Chapter 9 - Managing Creativity in Advertising and IBP

Chapter 9 – Managing Creativity in Advertising and IBP

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. Creative advertising people and creative advertising organizations have to be willing to take risks, shake things up, and upset some people.

ANS:  T                    DIF:    Moderate       REF:   p. 310             OBJ:   9-Intro

NAT:  AACSB Analytic | CB&C Model Creativity                      TYP:   Comprehension

2. Brands make emotional connections when they engage consumers with detailed knowledge, accurate information, and logical facts.

ANS:  F                    DIF:    Moderate       REF:   p. 311             OBJ:   9-Intro

NAT:  AACSB Analytic | CB&C Model Product                          TYP:   Comprehension

3. Great brands don’t just get the attention of consumers, they make emotional connections with consumers.

ANS:  T                    DIF:    Moderate       REF:   p. 311             OBJ:   9-Intro

NAT:  AACSB Analytic | CB&C Model Brand                            TYP:   Comprehension

4. There is absolutely no doubt that humor is the secret ingredient in great advertising.

ANS:  F                    DIF:    Moderate       REF:   p. 311-312      OBJ:   9-Intro

NAT:  AACSB Communication | CB&C Model Creativity           TYP:   Comprehension

5. Creativity is very different depending on the domain in which it exists.

ANS:  F                    DIF:    Moderate       REF:   p. 313             OBJ:   9-1

NAT:  AACSB Communication | CB&C Model Creativity           TYP:   Knowledge