. ~ Marketing and sel ling marketing and adverts, dal Startup @ wn Reading @ feud 1p 1933, the mansfacrrs of lucky Srike cigortes worted to more more Guccessly 10 women. When they reolsed thot by lor the. mos! recognisable ond memoreble. thing about ‘uckes’ wes he alow of ther pocket, they decided 0 approach end lenched new campogn > proms not rete, hoa Thy ed hs ponceving agreen bal for chariot he Beene et hora in New York ond Grving the mow impor! cslabiis ofthe Moy, They else contd the bigge!ehion mrogazines, designers end. end. soos wa them thot green would be next year's Jour The folowing year, aces of Wickes sscied signicoty:osfshion magezines, Icha: noes and galery eshibtions al oer od etmphosied green, they become @ Fron acceutory tho went wih everything How much are you personally influenced by adver @ Read about three ingenious marketing/adverti b email © green He In the USA in the 1950s, the otiude of tmod consumers towards” cars wos. the lage te beter’ Not nly was 0 big cor oss symbol, but he “babyboomer genection had large foils which needed Boge rhs he cn hams cor mmonulacers ods were geting bigger ond Bigger ond more and more taurel s0 Yoliswogen decided odothe oppose. Tei cod showed o small block and whe photo of the car sactounded by lots af whe space ond the logon ‘hin... underneath The fox blow edited, yes the Beetle wos o small cer, bu because of ist hod conain unique cdvanioges that you remember ray tine you squeeze into smal porking spare, Or fenew your sal inuronce. Or ov a snl tepoi bil. Thnk # ove People id The sels of Voliwogen Beets dovbled ond ew erin crectve advertising wos born ‘comparative and super, ng at ‘erking Wo para themsatng poner’ GT, “The aim of marketing is pervcas Me eing “Advertsing is legalised lying” , at “Marketing is what you do when your i) product isn good. of the quotes about marketing and advertising do you agree/disagree with? wh ing? 19 campaigns. Complete the texts with, In.2007, when soles of ocr foling dromtizaly dv. two rop ars, Kanye Wes! or ‘chon oa the release dates of their thot hey would come ov on he Then, 50 Cent ~ he ode, ugh steabvise ofthe wo = sored 2 | wih West He coed Wests mise Seclred thot he would rie Fo Career f Wes! abum old 21] Both arts gove introns 2 | thei mrlry everywhere, nS | tohead on TV. Th ner! we thio te feud or st The publicity certainly paid of = ‘embarrassingly for 50 Cent, Weg) Aros for more succes ord 089°) open in ts fe week compo!) G0 copies, Hower MSC 1 ime, such high soeGrammar an ‘Comparatives and superlatives To make the comparative and sup - Add AK anne 80 Note the followin 1 2 3 Read the texts again. Which campaign(s): involved celebrities in some way? . relied on fashion? ‘was completely truthful and straightforward? took he oppo aoroach ot competes? showed human drama to be mote significant than the se inwasmostetcnen tongue? Match the highlighted words in the texts with the correct definitions 1 ‘a short, easy-to-remember sentence or phrase used to advertise @ product supporting an event, person or organisation by giving them money ‘a plan (usually dishonest) to get an advantage something people want to have because they believe others will admire them for it ‘competition with others for the same goal people who start new fashions, especialy in clothes ‘person born between 1945 and 65, atime when there wa UK and USA 1s lrge increase in babies in the Complete the rules about comparatives and superatives. Find an example in the texts in @ for each of the additional uses 1-6. erlative forms: lable adjectives, e.g. small, smal... the small and ......t0 one-and most two-sy ‘expensive, the... exB@nsive. to longer adjactves, e.9. expensive, \g additional uses of these forms. rative, e.g. the nicer ofthe two. When a group has only two members, use the compar dee compartives wih the... the. show the dct rlasonship between two factors, e.g, The older I get, the lass! like it Joe double comparatives to say that something changing. 1 getting more and more difficult: ise cova @ comparave, use mucrr, 9 favmuch better Qian T reneity 9 superlative, use by far 0.0, by forthe mast imaainve idea, | PNGRANMAR REFERENCE PAGE 114 ‘Complete the sentences with the correct comparative or superlative form of the words: in brackets ‘What are the | and marketing ploys that clever Generally, do you expect that ‘the product, Gara os pend ore aney on 0 atau ae Pe oe Wo is Spe et your naa? ty o/s ene cpa to sponsor pros is aetna nd kind of products benefit most from celebrity ‘sponsorship? (popular) Kind of product pet pertsng slogans We : Sener ot prorat se aT ANcumpany ean py fr as 0018 eS oy ap? apron / te think is the way. you have seen used? (annoying / the quality? What kind of products st? (expensive / high) In