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Exam 9: Managing Creativity in Advertising and Ibp

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Question 41

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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

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Question 42

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

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Question 43

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

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

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.

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.

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.

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?

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

Teams are able to "liberate decision making" when members

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

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

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

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.

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

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

All members of an account team are also

Leaders of creative teams do many things, but one thing they should never do is to

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

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?