Q&A Hero

Q: Which of the following descriptive statistics is (are) appropriate for constant sum questions? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine responses to a constant sum

Q: In the context of advertising, which of the following is true of leveraging social disruption and cultural contradictions?a. It associates the brand with pleasant events. b. It is a rare advertisement strategy.c. Only conservative brands risk using this strategy.d. All brands that use this strategy get assured success.

Q: A television commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where the mother is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, "It's hot out." The mother whisks out a box from the freezer and hands out popsicles. The kids smile, and the mother tousles their hair. This is an example of a(n)____ .a. transformational ad that attempts to change the consumption experience b. image ad that attempts to define a brand imagec. slice-of-life ad that attempts to situate a brand sociallyd. demonstration ad that attempts to persuade the consumer

Q: When presenting rating scale data, it is never permissible to combine several response options, that is, to create a new category "agree" composed of those who "strongly agree" and "slightly agree."

Q: Slice-of-life ads are typically produced when an advertiser wants to:a. promote brand recall.b. change behavior by inducing anxiety. c. give the brand social meaning.d. gain recognition through brand name repetition.

Q: Which of the following descriptive statistics is (are) appropriate for rating scales? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine responses to a rating scale

Q: Which of the following descriptive statistics is (are) appropriate for interval level measures? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine interval level measures

Q: A leading car company pays to have its cars prominently featured in an upcoming movie. The advertising method used here is ____.a. product placement b. an infomercialc. an advertoriald. social disruption

Q: Pete wants to determine whether changing the form of a paid search ad affects click-through. He wants to change both wording and type color. He plans to run one experiment focusing on just the change in wording and a second experiment focusing on just the change in type color. What is the better alternative to this plan?

Q: Which of the following is true about fear when it is used in an advertisement?a. Fear will get a consumer to pay attention but will rarely get a consumer to take action. b. Fear is best used at very low or almost unrecognizable levels.c. Fear works best when the consumer doesn"t think about the ad too much.d. Fear can work when it's believable and the ad shows a clear way out.

Q: Imagine that the YTR advertising agency wants to conduct an experiment to determine the effect of increased advertising exposure on consumers' purchase intent. What are the relative advantages and disadvantages of conducting this experiment in a laboratory or in the field?

Q: The Grana Weightloss System advertises its exercise machines on late-night TV. Their advertisements are typically half and hour long, and feature spokespeople as well as consumers and celebrities talking about their experiences with thebrand. In this scenario, the company is using____ .a. advertorials b. infomercialsc. point-of-purchase advertising d. transformational advertising

Q: Why are random assignment and the use of control groups requirements for more powerful true experimental designs?

Q: Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide instances in which a sex- appeal message is successfully used. The ads are successful because the:a. right model is chosen. b. product is appropriate.c. image approach is used.d. brand is bought for emotional reasons.

Q: 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? List Sternberg's ten suggestions for becoming more creative. Give a realistic example of how any three of them might apply to the world of promotion.

Q: Define "independent" and "dependent" variable.

Q: What are the four primary steps in conducting an experiment?

Q: Define the terms interpersonal abrasion and creative abrasion. Discuss the differences between the two, as well as the similarities. Give an example of each that might be found in the advertising workplace environment.

Q: What is meant by the term cognitivestyle? How has it been stereotyped into two polar opposites in creative environments like ad agencies? Explain how cognitive styles affect creative teams.

Q: ________ experiments tend to have relatively high internal validity but relatively low external validity. A) Laboratory B) Field

Q: Explain the importance of collaborationcreating teams and encouraging teamworkin the creative advertising environment. Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising. Consider ideas from TheWisdomofTeamsby Katzenbach and Smith.

Q: ________ validity is concerned with the extent to which the experimental results can legitimately be generalized beyond the narrow confines of the experiment itself. A) External B) Internal C) Modified D) Correlational E) Statistical

Q: With the help of concrete examples, describe the tensions that are routinely found between creatives and managers within agencies. Discuss why these are so commonly found in the world of advertising.

Q: Krathwohl notes that internal validity is greater when the "effect" reinforces rather than reverses a prevailing tendency or condition.

Q: What are the core characteristics of great creative minds, as identified by Howard Gardner? Relate the characteristics with the positive and negative repercussions in the lives of people who demonstrate extreme levels of creativity.

Q: Krathwohl notes that internal validity is greater when a change in the "cause" is followed by large changes in the "effect."

