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Advertising and Sales Promotion

Developing corporate advertising and promotional materials and tools in line with identified business needs.
Level 1. Demonstrates introductory understanding, directing people to the appropriate source for further information.

BEHAVIORS

  • Administers, coordinates and monitors contract work for an advertising project.
  • Gathers and organizes information to help with decision-making regarding media placement, campaign length, featured products and services, and technical details.
  • Creates, reviews, and revises copy under direction.
  • Uses technology to extract data and produce reports that help evaluate advertising effectiveness.

QUESTIONS

  • Tell me about a time when you created copy and visual representation for a product or service.

Probing Questions

* What was the circumstance that required it?

* How did you do it?

* Who was the audience?

* What was the result?

  • Tell me about a time when you collected and analyzed information about a media campaign.

Probing Questions

* Why did your organization launch the media campaign?

* How did you collect the information?

* How did you analyze the information?

* What was the result?

Level 2. Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.

BEHAVIORS

  • Applies knowledge of history and theory of design and culture to develop a creative brief.
  • Develops media objectives based on advertising and marketing objectives and strategies.
  • Advises on techniques to ensure that advertising is aimed at target users.
  • Develops corporate advertising specifications/contents for for smaller assignments across different media.
  • Confers with production and support personnel to produce or coordinate production of advertisements and promotions.
  • Uses technology to develop and establish metrics to evaluate advertising effectiveness.

QUESTIONS

  • Explain in detail the process you followed in developing the latest creative brief for a product or service.

Probing Questions

* What was the situation?

* How did you do it?

* Who did you present it to?

* Did it work out?

  • Give me an example of the metrics you have used to evaluate an advertising campaign.

Probing Questions

* Please explain the context of the campaign.

* How did you determine the metrics used?

* How was this information used? By whom?

* What was the outcome?

  • Give me an example of the types of testing you have used to gauge the effectiveness of your advertising project.

Probing Questions

* What was the circumstance for the campaign?

* Why did you choose these particular testing methods?

* What were the testing results?

* What changes did you implement?

Level 3. Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.

BEHAVIORS

  • Inspires and manages the generation of creative concepts and ideas.
  • Keeps up-to-date on trends and developments in design, materials, techniques and technology
  • Initiates and manages discussions and sales with sponsors and agencies.
  • Develops corporate advertising specifications/contents for larger, more complex assignments e.g. a national program.
  • Consults with advertising agencies or staff to arrange promotional campaigns in all types of media for products, organizations, or individuals.

QUESTIONS

  • Describe a time that you developed an advertising strategy that failed.

Probing Questions

* Describe the situation and your role.

* What were the marketing elements?

* Why did it fail?

* What did you learn from it?

  • Tell us about a time when you monitored advertising performance indicators and adapted strategies in response to those indicators.

Probing Questions

* What was the situation?

* What were the performance indicators you were monitoring?

* How did you adapt your strategies?

* What was the impact?

Level 4. Applies the competency in new or complex situations and advises others.

BEHAVIORS

  • Oversees corporate advertising assignments and guides communication staff.
  • Establishes the conceptual and stylistic direction for an advertising campaign.
  • Implements and manages the company's advertising strategy from a business, sales, and technical perspective.
  • Creates processes to ensure that agency schedules and budget commitments are met.
  • Evaluates advertising and promotion programs for compatibility with public relations efforts and against overall marketing goals.

QUESTIONS

  • Describe some of the advertising strategies/platforms/campaigns you have created recently.

Probing Questions

* Describe the situation and your role.

* What were the marketing elements?

* Who was the target audience?

* What was the outcome?

  • Outline a time when your responsibilities included establishing and monitoring quality standards for advertising.

Probing Questions

* What quality factors were important to your organization?

* What review processes did you put in place to monitor individual advertising activities?

* What advertising activities fell under your area of quality control responsibility?

* What actions did you take?

Level 5. Develops new approaches and methods in the area. Is recognized as an expert within the organization.

BEHAVIORS

  • Identifies and recommends strategies relevant to corporate branding, advertising, and promotion.
  • Directs the scope and integration of multiple advertising projects/programs.
  • Sets goals, budgets, and overall creative direction for the organization consistent with the branding, marketing, and sales goals and objectives.
  • Evaluates the need for external resources and selects advertising agencies.
  • Approves creation, production, and delivery of advertising and promotional campaigns.

QUESTIONS

  • Describe the opportunity situation where you had to redesign an advertising strategy.

Probing Questions

* Describe the situation and your role.

* How did you approach the redesign?

* What challenges did you face?

* What was the result?

  • Discuss the strategic process you applied in selecting the latest AOR (an agency of record) for your organization.

Probing Questions

* What was the circumstance for changing the AOR?

* What specific processes did you put in place?

* What were the biggest challenges?

* What did you learn from it?