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Exam 9: Managing Creativity in Advertising and IBP

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Question 21

True/False

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The most creative advertising results from teamwork rather than individual effort; teamwork generates synergy in advertising.

A) True
B) False

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Question 22

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According to Robert Sternberg,which of the following should you do for advancing your own creativity? 

A)  Adopt the safe solution. 
B)  Do not cherish ambiguity. 
C)  Learn to doubt yourself. 
D)  Analyze your own ideas.

E) A) and C)
F) None of the above

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Question 23

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Which of these lists of personality traits,based on an analysis of seven of the greatest creative minds of the 20th century,probably work best in the creative department? 

According to Howard Gardner's research,creative people are more likely to be: 

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

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

If you have decided to be more creative,what are the 3Ps in the 3Ps creativity framework,and how do they relate to being more creative?

A good guideline to follow when trying to improve brainstorming within a team is to: 

What concept refers to the unique preference that each person has for thinking and solving problems? 

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

The usefulness of creativity in advertising can be lasting at times.

Knowing how to brainstorm is important in advertising and integrated brand promotion careers.

Lee Clow is the creative mind behind the iconic Absolut ads,many of which you see featured in the chapter for its aesthetic with the unique bottle shape.

According to the text,creativity can be enhanced with effort.

Good ideas take time and _________.

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

Creativity is usually seen as a gift.

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) Margolis has listened to all the explanations for the theme,and understands the creative ideas behind it,but he still isn't sure that this ad will sell shoes.Which department at Excellent is most likely to be the source of its conflict with its client? 

Which of the following should be adopted when conducting brainstorming? 

In their book,The Wisdom of Teams,Katzenbach and Smith offered a number of insights about teams.Which of the following can be inferred from these insights?