ADV 390 EXAM 1 Lecture Notes Questions And Answers Rated A+.

ADV 390 EXAM 1 Lecture Notes Questions And Answers Rated A+. Creativity - correct answer. creativity is taking existing things and combining them in new ways or for new purposes What were the 3 phases in the history of the concept of creativity? - correct answer. Phase 1: Gift from Gods or God Phase 2: Renaissance to Humanism Phase 3: Psychological and Contextual Influences Phase 1: Gift from Gods or God - correct answer. The bi-cameral mind • One chamber: receptacle for creative impulses • Other chamber: express this inspiration through speech, writing, action Phase 2: Renaissance to Humanism - correct answer. o After dark ages/plague, there are societal and hierarchal shifts o Self-responsibility: people influence and ideas are built o Problem solving through own efforts - Copernicus, Newton gave logic to thinking Phase 3: Psychological and Contextual Influences - correct answer. o Starting late 1800s o Nature vs. Nurture debates o Throw Freud and subconscious onto the mix What are the 5 steps in creativity? Can you give an example from class that we talked about? - correct answer. 1. Problem identification 2. Background research 3. Multiple solutions 4. Make it happen 5. Assess results - ketchup bottle, water drums What 3 things do non-advertising and advertising solutions have in common? - correct answer. uniqueness, familiarity, cliches How did James Webb Young break advertising taboos? - correct answer. First advertisement for deodorant for ladies What are the 5 steps in the James Webb Young Creative Process? - correct answer. 1. Preparation 2. Digestion 3. Incubation 4. Illumination 5. Reality James Webb Young Creative Process: Preparation - correct answer. Specific and general information - specific: enemy of preparation, how much is enough - general: general knowledge, experiences James Webb Young Creative Process: Digestion - correct answer. - think about research and pull ideas from it - this is when it all starts coming together - you will hit first wall James Webb Young Creative Process: Incubation - correct answer. - second wall hits - subconscious is working on problem - walk away James Webb Young Creative Process: Illumination - correct answer. - ideas start coming together; Eureka/AHA! moment - find your zone - not a reasoned solution James Webb Young Creative Process: Reality - correct answer. - bring it all back: does it solve the problem at hand? fit the conditions? will it be accepted? IDEO: Deep Dive - what are the 3 questions we focused on? - answer the 3 questions - correct answer. Does it follow the James Webb Young process? Yes: 1. Preparation: went to stores 2. Digestion: different solutions, different situations 3. Incubation: got stuck and seniors took over 4. Illumination: ideas on the wall, made the prototypes 5. Reality: refined the ideas and took carts back to the stores Did it result in something creative? Yes. What are the important elements of IDEO's creative culture? • Fail often in order to succeed more • No one has a higher power • Start with wild ideas; no idea is too crazy • Not a traditional work station • People have diverse backgrounds working on projects • No one is an expert at one thing What is the difference between Big "C" and Little "c" creativity? - correct answer. Big "C" Creativity: person is eminent within a particular field, clear-cut creative contribution, culture changing EX: Walt Disney, Frank Lloyd Wright, Steve Jobs Little "c" Creativity: creativity used in everyday life EX: Food, fashion, art What is the difference between Mini-C, Little-C, Pro-C and Big-C? - correct answer. o Mini-C: creativity inherent in the learning process, personal meaning: a kid learning what a letter is and then a sound o Little-C: everyday activities that non-experts participate in: beading, new recipe o Pro-C: achieve professional level of expertise in any creative area: fashion blogger, people at local art shows o Big-C: the culture changers: Walt Disney, Beyoncé, Steve Jobs What are some negative and positive traits of Big "C" and Pro "C" people? - correct answer. o Egotistical, impulsive, argumentative, immature, absentminded, neurotic o Commitment to a personal aesthetic, excel in finding problems, mental mobility, willingness to take risks, objectivity, inner motivation Account Management - correct answer. • Aka: Account Service, people are sometimes called account executives (A.E.s) • Agency's rep with client, client's rep at the agency • Goal: Best possible work at a profit • Undertakings: understanding of all agency duties, deep knowledge of the client's business, team leader, strategist Media - correct answer. • Places ads to reach the right people at the right time in the right place • Undertakings: cost effectively, measuring results Research - correct answer. • Understand the market place: trends, motivating forces, etc. • Undertakings: Gather secondary research Account Planning - correct answer. • Relatively new • Undertakings: represent consumer's perspective at the agency through many different tools: Demographics, one-on-one observation, fieldwork, etc.