奥美广告公司创意部面试题

上海奥美广告公司创意部笔试试题

1. 写一个短自传介绍自己,请分别用:

(1)诗人

(2)散文

(3)记者的角度

2. 同一个人因为不同观点,可以被人作不同的描述:

自由战士(褒)

游击队员(中性)

恐怖分子(贬)

请试举出三个例子

3. 以下是我们用“边缘型思考”编撰出的一个问题:

问题: 两个人共同步入房间。其中一人左右走,另一人右左走,这是怎么回事?

回答: 这两人为伊朗窃贼和他的看守,共同走入法庭。

他们各自的左右腿上分别上锁链。为什么呢?

因为罪犯已经犯了两次罪, 伊斯兰法庭由此判罚砍断其两只手。

故此无法给他上锁链。

请以“边缘型思考”法创作出你自己的问题及解答。(必须有独创性)

4. 选出一份杂志或报刊上的广告,请用100字以下陈述:

a)你认为其针对对象是谁?

b)你认为其目的是什么?

c)你认为其消费者承诺是什么?

这是一个优秀的广告吗?假如是的话,为什么?

假如不是的话,为什么?(不超过100字)

5. 请针对同一产品同一对象,以同一目的,同样承诺, 以另外形式,

创造一个广告,再用不超过200字来解释你的创作。

6. 请拟写一30秒的电视广告及一份平面广告

推销<<花花公子>>杂志给女性读者。(书面可以用文字描述)

7. 你的客户最终培育出一种四腿鸡。

请为创作一电台广告宣告这种四腿鸡已进入街坊超市。

长度为30秒。(粗略说来,60--70个单词的独白,读起来一般需要30 秒)

或者写出一悦耳的对话,或者以你相信比较适合的形式来拟写。

PART1

1.写，形式不限的一则广告，说明为什么要雇你

2.若你不做广告那么会做什么职业，理由

3.你最想改掉的缺点，理由

4.和别人相处的时候多数是什么角色

5.最喜欢的格言是什么，理由

6.爱好中有没对今后职业有帮助的？

PART2

英译中

How to Land an Interview with an Ad Agency

From Apryl Duncan, Your Guide to Advertising. FREE Newsletter. Sign Up Now.

Whether yo u’re pursuing an ad agency position as an account executive or a copywriter, you have to land that face-to-face interview before you can get the job. Help increase yo ur chances.

Difficulty: Average

Time Required: The More Time You Spend on Researching, the Better

Here’s How:

1. Be realistic. If you live in New York, have no experience and have only been submitti ng your info to top agencies, it’s time to re-evaluate your plan.

2. Contact a variety of agencies by mail. No one likes receiving cold calls or Emails fro m someone they don’t know. If you insist on calling, send a letter first. Wait a few wee ks and then call to introduce yourself and verify they received your materials.

3. There’s no harm in contacting a variety of agencies but do your research. Chec k advert ising job Web sites and your local newspaper to see whose hiring. If someone’s got a po sition available, you’ve got a greater chance of being contacted than by someone you’ve blindly sent materials to.

4. Don’t be afraid to intern. Holding out for a paid position may sound like a great idea but think of all the experience you could’ve gained with an agency while you were waiti ng for the phone to ring.

5. Use your time wisely. Many agencies turn their interns into paid employees. But at the very leas t, you’ll be able to add this experience to your resume.

6. Don’t call out your lack of experience in a cover letter. It’s better to say nothing at al l than to say, “While I have no experience...”

7. Don’t lie in your cover letter and resume. If you’ve bee n selling shoes for the past 10 years, don’t worry about sending a resume unless a job listing specifically tells you to d o so. It may sound like an obvious no-no but many potential employees haven’t been hi red because of untruthful info. Don’t get bitten by lies. Just be honest.

8. If you’re seeking a position as a copywriter or graphic designer, send SPEC ads as par t of your package. (For more information on how SPEC ads can help, see the Related Re sources at the bottom of this page.)

9. Contact the right person. Who’s the Creative Director? Don’t know? Find out. Always use the person’s name instead of “To Whom It May Concern.” And don’t use “Dear Joe”instead of Dear Mr. Smith.”

10. Contact smaller agencies. They may be short-handed at certain times of the year and need extra help. This could lead to a regular paying position.

11. Be persistent. Don’t hound an ad agency with mailing after mailing and call after call. But do be persistent and continue to mail an agency periodically if you’re still seeking a position. Eventually, your name will keep coming up and the appropriate person will kno w who you are.

Tips:

1.Be professional. Dress like you want the job. It may seem like a no-brainer but many j ob candidates have blown it by mistaking ad agencies as casual and laid back. If you fin d out everyone wears jeans to the office after you’ve got the job, that’s one thing.

