Question 1

Which of the following is true of teams in advertising?

Accepted Answer

A) In advertising, teamwork needs no planning. 
B) Great teamwork is required for great advertising. 
C) In advertising, teams need no motivation to generate big ideas. 
D) Teams, by themselves, elevate the creative essence in advertising campaigns. 
A) In advertising, teamwork needs no planning. 
B) Great teamwork is required for great advertising. 
C) In advertising, teams need no motivation to generate big ideas. 
D) Teams, by themselves, elevate the creative essence in advertising campaigns.

Question 2

The creative brief provides guidelines for the creative process, which, unfortunately, defeats the purpose and ends up restricting creativity.

Accepted Answer

A) True 
 B)False

Question 3

Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work.

Accepted Answer

A) True 
 B)False

Question 4

According to Robert Sternberg, which of the following should you do for advancing your own creativity?

Accepted Answer

A) Adopt the safe solution. 
B) Do not cherish ambiguity. 
C) Learn to doubt yourself. 
D) Analyze your own ideas. 
A) Adopt the safe solution. 
B) Do not cherish ambiguity. 
C) Learn to doubt yourself. 
D) Analyze your own ideas.

Question 5

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) When Manuel Margolis insists on a measuring stick for the creativity of the campaign, what will the Xcellent Agency tell him, if Kia Chin is smart?

Accepted Answer

A) "The award alone proves that this ad is loaded with creativity." 
B) "If people like the ad, they'll buy the product." 
C) "We met the technical standards for this advertising effort." 
D) "Great brands do more than just get attention, they make emotional connections." 
A) "The award alone proves that this ad is loaded with creativity." 
B) "If people like the ad, they'll buy the product." 
C) "We met the technical standards for this advertising effort." 
D) "Great brands do more than just get attention, they make emotional connections."

Question 6

According to John Sweeney, if you're working with a pool of talented people, they'll produce their best work if you:

Accepted Answer

A) hand them over to the account executive. 
B) keep them out of any conflicts that arise. 
C) give them some structure. 
D) just agree with them. 
A) hand them over to the account executive. 
B) keep them out of any conflicts that arise. 
C) give them some structure. 
D) just agree with them.

Question 7

Conflict between management and creatives in an organization is unhealthy and ineffective.

Accepted Answer

A) True 
 B)False

Question 8

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market.Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths.Seniors-and especially the younger baby boomers-like these recreational vehicles because they are easy and safe to ride.The company has had some early successes in Florida, Arizona, and California, where such communities began.Optima now wants to expand to other retirement enclaves.It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities.It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima.Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two­ and three­wheeled bikes in a dynamic way.They'll focus on how fast they can go and how they can "transform the ride" into an adventure-this has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course.Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options.They finish by asking whether the brand name can be changed to "something more exciting."
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner.It asserts that its creative philosophy is centered on long-term brand building.Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while.They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands.They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands.They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
-(Scenario 9-2) Optima chooses the Beta Agency to create its campaign.What is likely the primary reason for this choice?

Accepted Answer

A) Alpha Agency focused more on men than on women. 
B) Alpha Agency was in Florida, which covers a smaller region than California. 
C) Beta Agency focused on making a brand connection to the consumer. 
D) Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends. 
A) Alpha Agency focused more on men than on women. 
B) Alpha Agency was in Florida, which covers a smaller region than California. 
C) Beta Agency focused on making a brand connection to the consumer. 
D) Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends.

Question 9

A popular fast food chain notices that its ads are indistinguishable from those of other fast food companies.All the ads usually feature young people enjoying fast food.As a result, this fast food chain launches a creative advertisement which shows elderly people buying food from it and acting like youngsters.The message that people get from this advertisement is that it is allowable for even old people to have fun.In the context of this scenario, what was the purpose of this advertisement for the fast-food chain?

Accepted Answer

A) To reinforce the company's brand image 
B) To generate repeat sales from the company's customers 
C) To present logical reasons for customers to prefer the brand 
D) To break through the ad clutter and get attention 
A) To reinforce the company's brand image 
B) To generate repeat sales from the company's customers 
C) To present logical reasons for customers to prefer the brand 
D) To break through the ad clutter and get attention

Question 10

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20th century shared. He found that these individuals were all:

Accepted Answer

A) shy. 
B) easygoing. 
C) social. 
D) conventional. 
A) shy. 
B) easygoing. 
C) social. 
D) conventional.

Question 11

Which of the following is true about the roles of creatives and account executives in an advertising agency?

Accepted Answer

A) Account executives work for awards; creatives work to please the client. 
B) Account managers must be generalists, whereas creatives must possess expertise in a single area. 
C) Creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace. 
D) Creatives serve as a liaison between the client and the advertising agency. 
A) Account executives work for awards; creatives work to please the client. 
B) Account managers must be generalists, whereas creatives must possess expertise in a single area. 
C) Creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace. 
D) Creatives serve as a liaison between the client and the advertising agency.

