Deck 9: Managing Creativity in Advertising and IBP

Question 1

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

Answer 1

True

Question 2

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.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

You can enhance your latent creative abilities.

Question 5

The thought processes of creative people are less orderly and logical than those of others.

Question 6

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

Question 7

Creativity is viewed in the business world as a positive quality even though creative people can be hard to work with.

Question 8

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

Question 9

A creative person can be "the synthesizer," as Lee Clow (the visionary behind the iconic Absolut ads)was called.

Question 10

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

Question 11

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

Question 12

In his analysis of some of the most creative people of the 20th century,Gardner found that they often had troubled personal lives and were significantly childlike.

Question 13

Creativity is subjective.

Question 14

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

Question 15

Creativity is usually seen as a gift.

Question 16

Playing with Lego blocks can influence adults' creativity.

Question 17

Successful brands do not have emotional connections with consumers.

Question 18

Great brands don't have emotional connections with consumers.

Question 19

Good ideas must come from the managers or the clients.

Question 20

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

Question 21

A fashion brand notices that its ads are indistinguishable from those of other brands.All the ads usually feature young people having fun.As a result,this brand launches a creative advertisement that shows celebrities buying clothes and acting like youngsters.In the context of this scenario,what was the purpose of this advertisement? 

A) To reinforce the company's CSR 
B) To generate a product launch 
C) To present logical reasons for customers to prefer the brand 
D) To break through the ad clutter and get attention

Question 22

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

Question 23

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.

Question 24

Robert Sternberg's suggestions for boosting creativity stress that you should learn to redefine problems to see them differently from the way other people see them.

Question 25

The creative brief focuses on the media plan.

Question 26

Agencies can hire out research services.

Question 27

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

Question 28

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

A) see the world in a structured way. 
B) hold together seemingly inconsistent elements. 
C) think in terms of "the way things have to be." 
D) be conventional and hardworking.

Question 29

Which individuals did Howard Gardner highlight in his book,Creating Minds,in his pursuit of the most creative people of the past century? 

A) JFK, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegut 
B) George Washington, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein 
C) Bradbury, Ellington, Churchill, Wright, and Edison 
D) Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi

Question 30

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.

Question 31

Account executives are the liaison between the agency and the client.

Question 32

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

Question 33

Creativity is enhanced when: 

A) it enriches personal lives and creates emotional stability. 
B) it enables forming conventional decisions in life. 
C) it makes social life or hobbies significant factors. 
D) people are doing something they love.

Question 34

There can be conflicts and tensions in the creative/management interface.

Question 35

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

Question 36

Robert Sternberg has found that to be more creative,you need to spend time gaining knowledge but also avoid getting mired in so much knowledge that creativity is stifled.

Question 37

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

Question 38

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

Question 39

Preparing and executing a breakthrough IBP campaign is people-intensive; it hinges on creative work and business acumen alike.

Question 40

Which of the following purposes does creativity serve in advertising? 

A) It makes people work in a structured manner. 
B) It creates competing agendas in an agency. 
C) It gives meaning to a brand by making emotional connections with consumers. 
D) It makes people timid so that they can contribute more to work.

Question 41

In teamwork,the term "synergy" implies that: 

A) one or two key members of a team are responsible for the creative output of the team, while the others merely follow. 
B) the output of the creative process is greater than the sum of the talents of individual team members. 
C) the output of team effort is similar to that of the most talented person in the team working alone. 
D) the output of the team depends on the negotiating skills of the strongest member of the team.

Question 42

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

A) The thinker starts to dislike being an outsider. 
B) The thinker is self-effacing and gives up personal goals in favor of collective goals. 
C) The thinker remains charming even when his or her ambitions are not met. 
D) They can have some emotional instability.

Question 43

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

A) go easy on their ambitions. 
B) take their ideas seriously. 
C) grow the market share for the brand. 
D) reflect the client's thinking.

Question 44

According to John Sweeney,if you're working with a pool of talented people,they'll produce their best work if you: 

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 45

Advertising is a(n): 

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

Question 46

Who is the liaison between the two main parties involved in promotion: the client and the agency? 

A) The agency owner 
B) The research department 
C) The creative director 
D) The account executive

Question 47

Good ideas take time and _________.

A) finances 
B) multiple perspectives 
C) luck 
D) independence

Question 48

In the context of advertising,which of the following is true concerning teams? 

A) They try to blend diverse skills but are rarely successful. 
B) They have become the primary means for getting things done. 
C) They squash individuality and creativity all too often. 
D) They were popular in the 80s and 90s but are now considered to have been a fad.

Question 49

Which of the following is true of teams in advertising? 

A) In advertising, teamwork needs no planning. 
B) Great teamwork is required for great advertising. 
C) In advertising, teams need no motivation to generate big ideas. 
D) Teams, by themselves, elevate the creative essence in advertising campaigns.

Question 50

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

A) self-effacing. 
B) self-confident. 
C) emotionally stable. 
D) self-giving.

Question 51

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? 

A) Teams focus on process rather than results. 
B) Teams operate on mutual synergy. 
C) Teams always look out for a number one. 
D) Teams restrict individual decision making.

Question 52

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? 

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

Question 53

Most ___________ work with the creative brief. 

A) account executives 
B) creative departments 
C) media sellers 
D) agency owners

Question 54

Howard Gardner discovered that creative minds were usually totally______ to their craft: 

A) scared 
B) committed 
C) uninterested 
D) conventional

Question 55

_______ is the ability to consider and hold together seemingly inconsistent elements and forces,making a new connection.

A) Reason 
B) Creativity 
C) Motivation 
D) Synergy

Question 56

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): 

A) ad designer. 
B) media buyer. 
C) copywriter. 
D) account executive.

