MKTG 4752 Exam 2 (100% Errorless Answers)

creativity correct answers ability to consider and hold together inconsistent elements and forces by making a new connection reflects: early childhood experiences, social circumstances, and cognitive styles synergy correct answers blending expertise from diverse disciplines often produces the most innovative solutions to many different types of business problems; blend expertise to create synergies Why do advertisers attempt to develop creativity in advertising? correct answers -break through clutter & be remembered -make sense to consumers -sets the agenda -gives meaning to the brand -makes meaningful, emotional connections 3 P's of the creative framework: correct answers -people (the field of advertising has always embraced the concept of great creative minds) -process (used in developing creative work) -place (environment wherein the work is done to generate creative outcomes) collaboration in a creative advertising environment: correct answers the complexity of today's business problems can only be solved through collaboration; teams are the only valid option for getting things done especially in advertising Why should teams foster creativity in the real-life advertising workplace? correct answers Teams, when effectively managed, will produce outputs that are greater than the sum of their individual parts. -right expertise and diversity of thought -having individuals in teams where they can challenge and build on each others' ideas -creating just the right amount of tension What are the roles in advertising teams correct answers account team- a bicycle wheel with the ream leader as the hub of the wheel -the spokes reach out to the diverse disciplinary expertise needed -spokes represent team members from direct marketing, PR, broadcast media, graphic design, accounting and so on what is the role of a creative brief? correct answers -a document that outlines the creative idea and objective -a little document that plays a huge role in promoting good teamwork and fostering creative process creative brief- primary elements: correct answers -what the ad is trying to achieve