Question 1

Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other
people see them.

Accepted Answer

A) True 
 B)False

Question 2

You are most likely to be creative when:

Accepted Answer

A) you are in your comfort zone. 
B) doing something you love. 
C) you avoid critiquing your own ideas. 
D) you avoid ambiguity. 
A) you are in your comfort zone. 
B) doing something you love. 
C) you avoid critiquing your own ideas. 
D) you avoid ambiguity.

Question 3

Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life.

Accepted Answer

A) True 
 B)False

Question 4

A good guideline to follow when trying to improve brainstorming within a team is to:

Accepted Answer

A) foster an atmosphere of tranquility and ensure minimal changes to the environment. 
B) insulate the team from outside influences to help them focus on the task at hand. 
C) add more diversity to the group to increase creative abrasion. 
D) encourage interpersonal abrasion in order to generate creative conflict. 
A) foster an atmosphere of tranquility and ensure minimal changes to the environment. 
B) insulate the team from outside influences to help them focus on the task at hand. 
C) add more diversity to the group to increase creative abrasion. 
D) encourage interpersonal abrasion in order to generate creative conflict.

Question 5

Teams come up with ideas that are both creative and useful in the process of building brands if:

Accepted Answer

A) they are allowed freedom in playing with their ideas. 
B) they are managed in a proactive way. 
C) structure is given more importance than talent. 
D) right expertise is preferred over diversity of thought. 
A) they are allowed freedom in playing with their ideas. 
B) they are managed in a proactive way. 
C) structure is given more importance than talent. 
D) right expertise is preferred over diversity of thought.

Question 6

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) Looking back, who was responsible for creating the client brief, which should have informed Margolis and others of the creative endeavors behind the campaign?

Accepted Answer

A) The owner of the Xcellent Agency 
B) The lead from Shadowleaf and the account executive of Xcellent 
C) The research manager and the creative director of Xcellent 
D) The marketing executive of Shadowleaf 
A) The owner of the Xcellent Agency 
B) The lead from Shadowleaf and the account executive of Xcellent 
C) The research manager and the creative director of Xcellent 
D) The marketing executive of Shadowleaf

Question 7

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant while meeting with Xcellent's account executive, Kia Chin, that the campaign must be catchy and modern to appeal to a target audience that has an active lifestyle and is between the ages of 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in every type of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) Margolis has listened to all the explanations for the theme, and understands the nice ideas behind it, but he still isn't sure this ad will sell shoes.Which department at Xcellent is most likely to be the source of its conflict with its client?

Accepted Answer

A) Its media planning department 
B) Its accounts services department 
C) Its creative department 
D) Its production department 
A) Its media planning department 
B) Its accounts services department 
C) Its creative department 
D) Its production department

Question 8

Successful brands make emotional connections with consumers.

Accepted Answer

A) True 
 B)False

Question 9

In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to:

Accepted Answer

A) copyright it. 
B) be prepared for opposition to it. 
C) decide that it is a safe solution. 
D) base it on an accepted standard. 
A) copyright it. 
B) be prepared for opposition to it. 
C) decide that it is a safe solution. 
D) base it on an accepted standard.

Question 10

According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it.

Accepted Answer

A) True 
 B)False

Question 11

Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges.Which of the following guidelines are included in the list provided for heading a creative team?

Accepted Answer

A) Allow for plenty of room between teams and clients, and foster competition between team members. 
B) Communicate your own personal preferences, and stress the use of a particular cognitive style. 
C) Take care in making your team assignments, and rotate assignments over time. 
D) Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested. 
A) Allow for plenty of room between teams and clients, and foster competition between team members. 
B) Communicate your own personal preferences, and stress the use of a particular cognitive style. 
C) Take care in making your team assignments, and rotate assignments over time. 
D) Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested.

Question 12

Who prepares the creative brief?

Accepted Answer

A) The client lead and the account executive 
B) The owner(s) of the agency 
C) The client brand manager and the head of the creative department 
D) The research executive assigned to the campaign 
A) The client lead and the account executive 
B) The owner(s) of the agency 
C) The client brand manager and the head of the creative department 
D) The research executive assigned to the campaign

Question 13

It is a common situation in ad agencies that the account services department and the creative department do not agree on the ultimate goal for an advertisement.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a characteristic of a creative brief?

