Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) do something you love. 
B) learn from the pros. 
C) expect to be disliked. 
D) head up a team.

Question 4

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

Accepted Answer

A) didn't know what it served. 
B) were unaware of the name. 
C) thought it was boring and irrelevant. 
D) confused it with other fast food outlets.

Question 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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?

Accepted Answer

A) egotistical, narcissistic, obsessed, socially isolated 
B) delusional, irrational, antisocial, psychotic 
C) inattentive, unfocused, impatient, hyperactive 
D) dysfunctional, clingy, codependent, impulsive

Question 7

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

Accepted Answer

A) client. 
B) account executive. 
C) creative director. 
D) team leader.

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) build emotional bonds. 
B) make new connections. 
C) rebel against logic. 
D) make difficult decisions.

Question 10

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

Accepted Answer

A) who will create interpersonal abrasion. 
B) from outside the department, the firm, or the advertising industry. 
C) with a global view and a universal sense of creativity. 
D) insulated from the outside world.

Question 11

Which of the following is true about the creative brief?

Accepted Answer

A) It tends to actually stifle any creative effort. 
B) It sets primary goals for the client. 
C) It allows plenty of room for creativity. 
D) It results from team brainstorming.

Question 12

Advertising is a(n)

Accepted Answer

A) solo occupation. 
B) individual competition. 
C) team sport. 
D) business rather than an art.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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?

Accepted Answer

A) the media planning department 
B) the accounts services department 
C) the creative department 
D) the production department

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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?

Accepted Answer

A) "The award alone proves that this ad is loaded with creativity." 
B) "If people like the ad, they'll buy the product." 
C) "We met the technical standards for this advertising effort." 
D) "Great brands do more than just get attention, they make emotional connections."

Question 18

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

Accepted Answer

A) hand them over to the account executive. 
B) keep them out of any conflicts that arise. 
C) give them some structure. 
D) just agree with them.

Question 19

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

Accepted Answer

The answer of Recognize that it is impossible to be...

Question 20

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

Accepted Answer

A) football huddle 
B) game of tag 
C) string of pearls 
D) bicycle wheel

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.

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.

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.