarely successful. 
B) They have become the primary means for getting things done. 
C) They squash individuality and creativity all too often. 
D) They were popular in the 80s and 90s but are now considered a passing fad. 
A) They try to blend diverse skills but are rarely successful. 
B) They have become the primary means for getting things done. 
C) They squash individuality and creativity all too often. 
D) They were popular in the 80s and 90s but are now considered a passing fad.

Question 14

Which individuals did Howard Gardner highlight in his book, Creating Minds, in his pursuit of the most creative people of the past century?

Accepted Answer

A) Edison, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegut 
B) Picasso, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein 
C) Eliot, Bradbury, Ellington, Graham, Churchill, Wright, and Edison 
D) Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi 
A) Edison, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegut 
B) Picasso, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein 
C) Eliot, Bradbury, Ellington, Graham, Churchill, Wright, and Edison 
D) Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi

Question 15

What is the function of the account executive in an advertising agency?

Accepted Answer

A) To assess the effectiveness of advertising communication developed by the agency 
B) To execute the advertising concepts developed by the creatives 
C) To ideate about possible creative concepts for advertisements 
D) To negotiate with clients and convey client instructions to the agency 
A) To assess the effectiveness of advertising communication developed by the agency 
B) To execute the advertising concepts developed by the creatives 
C) To ideate about possible creative concepts for advertisements 
D) To negotiate with clients and convey client instructions to the agency

Question 16

The thought processes of creative people are more complex, orderly, and logical than those of others.

Accepted Answer

A) True 
 B)False

Question 17

Creativity is very different depending on the domain in which it exists.

Accepted Answer

A) True 
 B)False

Question 18

Members of all the following teams are part of the IBP account team, EXCEPT:

Accepted Answer

A) accounting. 
B) public relations. 
C) direct marketing. 
D) the client. 
A) accounting. 
B) public relations. 
C) direct marketing. 
D) the client.

Question 19

Define the terms interpersonal abrasion and creative abrasion.Discuss the differences between the two, as well as the similarities.Give an example of each that might be found in the advertising workplace environment.

Accepted Answer

The two concepts are similar in that the

Question 20

The creative person appears to strongly desire marginality-being an outsider-and this marginality provides the
energy needed to push forward with innovative ideas.

Accepted Answer

A) True 
 B)False

In the context of creativity, which of the following should a team leader do to ensure a safe environment for team members?

The usefulness of creativity in advertising ends once the ad has captured consumer attention.

As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis.

What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency.Based on the common personality traits and professional characteristics of the seven greatest creative minds of the 20th century, which one probably works in the creative department?

To be creative, a person must rely on everyday logic and "the way things are."

Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times?

Those who really understand creativity and the world of advertising know that good ideas can come from anywhere -the managers, the accountants, even the clients.

Most research concerning the contentious environment in the world of advertising places the position as a focus of the conflict.

What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics with the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

Which of the following purposes does creativity serve in advertising?

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Which of the following comments is the most accurate representation of the way the corporate world views creative people?

In the context of advertising, which of the following is true concerning teams?

Which individuals did Howard Gardner highlight in his book, Creating Minds, in his pursuit of the most creative people of the past century?

What is the function of the account executive in an advertising agency?

The thought processes of creative people are more complex, orderly, and logical than those of others.

Creativity is very different depending on the domain in which it exists.

Members of all the following teams are part of the IBP account team, EXCEPT:

Define the terms interpersonal abrasion and creative abrasion.Discuss the differences between the two, as well as the similarities.Give an example of each that might be found in the advertising workplace environment.

The creative person appears to strongly desire marginality-being an outsider-and this marginality provides the energy needed to push forward with innovative ideas.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters

Exam 9: Managing Creativity in Advertising and Ibp

In the context of creativity, which of the following should a team leader do to ensure a safe environment for team members?

The usefulness of creativity in advertising ends once the ad has captured consumer attention.

As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis.

What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency.Based on the common personality traits and professional characteristics of the seven greatest creative minds of the 20th century, which one probably works in the creative department?

To be creative, a person must rely on everyday logic and "the way things are."

Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times?

Those who really understand creativity and the world of advertising know that good ideas can come from anywhere -the managers, the accountants, even the clients.

Most research concerning the contentious environment in the world of advertising places the position as a focus of the conflict.

What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics with the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

Which of the following purposes does creativity serve in advertising?

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Which of the following comments is the most accurate representation of the way the corporate world views creative people?

In the context of advertising, which of the following is true concerning teams?

Which individuals did Howard Gardner highlight in his book, Creating Minds, in his pursuit of the most creative people of the past century?

What is the function of the account executive in an advertising agency?

The thought processes of creative people are more complex, orderly, and logical than those of others.

Creativity is very different depending on the domain in which it exists.

Members of all the following teams are part of the IBP account team, EXCEPT:

Define the terms interpersonal abrasion and creative abrasion.Discuss the differences between the two, as well as the similarities.Give an example of each that might be found in the advertising workplace environment.

The creative person appears to strongly desire marginality-being an outsider-and this marginality provides the energy needed to push forward with innovative ideas.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Media Planning Advertising and Ibp in Digital and Social Media

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

Filters