Deck 9: Managing Creativity in Advertising and Ibp

Question 1

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

Answer 1

False

Question 2

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.

Answer 2

False

Question 3

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

Answer 3

False

Question 4

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

Question 5

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

Question 6

Gardner supports the contention that creative people have much less interest in playing by the rules, acting nice, and being socially acceptable compared to more ordinary people.

Question 7

A total commitment to one's creative work seems to be a positive trait with essentially no downside, according to Howard Gardner.

Question 8

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

Question 9

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

Question 10

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, often neglected family members, and dismissed the idea of cultural conformity.

Question 11

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 12

Lee Clow, dubbed "The Dude Who Thought Different," thought his real gift of creativity was not as an individual, but as a synthesizer for the creative efforts of others.

Question 13

Based on the findings of Gardner and others, extreme levels of creativity seem to lead to a satisfying personal life and a carefree professional life.

Question 14

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 15

Creatives in ad agencies almost always have ideas just "come" to them, like magic.

Question 16

Brands make emotional connections when they engage consumers with detailed knowledge, accurate information, and logical facts.

Question 17

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

Question 18

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

Question 19

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

Question 20

Ideas that are born of true creativity reveal their own unique logic, so most people will respond by saying, "Wow, I don't get it."

Question 21

The tension between an agency's accounts services department and research department is similar to the historical conflict between art and science.

Question 22

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

Question 23

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

Question 24

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

Question 25

The following four people 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 as noted in the text, 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 extroverted, personable, intelligent, fashionable, 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 26

Unfortunately, effective teams are often incompatible with the "American way" of individualism-the personal contribution is often forgotten in the rush to form a cohesive group and build a consensus.

Question 27

By brainstorming, a group or team can quickly generate novel solutions to a problem.

Question 28

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 29

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

Question 30

The creative brief is a small document with a big role-in essence, it gets everyone moving in the same direction.

Question 31

The kinds of ads that cause headaches for the account executive are the same kinds of ads that often win awards for the creative department.

Question 32

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 33

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

Question 34

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

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 35

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

Question 36

Research shows that the primary benefit of creative, award-winning ads is that they

A)showcase an agency's style, innovation, and originality.
B)act as a sophisticated form of entertainment.
C)get people to feel something.
D)break through the clutter and get remembered.

Question 37

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.

Question 38

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

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

Question 39

A creative person tends to look at the world and think about the way things

A)ought to be.
B)could be.
C)always are.
D)have to be.

Question 40

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 41

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

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

Question 42

Socrates mused that creativity can be a divine gift from heaven, one received in the form of

A)humor.
B)intelligence.
C)talent.
D)madness.

Question 43

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

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 44

Without a leader, the many individuals on an IBP campaign are compared in the text to

A)athletes exercising as they get ready for a game.
B)symphony musicians making noise as they warm up.
C)artists splashing paint on a wall.
D)children arguing as they play in a sandbox.

Question 45

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 46

In economic recessions or in other situations requiring downsizing within an agency, which is one of the first positions to be cut?

A)the account executive
B)the creative director
C)the budgeting manager
D)the research director

Question 47

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20ᵗʰ century shared.But he found that these individuals were not necessarily

A)self-confident.
B)easygoing.
C)hardworking.
D)unconventional.

Question 48

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

A)the agency owner
B)the account services manager
C)the creative director
D)the account executive

Question 49

It is somewhat of a generalization, but the creative department of an agency is usually seen by potential clients as

A)a pampered group of difficult artists that are best left alone.
B)a subdivision of the powerful account services department.
C)a nice addition but not really essential to an agency's strength.
D)a key issue when selecting an agency.

Question 50

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 51

The textbook suggests that creativity almost always reflects

A)social norms.
B)high intelligence.
C)childlike thinking.
D)psychosis.

Question 52

Various personnel see ads in various ways.For instance, people in the creative department tend to see an advertisement as a way to

A)achieve a predetermined objective.
B)showcase a personal ideology.
C)grow the market share for the brand.
D)reflect the client's thinking.

