1. When assessing the viability of a creative idea, it is important for the creative team to know the strengths and weaknesses of their idea and know how to proceed. This is called providing a. More creative ideas b. Actionable feedback C. A better creative brief d. New input 2. The first question that should be asked in a feedback session is a. Do we have peanut or plain M&Ms today? b. Does the creative idea answer the challenge in the creative brief? C. Is this the right execution? d. How can we refine this idea? 3. When an account manager is asked to provide feedback on creative con- cepts, what matters most is that a. The account manager personally like the idea b. The creative director likes it C. It is on brief (on target and on strategy) d. It's funny 4. When the account manager critiques creative concepts, it is important to a. Emphasize how fixing the weaknesses can make the strong points even C Discuss the type of research that was done before the ad was created 8. When an account manager explains why they don't like something, a good b. Sandwich the negative comment in between the positive beginning and THE ACCOUNT MANAGEMENT WORKSHOP 144 more compelling b. Discuss visual and verbal elements d. Discuss only the positive aspects of the creative 5. When an ad speaks to current customers as well as new prospects, it current customers a. Amuses b. Reassures c. Delights d. Irks 6. In providing feedback to creative teams, the account manager should a. Comment on the work, not the person b. Never look the creative team in the eye C. Use a strong authoritative tone d. Smile, especially when delivering negative criticism 7. When providing feedback to creative teams, it is best to a. Always use the "but" word b. Own the criticism and get to the point c. Pontificate to show superior knowledge d. Remain silent way to begin is to start with a positive and a. End with a negative the positive ending C. End with a positive d. End on a neutral note SESSION #9: PROVIDING FEEDBACK ON A CREATIVE IDEA 9. Considering the many "Hats" worn by an accomplished account manager, which one of the four below is most relevant to properly assessing a creative 145 concept? a Quarterback b. Diplomat C. Critic d. Teacher 10. Considering the many "Traits of an accomplished account manager, which one of the four below is most relevant to providing positive, actionable feed- back about creative? a. Is a team leader b. Is a creative in their own right c. is a good communicator d. Has a good personal style