2. Why do you want this job? Why are you the right person for it? What makes you thi nk you’d be a good fit for the agency? These are all quest ions that you should know the answers to. Prepare ahead of time. You never know if they’ll come up during the intervi ew.

3. If asked if you have any questions, don’t say, “When do I start?” You don’t want to come off arrogant or cocky. You can show confidence in yourself without being conceite d.

4. Don’t call right after an interview. They told you they’d have a decision by Wednesda y. Don’t call on Tuesday or even Wednesday morning to find out if you got the job. Cal l late Wednesday afternoon, if you must, but waiting until Thursday or Friday is even bet ter. You never know their schedule. They may have had to delay their decision because o f an unforeseen problem.

5. Bring a portfolio if you have one. How good you will look if you bring samples of y our work. (Help on creating a portfolio can be found in the Related Resources below.) Th is will really help you stand out against the other candidates.

10 Ways to Get a Job at an Ad Agency

working in advertising is rewarding and challenging. But for many people just starting out, the challenge seems to be getting that first big break into an ad agency’s door. There ar e many ways you can overcome that barrier and land a job at an advertising agency.

1. Intern

Agencies look at interns as potential employees. If you have the opportunity to intern, by all means, you should.

Interning will help you get an “in” to the agency but you’ll also be able to work in vari ous areas you wouldn’t otherwise. Speak up and let the agency know you’re eager and w illing to learn to get the most out of your internship. The experience you gain as an inter n is invaluable and could lead to a permanent position.

2. Take an Entry Level Position

It would be nice to walk right into a corner office with a view, plop down in your leath er chair and sta rt working with big name clients. Of course, it doesn’t work that way in t he real world.

Many people have successfully started their career in advertising by taking any job in an agency and working their way up. Don’t be afraid to work outside of your job descriptio n. Get in there and learn everything you can. If you’re unable to move up within that pa rticular agency, you can still use that experience to get you a job somewhere else.

3. Freelance

If you’re interested in being a copywriter or graphic designe r, consider freelancing as a w ay to get into the business. Coming up with your own rates, your own campaign to adver tise yourself and approaching small businesses and even agencies are all tools you can us e in your agency job hunt.

4. Create SPEC ADS

SPEC ADS are simply your version of a published ad. You might think that you can do better than a major automaker’s print ads running in your favorite magazine. Or your loca l barber shop’s newspaper ads might need some reworking.

SPEC ADS are known in the indus try as work you’ve done on your own. It’s basically p retend copywriting or graphic design but if you have no published work, it’s vital to sho wing your talent.

5. Contact Radio and Television Stations

Many radio and TV stations have employees who specifically write commercials. They ma y also produce certain types of shows for the station. This is a great opportunity for you to get started in the business.

Since most radio and TV stations don’t pay very much for these types of positions, there’s both a high turnover and an opportunity for people with little or no experience to break into the field

6. Schooling

Getting an education in advertising doesn’t just apply to college students. If you’re serious about working in an agency, you can learn a lot by taking a course.

This doesn’t necessarily mean you have to pack up and move to your closest advertising school. The Internet has given so many people the opportunity to learn about advertising and what it takes to make it in the business from the comfort of their own home.

7. Introduce Yourself

If you’re looking for a position on the creative side of advertising, write a letter to the C reative Director. Introduce yourself in a friendly, professional tone and give a brief bio.

Be sure you find out who the Creative Director is and not just address your letter: “To Whom It May Concern.” You want to approach this person just as you would a friend so get their name and the spelling right.

You can follow up in a few weeks with an additional letter or you can give the Creative Director a call. Just don’t cold call them first. Anyone in an agency is going to be busy and especially someone in a management position who is juggling many projects at once.

8. Network

Look for opportunities to meet with people in your area that are actively working in the i ndustry. Many cities have local advertising clubs that sponsor special events, educational s eminars and professional workshops. Get out there and meet the people who could be you r next potential employer.

9. Work in Sales

There’s a big difference between advertising and sales but being an account executive at a car dealership, for example, can help you bridge the gap between no experience and wor king in an agency.

10. Enthusiasm

Are you passionate about working in advertising? Really passionate? Do you see commerc ials on TV and think:

“I could do so much better than that.”

Are you a hard worker that’s willing to commit to the job, even when that means you’re working well past the typical 9-5?

These are just some of the questions you have to really evaluate if you want to pursue a career in advertising. If you can honestly say, “Yes, absolutely,” then you need to conve y that to a potential employer.

Even in this day and age of hustle and bustle, employers are excited to see someone with genuine passion and enthusiasm. There’s a reason they got into the field and your energ y is a reminder of that.

People with a lot of experience have still been beaten out of the job by someone with le ss experience but a lot of heart.