Question 12

In teamwork, the term "synergy' implies that:

Accepted Answer

A) one or two key members of a team are responsible for the creative output of the team, while the others merely follow. 
B) the output of the creative process is greater than the sum of the talents of individual team members. 
C) the output of team effort is similar to that of the most talented person in the team working alone. 
D) the output of the team depends on the negotiating skills of the strongest member of the team. 
A) one or two key members of a team are responsible for the creative output of the team, while the others merely follow. 
B) the output of the creative process is greater than the sum of the talents of individual team members. 
C) the output of team effort is similar to that of the most talented person in the team working alone. 
D) the output of the team depends on the negotiating skills of the strongest member of the team.

Question 13

According to Howard Gardner's research, creative people are more likely to be:

Accepted Answer

A) self-effacing. 
B) self-confident. 
C) emotionally stable. 
D) self-giving. 
A) self-effacing. 
B) self-confident. 
C) emotionally stable. 
D) self-giving.

Question 14

Gardner's research indicates that a high level of creativity is tied to a high level of emotional stability.

Accepted Answer

A) True 
 B)False

Question 15

In agencies, people in research departments are often put in the tough position of having to "judge" creative work.

Accepted Answer

A) True 
 B)False

Question 16

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, usually neglected family members, and were significantly childlike.

Accepted Answer

A) True 
 B)False

Question 17

Creativity reflects:

Accepted Answer

A) following social norms. 
B) adopting structured thinking. 
C) retaining childlike thinking. 
D) conforming to everyday logic. 
A) following social norms. 
B) adopting structured thinking. 
C) retaining childlike thinking. 
D) conforming to everyday logic.

Question 18

Which of the following should be adopted when conducting brainstorming?

Accepted Answer

A) Generating new ideas rather than building on each others' ideas 
B) Encouraging individuals to learn about the problem before and after the group session 
C) Focussing on generating ideas rather than putting them to use 
D) Forming an appropriate team with no conflicts in cognitive styles 
A) Generating new ideas rather than building on each others' ideas 
B) Encouraging individuals to learn about the problem before and after the group session 
C) Focussing on generating ideas rather than putting them to use 
D) Forming an appropriate team with no conflicts in cognitive styles

Question 19

Leadership over creative teams involves at least three main tasks, one of which is:

Accepted Answer

A) excusing shortfalls in team performance when communicating with the client. 
B) emphasizing individual performances over mutual accountability for team performance. 
C) contributing ideas without dominating the group. 
D) suggesting a list of advertising objectives. 
A) excusing shortfalls in team performance when communicating with the client. 
B) emphasizing individual performances over mutual accountability for team performance. 
C) contributing ideas without dominating the group. 
D) suggesting a list of advertising objectives.

Question 20

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) The Xcellent account manager, Kia Chin, explains to Margolis how they developed the slogan."Before you can be believed, you have to be liked," she says."And what could be better than a new pair of shoes? Remember when you were little and you got a new pair of shoes? And when you learned to lace them up? No matter what their age, everybody likes putting on a new pair of shoes, right?" This creative description for the Shadowleaf slogan could have been drawn from which core characteristic of creative people?

Accepted Answer

A) Childlike thinking 
B) Obsessive commitment 
C) Self-confidence 
D) Conventional attitude 
A) Childlike thinking 
B) Obsessive commitment 
C) Self-confidence 
D) Conventional attitude

Which of the following is true of teams in advertising?

The creative brief provides guidelines for the creative process, which, unfortunately, defeats the purpose and ends up restricting creativity.

Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work.

According to Robert Sternberg, which of the following should you do for advancing your own creativity?

According to John Sweeney, if you're working with a pool of talented people, they'll produce their best work if you:

Conflict between management and creatives in an organization is unhealthy and ineffective.

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20^t^hcentury shared. He found that these individuals were all:

Which of the following is true about the roles of creatives and account executives in an advertising agency?

In teamwork, the term "synergy' implies that:

According to Howard Gardner's research, creative people are more likely to be:

Gardner's research indicates that a high level of creativity is tied to a high level of emotional stability.

In agencies, people in research departments are often put in the tough position of having to "judge" creative work.

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, usually neglected family members, and were significantly childlike.

Creativity reflects:

Which of the following should be adopted when conducting brainstorming?

Leadership over creative teams involves at least three main tasks, one of which is:

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

Which of the following is true of teams in advertising?

The creative brief provides guidelines for the creative process, which, unfortunately, defeats the purpose and ends up restricting creativity.

Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work.

According to Robert Sternberg, which of the following should you do for advancing your own creativity?

According to John Sweeney, if you're working with a pool of talented people, they'll produce their best work if you:

Conflict between management and creatives in an organization is unhealthy and ineffective.

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20th century shared. He found that these individuals were all:

Which of the following is true about the roles of creatives and account executives in an advertising agency?

In teamwork, the term "synergy' implies that:

According to Howard Gardner's research, creative people are more likely to be:

Gardner's research indicates that a high level of creativity is tied to a high level of emotional stability.

In agencies, people in research departments are often put in the tough position of having to "judge" creative work.

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, usually neglected family members, and were significantly childlike.

Creativity reflects:

Which of the following should be adopted when conducting brainstorming?

Leadership over creative teams involves at least three main tasks, one of which is:

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

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20^t^hcentury shared. He found that these individuals were all: