Deck 8: Messaging and Media Strategies

Question 1

The most essential and long term creative role of advertising is to:

A) build an emotional bond between consumers and brands.
B) sell more product.
C) give consumers facts.
D) helping consumers to make decisions

Answer 1

A

Question 2

Lee Clow, "the dude who thought different," thought his own greatest creativity was not individual, but as a synthesizer for others' creativity.

Answer 2

True

Question 3

Which of the following is most true about how the corporate world views creative people

A) creative people are innovators
B) everybody needs them but no one is sure who or what they are
C) creative people are valuable but inevitably disruptive
D) everybody can recognize them by their odd clothing styles

Answer 3

B

Question 4

A fact of life in advertising agencies is that account services departments and creative departments almost always agree on the ultimate goal for advertisements even though it may be a struggle to reach that consensus.

Question 5

Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.

Question 6

Creative thinkers appear never to have lost the ability to think like a child.

Question 7

The Creative Brief is just that: brief. It plays a minor role in the creative process of making great IMC campaigns.

Question 8

Preparing and executing breakthrough IMC campaigns is a people intensive business; it is accomplished as a collective with each person executing a specific assignment.

Question 9

According to the text, creativity in advertising is most often stifled by "killers", who are:

A) a firm's shareholders.
B) client managers who don't recognize their own role in the killing
C) advertising agency account managers who resent wearing suits.
D) media buyers.

Question 10

To make yourself more creative, decide now to recognize that it is impossible to be creative without adequate knowledge.

Question 11

The kinds of ads that win awards are usually the same kinds of ads that clients approve will little hesitation.

Question 12

Clients see creativity as

A) characteristic of unusually charismatic agency creatives
B) experienced by the majority of managers at one time or another
C) a quality of ad agencies rather than individuals
D) standard for most advertising executives

Question 13

Because you have a "creative" job, does not mean that you are "creative".

Question 14

The textbook suggests that creativity reflects:

A) early childhood experiences.
B) social circumstances.
C) mental styles.
D) all of these statements

Question 15

In brainstorming, fear of being demoted is a great incentive to come up with the most brilliant idea.

Question 16

One of John Sweeney's rules for what to do if creativity is the goal is to establish a clear code of behavior.

Question 17

Although a total commitment to one's work would seem to be positive trait, on the downside, such commitment can become highly narcissistic, according to Howard Gardner.

Question 18

As an agency creative you will spend one-fourth of your work life with your feet up doing nothing at all.

Question 19

We can learn to improve our level of creativity.

Question 20

Howard Gardner's selection of seven of the greatest creative minds of the twentieth century, as discussed in the textbook, included individuals from a variety of fields, including science and art.

Question 21

Which of the following is NOT a suggestion for advancing your own creativity?

A) Redefine problems to see them differently from other people
B) Avoid analyzing your own ideas - that will inhibit your creative flow
C) Challenge you own comfort zone
D) Learn to cherish ambiguity

Question 22

Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
(Scenario 8-1) When Mr. Lindgren insists on a measuring stick of the creativity of the campaign or slogan, what will a smart agency tell him?

A) "The advertising agency awards garnered from this work prove creativity."
B) " Great brands make emotional connections with consumers and the research shows that consumers respond affectionately to these ads."
C) "We meet the technical standards for these types of advertising efforts."
D) "We like it and we are experts so you should like it too."

Question 23

Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.

A) creative
B) account service
C) media planning
D) production

Question 24

Which of the following is NOT a question the creative brief must answer?

A) Who/what is the competition?
B) Who are we talking to?
C) What consumer problem do we address?
D) What is the right creative approach to take?

Question 25

Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
(Scenario 8-1) The Blanding account manager told Mr. Lindgren that the reason the slogan was chosen is that "Before you can be believed you have to be liked". Which of the following best describes the creative role of the advertising slogan for Brown's Show Fit?

A) sell the products
B) sell the store
C) build an emotional bond to the store
D) build an altruistic bond to certain brands of shoes

Question 26

Which of the guidelines for managing advertising agency teams listed below fosters creativity?

A) Set challenges but give freedom to choose the path for solving them
B) Communicate that new ideas are valued and prevent critics from destroying the momentum around them
C) Provide perks like tai chi classes designed to attract and retain interesting people
D) All of these guidelines foster creativity

Question 27

Which of the following is something we know about teams

A) Teams have become the primary means for getting things done
B) Blending diverse expertise in a disciplined team often produces the most innovative ideas
C) Good teams promote personal growth
D) All of these statements are characteristic of good teams

Question 28

Which of the following pairs is NOT an example of a dimension of cognitive style?

A) Sensing vs. intuiting
B) Rational vs. emotional
C) Thinking vs. feeling
D) Extraverted vs. introverted

Question 29

Poor creative executions are more a matter of structure than talent according to John Sweeney, a former creative director. He offered all of the following pieces of advice as strategies to ensure good creative work EXCEPT:

A) insist promotional messages are varied
B) expect creative staff to try new ideas
C) reward ideas consistent with the advertising vision
D) allow flexibility for creative ideas to unfold

Question 30

Executing a successful IMC campaign requires

A) A smart client
B) Plenty of money in the budget
C) A skilled creative team that works well together
D) A leader who makes the right decisions

Question 31

All of the following were mentioned in the textbook as necessary to the career success of an account manager EXCEPT:

A) ability to negotiate
B) ability to care for clients
C) ability to serve as a willing ambassador between client and agency
D) ability to rationalize agency expenditures

Question 32

It is common that members of an advertising agency's account management team perceive creatives as experts in expression with words and visuals. However, they also believe that creatives often do not:

A) give a hoot about media placement
B) stick to schedules
C) share management's goals
D) care about client opinions

Question 33

Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
(Scenario 8-1) Which of the following departments in the Blanding agency is responsible for maintaining a good relationship with this client?

A) creative.
B) account service
C) media planning
D) production

Question 34

Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
(Scenario 8-1) Which of the following make the Account Executive role one of the most difficult of all management roles in business?

A) AE's have to provide a positive interface between clients ruled by reason and creatives who clients perceive to be "having fun and screwing around"
B) AE's alone have to calculate complicated ad production costs and timetables
C) AE's have to come up with strategies for inherently non-strategic products - the art and music of ads
D) Clients don't respect them because they defend creativity

Question 35

Scenario 8-1
The Blanding Agency is an agency that specializes in developing advertising campaigns for smaller retailer clients. For example, Blanding was hired by Brown's Shoe Fit, a small regional chain of five shoe stores, to develop a slogan and specific ads to be used in a three month newspaper advertising campaign. Brown's marketing director, Rick Lindgren, was adamant with the Blanding account representative 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 16 and 29. More importantly, Rick wanted the slogan to be memorable and unique.
Blanding developed a campaign and presented it to Rick, based upon the theme/slogan: "Do What You Do in Brown Shoe Fit Shoes." Blanding felt that this campaign would help consumers recognize the importance of having comfortable shoes but also raise awareness of the Brown Shoe Fit retail brand. Subsequently to running the ad they won an EFFIE (advertising effectiveness award) for the ad. It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning.
(Scenario 8-1) Which of the following departments in the Blanding agency is most likely to be the source of conflicts that may occur between the agency and the client?

A) creative
B) account service
C) media planning
D) production

Question 36

Which of the following IS of particular note to writing a good creative brief?

A) Make it comprehensive
B) Be logical so the creatives never forget the business goal
C) Write in the consumer's language not business speak
D) List all the things that consumers should believe about the brand

Question 37

Which of the following is(are) true of teamwork?

A) Teams can't be teams without complete agreement on goals and ways to achieve them
B) Creative abrasion, the clash of ideas, is essential for teams to have breakthrough solutions
C) Interpersonal abrasion on teams is necessary for new ideas to emerge
D) Teamwork means suppressing disagreement for the good of the team objective

Question 38

Creativity is:

A) the ability to consider and hold together seemingly inconsistent elements and forces.
B) the ability to step outside of everyday logic.
C) the ability to free oneself of thinking in terms of "the way things are."
D) all of these statements describe creativity accurately

Question 39

Who prepares the creative brief?

A) The AE on the account
B) The client marketing manager
C) The client brand manager
D) It is a joint activity of client leader and AE

Question 40

Which department within an advertising agency is recognized as having an uncertain nature?

A) creative
B) account service
C) media planning
D) production

Question 41

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work 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 Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
(Scenario 8-2) Early in the process of IMC campaign development the Brand Manager, who is a very smart client, discovers that two of the creative members at Agency B have had open arguments about which creative ideas to bring forward. What does she do?

A) Tells the Agency B AE that if budget is an issue they should discuss it now.
B) Immediately informs the Easy-Ride CEO that the agency is "having problems" with their assignment.
C) Calls the Agency B CEO and demands to know what is wrong.
D) Looks forward to a very interesting creative development meeting because she understands that good creative teams can bring forth great ads after airing different points of view.

Question 42

Characterize the tensions between the creatives and the account executives (AEs) in an advertising agency.

Question 43

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work 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 Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
(Scenario 8-2) Which of the following is one critical item of information that Easy-Ride's Brand Manager expects to see on the final creative brief?

A) That the creative team will avoid animation
B) That the target is wives of retirees who play golf.
C) That the music for the campaign must be "oldies rock"
D) That as long as consumers like the ad there is no particular belief they must hold about the brand

Question 44

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work 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 Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
(Scenario 8-2) Easy-Ride chooses Agency B to be their agency. What are the likely reasons?

A) Agency B understood that key task was to make a brand connection to the consumer
B) Agency A was in Florida which is a smaller state than California
C) Agency B was in LA and the client liked that city better, anticipating work meetings there instead of Florida
D) Agency A suggested changing their brand name, which already had a small but good image

Question 45

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work 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 Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
(Scenario 8-2) As is often common in new client-agency relationships, Agency B and Easy-Ride conduct a joint brainstorming session prior to finalizing the IMC campaign strategy. Mr. Wizard, the bicycle designer from Easy-Ride interrupts the session frequently to pooh-pooh agency personnel suggestions as uninformed about how likely these bikes are "to sell themselves." Mr. Wizard's behavior is

A) Good for winnowing out the bad campaign ideas from the good ones.
B) Diminishing the utility of the brainstorm by inhibiting others' ideas from being offered freely
C) Important for the purpose of the brainstorm because they are based on product design expertise
D) Irrelevant and immaterial to the session

Question 46

List several of the core characteristics of great creative minds described by Howard Gardner and discuss their upsides and downsides.

Question 47

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work 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 Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
(Scenario 8-2) Once Easy-Ride management has engaged Agency B to do their IMC work, will they ensure that their hopes for a great agency partnership will become reality?

A) Write specific creative team members into the contract
B) Insist that Agency B check daily with the Brand Manager for Easy-Ride
C) Begin work with the Account Exec of Agency B to write a creative brief
D) Make sure the CEO of Agency A and the CEO of Easy-Ride have each other's home and cell phone numbers