SESSION #10: VETTING A CREATIVE PROPOSAL 153 2. In assessing if claims can be substantiated, the best first step is for the ac- count manager to a. Review the Better Business Bureau website b. Call their professor in college for advice c. Call the agency's legal counsel d. Review the FTC website 3. It is considered good practice to vet a creative idea because it a. Assesses how a creative idea might be perceived by a particular group of people b. Helps prepare agencies for client meetings c. Helps agencies to defend concepts in a more effective way d. All of the above 4. It is not in the agency's best interest to present an idea if it a. Could be labeled deceptive by a competitor or consumer interest group b. Is easy to parody c. Mocks people because of their nationality, ethnicity, physical, or other characteristics d. All of the above 5. Vetting is not usually done by creative teams, especially during the creative process because a. It stifles creativity b. It takes time C. No one knows what to do d. It cost money 6. Vetting focuses on identifying a. The way in which an idea is executed b. Ways to improve the creative idea itself C. Certain aspects of a good creative idea that could present a problem d. Legal issues THE ACCOUNT MANAGEMENT WORKSHOP 154 b. Agency personnel who are not associated with the client work and are willing to participate in the vetting process c. Outside consultants d. Social media teams 7. Vetting is usually done with a. Extensive research studies 8. A person who would not be a good candidate for vetting a creative idea would be a. Someone who is an expert on political correctness b. The copywriter who developed the campaign c. Someone who can play the role of the competitor d. Someone who represents the target consumer 9. Considering the many "Hats" worn by an accomplished account manager, which one of the four below is most relevant to the vetting process? a. Critic b. Teacher c. Reporter d. Researcher 10. Considering the many "Traits of an accomplished account manager, which of the four below is most relevant to the vetting process? a. Creative in their own right b. Buttoned up c. Devoted student of the craft d. Good at building relationships