Q: Max and Tom have heard that if you drop Mentos into bottles of Diet Coke an explosion occurs. They conduct an experiment in which they vary the number of Mentos dropped into a bottle and the size (in ounces) of the Diet Coke bottle. This would be an example of a ________ experiment. A) simulated pretest - post-test B) Solomon four group C) factorial D) pretest to post-test with control

Q: Scenario 9-2The 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. Seniorsand especially the younger baby boomerslike 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.AlphaAgency 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 threewheeled bikes in a dynamic way. They"ll focus on how fast they can go and how they can "transform the ride" into an adventurethis 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."BetaAgency 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.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?a. Positively, by winnowing out the bad campaign ideas from the good onesb. Negatively, by diminishing its purpose in inhibiting others from offering ideas freelyc. Positively, by pointing out important aspects of product design and showing expertise d. Neutrally, by making irrelevant and immaterial comments

Q: The following two statements refer to the structure of experiments.I. An experiment can only manipulate one aspect or level of the independent variable at a time.II. An experiment can only have one independent variable.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true

Q: Scenario 9-2The 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. Seniorsand especially the younger baby boomerslike 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.AlphaAgency 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 threewheeled bikes in a dynamic way. They"ll focus on how fast they can go and how they can "transform the ride" into an adventurethis 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."BetaAgency 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.Once Optima managers have engaged Beta Agency to do their IBP work, how will they ensure that their hopes for a great campaignand partnershipwill become reality?a. By writing specific creative team members into the contractb. By asking that Beta check daily with the brand manager for Optimac. By beginning work with the account executive at Beta to write a creative brief d. By setting up a meeting for the CEO of Beta and the CEO of Optima

Q: Which true experimental design controls for all internal threats to internal validity? A) Solomon four group B) pretest to post-test with control C) simulated pretest - post-test D) post-test only with control

Q: Scenario 9-2The 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. Seniorsand especially the younger baby boomerslike 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.AlphaAgency 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 threewheeled bikes in a dynamic way. They"ll focus on how fast they can go and how they can "transform the ride" into an adventurethis 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."BetaAgency 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.Which of the following is one critical item of information that Optima's brand manager should expect to see on the final creative brief to diminish conflicts in the future?a. The creative team should avoid animation and cartoon graphicsb. The ad should be likeable without pushing for a particular belief about the brand c. The music for the campaign should be oldies rockd. The goal should be reaching the wives of retirees who play golf

Q: Which true experimental design is both the most powerful and the most resource-intensive? A) Solomon four group B) pretest to post-test with control C) simulated pretest - post-test D) post-test only with control

Q: Scenario 9-2The 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. Seniorsand especially the younger baby boomerslike 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 threewheeled bikes in a dynamic way. They"ll focus on how fast they can go and how they can "transform the ride" into an adventurethis 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.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.

Q: Scenario 9-1The 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 while meeting with Xcellent's 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 legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type 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.Looking back, who was responsible for creating the client brief, which should have informed Margolis and others of the creative endeavors behind the campaign?a. The owner of the Xcellent Agencyb. The lead from Shadowleaf and the account executive of Xcellent c. The research manager and the creative director of Xcellentd. The marketing executive of Shadowleaf

Q: The diagram below illustrates what type of experimental design? A) simulated pretest - post-test B) post-test only with control C) pretest to post-test with control D) factorial design

Q: The diagram below illustrates what type of experimental design? A) simulated pretest - post-test B) post-test only with control C) pretest to post-test with control D) factorial design

Q: Scenario 9-1The 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 while meeting with Xcellent's 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 legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type 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.Which individual at the Xcellent agency will be responsible for maintaining a good relationship with Margolis and the Shadowleaf organization?a. The research manager b. The creative directorc. The media plannerd. The account executive

Q: The diagram below illustrates what type of experimental design?A) simulated pretest - post-testB) post-test only with controlC) pretest to post-test with controlD) factorial design

Q: Scenario 9-1The 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 while meeting with Xcellent's 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 legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type 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.Margolis has listened to all the explanations for the theme, and understands the nice ideas behind it, but he still isn"t sure this ad will sell shoes. Which department at Xcellent is most likely to be the source of its conflict with its client?a. Its media planning departmentb. Its accounts services department c. Its creative departmentd. Its production department

Q: Scenario 9-1The 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 while meeting with Xcellent's 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 legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type 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.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?a. Childlike thinkingb. Obsessive commitment c. Self-confidenced. Conventional attitude

Q: The random assignment of individuals to test and control groups is important because this procedure ________. A) eliminates the possibility of problems associated with data collection B) guarantees the same number of men and women in each group C) reduces many of the threats to external validity D) reduces many of the threats to internal validity

Q: True experimental designs differ from quasi-experimental designs in that ________ designs use random assignment to groups. A) true experimental B) quasi-experimental

Q: Scenario 9-1The 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 while meeting with Xcellent's 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 legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in every type 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.When Manuel Margolis insists on a measuring stick for the creativity of the campaign, what will the Xcellent Agency tell him, if Kia Chin is smart?a. "The award alone proves that this ad is loaded with creativity."b. "If people like the ad, they"ll buy the product."c. "We met the technical standards for this advertising effort."d. "Great brands do more than just get attention, they make emotional connections."

Q: Psychologist Robert Sternberg, an expert on creativity and intelligence, advises that if you want to be more creative, you should:a. do something you love. b. learn from the pros.c. expect to be disliked. d. head up a team.

Q: Consider the diagram shown below. Assume that 50 people were assigned to each group. Which of the following would result in the best improvement to this design? A) Increase sample size to 200 per group B) Use random assignment to place individuals in each group C) Decrease the time lag between pretest and post-test D) Restrict the group composition to include individuals of only one gender

Q: In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has found that when you suggest a really creative idea, you need to:a. copyright it.b. be prepared for opposition to it. c. decide that it is a safe solution.d. base it on an accepted standard.

Q: The diagram below illustrates what type of experimental design? A) quasi-esperimental: two group post-test only B) quasi-experimental: two group post-test with control C) experimental: two group post-test only D) experimental: two group simulated pretest to post-test

Q: According to Robert Sternberg, which of the following should you do for advancing your own creativity?a. Adopt the safe solution.b. Do not cherish ambiguity. c. Learn to doubt yourself.d. Analyze your own ideas.

Q: The diagram below illustrates what type of experimental designA) quasi-esperimental: one group post-test onlyB) quasi-experimental: one group pretest to post-testC) experimental: one group pretest to post-testD) experimental: simulated pretest to post-test

Q: The diagram shown below illustrates what type of experimental design? A) quasi-experimental: one group post-test only B) quasi-experimental: one group pretest to post-test C) experimental: one group post-test only D) experimental: simulated pretest to post-test

Q: You are most likely to be creative when:a. you are in your comfort zone. b. doing something you love.c. you avoid critiquing your own ideas. d. you avoid ambiguity.

Q: What do the three Ps stand for in the 3P"s creativity framework?a. Processes, Problems, and Perksb. Preparation, Pragmatism, and Peoplec. Practicality, Problem-solving, and Production d. People, Process, and Place

Q: ________ are a poor attempt to uncover causal relationships. A) True experimental designs B) Quasi-experimental designs

Q: Though individual achievement is important to foster, getting creative people to work as a team has its unique challenges. Which of the following guidelines are included in the list provided for heading a creative team?a. Allow for plenty of room between teams and clients, and foster competition between team members. b. Communicate your own personal preferences, and stress the use of a particular cognitive style.c. Take care in making your team assignments, and rotate assignments over time.d. Foster creativity by giving your team members free reign, and judge each creative idea as it is suggested.

Q: ________ threats to internal validity refer to any events or influences beyond those of the researcher that occur during the experiment and have the potential to affect the experimental outcome. A) Testing B) Researcher bias C) Premeasurement D) Historical E) Mortality

Q: ________ threats to internal validity arise when respondents drop out of the research between the pretest and the post-test and, as a result, it cannot be determined if differences between the two tests are the the result of the experimental treatment or are the result of different group characteristics at the two stages of measurement. A) Mortality B) Researcher bias C) Selection D) Testing E) Premeasurement

Q: A good guideline to follow when trying to improve brainstorming within a team is to:a. foster an atmosphere of tranquility and ensure minimal changes to the environment. b. insulate the team from outside influences to help them focus on the task at hand.c. add more diversity to the group to increase creative abrasion.d. encourage interpersonal abrasion in order to generate creative conflict.

Q: Which of the following should be adopted when conducting brainstorming?a. Generating new ideas rather than building on each others' ideasb. Encouraging individuals to learn about the problem before and after the group session c. Focussing on generating ideas rather than putting them to used. Forming an appropriate team with no conflicts in cognitive styles

Q: ________ threats to internal validity occur whenever, at the start of the experiment, the test and control groups differ in terms of relevant demographics, attitudes, or behaviors. A) Testing B) Mortality C) Researcher bias D) Selection E) Premeasurement

Q: Which of the following best defines brainstorming?a. It is an agreement on a concept for the good of a team's objectives. b. It is an ongoing clash of ideas and decisions that results in chaos.c. It is a different cognitive style for resolving team conflicts. d. It is an organized approach to generating ideas.

