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Explain the importance of collaboration-creating teams and encouraging teamwork-in
the creative advertising environment. Give three or four reasons why teams foster
creativity in the real-life workplace of contemporary advertising. Consider the ideas
featured in the text excerpted from The Wisdom of Teams by Katzenbach and Smith.
Historically, more money has always been budgeted for mass media advertising than for
sales promotion.
What is a value proposition? Explain why it is useful-even critical-to an organization, to
its brand, to its team, and to its target audience.
Depending on the viewpoint, self-regulation can be considered a triumph of business
integrity over meddling government, or a meaningless sham with no real authority
beyond the cooperation of industry members.
