unit5Advertising‘Advertising isn’t a science. It’s persuasion, and persuasion is an art.’William Bernbach (1911–1982), US advertising executiveoverviewvocabularyAdvertising mediaand methodsreadingA new kind ofcampaignlisteningHow advertisingworkslanguage reviewArticlesskillsStarting andstructuringpresentationscase studyAlpha Advertisingstarting updiscuss the advertisements above. Which do you like best? Why?vocabularyAadvertisingmedia andmethodsnewspapers are one example of an advertising medium. Can you think ofothers?BLook at these words. Label each word 1 for ‘advertising media’, 2 for‘methods of advertising’ or 3 for ‘verbs to do with advertising’.advertorials 2banner adsbillboards (AmE)/hoardings sfree samplesInternetleaflets/flyersoutdoor oduct nviral advertising44Unit5,6.indd 4420/11/09 14:13:37
unit 5 advertisingCWhich of the methods do you connect to which media?example: television – commercialsDWhich of the verbs you identified in exercise B combine with these nouns?1 a campaign2 a productE3 an advertisement4 an event5 a consumer6 a messageChoose the most suitable words to complete these sentences.1 A lot of cosmetics companies give away leaﬂets / commercials / free samples so thatcustomers can try the product before they buy.2 Advertising companies spend a lot of money on creating clever slogans / posters /exhibitions that are short and memorable, such as the message for Nike: ‘Just do it’.3 Celebrity exhibition / research / endorsement is a technique that is very popular inadvertising at the moment.4 If news about a product comes to you by word of mouth / the press / the Internet,someone tells you about it rather than you seeing an advert.5 Many companies use post and electronic slogans / mailshots / posters because theycan target a particular group of consumers all at the same time.Fgive examples of:1 any viral campaigns you have read about2 clever slogans that you remember from advertising campaigns3 sponsorship of any sporting or cultural events.GWhat makes a good tv advertisement? think about ones you have seen.use some of these roversialdo you think that these advertising practices are acceptable? are any othertypes of advertisement offensive?1 Using children in advertisements2 Using actors who pretend to be ‘experts’3 Using nudity in advertisements4 Using ‘shock tactics’ in advertisements5 Promoting alcohol on TV6 Comparing your products to your competitors’ products7 An image flashed onto a screen very quickly so that people are influenced withoutnoticing it (subliminal advertising)8 Exploiting people’s fears and worriesIWhich of the following statements do you agree with?1 People remember advertisements, not products.See the DVD-ROMfor the i-Glossary.2 Advertising has a bad influence on children.3 Advertising tells you a lot about the culture of a particular society.45Unit5,6.indd 4520/11/09 14:13:38
unit 5 advertisingreadingAa new kind ofcampaignread the article and choose the best headline.a) Honda predict record sales as advert breaks new groundb) Honda skydivers push limits of TV advertsc) Viewers tune out of normal TV advertising; Honda respondsby Andrew Edgecliffe-Johnson510152025In a new deﬁnition of a publicitystunt, Channel 4 and Honda haveturned to a team of skydivers to tacklethe problem of viewers tuning out oftraditional television advertising.On Thursday night, the broadcasterwas due to devote an entire 3 minute20 second break in the middle ofCome Dine With Me, its dinnerparty programme, to a live skydivingjump in which 19 stuntmenspelt out the carmaker’s brandname. Described as the ﬁrst liveadvertisement in modern times, thecampaign is the latest attempt byadvertisers and broadcasters to ﬁndalternatives to the 30-second spot.The development of digital videorecorders such as Sky and Tivo,which allow ads to be skipped, hasforced advertising agencies andchannels’ sales teams to collaborateon more innovative attemptsto keep the viewer’s attention.‘We wanted to create somethingunmissable,’ said Andy Barnes,B3035404550the broadcaster’s Sales Director.‘This concept breaks the boundariesof TV advertising,’ he added,highlighting a Channel 4 campaigncalled ‘innovating the break’.The campaign follows initiativessuch as LG‘s ‘Scarlet’ campaign, inwhich the television manufacturerran advertisements appearing to traila glamorous new television show,which turned out to be a promotionfor the design features of its ‘hot newseries’ of screens.Thursday night’s live advertisement,while designed to demonstrate thepower of television advertising, wasbacked up by a complex multimediaand public-relations campaign.The campaign’s developers –including Channel 4’s in-housecreative team, Wieden Kennedy,Starcom, Collective and HicklinSlade & Partners – spent morethan a month pushing the Hondaslogan of ‘difﬁcult is worth doing’before Thursday night’s slot.5560657075A poster campaign, a series oftelevision ‘teaser’advertisements and awebsite have been backed up by digitaladvertising and press coverage. All arebuilding up to a traditional 30-secondadvertisingcampaign,startingon June 1, said Ian Armstrong,Marketing Manager of Honda UK.‘The 30-second ad is alive andwell,’ Mr Barnes said, pointing todata released this week which showedthat commercial television hadenjoyed its best April in ﬁve years.For Honda, however, the elementssurrounding the core 30-secondcampaign are designed to generate theintangible buzz of word-of-mouthadvertising, Mr Barnes added.Thursday night’s skydive wouldalmost certainly go on YouTube, MrArmstrong predicted. ‘Commercially,that’s a fantastic result, as it means ourmarketing investment becomes moreefﬁcient because consumers are doingour marketing for us.’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?46Unit5,6.indd 4620/11/09 14:13:41