your opinion, what ‘2 Why? (memorable) iter and Facebook. Which do you two! sk and answer the ques ‘Work with a partner. Take turns 10 2brands and branding | extreme adjectives JUST BUY IT a srr Start up @_ Work with a partner. Look at the adverts and read the slogans. Can you guess the products? Reading — @ work with a partner. What is a brand and why is having one important? Read the te : see if you had the same ideas. Whythe== | F d Forget all you ever thought you knew about marketing. Print adverts: I ~ who reads paper stuff any more? The public couldn't care less if ce forand matters stsesatrrm tensioner en on their bags and T-shirts. We are exposed to so many adverts, we no al them, What matters now, the only thing that matters now, is your branc ‘Your brand is buit on your product and what is recognisable about tt packaging, logo, slogan and the particular qualities ithas that make to" {rom the compeition. Its al of these things put together, butit is more them. In fact, in comparison with your brand, even your products ine ‘Asstrong brand, once created, easly outlives products, which have life c need to be renewed. In any case, your brand only exsts from the mo your customers start to have an emotional relationship with your produc has nothing to do with what they actually are or do, but is based on the " concepts or lifestyle they associate with them. Brands have nothing (°° making rational choices. Their powers of attraction work on a subcer* For example: McDonala's is a burger restaurant and Coke is a cinls the planet, doesn't know that McDonald's is all about fun and a ‘prand ¢ about being free and feeling good? Where there are strong brace {even becomes a form of sat-expression: when you Choose af FE you Davidson bike, you are making a statement about what type Of Po ns \what you believe in and you dream about. The brand is the area. hese dave. cher portman nande o dream to sell, What's yours’Grammar @ Listen again and complete the sentences. Which brand do you © noose the correct word forthe statements about the text.Then say if they are trHe OF false, according to the text. 4. Constant exposing / exposure / exposed to printed advert have rmuch of an effect on consumers. printed adverts and slogans meen they n0 onde 2. Ifyou focus al your energy on making your relevance / relevant / irrelevance. Pract te best canbe, brand bung b072eS 3. Companies use advertising to encourage their customers to make certain associates. eee in conection with the rods, such having un a Bang hel 4, Consumers are only influenced by their consciousne: ib-consciousness feelings when they make choices about brands Seal 5. People might find it difficult to rational rationalise / ise / rationality why they prefer one brand over sncter boca thei aactive/atracton / tract toa product isn't necessary based on what actually is or does. associetions / 4) 8.1 Listen to a description of five famous brands. Can you guess what they are? think is the most powerful? 1 As wellas the product's = the recipe remains a closely-quarded secret - thes highty 2 tie represented a world where food was quick, delicious and also came with brighti-coloured 3. The company produced a series of. showing popular doing ineredible things cffortiessly thanks to the kit they were wearing. 4. This company was extraordinarily successful in building a high put vital component used in electronic devices 65 Its appeal is based O° .no.o---s-and dreams coming true. -profile brand for an -atiny, © srande ae crete wt words, en sng power avs Look at ihe Grammar Bronteon rowrite the sentences by replacing the highlighted phrases with the modifiers in brackets and the adjectives in the box. Extreme adjectives Non gradablefextreme adjectives describe absolute states. We don’t use them wih the common, ao erat modifiers such as very but with nor-gradable modifiers such as absolutely, ‘completely or utterly 8g. freezing (very cold) ~ very freezing X utterly freezing ¥/ | 9GRAMMAR REFERENCE PAGE 114 Joounang delighted exhausted fithy furious gorgeous hilarious minute packed _terffied 41 The SURpfisifidl power of micro-proc (absolutely) 2. When you get home from a work & bit tired 2 ‘The thame park was Guite crowded with vist ew attractions, (completely, absolutely) ‘The microchips that power this device are Fatt sal (abso\'0¥) ‘Abbitseated of tying? Take one of our coaches instead. (tery) aaanarar athectunny episode ofthe clown’ adventures wil make you lh Ou ‘oud. (absolutely) Reso simple, you'll be a bit ange you ci think of it yourself. (artery) ! You'l love the itesatractive new design. (absolutely) today (e.g. watch, phone) and think about ; ‘essor technology has revolutionised the way computers work nd thr, only 2 Coke will do. (utterly, absolutely] i