EX2:

A) What kind of product does the author mention in the article? How does it differ
from other similar products?
- The author mentions hair care products in the article.
- It smells good and leaves hair shiny, which makes it different from other similar
products.

B) What did P&G do to promote their new product?

- P&G chose 25 Black women who were Instagram influencers, with content centered
on beauty, hair and lifestyle to promote their new product.

C) What kind of influencers did P&G hire for their campaign?

- P&G hired 25 Black women who were Instagram influencers, with content centered
on beauty, hair and lifestyle for their campaign.

D) What did influencers do to increase sales?

- They placed at least one sponsored post apiece on their channels to increase sales.

E) Was their ad campaign successful? Why or why not?

- Yes, their ad campaign was successful. Because:
+ It leveraged online influencers, but in a targeted manner with strategic purpose that
moves the business forward.
+ It focused on mid-tier and even smaller influencers with engaged audiences who
could persuade those fans to take action.

F) What does the author mean by saying “fish where the fish are”?
The author means that P&G understand that the internet is where consumers decide to
buy products and they do not watch TV commercials, an ad in the Sunday paper or
magazine anymore. Therefore, P&G is investing their considerable resources in
influece marketing online.

G) Why do consumers trust influencers more than TV commercials or newspaper ads?

- Because an influencer’s ability to connect with them in a meaningful way is a better
indicator of persuasive success than how many followrs they have or how famous
they are.

H) Why does the author take P&G as an example of an enlightened brand?

- Because P&G succeeded in leveraging influencers who were given a damn by
consumers.

EX1:

A) Finishing-touch item A favourite product

B) Drive awareness Attract consumers’attention
C) The proof is indeed in the You can only judge if st is good or bad when you
pudding have tried it (Dictionary)

The potential reach of influencer effort was

 experimented
D) Target audience The particular group of people to which an
advertisement is directed
E) The bible on The useful method/principle of gaining consumers’
understanding consumer trust trust
F) Give a damn about Care about