U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

Name:

Class:

UNIT 5: ADVERTISING (LISTENING)

CD1.31

Listen to Marco Rimini – Head of Communications Planning of Mindshare. Listen

to the first part of the interview and complete the gaps

TAPESCRIPT. CD1.31 (I = INTERVIEWER; MR = MARCO RIMINI)

I: What are the (1) _____________ of a really good advertising campaign?

MR: When I answer the question of what ['s] really makes a good advertising campaign, I
always go back to the beginning and (2) _______________, what is the person who's
paying for the campaign (3) _____________________? What is that person's (4)
____________________, what is it that that person (5) __________ as a result of (6)
___________________ on this advertising campaign? So, in order to decide whether it is
good or bad, it is first of all most important to understand what it is that the campaign
must try and achieve. Some people might say, well that's obvious - to sell more (7)
_______, to sell more (8) _________, to sell more bottles of Coca-Cola or jeans - and
often, of course, it is simply to sell more of a product. But not always. Sometimes it is to
change the (9) ________ of a company. Sometimes it is to change people's (10)
_________ of an issue. Sometimes it is to get people to drink (11) ______________, to
do up their (12) ____________, to change the way in which they use (13) ____________.
So, a good or bad advertising campaign depends on what it is there to achieve.

Listen again. What reasons are there for advertising, apart from selling a product?

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 U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

Listen and match the two parts of these expressions

1. What are the key elements of a) all most important to understand what it
is that the campaign must try and achieve.

2. … what is it that that person wants to happen b) a product.

as a result of

3. So in order to decide whether it [a campaign] c) Coca-Cola or jeans.

is good or bad, it is first of

4. Some people might say, well that’s obvious d) spending money on this advertising
[the purpose of the campaign is] – to sell … campaign?
more bottles of

5. … it [the campaign] is simply to sell more of e) an issue.

6. Sometimes it is to change people’s views of f) a really good advertising campaign?

New vocabulary

a part of something.

a planned series of activities that are intended to achieve a particular

aim.
something that you are planning to do or achieve.

a liquid that is produced in making wine, beer, and liquor and that can
cause changes in behavior in people who drink it.

CD1.32

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

Listen to the second part. What are the four stages of a typical advertising
campaign?

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TAPESCRIPT. CD1.32 (I = INTERVIEWER; MR = MARCO RIMINI)

I: Can you take us through the typical (1) _________________ stages of a campaign?

MR: So, when we look at the different stages of a campaign, we tend to start always with
the (2) __________. The first stage is to (3) __________ the brief from the client and to
(4) ________ the brief with the client. It is at this stage that we tend to agree the (5)
____________ I referred to earlier - what will make the client happy after this campaign
has been (6) ________? The second stage is then to take that brief and (7) ___________
it for the people in our organizations who have to make (8) ________________ and have
ideas about the campaign itself. At this stage, we brief creative people to come up with
ideas and media people to ask, to have ideas about which channels those ideas will be
seen in.

The third stage will be the (9) ___________ of those ideas to the client. There is then
some (10) _________ ... that debate process can go on for quite a long time until there's
(11) ____________. At that point of agreement, we get into the (12) ____________
phase. The execution phase is where we then produce the creative material and buy the
space and the places in the (13) ____________________ for that material.

Listen and find the verbs used in these contexts. (Give their infinitive forms)

1 decide exactly what a brief should be

2 have the same idea about it (occurs twice)

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

3 broadcast an advertising campaign

4 explain the brief for the needs of different people

5 explain what is required to the creative people

6 have ideas in relation to the brief (phrasal verb)

Listen again and find these nouns and noun expressions.

1 telling people the best things to do in the campaign (1 word)

2 showing people ideas about the campaign (1 word)

3 a discussion of different ideas about the campaign (1 word)

4 the time when you do what has been decided for the campaign (2-word expression)

5 advertisements and related activities in the campaign (2-word expression)

6 places where the advertisement is shown (such as TV, posters) (3-word expression)

New vocabulary

a set of instructions or information.

to give someone detailed instructions or information.
to broadcast something or be broadcast on radio or television.
Ex: The interview with the president will ....... tomorrow morning.
to suggest or think of an idea or plan.

able to express thoughts and feelings easily and clearly or showing

this quality.
(a) serious discussion of a subject in which many people take part.

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

the act of doing or performing something, especially in a planned

way.

CD1.33

Listen to the final part and answer the questions.

1. What are viral campaigns?

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2. Regarding the Ronaldinho viral, what did people argue about?

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TAPESCRIPT. CD1.33 (I = INTERVIEWER; MR = MARCO RIMINI)

I: Can you give us an example of a successful new (1) ______________?

MR: One of the most successful new media campaigns, from one of the clients that uses
new media best, is Nike. Nike, of course, have a young audience who are very (2)
___________ about the new media and therefore live their lives in that media. And so
rather than simply use advertising on television to talk to this youthful audience, what
Nike does is they start (3) _______________ campaigns. And viral campaigns are pieces
of (4) ________ or pieces of (5) _________ which they hope will be picked up by
individuals who see it-perhaps on YouTube – and (6) ______________ to their friends
with comments to say, 'Look at this piece of film. Isn't it fantastic?' Perhaps the most
famous piece of Nike viral was Ronaldinho, the footballer, appearing to be able to, er, lob
the ball directly onto the goalpost -er, goal bar - and it bouncing back to him, ten times –

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

a piece of (7) ____________ skill which is just about believable, and then the viral
campaign actually became about was it real or was it faked? So it was not only an
entertaining piece of film, but it generated its own PR, (8) _________________ exercise,
it generated its own (9) ___________ on the web. The answer was, it was fake.

