I've given a bunch of talks at the local universities over the past couple weeks talking about the usual VC things as well as some operational issues such as hiring for companies.
One topic which came up a couple of times was the notion of hiring somebody (or a company) in the all important area of marketing. On this category, I had a fairly simple way to dig through your options.
First, present this photo:
Then ask this question:
You are now charged with coming up with an Ad/Marketing campaign to counter this. What would you do?
You'll get a fairly good idea of how that person or agency thinks and what they could potentially do for you. Lots of students out there had some pretty good ideas to this seriously hard problem.