Exam 9: Managing Creativity in Advertising and Ibp

During Gardner's work in identifying seven of the most creative people of the 20^th century, he identified some negative sides to their lives.Which five characteristics did they appear to have in common?

In essence, a creative brief is a(n):

The most creative advertising results from individual effort rather than teamwork; teamwork does not generate synergy in advertising.

The stereotypes about business and advertising people serve to remind us that:

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) Once Optima managers have engaged Beta Agency to do their IBP work, how will they ensure that their hopes for a great campaign-and partnership-will become reality?

Which of the following is a problem with childlike thinking?

Teams are able to liberate decision making when members:

Who is the liaison between the two main parties involved in promotion-the client and the agency?

Creativity is viewed in the business world as a negative quality for employees because creative people are hard to work with.

Preparing and executing a breakthrough IBP campaign is not people­intensive-it hinges on the creative work and the business acumen of a few key individuals.

One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than structure.

Juan has just been assigned the role of team leader of his creative group for a new ad campaign.Which of the following should Juan do first?

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 9­2) Which of the following is one critical item of information that Optima's brand manager should expect to see on the final creative brief to diminish conflicts in the future?

Renee's job in an advertising agency involves talking to the clients to identify their goals and then conveying these goals to the creative team, which creates strategies to accomplish these goals.Her job often involves explaining the client's perspective to the agency and explaining the agency's creative strategy to the client.Renee is likely to be a(n):

Advertising is a(n):

In their book, The Wisdom of Teams, Katzenbach and Smith offered a number of insights about teams.Which of the following can be inferred from these insights?

What do the three Ps stand for in the 3P's creativity framework?

All members of an account team are also:

Executing an IBP campaign is like performing as a symphony orchestra-many individuals are simultaneously making unique contributions to create a final piece.

Robert Sternberg has found that to be more creative, you need to spend time gaining knowledge but also avoid getting mired in so much knowledge that creativity is stifled.