Listen and look at these statements about expressions as they are used here. True or
false?

1 youthful is related to youth, which means ‘a young person’ or ‘young people in general’

2 viral is used in a technical sense to talk about computer viruses

3 content is an adjective meaning ‘happy’

4 lob can be used to talk about football, as here, or tennis

5 outrageous means ‘forbidden’

6 PR means public relations

New vocabulary

having knowledge of a particular subject, or a particular type of

knowledge.
to sow (= plant) seeds somewhere.

the information contained on a website, etc..

to give something to someone, after someone else gave it to you.

used to describe something or someone that is shocking because they

are unusual or strange.
conversation or reports about other people's private lives that might be
unkind, disapproving, or not true.

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

LISTENING PRACTICE

PART TWO

Questions 9 – 15

• Look at the notes below.

• Some information is missing.

• You will hear a man leaving a message for a colleague about a hotel’s conference facilities.

• For each question 9 – 15, fill in the missing information in the numbered space using a
word, numbers or letters.

• You will hear the recording twice

MESSAGE

For: Charlotte

From: Luke

Ref: Grand Hotel conference facilities

Maximum room capacity: (9) .................................................... people

Name of room: (10) ................................................................

Size of room: (11) ......................... metres x 12.75 metres

Date provisional booking made for: (12) ........................................................ July

Date written confirmation required by: (13) .................................................... March

Room fee agreed: (14) £ ............................................................

Reference number: (15) ................................................................

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

Contact: Victor Price

PART THREE

Questions 16 – 22

• Look at the notes about a conference centre.

• Some information is missing.

• You will hear part of a guided tour of the centre by the conference manager there.

• For each question 16 – 22, fill in the missing information in the numbered space using
one or two words.

• You will hear the recording twice

Chiltern Conference Centre

The centre is located five minutes from the (16) .............................................................

Speakers are given a (17) ................................................................................................

The information pack contains (18) .................................................... and pen and paper.

There is an open area where (19) ..................................................................... is served.

The Green Room is suitable for (20) ................................................................................

Next to the lift, there is a (21) ................................................... for conference delegates.

The Business Centre provides fax, phone and (22) .............................................facilities

TAPESCRIPT

Part 2

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

F: Hello, Charlotte here. I’m not (1) ________ so please leave your message after the
tone.

M: Hello Charlotte, Luke here. I’m calling about the (2) ______ _______ conference.
I’ve just been to the Grand Hotel to check out their (3) _________. Their biggest room
holds (4) ____ when it’s arranged in a (5) _____ layout. We’ve already had enquiries
from about (6) ____ people about the conference so I think we should go for that one.

It’s called the (7) _______ room – (7) _____________. They could put in 20 rows of
seats – the area of the room’s (8) ___ by 12.75 metres, so that’s the maximum number
you can have according to fire regulations….

Now dates – we wanted mid-July, but it’s already booked from the 14th to the 16th, so
I’ve gone ahead and asked for the (9) ____.

They’ve pencilled that in for us and I have to confirm it in writing by the (10) ____ of
March – they usually get a lot of bookings from the 25th onwards – so the sooner we can
make a decision the better.

Then …. the price. We’ll get it for £(11) ____ – there’s an introductory discount for new
clients – it’s normally £980 per day for that room. We can discuss (12) ______ later – the
main thing is we’ve got the conference room ... They’ve given us a reference number –
it’s (13) ________. And the contact at the Grand is Victor Price. OK? Speak to you soon.

Bye.

Part 3

F: Good morning everyone. My name’s Janet Porter and I’m going to show you round
the (1) _______ ________ here at the Chiltern Centre.

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U5 LISTENING HANDOUT LECTURER: NG THAO TRANG

The first thing you probably noticed as you drove here today is the Centre’s excellent
location, with the (2) ______ just five minutes away. This allows us to operate a free (3)
_____ _____ to and from the (4) ______, which takes about 50 minutes.

Okay, this is our main conference room, which holds 400 people. It’s fully equipped as
you can see. The chairs can be set in rows like this or, for a smaller number of people,
around tables. We provide speakers with a (5) ______ _______ which allows them to
walk around freely. All delegates receive our information pack in which they’ll find a (6)
____ and (7) ________ ______.

Now, at the back of the room you’ll see two doors – each lead to an (8) ______ _____,
where we provide (9) ______. Lunch is served in our restaurant on the (10) _____ _____.

There are four rooms on this floor that are suitable for (11) _______ and the Green
Room, just at the end of the corridor is perfect for (12) ______. I’m afraid it’s in use
today so I can’t show you. Now we’ll take the lift to the third floor. Just near the lift
you’ll see our (13) _________, which is for the use of conference delegates.

Here on the third floor, we have our (14) ______ _______, which has (15) ______
facilities, fax and phone. There’s a member of staff here from 7 am until 10 pm, who can
help with any (16) _____ _______, for example booking theatre tickets, or
recommending restaurants in the city.

Right, are there any questions so far?

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