ors who were all ite plea88d by the exciting j Speaki : aking @® Lookat the things you are wearing/carrying ay ist all the well-nown brands you own. 9 0a, + Compare your results with partner. Whois the ost Brande? Fore ee tvourte brands What qusites or felngs de you ass0082 with them? How do eae oe the brand want you to fe! about te Products?” your other possessionsListening @) jersuasive presentations | rhetorical techniques Discuss the questions with a partner. How would you persuade someone to buy your company’s products or services? What USPs (unique seling points) could you talk about? Have you ever been persuaded to buy something that afterwards you realised you didn't really ‘want or need? What happened? Read the beginnings of five different sales presentations 1-5, Match them techniques a-e, Using a quote telling a dramatic story ‘asking questions telling the audience some interesting facts telling a joke or funny story So, an old man goes to see his doctor with a whole lst of complaints ~ "This huts, that’s st |Get tired very quickly’ etc. ‘But Mr Wiliams; the doctor relies. “You realy can't expect te fel the same as you did when you were younger, {twas once said about Ginger Rogers’ famous dancing partner, Fred Astaire: ‘Sure, he was greet, but don't forget that Ginger Rogers did everything he did, backwards ... and in high heels" | was only 20 years old when | suffered one of the bitterest and most painful disappointments of my life, | don't come from a rch family and when, efter many dificult years of study and Preparation, | won a scholarship to the top engineering school in France, we were all delighted But then, something terrible happened ... Did you know that if every house in the UK was fully draught-proofed, the nation would save ‘enough energy to easily heat all the homes in Belfast and Cardiff combined? I @ sad fact that an incredible 80% of members either never. ‘actually come to the gym, or come very rarely. Fifteen percent of any membership is usualy composed of people who nano January, probebly ater eating too much at Christmas, but stopped coming entirely bythe tod of February What do you think the speakers want to sell? Match the presentations in @ with the products in the box. What clues helped you decide? ‘a gymbased fitness programme _ language-learning software management training for women pension plan roof insulation +) 82 Listen and check your answers. Which presentation beginning did you find the ‘most and the least interesting? Why?suiscusu eeu ‘The presenters use different ‘rhetorical devices’ to make their presentations more | teresting and effective. Look atthe highlighted phrases in audioscript 8.2 07 P2d! | ‘and match them with the devices 1-6, | Aetorical questions | eg. Can we really expect this situation to continue? Emotive language ‘2g, Imagine being thrown out into the street ~ cold, lonely and frightened. 3 Parallel structures ‘249. To do nothing is impossible; to act isto take a terible risk. «| & Sound pattems and the ‘rule of three’ fon e.g. What they want is sun, sand and sea weve0!g Contrast "” @4g, Sometimes we have to be cruel to be kind 6 Repetition 8.9. Good fences make good neighbours. @ 3) 83 Listen to the examples of rhetorical devices in @ and underline the stressed fiency. words. Discuss with a partner why these words are important. Then listen again and repeat. \spulary @Q_ Read the information about powerful words. vecbulary Dore eerie opis ee anduste tee persuasive sentences on each using 2s many Seema A vonaicoaigevan (Prowwreraiel) WES | 1 2 The case for having some cosmetic surgery 3 The advantages of becoming a vegetarian 7 4 Reasons to get rid of your car forever Marketing studies have identified a number of key 5 Join an online dating agency words that are effective in helping to persuade people. | {6 Why you should buy lottery ticket every day These are: money. save, new. results, health. easy: safety, Have you thought how exceptionally love, discovery: proven and guarantee. Some people good for your healt argue that the word free should also go on the list. j It’ also important to use positive, happiness-associated, words, including extreme adjectives and modifiers such as delighyful(y) incrediblety) and exceptionally) when trying to persuade people. Your listeners will remember them and subconsciously associate the conversation with happy. optimistic feelings. a In the same way, you should ensure you use negative words sich as weak dangerous and sty when you] talk about the opposite viewpoint or your competitors. Be careful not 0 overdo the negativity, however. ot listeners could end up subconsciously associating the ‘whole conversation with negative Feelings. Le a J @ fread your sentences to the rest