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Exam 9: Managing Creativity in Advertising and Ibp

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Question 1

True/False

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A total commitment to one's creative work seems to be a positive trait with essentially no downside, according to Howard Gardner.

A) True
B) False

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Question 2

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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?

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.

E) All of the above
F) C) and D)

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Question 3

True/False

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Based on the findings of Gardner and others, extreme levels of creativity seem to lead to a satisfying personal life and a carefree professional life.

In essence, a creative brief is a(n)

Which of the following is true concerning teams?

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

Which condition almost always has a very negative effect when found in teams?

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?

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

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.

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

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.

Juan has just been assigned the role of team leader of his creative group for a new ad campaign.What is Juan's first job?

In his analysis of some of the most creative people of the 20th century, Gardner found that they had little interest in social life, often neglected family members, and dismissed the idea of cultural conformity.

Be the first to analyze and critique your own ideas, since we all have good ones and bad ones.

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

Psychologist Robert Sternberg has devoted his entire career to the study of creativity and intelligence.What advice does he give to those who want to boost their creativity? The text highlighted ten of his suggestions for becoming more creative.List as many you can.Then choose three and give a realistic example of how each might apply to the world of promotion.

Robert Sternberg's suggestions for boosting creativity stress that you should learn to see problems the way other people see them.

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

Howard Gardner's selection of seven of the greatest creative minds of the 20th century, as discussed in the textbook, listed individuals from a variety of advertising and promotional fields.