Question 1

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting with the Xcellent account executive, Kia Chin, 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 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in all types of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) Which individual at the Xcellent agency will be responsible for maintaining a good relationship with Margolis and the Shadowleaf organization?

Accepted Answer

The account executive, Kia Chin, will be responsible for maintaining a good relationship with Margolis and the Shadowleaf organization, as she was the primary point of contact between Xcellent and the client. It is the account executive's responsibility to ensure that the client's needs are being met and that they are satisfied with the work being produced.

Question 2

What is meant by the term cognitive style? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

Accepted Answer

The answer of What is meant by the term cognitive...

Question 3

The text gives a number of suggestions for advancing your own creativity, but which of the following is NOT one of them?

Accepted Answer

The text does not suggest avoiding analyzing your own ideas. In fact, it encourages self-reflection and evaluation of ideas as a way to improve creativity.

Question 4

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting with the Xcellent account executive, Kia Chin, 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 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in all types of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) Looking back, who was responsible for creating the client brief, which should have informed Margolis and others of the creative endeavors behind the campaign?

Accepted Answer

The client leader (in this case, Manuel Margolis) and the account executive (Kia Chin) are usually responsible for creating the client brief together. The brief outlines the client's goals, target audience, budget, timelines, and other requirements that would inform the creative team's decisions for the campaign. It is the foundation of the entire campaign, and everyone involved must be aware of its contents.

Question 5

What do the three Ps stand for in the 3P's creativity framework?

Accepted Answer

The three Ps in the 3P's creativity framework stand for People, Process, and Place.

Question 6

Explain the importance of collaboration-creating teams and encouraging teamwork-in the creative advertising environment.Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising.Consider the ideas featured in the text excerpted from The Wisdom of Teams by Katzenbach and Smith.

Accepted Answer

The answer of Explain the importance of collaboration-creating teams and...

Question 7

Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges.Which guidelines below were included in the list provided in the text for heading a creative team?

Accepted Answer

The text suggests that taking care in making team assignments and rotating them over time is important in heading a creative team. Options A and B are counterproductive to fostering a collaborative and cohesive team. Option D, while important to foster creativity, may not be the best approach for judging creative ideas as it may inhibit team members from sharing their ideas.

Question 8

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting with the Xcellent account executive, Kia Chin, 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 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in all types of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) Margolis has listened to all the explanations for the theme, and understands the nice ideas behind it, but he still isn't sure this ad will sell shoes.Which department at Xcellent is most likely to be the source of conflict between agency and client?

Accepted Answer

The creative department is responsible for coming up with the campaign's theme and visuals, so they are most likely to be the source of conflict if Margolis is not sold on the ad.

Question 9

What are the core characteristics of great creative minds, as identified by Howard Gardner? List as many as you can.Then relate them to the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

Accepted Answer

The answer of What are the core characteristics of great...

Question 10

What does the text suggest you do if you want to objectively measure your own level of creativity?

Accepted Answer

The text suggests taking a creativity test available on the Internet as a way to objectively measure your own level of creativity.

Question 11

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled bicycles mostly for the retirement market.Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths.Seniors-and especially the younger baby boomers-like these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began.Optima now wants to expand to other retirement enclaves.It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities.It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima.Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way.They'll focus on how fast they can go and how they can "transform the ride" into an adventure-this has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course.Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options.They finish by asking whether the brand name can be changed to "something more exciting."
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner.It asserts that its creative philosophy is centered on long-term brand building.Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while.They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands.They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands.They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
-(Scenario 9-2) Optima chooses the Beta Agency to create its campaign.What is likely the primary reason for this choice?

Accepted Answer

Optima's primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths. The research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while plays a significant role in Optima's business. Beta Agency suggests developing the right message by applying this insight to brand building, indicating their prowess in branding similar but not directly competitive brands. Hence, Optima chooses Beta Agency to create its campaign because Beta Agency's proposal focuses on making a brand connection to the consumer.

Question 12

Psychologist Robert Sternberg, expert on creativity and intelligence, advises that if you want to be more creative,

Accepted Answer

According to the psychologist Robert Sternberg, one of the ways to be more creative is by doing something you love. When you engage in activities that you are passionate about, you are more likely to be motivated and able to generate novel and original ideas.

Question 13

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled bicycles mostly for the retirement market.Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths.Seniors-and especially the younger baby boomers-like these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began.Optima now wants to expand to other retirement enclaves.It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities.It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima.Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way.They'll focus on how fast they can go and how they can "transform the ride" into an adventure-this has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course.Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options.They finish by asking whether the brand name can be changed to "something more exciting."
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner.It asserts that its creative philosophy is centered on long-term brand building.Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while.They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands.They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands.They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
-(Scenario 9-2) Which of the following is one critical item of information that Optima's brand manager should expect to see on the final creative brief to diminish conflicts in the future?

Accepted Answer

The critical item of information that the brand manager should expect to see on the final creative brief is the goal of reaching wives of retirees who play golf. This information is essential to maintain consistency throughout the advertising campaign and avoid conflicts in the future. It will also ensure that the messaging and branding are targeted towards the primary consumer group identified in the consumer research studies. Options A, B, and C are not relevant to this scenario and do not address the issue of potential conflicts.