ofthe class. Who presents their arguments most Persuasively? Speakir “SANG @ Prepare the introduction (150-200 words) toa persuasive presentation about one of the ' topics in @. Give your presentations in small groups (use notes, don’t read aloud) and vote for the best one| k In 1993, Richie Paterson, an English dance music fan and techno music Dy, and his Ibizan wife Lol set up a holiday company in San Antonio on the islang of Ibiza. tthe time, the island was just beginning to become a centre for the electronic music, scene and their aim was 'to offer a holiday package to real fans of techno music, letting them hear the best DJs and hang out in the sun ina way that wasn’t going to be too expensive. Their company, Ibiza Joy, is now well-established and profitable, but lately they have been experiencing problems. Their bookings have been down for the last three years, although this year shows a slight recovery. Also, two of their biggest suppliers - the Hote Libertad and the Hotel Rafael (both of which accommodated most of Ibiza Joy's guests) ~ have changed hands an the company won't be able to renew its Contracts with them on the same terms Read the text about the background to Ibiza Joy and answer the questions, ‘What kind of holidays does lbiza Joy offer? ‘Who do you imagine the typical customer profile of an Ibiza Joy customer to be? (Think about age, occupation, etc.) What two problems does the text mention? +)) 8.4 Listen to Joe, Ibiza Joy's ‘marketing manager, and Carmen, the operations manager, discu: 9 the company’s brand and its competitors. Answer the questions. ‘Who are Ibiza Joy's two main competitors? ‘What can Ibiza Joy offer its customers that the competition can't? Listen again and choose the correct answers. The room rates are going to go up/ go down / stay the same. Ibiza Joy's holidays willbe slightly more, ‘Twenty-Up customers are more sophisticated than customers, ‘Most! Some! Very few o Ibiza Joy's customers ar serous techno music fans, ‘not as rich as | younger than Med-Cubbers ~ eer | :© what problems does Ibiza Joy strengthen its brand identity? @ 2) 85 ni have with its brand? What could the company do to } ie and Loli have called a meeting with Carmen and Joe to discuss what to do about Ibiza Joy's branding pr eae 3 problems. Listen, Whats their overall proposed course i | @© Listen again and list all the oth er alterna ist aciviti See ee eek Wn tne alternative sectors of tourism and ture ates vearuan two reasons Carmen is so enthusiastic about \) @ Work in groups of three and re: StudentA. look atthe mare epon blow, Student B, look at page 104. " Student C, look at page 107 Make notes under the follow Si Market pots andeheecterstex ‘What Ibiza hes to offer this market Potential advantages Potential disadvantages ct The grey market in travel and tourism Ag birth rates continue to go down and life expectancy gets longer, the largest and fastest- growing sector of the population is ‘seniors ~ people of 55 and over. This ‘grey’ market is increasingly important in the travel and rourism sector, because as people reach retirement age they have more leisure time to take holidays. ‘They may also have more disposable income than younger age groups since they have paid off their mortgages and their children have left home and become financially independent. Consumer research suggests that ‘grey travellers constitute one of the largest and potentially most lucrative sectors ofthe tourism ‘market, who ‘are not afraid to spend as long @ Exchange information in your groups about Your market report. Then decide: + which of the three segments holds the most pot for Ibiza Joy and why = on the new customer profile ‘© what USPS Ibize Joy could devel your imagination!) + how the company could build th values’ - ideas, feelings, concepts © Prepare a short introduction persuade Ibiza Joy's investors t0 bus rowerful words and 'd modifiers. Present Your Use rhetorical devices, Ps non-gradable adjectives an ideas to another group: op (don't be afraid to use as they feel they are getting value for money land that their needs are being met: Ibiza has much to offer ‘grey’ tourists in search of the sun and relaxing surroundings. The interior of the island, which remains largely untouched by ‘mass tourism, has many beautiful quiet, cultural destinations and places to visit. Possible drawbacks: The perception of Ibiza as ‘a youth-oriented destination, lack of facilites in ‘some areas for this age group, lots of loud music ‘and noisy bars, rocky, mountainous terrain of inland Ibiza, narrow cobbled streets could be challenging, hotels may need special facilities, lifts, low beds. ental ir new brand and what ‘brand = they could base it on. toa presentation to yy into your plan. ere ATI TT TTT