Exam 9: Managing Creativity in Advertising and Ibp

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.

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

Explain the importance of collaboration-creating teams and encouraging teamwork-in the creative advertising environment.Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising.Consider the ideas featured in the text excerpted from The Wisdom of Teams by Katzenbach and Smith.

By brainstorming, a group or team can quickly generate novel solutions to a problem.

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) Looking back, who was responsible for creating the client brief, which should have informed Margolis and others of the creative endeavors behind the campaign?

Believe in yourself, especially when surrounded by doubters.

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20ᵗʰ century shared.But he found that these individuals were not necessarily

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

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Based on points made in the text, which is the most accurate representation of the way the corporate world views creative people?

There is quite a bit of evidence showing that account teams come up with ideas that are

Remember that research has shown that people are most likely to be creative when doing something they love.

Be prepared for opposition whenever you have a really creative idea.

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.

Research shows that the primary benefit of creative, award-winning ads is that they

Who prepares the creative brief?

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 three-wheeled 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?

Without a leader, the many individuals on an IBP campaign are compared in the text to

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

Brands make emotional connections when they engage consumers with detailed knowledge, accurate information, and logical facts.

Find the standard or safe solution and then decide when you want to take a risk by defying it.