any OVERVIEW V Discussion Good and bad advertisements [_] Vocabulary versa etal 3) and methods Reading | Successful advertising [) Listening Planning advertising | campaigns J) Language review Articles ) Skills, Starting presentations Case study Focus Advertising Starting up Discuss the advertisements above. 46} Advertising Half the money | spend on advertising is wasted. The trouble is | doni know which half. Wiliam Hesketh Lever (1851-1925), English industl jur coat with matching accessories. 4 Which do you like best? Why? 2 What kind of advertisement do you like?Good and bad advertisements ATE ET ay Advertising media and methods 6 Advertising | © What makes a good advertisement? Use some of the words below. clever interesting funny inspiring eye-catching powerful humorous shocking informative sexy © Do you think that the advertising practices described below are acceptable? Are any other types of advertisement offensive? 4 Using children in advertisements 2 Using nudity in advertisements 3, Promoting alcohol on TV ‘4 Comparing your products to your competitors’ products 5 An image flashed onto a screen very quickly so that people are influenced without noticing it (subliminal advertising) 6 Exploiting people’s fears and worries @ Which of the following statements do you agree with? 1 People remember advertisements not products. 2 Advertising raises prices. 3. Advertising has a bad influence on children. © Newspapers and TV are advertising media. Can you think of others? Look at the words in the box below. Label each item 1 for advertising media, 2 for methods of advertising or 3 for verbs to do with advertising. directories 1 persuade publicise sponsorship run mailshots promote cinema commercials _ public transport place free samples exhibition _billboards/ hoardings launch leaflets point-of-sale posters word of mouth radio target endorsement research sponsor press Internet slogans television @ Choose the most suitable word from the words in brackets to complete these sentences. 4. Viacom Outdoor is an advertising company that specialises in placing adverts on (billboards | public transport | television) such as buses. 2. Some perfume companies provide (leaflets / commercials | free samples) so that customers can try the perfume on their skin before they buy. 3 Advertising companies spend a lot of money on creating clever (slogans / directories | mailshots) that are short and memorable such as the message for the credit card, Access: ‘Your flexible friend”. 4 Celebrity (exhibition / research / endorsement) is a technique that is very popular in advertising at the moment. 5, [fnews about a product comes to you by (word of mouth / press / Internet), someone tells you about it rather than you seeing an advert. 6 Ifyou have something to sell, you can (target / place / launch) an advert in the local newspaper. © Give examples of: 1 outdoor advertising on the buses or trains in your country. 2 clever slogans that you remember from advertising campaigns.Reading Successful advertising @ Discuss with your partner. 1 Which celebrities from your country are used in advertising? 2 Which products or types of products do they advertise? 3 Do you think this kind of advertising is effective? © Read the article. Match the celebrities mentioned to their sport. What makes Nike's advertising tick? By Stefano Hatfield and former Chief Executive of Nike, prefers to let his superstar athletes. and sadvertisements do his talking for him. Named Advertiser of the Year at the 50th Cannes International Advertising Festival, he is the first person toto win the award twice Knight has an absolutely clear and committed strategy to use celebrity athlete endorsement. He describes it sas one part of the ‘three- legged stool’ which behind Nike’s phenomenal ‘growth since the early 1980s, with the other two being z product design and advertising. He has built Nike's expansion into. sport after sport from its athletics roots zon the back of sporting masters: Carl Lewis on the track; tennis’s Jimmy Connors, and John McEnroe; Tiger Woods, who led Nike into sogolf; Ronaldo and the Brazilian national football success. unsuccessfully with expansion company on a new feature: a playing *keepy-uppy” with a 125 really is no formula oo new trainer. He launched the playing soccer at the airport From The Guardian product with a David Fincher- terminal directed ad which used the It is a remarkable body of Beatles track Revolution, and work, both in its variety, team; and the basketball star, «sthen marketed the Air Jordan daring and__ consistent Michael Jordan, who _ brand on the back of Michael originality. At Nike there is a famously rescued the Jordan. Sales took off and the 1m streamlined decision-making s% company. rest is history. process that gives marketing From the beginning Nike This brings us to the subject directors real power. They do 1g bad boys question of how American the pre-testing which _ 9 After extraordinary growth, whas created some of the sportsmen and women Nike became number one world’s most _attention- _really do. trainer manufacturer in the grabbing advertising: for us _ “My number one advertising so US. But Knight admits the example the Nike “good v principle if [have one ~ ‘company then lost its way as it evil’ campaign and two wake up the consumer,’ failed to cope with its ssadvertisements both for World concludes Knight, with an It experimented Cups and the ad ‘tag’, last absolute conviction that is year’s Cannes grand prix wounique among modern-day into non-athletic shoes, and winner. Other famous ads star chief executives. “We have a lost its number one position to Pete Sampras and Andre Reebok in 1986, Agassi playing in the streets of advertising. When it wor h-risk strategy has been prepared to take a mof globalisation and the not rely on market research gamble on spor thers would not touch: Andre often brand can be. Nike uses a mix 1s reduces the impact of more 4 Agassi springs to mind. It was of global ad campaigns such experimental commercials a strategy that began with lie as “good v evil’ and local There is also. the Nastase, the original tennis tsadvertising such as its famous relationship with one of the bad boy. The Romanian had — poster campaigns inthe UK. __ world’s best ad agencies the quality that has come to During a2 ssrepresent Nike and its partnership with the agency honesty about sport’. Things advertising: attitude. Wieden and Kennedy, Nike only happen in Nike ads that Jong 5» and. fear 110 what Wieden describes as ‘an can to on ks. it Knight bet the future of the Manhattan; Tiger Woods is more interesting. ‘There technology inside the golf ball; and Brazil's team @ Now answer these questions. 