A good advertising plan is the result of combining the knowledge and talents of both the advertising agency and the client. In heading up a team that is creating the marketing plan for a large cosmetics firm, an account manager needs to make sure all goals are met and all responsibilities are assigned. For what issues does the client take primary responsibility? For what elements does the agency take primary responsibility?
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.
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.