Accepted Answer

A) It replaces teamwork with individuality. 
B) It sets primary goals for the client. 
C) It allows plenty of room for creativity. 
D) It results from brainstorming in the creative department. 
A) It replaces teamwork with individuality. 
B) It sets primary goals for the client. 
C) It allows plenty of room for creativity. 
D) It results from brainstorming in the creative department.

Question 15

Though it is almost impossible to define, creativity is essentially the ability to:

Accepted Answer

A) see the world in a structured way. 
B) hold together seemingly inconsistent elements. 
C) think in terms of "the way things have to be." 
D) be conventional and hardworking. 
A) see the world in a structured way. 
B) hold together seemingly inconsistent elements. 
C) think in terms of "the way things have to be." 
D) be conventional and hardworking.

Question 16

Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition.Which of the following pairs are included in these dimensions?

Accepted Answer

A) Sensing vs.intuiting, and thinking vs.feeling 
B) Thinking vs.feeling, and seeing vs.hearing 
C) Rational vs.emotional, and sensitive vs.intuitive 
D) Extraverted vs.introverted, and creative vs.logical 
A) Sensing vs.intuiting, and thinking vs.feeling 
B) Thinking vs.feeling, and seeing vs.hearing 
C) Rational vs.emotional, and sensitive vs.intuitive 
D) Extraverted vs.introverted, and creative vs.logical

Question 17

Creativity:

Accepted Answer

A) enriches personal lives and creates emotional stability. 
B) enables forming conventional decisions in life. 
C) makes social life or hobbies significant factors. 
D) reflects early childhood experiences and cognitive styles. 
A) enriches personal lives and creates emotional stability. 
B) enables forming conventional decisions in life. 
C) makes social life or hobbies significant factors. 
D) reflects early childhood experiences and cognitive styles.

Question 18

Leaders of creative teams do many things, but one thing they should never do is to:

Accepted Answer

A) stick to the advertising plan. 
B) allow an individual to fail. 
C) jump in and do the real work. 
D) admit a team mistake. 
A) stick to the advertising plan. 
B) allow an individual to fail. 
C) jump in and do the real work. 
D) admit a team mistake.

Question 19

Which of the following is true of individualism in teams?

Accepted Answer

A) An "always look out for number one" mentality can improve teamwork. 
B) Growing reliance on teams in the workplace means a devaluation of the individual. 
C) Teams find ways to let each individual bring his or her unique contributions to the forefront. 
D) Growing reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks. 
A) An "always look out for number one" mentality can improve teamwork. 
B) Growing reliance on teams in the workplace means a devaluation of the individual. 
C) Teams find ways to let each individual bring his or her unique contributions to the forefront. 
D) Growing reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks.

Question 20

New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called:

Accepted Answer

A) creative abrasion. 
B) interpersonal abrasion. 
C) interpersonal conflict. 
D) cognitive dissonance. 
A) creative abrasion. 
B) interpersonal abrasion. 
C) interpersonal conflict. 
D) cognitive dissonance.

Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them.

You are most likely to be creative when:

Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life.

A good guideline to follow when trying to improve brainstorming within a team is to:

Teams come up with ideas that are both creative and useful in the process of building brands if:

Successful brands make emotional connections with consumers.

In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to:

According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it.

Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges.Which of the following guidelines are included in the list provided for heading a creative team?

Who prepares the creative brief?

It is a common situation in ad agencies that the account services department and the creative department do not agree on the ultimate goal for an advertisement.

Which of the following is a characteristic of a creative brief?

Though it is almost impossible to define, creativity is essentially the ability to:

Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition.Which of the following pairs are included in these dimensions?

Creativity:

Leaders of creative teams do many things, but one thing they should never do is to:

Which of the following is true of individualism in teams?

New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called:

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

Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them.

You are most likely to be creative when:

Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life.

A good guideline to follow when trying to improve brainstorming within a team is to:

Teams come up with ideas that are both creative and useful in the process of building brands if:

Successful brands make emotional connections with consumers.

In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to:

According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it.

Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges.Which of the following guidelines are included in the list provided for heading a creative team?

Who prepares the creative brief?

It is a common situation in ad agencies that the account services department and the creative department do not agree on the ultimate goal for an advertisement.

Which of the following is a characteristic of a creative brief?

Though it is almost impossible to define, creativity is essentially the ability to:

Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition.Which of the following pairs are included in these dimensions?

Creativity:

Leaders of creative teams do many things, but one thing they should never do is to:

Which of the following is true of individualism in teams?

New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called:

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