Question 1

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

Accepted Answer

The answer of Most research concerning the contentious environment in...

Question 2

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

Accepted Answer

Socrates suggested that creativity could be a form of divine madness, a concept where inspiration and creativity are seen as gifts from the gods, often beyond rational explanation.

Question 3

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

Accepted Answer

Giving talented people some structure allows them to understand their role and responsibilities, as well as the overall goals of the project. This clarity can lead to increased efficiency and better quality work. Handing them over to the account executive or just agreeing with them may limit their creativity and problem-solving abilities, while keeping them out of conflicts may not address the root issues that could affect the project's success.

Question 4

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

Accepted Answer

The text states that "without a leader directing the effort, the grass-roots team often resembles a group of symphony musicians warming up with their disparate instruments, making discordant noise." This comparison implies that without a leader, the individuals on the IBP campaign are not working together cohesively and are creating a chaotic and dissonant environment. The other choices (athletes, artists, and children) do not convey this same sense of disorder and lack of organization.

Question 5

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

Accepted Answer

The answer of Which individuals did Howard Gardner highlight in...

Question 6

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

Accepted Answer

In times of economic downturn or downsizing, the account executive who is responsible for client accounts and bringing in business might be one of the first positions to be cut to reduce costs.

Question 7

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

Accepted Answer

The question asks for traits that the greatest creative minds of the 20th century shared, and according to the passage, Howard Gardner identified positive traits that they did share. However, the question also asks which of the traits Gardner identified as shared were not necessarily true for these individuals. The passage does not mention whether or not these individuals were easygoing, so B is the correct answer. The passage does mention that the individuals were not necessarily self-confident, hardworking, or unconventional, so A, C, and D are not correct.

Question 8

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

Accepted Answer

The account executive is responsible for serving as the liaison between the client and the agency, managing communications and ensuring that the client's needs and goals are met.

Question 9

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

Accepted Answer

The creative department plays a crucial role in an agency's ability to develop effective campaigns and produce innovative work that stands out in a crowded marketplace. As such, it is often a key factor in clients' decision-making process when selecting an agency. While perceptions of the creative team may vary, the impact of their work is not to be underestimated.

Question 10

Which of the following is true concerning teams?

Accepted Answer

Teams have become increasingly important in organizations and are now considered the primary means for getting things done. They allow individuals to leverage their distinct skills and knowledge to achieve shared goals.

Question 11

The textbook suggests that creativity almost always reflects

Accepted Answer

Creativity is often associated with childlike thinking, which involves openness, curiosity, and the ability to see things from a fresh perspective.

Question 12

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

Accepted Answer

People in the creative department often view advertisements as a medium to express personal ideology and creativity, focusing on the artistic and conceptual aspects of the ad.

Question 13

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

Accepted Answer

The text specifically states that clients (i.e. the ones paying for the advertising) are often the ones who unknowingly kill creative ideas by making changes or asking for safer approaches. The other options, such as media buyers or account managers, may play a role in the advertising process but the text does not suggest that they are the primary cause of stifling creativity. Similarly, while shareholders may have influence, the text does not mention them as a major obstacle to creativity.

Question 14

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?

Accepted Answer

The comments suggest that creative people are valued, but there is a sense of mystique around them and uncertainty about how they contribute to business success. This implies that they are seen as necessary but not fully understood or appreciated. Options A and B are clearly dismissive of creativity, which is not supported by the text. Option D suggests that creative people are easy to identify based on their demeanor, but it does not address the question of how they are viewed in the corporate world.

Question 15

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?

Accepted Answer

While some of these individuals may have had other negative traits as well, Gardner specifically cites egotism, narcissism, obsession, and social isolation as characteristics they had in common.

Question 16

Advertising is a(n)

Accepted Answer

Advertising requires a team effort, involving the collaboration of graphic designers, writers, marketers, and other professionals who work together to create and implement effective advertising campaigns. While advertising does involve creativity and artistic elements, it is ultimately a business activity designed to promote products or services and generate revenue.

Question 17

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?

Accepted Answer

The amusing take on creative departments was featured in the text is by Luke Sullivan, who is a copywriter and author. He describes spending time with feet up talking about movies, watching the clock tick, and staring at the partner's shoes propped on the other desk as typical activities in a creative department.

Question 18

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

Accepted Answer

Lee Clow, known for his work in advertising, often emphasized the importance of collaboration and teamwork, likening his role to that of a conductor who brings together various talents rather than being a soloist.

Question 19

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

Accepted Answer

Creatives do not share management's goals because they are more focused on the creative aspects of their work than on the business goals of the company.

Question 20

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

Accepted Answer

Highly creative people are known for their ability to come up with novel ideas that are often unorthodox and unexpected. They may combine ideas in ways that don't seem to logically fit together at first, but ultimately create a fresh and unique concept. Option B reflects this type of creative thinking.

Quiz 9: Managing Creativity in Advertising and Ibp