https://www.businessenglishsite.com/esl_marketing10.

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 ‘publicity’ and ‘advertising’.

1. When Queen Elizabeth II travels abroad the media pay her a

lot of attention so her state visits
always receive a lot of ........................ .

2. Soft drinks companies spend a lot of money on .............. to

encourage people to buy their products.

3. There is always a lot of ...................... before the Academy

Awards ceremony in Hollywood.
A hair products company advertised new styling tongs with the
name ‘Mist’. They sold well all over the world but were not a
success in Germany. Why not?

• An electronics company produced a new vacuum cleaner

and advertised it with the slogan, ‘Nothing sucks like (name of
product)’. The vacuum sold well in English-speaking countries
but not in America. Why not?

• A company selling nappies worldwide used the image of a

stork delivering disposable nappies to expectant parents. The
advert was a success in Europe and America but a failure in
Japan. Why?
Having a good product is not as
important as having an eye-
catching logo and a memorable
slogan or catchy jingle.
Are people in your country happy to buy products
from abroad?

What is the world's most successful international

brand in your opinion?

Do you worry about whether a product is made in

your country or not?

Why are Italy and France so successful at producing

luxury goods?
Which countries manufacture the best value products?

Are there any good products manufactured in your country which

are sold abroad?

What are the typical challenges which face a company when it

enters a foreign market?

Why do companies sometimes use different product names

depending on the country?

What are the most important things to know about a foreign

market before entering it?
Why have American fast-food chains been so successful
internationally? It is a good thing?

Why have Asian countries like Japan and Korea been so

successful in the car industry?

Are consumers the same everywhere or do they differ

from country to country?