Exercise 2. - Jung von Matt

Get ready!
Copy test for anyone who wants to work in planning
at Jung von Matt.

Our common objective.
We want to get a feeling for who you are, how you
think, and how well you can put your ideas in a
nutshell.

Go!

Exercise 1.
Instead of working on successful brands, it's more
fun to make brands successful.
Can you think of a weak brand that you would like to
revitalise?
What would be your marketing strategy?

Exercise 2.
The car market is loaded with advertising. But what
do Mercedes-Benz and other manufacturers actually
stand for?
Your task is to clearly position the various brands
(see next page).
Think of some clever axis endpoints and explain in
two sentences why you placed the individual brands in
a specific cluster.

Exercise 2/2

Exercise 3.
In your opinion, which campaign (not from Jung von
Matt) exemplifies strategic clarity and creative
excellence?
Show us a sample motif and explain your choice in
three sentences.

Exercise 4.
As a planner, you have a keen sense of which type of
person prefers which brand.
Place the following brands (see next page) in three to
five groups and characterise their typical consumers.
Describe the various persons and tell us about their
life motto, character traits, how old they are, where they
live and what they do for a living.

Exercise 5.
Good ideas are our most precious asset. The world is
waiting for something you created. What is it?

Finished!
We hope you enjoyed these exercises and will look
forward to meeting you.