Question 53

According to the text, creativity in advertising is most often stifled by

A)a firm's shareholders who know little about promotion and advertising.
B)media buyers who choose the wrong channels for the ads.
C)account managers who want nothing more than to play it safe.
D)clients who don't realize they are killing the very ideas they originally sought.

Question 54

The following comments were overheard at a huge party thrown by a well-known ad agency for its biggest corporate client.Based on points made in the text, which 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 55

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?

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

Question 56

Advertising is a(n)

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

Question 57

Whose amusing take on creative departments was featured in the text, peppered with comments about spending time with feet up talking about movies, watching the clock tick and the deadline near, and staring at the partner's shoes propped on the other desk?

A)Carl Jung, psychologist and author
B)Lee Clow, advertising mentor
C)John Sweeney, advertising instructor
D)Luke Sullivan, copywriter and author

Question 58

Well-known innovator Lee Clow comments on his own creativity by saying that he was a much better ____ than a(n) ____.

A)businessman; artist
B)conductor; soloist
C)follower; leader
D)player; coach

Question 59

While members of the account management team may admit that the creative department is full of experts in expression and design, they also commonly feel that creatives

A)do not share management's goals.
B)cannot meet deadlines.
C)kill the innovative ideas that they claim to value.
D)ignore the copy in favor of the visuals.

Question 60

Which of the following would most likely be experienced by a highly creative person coming up with ideas for a new commercial?

A)putting objects together that can be classified in the same way
B)putting ideas together in an unusual way that makes its own kind of sense
C)putting people together who seem like they should go together
D)putting labels on things and places so they can be identified together

Question 61

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 62

Which of the following is true about the creative brief?

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 63

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 64

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

A)working closely with the client.
B)allowing team members to work independently.
C)contributing ideas without dominating the group.
D)suggesting a list of advertising objectives.

Question 65

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

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

Question 66

The term brainstorming can mean many things in today's workplace, but in general it can be defined as an

A)agreement on a concept for the good of the team objective.
B)ongoing clash of ideas and decisions that result in chaos.
C)interpersonal conflict by which new ideas emerge.
D)organized approach to generating ideas.

Question 67

An old saying applies to the idea of individuality within teams in the world of advertising.It goes like this: "If you and I think alike ..."

A)"...then one of us is unnecessary."
B)"...then you must be right."
C)"...then we'll make a good team."
D)"...then we're probably both wrong."

Question 68

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

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

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

Juan has just been assigned the role of team leader of his creative group for a new ad campaign.What is Juan's first job?

A)to suppress any disagreements
B)to meet with the client
C)to provide a list of his ideas
D)to build consensus about goals

Question 71

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)members of the accounts services department.

Question 72

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

A)creative abrasion
B)creativity framework
C)brainstorming
D)cognitive style

Question 73

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 possible ideas to use in the ad campaign.

Question 74

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

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 75

Who prepares the creative brief?

A)the client leader 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 account executive assigned to the campaign

Question 76

Which condition almost always has a very negative effect when found in teams?

A)conflict
B)creative abrasion
C)cognitive style
D)interpersonal abrasion

Question 77

The "stereotyped" view of the people who work in the world of promotion, which probably has some truth to it, says that

A)creatives favor right-brain thinking.
B)advertising experts rely on their left brain.
C)business types use both sides of their brain.
D)teams tend to come up with left-brain solutions.

Question 78

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

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

Question 79

There is quite a bit of evidence showing that account teams come up with ideas that are

A)pleasing to clients but not award-winning.
B)the most creative and the most useful.
C)funny or memorable but not linked to the brand.
D)the products of conformity and groupthink.

Question 80

In their book, The Wisdom of Teams, Katzenbach and Smith offered a number of insights about teams.Which of the following was NOT included in the text?

A)They operate on synergy.
B)They avoid focusing on results.
C)They promote personal growth.
D)They are accountable for performance.