Deck 9: Managing Creativity in Advertising and Ibp

Question 1

Creativity is very different depending on the domain in which it exists.

Answer 1

False

Question 2

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, usually neglected family members, and were significantly childlike.

Answer 2

True

Question 3

Creativity is viewed in the business world as a negative quality for employees because creative people are hard to work with.

Answer 3

False

Question 4

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

Question 5

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

Question 6

The thought processes of creative people are more complex, orderly, and logical than those of others.

Question 7

Successful brands make emotional connections with consumers.

Question 8

Creativity in ads is required in order to break through ad clutter.

Question 9

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

Question 10

To be creative, a person must rely on everyday logic and "the way things are."

Question 11

Howard Gardner's selection of seven of the greatest creative minds of the 20th century listed individuals from a variety of advertising and promotional fields.

Question 12

The usefulness of creativity in advertising ends once the ad has captured consumer attention.

Question 13

Great brands don't just get the attention of consumers, they make emotional connections with consumers.

Question 14

Conflict between management and creatives in an organization is unhealthy and ineffective.

Question 15

Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work.

Question 16

Those who really understand creativity and the world of advertising know that good ideas can come from anywhere
-the managers, the accountants, even the clients.

Question 17

Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life.

Question 18

Creatives and account managers in ad agencies typically share the same goals for a particular advertisement or campaign.

Question 19

If you have a "creative" job, that means you are "creative."

Question 20

According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it.

Question 21

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

Question 22

In agencies, people in research departments are often put in the tough position of having to "judge" creative work.

Question 23

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

Question 24

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

Question 25

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

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

Question 26

In the world of advertising, science is never allowed to judge art.

Question 27

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

Question 28

A popular fast food chain notices that its ads are indistinguishable from those of other fast food companies.All the ads usually feature young people enjoying fast food.As a result, this fast food chain launches a creative advertisement which shows elderly people buying food from it and acting like youngsters.The message that people get from this advertisement is that it is allowable for even old people to have fun.In the context of this scenario, what was the purpose of this advertisement for the fast-food chain?

A)To reinforce the company's brand image
B)To generate repeat sales from the company's customers
C)To present logical reasons for customers to prefer the brand
D)To break through the ad clutter and get attention

Question 29

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 30

Preparing and executing a breakthrough IBP campaign is not people­intensive-it hinges on the creative work and
the business acumen of a few key individuals.

Question 31

There is a right way and a wrong way to brainstorm.

Question 32

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 33

Interpersonal abrasion is beneficial to creativity, while creative abrasion is not.

Question 34

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 35

The most creative advertising results from individual effort rather than teamwork; teamwork does not generate synergy in advertising.

Question 36

It is a common situation in ad agencies that the account services department and the creative department do not agree on the ultimate goal for an advertisement.

Question 37

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

Question 38

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 39

One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than
structure.

Question 40

Creativity:

A)enriches personal lives and creates emotional stability.
B)enables forming conventional decisions in life.
C)makes social life or hobbies significant factors.
D)reflects early childhood experiences and cognitive styles.

Question 41

Which of the following is a problem with childlike thinking?

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 becomes charming even when his or her ambitions are not met.
D)The thinker's social behavior becomes selfish.

Question 42

During Gardner's work in identifying seven of the most creative people of the 20^th century, he identified some negative sides to their lives.Which five characteristics did they 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 43

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 44

Advertising is a(n):

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

Question 45

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Which of the following comments is the most accurate representation of the way the corporate world views creative people?

A)"They're way overrated-what has creativity ever done for business, anyway?"
B)"Nobody wants a creative employee-it's just not a valued trait anymore."
C)"We all need them-but nobody really knows who they are or how they do it."
D)"They're simple to spot-the smiling ones who get along with everybody."

Question 46

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 47

Creativity reflects:

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

Question 48

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 49

Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency.Based on the common personality traits and professional characteristics of the seven greatest creative minds of the 20th century, which one probably works in the creative department?

A)Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room
B)Simone, who is self-effacing, timid, intelligent, and a great partner to clients
C)Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the point of obsession
D)Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line

Question 50

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 51

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 52

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 53

Renee'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.Renee is likely to be a(n):

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

Question 54

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 a passing fad.

Question 55

Most research concerning the contentious environment in the world of advertising places the position as a focus of the conflict.

A)account executive
B)creative department
C)client
D)agency owner

Question 56

Various personnel view ads in different ways.People in the creative department tend to see an advertisement as a way to:

A)go easy on their ambitions.
B)showcase a personal ideology.
C)grow the market share for the brand.
D)reflect the client's thinking.

Question 57

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 58

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 59

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20^th century shared. He found that these individuals were all:

A)shy.
B)easygoing.
C)social.
D)conventional.

Question 60

Which of the following is true about the roles of creatives and account executives in an advertising agency?

A)Account executives work for awards; creatives work to please the client.
B)Account managers must be generalists, whereas creatives must possess expertise in a single area.
C)Creatives are more likely to see the goal of the communication as achieving some predetermined objective in the marketplace.
D)Creatives serve as a liaison between the client and the advertising agency.

Question 61

All members of an account team are also:

A)employees of the client.
B)assigned to the creative department.
C)team leaders for their own groups of specialists.
D)tied with the research team.

Question 62

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 63

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)Focussing on generating ideas rather than putting them to use
D)Forming an appropriate team with no conflicts in cognitive styles

Question 64

Which of the following is true of individualism in teams?

A)An "always look out for number one" mentality can improve teamwork.
B)Growing reliance on teams in the workplace means a devaluation of the individual.
C)Teams find ways to let each individual bring his or her unique contributions to the forefront.
D)Growing reliance on teams in the workplace implies greater emphasis on conforming to what the group thinks.

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

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

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

Question 67

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 68

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 69

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 70

Who prepares the creative brief?

A)The client lead and the account executive
B)The owner(s) of the agency
C)The client brand manager and the head of the creative department
D)The research executive assigned to the campaign

Question 71

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 the 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 allow creative abrasion to flourish while always looking to defuse interpersonal abrasion.

Question 72

Leadership over creative teams involves at least three main tasks, one of which is:

A)excusing shortfalls in team performance when communicating with the client.
B)emphasizing individual performances over mutual accountability for team performance.
C)contributing ideas without dominating the group.
D)suggesting a list of advertising objectives.

Question 73

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 74

Leaders of creative teams do many things, but one thing they should never do is to:

A)stick to the advertising plan.
B)allow an individual to fail.
C)jump in and do the real work.
D)admit a team mistake.

Question 75

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

Question 76

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

Question 77

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

A)foster an atmosphere of tranquility and ensure minimal changes to the environment.
B)insulate the team from outside influences to help them focus on the task at hand.
C)add more diversity to the group to increase creative abrasion.
D)encourage interpersonal abrasion in order to generate creative conflict.

Question 78

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 plenty of room for creativity.
D)It results from brainstorming in the creative department.

Question 79

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 80

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.