Question 57

Which of the following best describes the reason why account executives should not be fired even when ad agencies face lean times? 

A) They have the critical role of bridging the gap between clients and creatives. 
B) They execute sophisticated advertising and IBP campaigns. 
C) They do not get involved in struggles over control of the creative product. 
D) They have the vital responsibility of judging the work of the creatives.

Question 58

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? 

A) quiet, calm, humble, conforming, and friendly to everyone in the room  
B) timid, intelligent, and shy with clients 
C) self-confident, alert, unconventional, hard-working, and driven to the point of obsession 
D) edgy, intense, goal-oriented, logical, and focused on the bottom line

Question 59

What is the function of the account executive in an advertising agency? 

A) To assess the effectiveness of advertising communication developed by the agency 
B) To execute the advertising concepts developed by the creatives 
C) To ideate about possible creative concepts for advertisements 
D) To negotiate with clients and convey client instructions to the agency

Question 60

Creativity reflects many things,such as: 

A) following social norms. 
B) adopting structured thinking. 
C) retaining childlike thinking. 
D) conforming to everyday logic.

Question 61

Which of the following are included in the list of guidelines for heading a creative team? 

A) Allow for plenty of room between teams and clients, and foster competition between team members. 
B) Communicate your own personal preferences, and stress the use of a particular cognitive style. 
C) Take care in making your team assignments, and rotate assignments over time. 
D) Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested.

Question 62

All members of an account team are also: 

A) in media 
B) assigned to the creative department. 
C) team leaders for their own groups of specialists. 
D) outsourced.

Question 63

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

A) accounting. 
B) public relations. 
C) direct marketing. 
D) the client.

Question 64

New ideas and breakthrough solutions occur when there is just enough tension and just the right clash of ideas,which is called: 

A) creative abrasion. 
B) interpersonal abrasion. 
C) interpersonal conflict. 
D) cognitive dissonance.

Question 65

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

A) Sensing vs. intuiting, and thinking vs. feeling 
B) Thinking vs. feeling, and seeing vs. hearing 
C) Rational vs. emotional, and sensitive vs. intuitive 
D) Extraverted vs. introverted, and creative vs. logical

Question 66

Who often prepares the creative brief? 

A) The client lead and the account executive 
B) The owner(s) of the agency 
C) The client brand manager 
D) The research executive

Question 67

In the context of creativity,which of the following should a team leader do to ensure a safe environment for team members? 

A) The team leader should not bring together people with diverse cognitive styles if he wants them to get truly engaged in the task. 
B) The team leader should create new ideas and ask team members to incorporate them. 
C) The team leader should allow clients' ideas to be incorporated while making sure that team members only follow what the clients say. 
D) The team leader should embrace a bit of creative abrasion while looking to defuse interpersonal abrasion.

Question 68

Which of the following is true of individualism in teams? 

A) If you and I think alike, then one of us is unnecessary. 
B) Growing reliance on teams in the workplace means a devaluation of the individual. 
C) Teams find ways to let just one person bring his or her unique contributions to the forefront. 
D) Less reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks.

Question 69

Teams are able to liberate decision making when members: 

A) all think alike and agree with one another. 
B) allow the leader to make all the decisions. 
C) trust one another and feel it's safe to contribute. 
D) just make suggestions but leave decisions to the client.

Question 70

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

A) It replaces teamwork with individuality. 
B) It sets primary goals for the client. 
C) It allows room for creativity. 
D) It results from brainstorming in the creative department.

Question 71

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

A) foster an atmosphere of tranquility. 
B) insulate the team from outside influences to help them focus on the task at hand. 
C) add more diversity to the group. 
D) encourage interpersonal abrasion.

Question 72

Which of the following best defines brainstorming? 

A) It is an agreement on a concept for the good of a team's objectives. 
B) It is an ongoing clash of ideas and decisions that results in chaos. 
C) It is a different cognitive style for resolving team conflicts. 
D) It is an organized approach to generating ideas.

Question 73

Which of the following should be adopted when conducting brainstorming? 

A) Generating new ideas rather than building on each others' ideas 
B) Encouraging individuals to learn about the problem before and after the group session 
C) Focusing on generating ideas rather than putting them to use 
D) Forming an appropriate team with no conflicts in cognitive styles

Question 74

Leadership over creative teams entails: 

A) excusing shortfalls in team performance when communicating with the client. 
B) emphasizing individual gains. 
C) contributing ideas without dominating the group. 
D) suggesting a list of advertising cases.

Question 75

Teams come up with ideas that are both creative and useful in the process of building brands if: 

A) they are allowed freedom in playing with their ideas. 
B) they are managed in a proactive way. 
C) structure is given more importance than talent. 
D) right expertise is preferred over diversity of thought.

Question 76

Teams can liberate: 

A) the advertising media. 
B) decision-making. 
C) individualism 
D) mistakes.

Question 77

In essence,a creative brief is a(n): 

A) informal contract depicting the responsibilities of the creative team. 
B) set of guidelines to get the creative group moving in the right direction. 
C) solution to the primary problem of the ad campaign. 
D) list of results to be expected from the ad campaign.

Question 78

The stereotypes about business and advertising people serve to remind us that: 

A) people approach problem solving with different styles. 
B) advertising experts rely on their left brain. 
C) business types use both sides of their brain. 
D) people prefer to think about things in a conventional style.

Question 79

Todd has just been assigned the role of team leader of his creative group for a new ad campaign.Which of the following should Todd do first? 

A) He should suppress any disagreements. 
B) He should meet with the client. 
C) He should provide a list of his ideas. 
D) He should build a consensus about goals they hope to achieve and the approach to reach those goals.

Question 80

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

A) Interpersonal abrasion 
B) Creativity framework 
C) Brainstorming 
D) Cognitive style