JWT业务考试考古题2 / 5业务考试考题The Account Management festIf y(mi ever (hcxight you wanted to be advertising acccxjnt executive, (his jiuy be the tx^sl ctuncc you II tvx?r to prove v
不管你之前作什么，有没有选修过广告和营销课程都不重要只要你成功完成这个考试， 证明你有天生有解决问题的能力就能得到在智威汤逊从事广告业务的工作的机会1.你的客户是蜡烛领导厂商以往，他一直是以感性特性：柔、暖、浪漫的烛光来广告品牌 近来，他的市场占有率被低价、燃烧时间较长、无烛泪、色彩选择多的竞争品牌侵蚀了你会告 诉客户怎么作？ ＜要包括如何帮助客户和竞争者区分开来，以及给创意小组的方向指示2Due to the great job you've done on the candle account, you've just been promoted to the XYZ Widget account.XYZ is the #3 widger company in the wrld- Theymanufacture a quality line of widgets, but have historically taken a very conservative approach in marketing their line, particularly when it comes to1—＞莎沁 F advertising. The creative team assigned to■ XYZ Widget has developed some newadvertising that is not only strategically sound, but creatively brilliant. Unfortunately the advertising is so breakthrough everyone at the Agency is concerned that the Client will never buy it. What would you do to help sell this advertising to your Client?! It might help if you supplied 论 campaign slogan you're trying to sell J2.由于你在蜡烛业务上的优异表现，现在你被升职到 XYZ饰品业务了。
XYZ是全球第三大装饰品公司生产系列高质量饰品，不过一直在营销产品、特别是广告上作法保守负责 XYZ业务的创意小组发展出了一些新广告想法，策略上不是那么合，创意上却很出色不幸的是，这套广告 也太有突破性，公司里每个知情的人都认为客户不可能买你会怎么做，帮忙把这套广告卖给客 户？（如果你把你要帮忙卖的广告标语也一起附上或许有帮助 >3 / 53.你带领一个委员会要为某政治性 集会选出一位演说者你的委员会同 仁中还包括一位民权领袖、一位基本 派布道者、和一位左派基进主义者leader, a fundamentalist evangelisty^onitc hc3
不必6 / 5by J. WStltcr Thompson) th2tdemOE 1st rates smart strategic positioning 2nd breakthroughcreative execution5.假始你能和任何你想要的人共进午餐（死活不论〉你会邀谁？为什么？在这顿午餐中你们 会谈什么话题？You mn ask suiyonc you want (living or dead)6.提出你最自傲的一 项成就或经 历，并说明 这为何与你 未来的广告out to lunch. Whom you choose and why? What would vuu talk about over lunch?Name the one accucnplishmcnt or experience you re most proud of 2nd describe hew it provides a good indicationot your future performance as an account exec业务生涯表现有关7■你为什么要参加这项考试？Why arc you taking this test?。