Q: At the start of an experiment everyone is excited about their participation. Everyone takes a great deal of care in completing the pretest survey. The experiment takes five hours to complete. At the end of the experiment, a post-test questionnaire is administered. Many of the respondents just want to get home, and so give only superficial answers to the post-test questions. This situation reflects a ________ threat to internal validity. A) maturation B) selection C) mortality D) testing E) researcher bias

Q: In the context of creativity, which of the following should a team leader do to ensure a safe environment for team members? a. The team leader should not bring together people with diverse cognitive styles if he wants them to get truly engaged in the task. b. The team leader should create new ideas and ask the team members to incorporate them. c. The team leader should allow clients' ideas to be incorporated while making sure that team members only follow what the clients say. d. The team leader should allow creative abrasion to flourish while always looking to defuse interpersonal abrasion.

Q: Peg gives everyone participating in an experiment a pretest which measures attitudes toward the brand. When she examines this data, she notices problems with several of the questions. She revises these questions prior to their use on the post-test. This change could result in ________ threats to internal validity. A) Interaction B) Testing C) Instrumentation D) Historical E) Researcher bias

Q: ________ threats to internal validity refer to data outcomes that are not the result of the experimental manipulation, but are instead the result of changes in the data collection instrument. A) Interaction B) Testing C) Instrumentation D) Historical E) Researcher bias

Q: New ideas and breakthrough solutions result when there is just enough tension and just the right clash of ideas called:a. creative abrasion.b. interpersonal abrasion. c. interpersonal conflict. d. cognitive dissonance.

Q: ________ threats to internal validity can result from repeated administrations of the same survey, when the survey is given once before the treatment and once again after the treatment. A) Interaction B) Testing C) Instrumentation D) Historical E) Researcher bias

Q: Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition. Which of the following pairs are included in these dimensions?a. Sensing vs. intuiting, and thinking vs. feeling b. Thinking vs. feeling, and seeing vs. hearingc. Rational vs. emotional, and sensitive vs. intuitived. Extraverted vs. introverted, and creative vs. logical

Q: Premeasurement threats to internal validity occur after exposure to the independent variable.

Q: What concept refers to the unique preference that each person has for thinking and solving problems?a. Interpersonal abrasion b. Creativity framework c. Brainstormingd. Cognitive style

Q: The stereotypes about business and advertising people serve to remind us that:a. people approach problem solving with different styles. b. advertising experts rely on their left brain.c. business types use both sides of their brain.d. people prefer to think about things in a conventional style.

Q: ________ threats to internal validity occur whenever an interview administered before the start of an experiment affects a respondent's sensitivity or responsiveness to the independent variable. A) Premeasurement B) Historical C) Interaction D) Selection E) Researcher bias

Q: Teams come up with ideas that are both creative and useful in the process of building brands if:a. they are allowed freedom in playing with their ideas. b. they are managed in a proactive way.c. structure is given more importance than talent.d. right expertise is preferred over diversity of thought.

Q: ________ threats to internal validity occur whenever an interview given before the start of an experiment has a direct effect on a respondent's responses during the experiment. A) Premeasurement B) Historical C) Interaction D) Selection E) Researcher bias

Q: Teams are able to liberate decision making when members:a. all think alike and agree with one another. b. allow the leader to make all the decisions.c. trust one another and feel it's safe to contribute.d. just make suggestions but leave decisions to the client.

Q: Maturation is closely related to what other threat to internal validity? A) Instrumentation B) Interaction C) History D) Mortality E) Researcher bias

Q: Premeasurement is closely related to what other threat to internal validity? A) Interaction B) Instrumentation C) Mortality D) History E) Researcher bias

Q: Who prepares the creative brief?a. The client lead and the account executive b. The owner(s) of the agencyc. The client brand manager and the head of the creative department d. The research executive assigned to the campaign

Q: History is a threat to internal validity that is related to problems associated with ________. A) a pretest survey B) variation in data collection procedures C) the sample D) the study context E) the researcher

Q: In essence, a creative brief is a(n):a. informal contract depicting the responsibilities of the creative team.b. set of guidelines to get the creative group moving in the right direction. c. solution to the primary problem of the ad campaign.d. list of results to be expected from the ad campaign.