unit 5 advertisingCFind all the word pairs in the text using the words advertisement oradvertising.DMatch the words in bold in the word pairs (1–5) to their meaning (a–e).E1 publicity stunta) newspapers and magazines2 design featuresb) a short phrase that is easy to remember3 Honda sloganc) a series of actions intended to get a particular result4 poster campaignd) an important, interesting or typical part of something5 press coveragee) something done to get people’s attentionComplete the text with some of the word pairs from exercises C and d.PUBLICITY STUNT TIPSNothing will get your product noticed faster than a well-thought-out and well12performed. First, you need to plan an. You could start with some34on radio or TV and design some large adverts for a. You need to56highlight all the key. Alert the local media and get good. Tip offthe local radio or TV station that something is going to happen. When it comes to the7actual publicity stunt, ensure that allor logos are visible. And if you have89the money, why not try aon TV? Finally, try to get some freeandhopefully end up on YouTube.listeningFin groups, brainstorm some ideas for some live advertisements orpublicity stunts.ACD1.31 WPP is a world leader in marketing communications. Mindshareis part of the group and Marco rimini is its Head of CommunicationsPlanning. Listen to the first part of the interview and complete the gapswith a maximum of three words.Howadvertisingworks1I always go back to the beginning and, what is the person who’s paying for23the campaign? What is that person’s, what is it that that person45as a result ofon this advertising campaign?BCD1.31 Listen again. What reasons are there for advertising, apart fromselling a product?CCD1.32 Listen to the second part. What are the four stages of a typicaladvertising campaign?Marco riminiDCD1.33 Listen to the final part and answer the questions.1 What are viral campaigns?2 Regarding the Ronaldinho viral, what did people argue about?Watch theinterview onthe DVD-ROM.Ein groups, tell each other about a viral campaign or advertisement thatyou have discussed with your friends.47Unit5,6.indd 4720/11/09 14:13:42
unit 5 advertisinglanguage reviewa/anarticles 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 soundsa commercial, an advertthe 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 StatesGrammar reference page 148ALook back at the article on page 46. in paragraphs 1 and 2, why are a or anused instead of the before these words?1 publicity stunt2 team of skydiversB3 entire 3 minute 20 second break4 live skydiving jumpin the first two paragraphs of the article, which specific examples of thefollowing are referred to?1 a problem2 a broadcasterC3 a brand name4 a live advertisement5 a campaigntick the correct sentences. add the where necessary in the other sentences.You may need to add the more than once.1 Knowledge of advertising code of practice is vital to those wishing to work inadvertising industry.2 We want to film a TV commercial in Russia.3 The ‘Think small’ Volkswagen Beetle advert was one of most successful advertisingcampaigns of 20th century.4 Four major brands – AOL, Yahoo!, Freeserve and BT – all achieve awareness of over40% amongst UK adult population.5 Next year, I am going to work for an advertising agency in USA.Dthis text is about a television advertisement. some of the articles aremissing. Write in the missing articles – a, an or the – where appropriate.Almost as soon as the ‘gorilla’television commercial for DairyMilk chocolate was ﬁrst shownon 31 August, people startedposting it on YouTube. Peoplealso started asking questions,like did it feature real gorillaplaying drums?So what role did theextraordinary take-up of gorillaad on Internet play in DairyMilk’s success?And was success of theadvert a lucky break? For likeUnilever and Diageo, Cadburyhas beneﬁted from the free ‘viral’distribution of its advertising onInternet as consumers e-mail,post and create spoof versions ofgorilla campaign.Gorilla commercial is mostviewed advertisement so far thisyear on YouTube, the contentsharing website.48Unit5,6.indd 4820/11/09 14:13:43
unit 5 advertisingskillsAWhat factors do you need to consider when preparing a business presentation?starting andstructuringpresentationsBCD1.34 Listen to two different openings of a presentation. What is thesame/different about them? Which do you prefer? Why?CHow many sections is the content of the presentation organised into? Lookat the useful language box below and divide the phrases into two groups,F (formal) or i (informal). Compare your answers.DChoose one of these presentation situations. Write and practise the openingof the presentation.1 Your company is launching a new product. (Audience: a group of potential customers)2 You are presenting your place of work or study. (Audience: a group of potentialcustomers or students)3 Your company/organisation is introducing a new way of working. (Audience: a groupof colleagues)ECD1.35 an important part of structuring a presentation is letting theaudience know what is going to happen next, or signalling. Listen to anextract from later in the presentation in exercise B and fill in the gaps.1 where this is very important. Just to give you a specific example:the nextslide,the chart that the key age group is 18 to 25, but that this will becomeless, 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.we go to the storyboard:F, beforeare that firstly What is the purpose of the missing expressions in each of the three extractsin exercise e?a) to introduce a conclusionb) to change section/topicc) to refer to visualsGFirstly is an example of a sequencer. What other examples did you hear inthe presentation?HPrepare and deliver a three-minute presentation on your chosen topic fromexercise d. try and use some signalling language.useful languageIntroDuCInG yoursElFOn behalf of Alpha Advertising, I’d like towelcome you. My name’s Marc Hayward.Hi, everyone, I’m Marc Hayward.Good to see you all.IntroDuCInG tHE topICI’m going to tell you about the ideaswe’ve come up with for the ad campaign.This morning, I’d like to outline thecampaign concept we’ve developedfor you.GIvInG A plAn oF your tAlkI’ve divided my presentation intothree parts. Firstly, I’ll give you thebackground. Secondly, I’ll discuss themedia we plan to use. Finally, I’ll talkyou through the storyboard.InvItInG quEstIonsIf there’s anything you’re not clearabout, feel free to stop me and askany questions.I’d be grateful if you could leave anyquestions to the end.My talk is in three parts. I’ll start withthe background to the campaign,move on to the media we plan to use,and finish with the storyboard for thec
unit overview vocabulary Advertising media and methods reading A new kind of campaign listening How advertising works language review Articles skills Starting and structuring presentations case study Alpha Advertising ‘Advertising isn’t a science. It’s persuasion, and persuasion is an art.
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