ARE 136 CH 9
36. 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
d. To break through the ad clutter and get attention
53. 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
d. To negotiate with clients and convey client instructions to the agency
67. 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.
c. team leaders for their own groups of specialists.
59. Advertising is a(n): a. solo occupation. b. individual competition. c. team sport. d. business rather than an art.
c. team sport.
71. 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.
c. trust one another and feel it's safe to contribute.
76. 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.
a. creative abrasion.
9. According to Gardner, creative people have much less interest in playing by the rules, acting nice, and being socially acceptable than more ordinary people. a. True b. False
a. True
86. Psychologist Robert Sternberg, an expert on creativity and intelligence, advises that if you want to be more creative, you should: a. do something you love. b. learn from the pros. c. expect to be disliked. d. head up a team.
a. do something you love.
45. 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 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
a. egotistical, narcissistic, obsessed, socially isolated
62. 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.
a. An "always look out for number one" mentality can improve teamwork.
88. (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? a. Childlike thinking b. Obsessive commitment c. Self-confidence d. Conventional attitude
a. Childlike thinking
32. Interpersonal abrasion is beneficial to creativity, while creative abrasion is not. a. True b. False
a. False
75. 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
a. Sensing vs. intuiting, and thinking vs. feeling
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
a. The client lead and the account executive
55. 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.
a. They have the critical role of bridging the gap between clients and creatives.
1. Creativity in ads is required in order to break through ad clutter. a. True b. False
a. True
13. The creative person appears to strongly desire marginality—being an outsider—and this marginality provides the energy needed to push forward with innovative ideas. a. True b. False
a. True
18. 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. a. True b. False
a. True
2. Successful brands make emotional connections with consumers. a. True b. False
a. True
21. 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. a. True b. False
a. True
22. 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. a. True b. False
a. True
23. Account executives are the liaison between the agency and the client. a. True b. False
a. True
25. In agencies, people in research departments are often put in the tough position of having to "judge" creative work. a. True b. False
a. True
27. Executing an IBP campaign is like performing as a symphony orchestra—many individuals are simultaneously making unique contributions to create a final piece. a. True b. False
a. True
30. The creative brief sets up the goal for any advertising effort in a way that gets everyone moving in the same direction. a. True b. False
a. True
33. There is a right way and a wrong way to brainstorm. a. True b. False
a. True
34. 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. a. True b. False
a. True
4. Great brands don't just get the attention of consumers, they make emotional connections with consumers. a. True b. False
a. True
8. 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. a. True b. False
a. True
73. 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
a. people approach problem solving with different styles.
51. 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.
b. Account managers must be generalists, whereas creatives must possess expertise in a single area.
42. 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
b. Creativity
79. 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
b. Encouraging individuals to learn about the problem before and after the group session
10. According to Howard Gardner, absolute commitment to one's creative work is a positive trait and has no associated disadvantage to it. a. True b. False
b. False
11. Gardner found that despite the passion for their work, widely recognized creative people are particularly shy about getting exposure for their work. a. True b. False
b. False
12. The thought processes of creative people are more complex, orderly, and logical than those of others. a. True b. False
b. False
14. Gardner's findings indicate that high levels of creativity lead to a satisfying personal life and a carefree professional life. a. True b. False
b. False
15. Gardner's research indicates that a high level of creativity is tied to a high level of emotional stability. a. True b. False
b. False
16. Creativity is viewed in the business world as a negative quality for employees because creative people are hard to work with. a. True b. False
b. False
17. Conflict between management and creatives in an organization is unhealthy and ineffective. a. True b. False
b. False
19. If you have a "creative" job, that means you are "creative." a. True b. False
b. False
20. Creatives and account managers in ad agencies typically share the same goals for a particular advertisement or campaign. a. True b. False
b. False
24. In the world of advertising, science is never allowed to judge art. a. True b. False
b. False
26. One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than structure. a. True b. False
b. False
28. 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. a. True b. False
b. False
29. The most creative advertising results from individual effort rather than teamwork; teamwork does not generate synergy in advertising. a. True b. False
b. False
3. The usefulness of creativity in advertising ends once the ad has captured consumer attention. a. True b. False
b. False
31. The creative brief provides guidelines for the creative process, which, unfortunately, defeats the purpose and ends up restricting creativity. a. True b. False
b. False
35. Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them. a. True b. False
b. False
5. Creativity is very different depending on the domain in which it exists. a. True b. False
b. False
6. To be creative, a person must rely on everyday logic and "the way things are." a. True b. False
b. False
7. 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. a. True b. False
b. False
58. 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.
b. Great teamwork is required for great advertising.
95. (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? a. Positively, by winnowing out the bad campaign ideas from the good ones b. Negatively, by diminishing its purpose in inhibiting others from offering ideas freely c. Positively, by pointing out important aspects of product design and showing expertise d. Neutrally, by making irrelevant and immaterial comments
b. Negatively, by diminishing its purpose in inhibiting others from offering ideas freely
61. 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.
b. Teams operate on mutual synergy.
