Question 1

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

Accepted Answer

Analyzing your own ideas can actually help improve and refine them. It is important to critically evaluate your ideas and address any potential flaws or weaknesses.

Question 2

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?

Accepted Answer

A smart agency will tell Mr. Lindgren that a great slogan or campaign is one that makes an emotional connection with consumers, and that research has shown that consumers respond positively to these types of ads. Simply winning an advertising award may not necessarily indicate the level of creativity or effectiveness of the ad. The agency should focus on how well the ad resonates with the target audience and contributes to achieving the client's marketing goals.

Question 3

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

Accepted Answer

The creative department is often at the center of conflicts within advertising agencies due to its primary role in generating and executing ideas, which can lead to disagreements with other departments over creative direction, budget, and client expectations.

Question 4

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

Accepted Answer

The creative brief is meant to guide the creative team in developing the advertising or marketing campaign, so it should not prescribe a specific creative approach. The creative team should be free to brainstorm and come up with different creative ideas based on the information provided in the brief. The other questions (A, B, and C) are important for developing a targeted and effective campaign.

Question 5

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?

Accepted Answer

The creative role of the advertising slogan for Brown's Shoe Fit was to build an emotional bond to the store. The slogan "Do What You Do in Brown Shoe Fit Shoes" creates an emotional connection with the target audience by implying that Brown's shoes are comfortable and suitable for a variety of activities, and that wearing them will enhance the consumer's experiences. This emotional connection helps to build brand loyalty and encourages repeat purchases.

Question 6

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

Accepted Answer

All of these guidelines foster creativity. Setting challenges but giving freedom allows team members to use their own methods to achieve results, which encourages innovative thinking. Communicating that new ideas are valued fosters an environment where people feel comfortable sharing their ideas, and preventing critics from destroying the momentum ensures that new ideas can be fully explored. Providing perks like tai chi classes can attract interesting people who may have diverse backgrounds and experiences, which can lead to more creative solutions.

Question 7

Which of the following is something we know about teams

Accepted Answer

All of these statements are true about good teams. Teams have become the primary means for getting things done, blending diverse expertise in a disciplined team often produces the most innovative ideas, and good teams promote personal growth.

Question 8

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

Accepted Answer

Rational vs. emotional is not a recognized dimension of cognitive style in psychological theories like the Myers-Briggs Type Indicator, which includes dimensions like sensing vs. intuiting, thinking vs. feeling, and extraverted vs. introverted.

Question 9

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:

Accepted Answer

The article does not mention insisting on varied promotional messages as a strategy for ensuring good creative work. The other options (B, C, and D) are all suggested strategies for ensuring good creative work according to John Sweeney.

Question 10

Executing a successful IMC campaign requires

Accepted Answer

While having a smart client, plenty of money, and a competent leader are all helpful, the most essential requirement for an IMC campaign is a skilled creative team that can work together cohesively to develop and execute a cohesive message across multiple channels. Successful IMC campaigns require a cross-functional team with diverse skills and perspectives, including experts in advertising, public relations, digital marketing, and other areas. Without a strong, coordinated team effort, even the best-funded campaign is likely to fall flat.

Question 11

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

Accepted Answer

The ability to rationalize agency expenditures was not mentioned in the textbook as necessary to the career success of an account manager. The other three options were discussed as crucial skills for account managers.

Question 12

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:

Accepted Answer

The answer of It is common that members of an...

Question 13

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?

Accepted Answer

The account service department is responsible for managing client relationships and ensuring client satisfaction. In this scenario, the Blanding account representative would be responsible for maintaining a good relationship with Brown's Shoe Fit and working closely with their marketing director, Rick Lindgren, to develop an effective advertising campaign.

Question 14

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?

Accepted Answer

The role of an Account Executive involves being the intermediary between the client and the creative team. This can be a challenging task as the AE needs to balance the client's practical needs with the creative team's desire to produce impactful and creative ads. Additionally, clients may not fully appreciate the creative process and may perceive the creative team as not taking the project seriously. It is the AE's responsibility to bridge this gap and ensure a positive outcome for both the client and the agency. The other answer choices are either not accurate or less relevant to the challenges of the AE role.

Question 15

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?

Accepted Answer

The creative department is most likely to be the source of conflicts between the agency and the client, especially in scenarios where the client's vision or expectations about the messaging, tone, or style of the campaign may differ from the creative team's ideas or execution.

Question 16

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

Accepted Answer

Writing in the consumer's language ensures that the message resonates with the target audience and is easily understood, making it more effective.

Question 17

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

Accepted Answer

Creative abrasion, the clash of ideas, allows for diverse perspectives and ultimately leads to more innovative solutions. A lack of disagreement can lead to groupthink and an inability to see potential flaws or weaknesses in plans. Option A implies that complete agreement is necessary for teamwork, which is not always the case. Option C suggests that interpersonal conflict is necessary, but too much conflict can hinder progress and teamwork. Option D is incorrect as suppressing disagreement does not lead to effective teamwork.

Question 18

Creativity is:

Accepted Answer

All three statements accurately describe creativity. Creativity involves holding together seemingly inconsistent elements and forces, stepping outside of everyday logic, and freeing oneself from thinking in terms of "the way things are."

Question 19

Who prepares the creative brief?

Accepted Answer

The creative brief is typically prepared through a joint activity of the client leader and the account executive (AE) on the advertising agency's team. As the client leader is responsible for providing strategic direction, and the AE is responsible for developing the creative plan, it makes sense to work together on the creative brief to ensure it captures the creative vision accurately. While the client marketing manager or brand manager may provide input, the client leader and AE are typically the primary collaborators in creating the brief.

Question 20

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

Accepted Answer

The creative department within an advertising agency is recognized as having an uncertain nature as it involves the development of new and innovative ideas that may or may not be successful. This department is responsible for creating the ads and campaigns that will capture the attention of the target audience and drive sales, but there is no guarantee that their ideas will be successful. The creative process is often subjective and relies on the opinions and preferences of the target audience, which can be difficult to predict.

Quiz 8: Messaging and Media Strategies