Exam 9: Managing Creativity in Advertising and IBP

Advertising is a(n): 

You are most likely to be creative when:you avoid ambiguity.

Google is known for using numerous creative adaptations of its logo.

In the business world,even if you have a "creative" job,you should listen to the clients and: 

Sally'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.Sally is likely to be a(n): 

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

Which of the following best defines brainstorming? 

Scenario 9-1 The Excellent Agency specializes in developing advertising campaigns for smaller retail clients. Excellent is 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, is adamant while meeting with Excellent'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 wants the slogan to be memorable and unique. Kia Chin, representing Excellent, develops a campaign and presents it to Margolis. The campaign is based on the slogan "Do What You Do in a Shadowleaf Shoe." Visuals depict men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in every type of Shadowleaf's shoes. Margolis feels that this campaign will target young male consumers, but will also get the attention of others regarding the comfort of the shoes, raising awareness of the Shadowleaf brand. After running the ads, the Excellent Agency wins an advertising effectiveness award. It seems 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 Excellent 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? 

All members of an account team are also: 

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

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

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.

Most ___________ work with the creative brief. 

Psychologist Robert Sternberg has devoted his entire career to the study of creativity and intelligence.What advice does he give to those who want to boost their creativity? List Sternberg's ten suggestions for becoming more creative.Give a realistic example of how any three of them might apply to the world of promotion.

Creativity in ads is not required in order to break through ad clutter.

Agencies can hire out research services.

The creative brief sets up the goal for any advertising effort in a way that gets everyone moving in the same direction.

In essence,a creative brief is a(n): 

Members of all the following teams are part of the IBP account team,EXCEPT: 

Creativity is subjective.