91. (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? a. The owner of the Xcellent Agency b. The lead from Shadowleaf and the account executive of Xcellent c. The research manager and the creative director of Xcellent d. The marketing executive of Shadowleaf
b. The lead from Shadowleaf and the account executive of Xcellent
60. 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.
b. They have become the primary means for getting things done.
65. 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.
b. allow an individual to fail.
85. In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to: a. copyright it. b. be prepared for opposition to it. c. decide that it is a safe solution. d. base it on an accepted standard.
b. be prepared for opposition to it.
49. 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
b. creative department
83. You are most likely to be creative when: a. you are in your comfort zone. b. doing something you love. c. you avoid critiquing your own ideas. d. you avoid ambiguity.
b. doing something you love.
44. Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20th century shared. He found that these individuals were all: a. shy. b. easygoing. c. social. d. conventional.
b. easygoing.
38. 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.
b. hold together seemingly inconsistent elements.
43. 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.
b. self-confident.
69. 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.
b. set of guidelines to get the creative group moving in the right direction.
50. 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.
b. showcase a personal ideology.
57. 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.
b. the output of the creative process is greater than the sum of the talents of individual team members.
72. 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.
b. they are managed in a proactive way.
47. 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."
c. "We all need them—but nobody really knows who they are or how they do it."
92. (Scenario 9-2) Optima chooses the Beta Agency to create its campaign. What is likely the primary reason for this choice? a. Alpha Agency focused more on men than on women. b. Alpha Agency was in Florida, which covers a smaller region than California. c. Beta Agency focused on making a brand connection to the consumer. d. Beta Agency was in Los Angeles, which is a more up-and-coming area regarding senior marketing trends.
c. Beta Agency focused on making a brand connection to the consumer.
94. (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? a. By writing specific creative team members into the contract b. By asking that Beta check daily with the brand manager for Optima c. By beginning work with the account executive at Beta to write a creative brief d. By setting up a meeting for the CEO of Beta and the CEO of Optima
c. By beginning work with the account executive at Beta to write a creative brief
68. 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.
c. It allows plenty of room for creativity.
37. 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.
c. It gives meaning to a brand by making emotional connections with consumers.
89. (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 its conflict with its client? a. Its media planning department b. Its accounts services department c. Its creative department d. Its production department
c. Its creative department
41. 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
c. Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the point of obsession
81. Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges. Which of the following guidelines are included in the list provided for heading a creative team? a. Allow for plenty of room between teams and clients, and foster competition between team members. b. Communicate your own personal preferences, and stress the use of a particular cognitive style. c. Take care in making your team assignments, and rotate assignments over time. d. Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested.
c. Take care in making your team assignments, and rotate assignments over time.
80. 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.
c. add more diversity to the group to increase creative abrasion.
63. 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.
c. contributing ideas without dominating the group.
56. 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.
c. give them some structure.
46. Creativity reflects: a. following social norms. b. adopting structured thinking. c. retaining childlike thinking. d. conforming to everyday logic.
c. retaining childlike thinking.
87. (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? a. "The award alone proves that this ad is loaded with creativity." b. "If people like the ad, they'll buy the product." c. "We met the technical standards for this advertising effort." d. "Great brands do more than just get attention, they make emotional connections."
d. "Great brands do more than just get attention, they make emotional connections."
84. According to Robert Sternberg, which of the following should you do for advancing your own creativity? a. Adopt the safe solution. b. Do not cherish ambiguity. c. Learn to doubt yourself. d. Analyze your own ideas.
d. Analyze your own ideas.
74. 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
d. Cognitive style
40. 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
d. Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi
64. 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.
d. He should build a consensus about goals.
78. 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.
d. It is an organized approach to generating ideas
82. What do the three Ps stand for in the 3P's creativity framework? a. Processes, Problems, and Perks b. Preparation, Pragmatism, and People c. Practicality, Problem-solving, and Production d. People, Process, and Place
d. People, Process, and Place
52. 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
d. The account executive
90. (Scenario 9-1) Which individual at the Xcellent agency will be responsible for maintaining a good relationship with Margolis and the Shadowleaf organization? a. The research manager b. The creative director c. The media planner d. The account executive
d. The account executive
93. (Scenario 92) 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? a. The creative team should avoid animation and cartoon graphics b. The ad should be likeable without pushing for a particular belief about the brand c. The music for the campaign should be oldies rock d. The goal should be reaching the wives of retirees who play golf
d. The goal should be reaching the wives of retirees who play golf
77. 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.
d. The team leader should allow creative abrasion to flourish while always looking to defuse interpersonal abrasion.
48. 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.
d. The thinker's social behavior becomes selfish.
54. 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.
d. account executive.
39. 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.
d. reflects early childhood experiences and cognitive styles.
66. 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.
d. the client.
