Business : Int: Advertising - The Speaking Cats

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"Adveritsing isn't a science. It's persuasion, and persuasion is an art "
William Bernbach (1911 - 1982 ) US advertising executive

Discuss these advertisements . Which do you like best? Why?

Vocabulary
Advertising media and methods

A- Newspapers are one example of an advertising medium. Can you think of others?

B- Look at these words. Label each word 1 for 'advertising media', 2 for
'methods of advertising' or 3 for 'verbs to do with advertising'.

1-advertorials 2 2-endorse 3-point-of-sale 4- sponsor
5- banner ads 6- exhibitions 7- pop-ups 8- sponsorship
9- billboards (AmE)/hoardings (BrE) 10- free samples 11- posters 12- target
13- Internet 14- press 15- television
16- cinema 17- leaflets/flyers 18- product placement 19- viral advertising
20- commercials 21- outdoor advertising 22- radio
23- communicate 24- place 25- run

C

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.

leaflets

commercials

free samples

2 Advertising companies spend a lot of money on creating clever ______that are short and memorable, such as the message for Nike: 'Just do it'.

slogans

posters

exhibitions

3 Celebrity _____ is a technique that is very popular in advertising at the moment.

exhibition

research

endorsement

4 If news about a product comes to you by _____ , someone tells you about it rather than you seeing an advert.

word of mouth

the press

the Internet

5 Many companies use post and electronic ____ because they can target a particular group of consumers all at the same time.

slogans

mailshots

posters

E

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.

Reading

A new kind of campaign

Read the article and choose the best headline.

a) Honda predict record sales as advert breaks new ground

b) Honda skydivers push limits of TV adverts

c) Viewers tune out of normal TV advertising; Honda responds

B

Read the article again and answer the questions.

1 Why did Honda need a new publicity stunt with skydivers?
2 Why was the Honda advert unique?
3 Why are Sky+ and Tivo a problem for advertisers?
4 What happened in the Honda advert?
5 What happened in LG's 'Scarlet' campaign?
6 What did the Honda campaign's developers do?
7 What different types of advertiSing did Honda use?

C-Find all the word pairs in the text using the words advertisement or advertising.

D- Match the words in bold in the word pairs (1-5) to their meaning (a-e).

1 pUblicity stunt a) newspapers and magazines
2 design features b) a short phrase that is easy to remember
3 Honda slogan c) a series of actions intended to get a particular resull
4 poster campaign d) an important, interesting or typical part of something
5 press coverage e) something done to get people's attention

E

Complete the text with some of the following word pairs .

slogans - publicity stunt - advertising campaign - live advertisement - word-of-mouth advertising - teaser advertisements -poster campaign -design features - press coverage

PUBLICITY STUNT TIPS
Nothing will get your product noticed faster than a well·thought·out and well·
performed . First, you need to plan an . You could start with some on radio or TV and design some large adverts for a . You need to highlight all the key . Alert the local media and get good . Tip off the local radio or TV station that something is going to happen. When it comes to the actual publicity stunt, ensure that all or logos are visible. And if you have the money, why not try a on TV? Finally, try to get some free and hopefully end up on You Tube.

Listening

Howadvertising works

Wpp is a world leader in marketing communications. MindShare is part of the group and Marco Rimini is its Head of Communications Planning. Listen to the first part of the interview and complete the gaps with a maximum of three words.

I always go back to the beginning and , what is the person who's paying for the campaign ? What is that person's , what is it that that person as a result of on this advertising campaign?

B

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.

Language Review : Articles

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.

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 Russia.

3 The 'Think small' Volkswagen Beetle advert was one of most successful advertising campaigns of 20th century.

4 Four major brands - AOL, Yahoo!, Freeserve and BT - all achieve awareness of over 40% amongst U K adult population.

S Next year, I am going to work for an advertising agency in USA.

SKILLS

Starting andstructuring presentations

A- What factors do you need to consider when preparing a business presentation?

B- listen to two different openings of a presentation. What is the same/different about them? Which do you prefer? Why?

C- Choose one of these presentation situations. Write and practise the opening of the presentation.

1 Your company is launching a new product. (Audience: a group of potential customers)
2 You are presenting your place of work o r study. (Audience: a group of potential customers or students)
3 Your company/organisation is introducing a new way of working. (Audience: a group of colleagues)

D- An important part of structuring a presentation is letting the audience know what is going to happen next, or signalling. listen to an extract from later in the presentation in Exercise B and fill in the gaps.

1 ... where this is very important. lust to give you a specific example: the next slide, the chart that the key age group is 18 to 25, but that this will become less, not more, important as the product matures in the market.
2 As I say, this is reflected across all the markets. Right the target markets the final part, and the media we plan to use. We'll start in
3 This will be linked to a coordinated press campaign starting in June before we go to the storyboard: are that firstly

E- What is the purpose of the missing expressions in each of the three extracts in Exercise D?

a) to introduce a conclusion b) to change section/topic c) to refer to visuals

F- Prepare and deliver a three-minute presentation on your chosen topic from Exercise C.

Study Case

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.