Interview Progressive Advertising Module

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Interview ProgressiveAdvertising Module

• January 7th, 2004
• UMBS Marketing Club

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Why Interviewers Ask Advertising Questions

• To gauge your interest in brand management and
  test your Marketing savvy
• Do you watch advertisements with an analytical
  eye?
• Do you keep your eyes on product innovation and
  marketing campaigns?
• Gain insight into your personality. What appeals
  to you?
• Quick on your feet Can you evaluate on the fly?

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The Format TOESS
Execution
Objective
Strategy
Target
Advertising Effectiveness
Support
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Target

• TARGET Who is the advertising trying to reach?
• Is the target group clearly defined?
• Does it mean something to them?
• Is it on at the right time, around the right
  programming?

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Objective

• OBJECTIVE What is the business purpose for the
  advertising?
• Awareness
• Retention/Repeat Sales
• Generate Sales
• Advertise Price
• Is it unclear?

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Execution

• EXECUTION How does the ad perform based on its
  ability to communicate a unique benefit, maintain
  internal consistency, and capture attention?
• Attention-grabbing
• Internally consistent
• Single mindedness focus
• Likeability
• Memorable/Recall

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Strategy

• STRATEGY What message is the advertising trying
  to convey?
• What is the positioning of the advertising/brand
  in relation to the competition
• Low cost provider
• Premium product?
• Unique benefit
• Blank is the blank that blanks

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Support

• SUPPORT What elements of the advertising
  provide a reason to believe?
• Example Dry Idea
• Driest antiperspirant compared to its
  competitors
• Reason to believe contains no water

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(No Transcript)
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The Question

• Good Ad/ Bad Ad
• Have at least 2 examples of each in preparation
  for the interview
• Can use television, print, billboards, etc.
• Note There is no right or wrong answer. The
  interviewer is in search of your thought process.

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Additional Questions

• Good Product, Bad Ad
• Bad Product, Good Ad
• Three examples of new product innovation
• Stick with CPG examples
• Be current
• New Product Launch case questions
• When discussing promotional strategies expound on
  your media/advertising plan
• Be creative!

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Things to Think About

• Try to avoid ads from the company youre
  interviewing with, but try to stay in the same
  industry.
• Watch the Lifetime channel, MTV, Food Network
• Would this ad be effective by itself, outside of
  the campaign
• Listen to the question campaign vs. single
  ad
• Campaign think about 4 Ps
• Ad think about TOESS
• How would you improve this ad/campaign?