Scenario 11-2 You Are the Creative Director at a Milwaukee Ad Agency.Today

question 53

Multiple Choice

Scenario 11-2
You are the creative director at a Milwaukee ad agency.Today, your copywriters are presenting you with their ideas for several 30-second radio spots for the City of Milwaukee Tourism Bureau, which wants to feature its own information center and tours, as well as city museums, art galleries, concerts, festivals, and special events.When they are ready, the best ideas will be taken to the marketing director at the City of Milwaukee for review and approval.
-(Scenario 11-2) One copywriter presents a spot that is funny, delivers the key selling points, and uses opening music as well as sound effects representing various elements of the city.You need to get it recorded before sending it to the client.You send it with the young copywriter to a trusted recording studio with the caution to "use SFX with care." By this, you mean

• A)keep any added music to a minimum to avoid irritating the audience.
• B)make sure the sound effects don't overwhelm the copy.
• C)don't expect to build a musical picture in the listener's mind.
• D)don't mix both sound effects and music.

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Definitions:

Clan Culture

A type of corporate culture that emphasizes consensus, common values, and traditions similar to a family atmosphere.

Entrepreneurial Culture

An organizational environment that fosters innovation, risk-taking, and proactivity in pursuing new business opportunities.

Market Culture

A set of shared attitudes, values, goals, and practices that characterizes an institution or organization focused on competitiveness and achievement.

Cultural Change

The transformation of the culture of a group or society, which may occur naturally through external influences or through deliberate efforts.