Question 14

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled bicycles mostly for the retirement market.Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths.Seniors-and especially the younger baby boomers-like these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began.Optima now wants to expand to other retirement enclaves.It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities.It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima.Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way.They'll focus on how fast they can go and how they can "transform the ride" into an adventure-this has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course.Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options.They finish by asking whether the brand name can be changed to "something more exciting."
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner.It asserts that its creative philosophy is centered on long-term brand building.Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while.They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands.They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands.They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
-(Scenario 9-2) As often happens in new client-agency relationships, Beta Agency and Optima Bike Company conduct a joint brainstorming session prior to finalizing the IBP campaign strategy.Sam Spokes, head engineer and designer for Optima, interrupts the session frequently, refuting agency staffers' spontaneous suggestions that women love bikes, a bike is like a golf club, and the bike will sell itself.He also labels them as uninformed about various technical aspects of the bicycle mechanisms.How has the behavior of Spokes influenced the brainstorming session?

Accepted Answer

Spokes' behavior is inhibiting others from offering ideas freely, which is having a negative impact on the brainstorming session. His interruptions and refutations may create a tense and unproductive environment that discourages input from other team members.

Question 15

Define the terms interpersonal abrasion and creative abrasion.Discuss the differences between the two, as well as the similarities.Give an example of each that might be found in the advertising workplace environment.

Accepted Answer

The answer of Define the terms interpersonal abrasion and creative...

Question 16

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting with the Xcellent account executive, Kia Chin, 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 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in all types of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) The Xcellent account manager, Kia Chin, explains to Margolis how they developed the slogan."Before you can be believed, you have to be liked," she says."And what could be better than a new pair of shoes? Remember when you were little and you got a new pair of shoes? And when you learned to lace them up? No matter what their age, everybody likes putting on a new pair of shoes, right?" This creative description for the Shadowleaf slogan could have been drawn from which core characteristic of creative people?

Accepted Answer

The description given by Kia Chin about the Shadowleaf slogan reflects the core characteristic of childlike thinking. This is because she relates the idea of liking new shoes to a childhood experience and taps into the emotional and playful side of consumers.

Question 17

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled bicycles mostly for the retirement market.Its primary market is seniors, usually those who live in retirement communities where there are clearly designated and safe bike paths.Seniors-and especially the younger baby boomers-like these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities began.Optima now wants to expand to other retirement enclaves.It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities.It asks two agencies to pitch for its business and gives each a meeting in which it conveys the information above.Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima.Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic way.They'll focus on how fast they can go and how they can "transform the ride" into an adventure-this has worked in other ads, and this will appeal to the male consumers who need to be lured away from the golf course.Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options.They finish by asking whether the brand name can be changed to "something more exciting."
Beta Agency is based in Los Angeles and promises to serve as Optima's branding partner.It asserts that its creative philosophy is centered on long-term brand building.Its managers propose that they will develop the right message by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while.They suggest that their successful work in building regional appreciation for brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands.They emphasize the difference that Optima offers in the recreational-ride category, and the consumer targets that differ from other brands.They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.
-(Scenario 9-2) Once Optima managers have engaged Beta Agency to do their IBP work, how will they ensure that their hopes for a great campaign-and partnership-will become reality?

Accepted Answer

The best choice is to begin work with the account executive at Beta to write a creative brief. This will allow Optima to clearly communicate their goals and expectations for the campaign, while also ensuring that Beta has a thorough understanding of the product, target audience, and brand image. Regular check-ins and progress updates can be scheduled throughout the partnership to further ensure that both parties are aligned in their approach and objectives. Specific team members and dinner meetings may not be necessary or effective in achieving a successful campaign.

Question 18

In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to

Accepted Answer

When suggesting a really creative idea, it is important to be prepared for opposition to it. This is because new and innovative ideas can often be met with resistance from those who are more comfortable with established norms and ways of doing things. Being prepared for opposition can help the person presenting the idea to be more confident and articulate in their explanation and defense of it.

Question 19

Describe the tensions that are routinely found between creatives and managers within agencies.Give several examples.Be specific and concrete.Then discuss why these are so commonly found in the world of advertising.

Accepted Answer

The answer of Describe the tensions that are routinely found...

Question 20

Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients.Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign.Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting with the Xcellent account executive, Kia Chin, 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 18 and 35.More importantly, Margolis wanted the slogan to be memorable and unique.Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe." Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing, and otherwise moving in all types of Shadowleaf shoes.She felt that this campaign would target young male consumers, but would also get the attention of others regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.After running the ads, the Xcellent Agency won an advertising effectiveness award.It seemed that the surprising and appealing visuals gave the slogan unexpectedly positive social meaning for people of all ages, not just men aged 18 to 35.
-(Scenario 9-1) When Manuel Margolis insists on a measuring stick for the creativity of the campaign, what will the Xcellent Agency tell him, if Kia Chin is smart?

Accepted Answer

Manuel Margolis's focus on measuring the creativity of the campaign suggests a desire for a campaign that is not just attention-grabbing, but that also connects with consumers on an emotional level. Therefore, the best response from Kia Chin would be to emphasize the importance of emotional connections for great brands. Choice D is the only option that directly addresses this concern.

Quiz 9: Managing Creativity in Advertising and Ibp