4 According to Phil Knight, what are the three factors which have led to the huge success of Nike? ‘ 2 Why did Nike lose market share in the mid 1980s? 3. Which innovation saved the company? 4 Which celebrity saved the company? 5, What is Phil Knight’s key idea about advertising? © Which of these statements are true? Correct the false ones. a) Nike has been Advertiser of the Year three times. b) Nike uses only worldwide advertising. ©) Nike believes market research pre-testing is very important. 4) A lot of computer tricks are used in Nike ads.i -9 Planning advertising campaigns 6 Advei ing J @ What are the advantages and disadvantages for a company of using celebrity endorsement in its advertising? @ The article mentions an attention-grabbing advertisement. This type of phrase is common in advertising. Match the words 1 to 6 to the words a) tof) to make word partnerships. 1 energy — a) teasing 2 eye ~~ b) saving 3 thirst ©) watering 4 money 4) catching 5 mouth e) quenching 6 brain f) saving Which of the word partnerships in Exercise F would you use to describe these products? a asoft drink 4 alow-power light bulb 2 afruit bar 5 a range of smart clothing 3 acomputer quiz game 6 a range of supermarket own-brand products © {7 6. Jeremy Thorpe Woods, Head of Planning at Saatchi and Saatchi, a leading advertising agency base 1 London, talks about advertising campaigns. Listen to the first part of the interview and answer these questions. 4. What does Jeremy say is the most important thing about advertising nowadays? 2 What are the key elements of a good advertising campaign, according to Jeremy? © (7 62 Listen to the second part of the interview and complete the flow chart. Planning and launch stages of an advertising campaign Stagei Discussion with .. - Talk about thei Developa Stage 2 5 stage Observe the target audience, get to know them through Stage3 Developa Talk to your creative partners about Discuss the communication idea with your Go back to your Stage 4 Make the a Ust ® to track how it is working.6 Advertising DETTE Articles alan We use a or am before singular countable nouns. He works for an advertising agency. We use a or an to introduce new information. Tsaw a humorous advert on the way to work this morning. We often use a or an to refer to people's jobs. She's an architect. a We use a before consonants. a commercial an We use an before vowel sounds. an advert the ‘We use the when we think our listener will know what we are talking} about. The International Advertising Festival will be held at Cannes as usual. We use the when it is clear from the context what particular person, thing or place is meant because it has been mentioned before. Let's change the campaign. “zero article’ We do not use an article before: + mass nouns used in general statements. Information is power. * the names of many places and people. Japan, Phil Knight D page 152 © Puta or an before the words in the box. advert commercial strategy USP (Unique Selling Point) university VIP hour European account MBA employee endorsement © Tick the correct sentences. Add the where necessary in the other sentences. You may need to add the more than once. 1 Knowledge of advertising code of practice is vital to those wishing to work in advertising industry. 2 We want to film a TV commercial in Kingdom of Saudi Arabia. 3 Wales, Scotland, England and Northern Ireland make up UK. 4 The ‘Think small’ Volkswagen Beetle advert was one of most successful advertising campaigns of the twentieth century. 5 We are going to Czech Republic this summer. 6 Four major brands, AOL, Yahoo!, Freeserve and BT, all achieve awareness ofF over 40% amongst the UK adult population. 7 This year the sales conference is in Netherlands. 8 Next year | am going to work for an advertising agency in US. @ The text below is about the filming of a television advertisement using a famous Brazilian football star. There are no articles in the text. Write in the articles a, an or the where appropriate. Give a reason for your choice. Ronaldinho smashed window in centuries-old cathedral of Santiago de Compostela while filming advert for television today. Luckily for Barcelona star, window was only small, modern addition to Spain's famous cathedral in G: Brazilian blundered after being asked to try scissor-kick beneath cathedral’s 12th century Portico de la Gloria (Portal of Glory). ‘I asked Ronaldinho to hit ball as hard as he could and he had bad luck to hit window,’ said advert’s director Emil Samper. “It was my fault.” ‘ From the Evening Standard ee6 Advertising | © Decide whether each expression in the Useful language box is formal or informal. Write F (formal) or | (informal). Underline the key words which helped you to decide. Then compare your answers. Useful language | Starting presentations Introducing yourself Secondly, I'll discuss the media we + On behalf of myself and Focus plan to use. Finally, Pll talk you Advertising, 'd like to welcome you through the storyboard for the TV My name's Sven Larsen, commercial. + Hieveryone, I'm Dominique Lagrange. * My talk is in three parts. I'll start with Good to see you all the background to the campaign, move on to the media we plan to use, and finish with the storyboard for the commercial. Introducing the topic + I'm going to tell you about the ideas we've come up with for the ad campaign. * This morning, I'd like to outline the campaign concept we've developed Inviting questions + IF there’s anything you're not clear about, go ahead and ask any for you. A questions you want. Giving a plan of your talk + Ifyou have any questions, please + I've divided my presentation into don't hesitate to interrupt me. three parts. Firstly, I'll give you the background to the campaign. © $7 63 Listento these two presentations and check your answers to Exercise A. 6 O 64 Presenters can use different techniques to get their audience’s attention at the start of a presentation. Listen to the start of five Presentations and match them to the techniques below. a)tella personal story) ask a question b) offer an amazing fact —_e) state a problem ©) use a quotation © Choose one of the presentation situations below. Prepare five different openings using the techniques in Exercise C. Practise the openings with a Partner. 4 Your company is developing a small car aimed at city workers. Audience: a group of distributors. 2 Your bank wishes to encourage young people to save money. Audience: a group of students. 3 Your firm has produced a type of torch which has unique features. Audience: a group of buyers at a trade fair. Is: