Exam 9: Managing Creativity in Advertising and IBP

What are the core characteristics of great creative minds,as identified by Howard Gardner? Relate the characteristics to the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

According to Gardner,creative people have much less interest in playing by the rules,acting nice,and being socially acceptable than more ordinary people.

Which of the following is a characteristic of a creative brief? 

According to the text,creativity is a form of intelligence,maybe the best form of intelligence (particularly for the field of advertising).

You can enhance your latent creative abilities.

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 younger baby boomers-enjoy 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 thrive, but 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-Alpha Agency and Beta Agency-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 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 other 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? 

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

Who often prepares the creative brief? 

In his studies of creativity and intelligence,Yale psychologist Robert Sternberg has found that when you suggest a really creative idea,you need to: 

Creatives and account managers in ad agencies typically have different goals for a particular advertisement or campaign,and these goals may conflict.

As a social process,advertising is marked by the struggles for control and power that occur within departments,between departments,and between the agency and its clients on a daily basis.

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 younger baby boomers-enjoy 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 thrive, but 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-Alpha Agency and Beta Agency-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 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 other 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? 

Which of the following is a problem with top creative geniuses,as identified by Gardner? 

Which of the following purposes does creativity serve in advertising? 

There have been many unusual advertising ideas that at first seemed a bit weird but actually have become legendary,such as the talking Chihuahua from Taco Bell.

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

Conflict between management and creatives in an organization is seen at times.

Creativity reflects many things,such as: 

Creativity is enhanced when: 

To be creative,one should have the ability to consider and hold together seemingly inconsistent elements and forces,making new connections.