Which of the methods do you connect to which media?

EXAMPLE: television - commercials

D- Choose the most suitable words to complete these sentences.

1 A lot of cosmetics companies give away_____so that customers can try the product before they buy.

Give examples of:

1 any viral campaigns you have read about
2 clever slogans that you remember from advertising campaigns
3 sponsorship of any sporting or cultural events.

F- What makes a good TV advertisement? Think about ones you have seen_ Use some of these words_


G- Do you think that these advertising practices are acceptable? Are any other types of advertisement offensive?

1 Using children in advertisements
2 Using actors who pretend to be 'experts'
3 Using nudity in advertisements
4 Using 'shock tactics' in advertisements
5 Promoting alcohol on TV
6 Comparing your products to your competitors' products
7 An image nashed onto a screen very quickly so that people are influenced without noticing it (subliminal advertising)
8 Exploiting people's fears and worries

H- Which of the following statements do you agree with?

1 People remember advertisements, not products.
2 Advertising has a bad innuence on children.
3 Advertising tells you a lot about the culture of a particular society.

A new kind of campaign 

Read the article and choose the best headline.

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



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



Listen to the final part and answer the questions.




1 What are viral campaigns?
2 Regarding the Ronaldinho viral, what did people argue about?

In groups, tell each other about a viral campaign or advertisement that you have discussed with your friends.

Articles


a/an     •  We use a or an before singular countable nouns.
                     a publicity stunt
              • We use a or an to introduce new information.
               They are building up to a traditional 30·second advertising campaign
               • We often use a or an to refer to people's jobs.
                     She's an accountant
• We use a before consonants and an before vowel sounds
                    a commercial, an advert
the            • We use the when we think our listener will know what we are talking about.
                   the Internet
             • We use the when it is clear from the context what particular person,thing or place is meant because it has been mentioned before.
                     The campaign is the latest attempt to ...
'zero article' We do not use an article before:
                     • uncountable nouns used in general statements.
                              Information is power.
                     • the names of most countries, companies and people.
                             Poland, Honda, Ian Armstrong
                      • A few countries require the:
the Philippines, the United Kingdom, the United States

Tick the correct sentences.

Alpha Advertising

A large advertising agency with a reputation for creating imaginative and effective campaigns is com peting for new business.

Background
Alpha Advertising is based in Turin. It is competing for several new contracts. It has been asked to present ideas for exciting new campaigns to the management of the companies concerned. Concepts are required for the following new goods and services.


Task

You are members of the creative team at Alpha.
1 Prepare an advertising campaign for one of the products or services.
Use the Key questions  to help you.
2 Present your campaign to the management of the company concerned. When you are not presenting your campaign, play the role of the company's management.
Listen and ask questions.
3 Use the Assessment sheet below to choose:
              a) the best campaign concept
              b) the most effective presentation.

Key questions ( advertising team)
• What is the campaign's key message?
• What special features does the product or service have?
• What are its USPs (Unique Selling Points)?
• Who is your target audience?
• What media will you use? Several, or just one or two?
If you use:
- an advertisement, write the text and do rough artwork.
- a TV commercial, use a storyboard to illustrate your idea.
- a radio spot, write the script, including sound effects and music.
- other media, indicate what pictures, text, slogans, etc. will be used.
• What special promotions will you use at the start of the campaign?


Writing

As the leader of one of Alpha's advertising teams, prepare a summary of your concept for your Managing Director. The summary will be discussed at the next board meeting.