Exam 9: Managing Creativity in Advertising and Ibp

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

Creative thinkers demonstrate complex and mature thoughts, while ordinary people often have simple and childlike thoughts.

Psychologist Robert Sternberg, expert on creativity and intelligence, advises that if you want to be more creative,

Looking back, the main problem with Burger King's 2004 status in the eyes of the public was that consumers

Preparing and executing a breakthrough IBP campaign is rarely a people-intensive business-it usually hinges on the creative work and the business acumen of a few key individuals.

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

Creativity evolves from teamwork as well as from individuals laboring on their own.Pulling together both levels of creativity is the responsibility of the

Creative advertising people and creative advertising organizations have to be willing to take risks, shake things up, and upset some people.

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

The text notes that tranquility and sameness can be deadly to the creative drive.It suggests shaking things up with a visit from an "alien," meaning a person

Which of the following is true about the creative brief?

Advertising is a(n)

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

There is absolutely no doubt that humor is the secret ingredient in great advertising.

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 when meeting with the Xcellent 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 all types 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 conflict between agency and client?

Though countless books and magazines give advice on being creative (and in fact, so does the text), it is almost impossible to truly learn to become more creative-basically, you either have it or you don't.

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 when meeting with the Xcellent 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 all types 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?

One tip from John Sweeney, a former creative director, is that if you're working with a pool of talented people, they'll produce their best work if you

Recognize that it is impossible to be creative without adequate knowledge.

The text suggests that you think of an account team as a ____ with the team leader in the middle.