Vocabulary: Advertising media and methods

B

ADVERTISING
Media	Methods	Verbs
radio directories exhibition press mailshots public transport billboards/hoardings posters word-of-mouth cinema leaflets television	jingles commercials point-of-sale endorsement slogans sponsorship free samples	persuade run target publicise promote place launch research sponsor

Reading: Outdoor advertising

B-C

B 1 e) 2 b) 3 d) 4 a) 5 c)

C The cost of a prime-time TV slot is soaring. However, advertising on kiosks is cheap. Outdoor advertising is one of the fastest growing segments in the market.

D

1 billboards, transport, bus shelters, public toilets

2 18:$18 billion, annual value of the world outdoor advertising market

6:6%, percentage of the world’s annual advertising spend accounted for by outdoor advertising

30:30-second, the length of a prime-time TV slot 60,000: £60,000, the cost of a 30-second prime-time TV slot

100,000:$100,000.the dollar equivalent of £60,000

90: £90, the cost of placing an ad on a bus shelter for two weeks

20:20%, percentage of outdoor advertising accounted for by street furniture in Europe

5:5%, percentage of outdoor advertising accounted for by street furniture in America

3 Outdoor advertising has become popular because it is cheap, because it is a ‘true mass-market medium’ and because of the quality and innovation it is now possible to achieve in outdoor displays.

4 entertainment, clothing and financial services

Listening: Successful advertising campaigns

Part 1

B 4.2

The main reasons Andrew Pound mentions are cost effectiveness (‘the key thing that made it successful was the amount of money we spent-very little money – and in terms of sales results, as a percentage of the amount of money we spent, it was a huge success.’); targeting (‘we had a very good match between the types of people who we knew bought marmalade and the types of people who we knew through research listened to that radio station. And we fitted them together in a way that made sense…that’s what made it a success.’) and increased sales (‘that’s the key thing about advertising. If it doesn’t generate sales, then it’s no good.’).

C 4.2

1 older people (marmalade); children (cheese spread)

2 radio (marmalade); TV (cheese spread)

Part 2

E 4.3

Advertising helps to keep a product at the front of consumers’ minds so they are more likely to select it, rather than a competitor’s product, when they go shopping.

F

advertising campaign

marketing mix

public relations

retail outlets

price promotions

promotional techniques

Sample sentences:

Our new advertising campaign gets underway in June.

Do you know what the four Ps in the marketing mix are?

Good public relations is essential in this day and age.

We sell through a wide range of retail outlets.

Price promotions are a good way of boosting sales.

We choose which promotional techniques to use for new products very carefully.

Language review: Articles

A

1 More than 6,000 famous advertising people from around the world gathered in Cannes at the end of last month for the 44^th International Advertising Festival.

2 Many of those looking through the 4,000-plus commercials were searching for the multinational advertiser ideal: a simple idea that crosses borders and appeals to people on the same level in different markets. Unfortunately most of the awards were for ads created specifically for local markets.

3 The New Ford Puma campaign was created too late for this year’s festival, but expect to see it shine at the 45^th. Designed to launch Ford’s new sporty coupe across Europe, it contains that instantly recognizable idea that those multinational agencies’ clients seek.

4 Essentially, the late, great Steve McQueen drives a Ford Puma through the streets of San Francisco in the manner in which he drove a 1960s Ford Mustang in his classic movie Bullitt.

5 Footage from the film, supplied by Warner Brothers, is combined through the use of extraordinary computer technology with footage of the Ford Puma. The Car follows one of the routes the Mustang took in the film.

6 As McQueen ‘drives’ around the city, the car receives admiring glances from passers-by ranging from a traffic cop to an attractive woman out walking. Finally he pulls into his garage where he parks the Puma alongside the original Mustang.

B

an advert, a commercial, a concept, a USP, a university, a VIP, an hour, a European, an exhibition, an MBA, an employee, an endorsement

C-E

C 1 the streets of San Francisco

2 a) Bullitt b) the Ford Puma

c) one of the routes taken by the Mustang

d) the 1960s Mustang Steve McQueen drove in Bullitt

3 a) San Francisco b) the Ford Puma c) the one

Steve McQueen has been ‘driving’ round the city

d) the one Steve McQueen drove in Bullitt

D We use the definite article when we know which one(s) because it’s been mentioned before, because it’s explained or because it’s the only one around.

E We use the indefinite article when we don’t know exactly-or it doesn’t matter – who or what is meant.

Skills: Starting presentations

Formal

Good morning everyone, on behalf of myself and Focus Advertising, I’d like to welcome you. My name’s Sven Larsen, I’m Commercial Director. This morning, I’d like to outline the campaign concept we’ve developed for you. I’ve divided my presentation into three parts. First, the background to the campaign, next the results of our market study, thirdly, the concept itself. If you have any questions, please don’t hesitate to interrupt me.

Informal

Hi, I’m Dominique Lagrange. Good to see you all. As you know, I’m Creative Director of DMK. I’m going to tell you about the ideas we’ve come up with for the ad campaign. I’ll give you the background and talk you through the results of the market study, and tell you all about our concept. If you’re not clear about anything, go ahead and ask any questions you want.

C

1 ask a question

2 tell a personal story

3 offer an amazing fact

4 state a problem

UNIT 5 Employment

Reading: Choosing the best candidate

B

Fundamentally, people stay the same. They may learn things, and later in life forget them, but basic abilities- such as language learning and numeracy – change little.

C

1 People who panic; people with impressive qualifications who can’t learn; hypochondriacs; unstable people; those who don’t come up to expectations.

2 That some people had potential when they were employed-but never realized that potential.

3 Employers should select candidates for what they are rather than for their ‘potential’.

D

intelligence & ability: bright; astute; clever; sharp; slow

emotional stability: calm; easy- going; moody; neurotic; quick-tempered

conscientiousness: reliable; hard-working; punctual; responsible

Listening: Recruitment interviewing

Part 1

A 5.1

1 d) preparation

2 He left his CV behind.

B 5.1

Find out about the job: ring up the Press Officer or the Marketing Department; get the latest press release/annual report.

At the interview: compliment the interviewer on a recent success; show that you've taken an interest in the company; show enthusiasm for the job.

Visit the company: talk to the receptionists; get hold of the company newspaper; pick up company literature on the products you'll be involved with; find out what the dress code is.

CV: easy to read; well-written; be concise - don't ramble.

Part 2

C 5.2

1 What does the candidate like most about his present job?

What does he like least?

What are his weaknesses?

What are his strengths? (Does he fit in?)

2 likes: traveling; meeting new people

dislikes: working weekends

D

1 press officer

2 marketing department

3 press release

4 annual report

5 company newspaper

6 dress code

Discussion: Personal appearance at work

A

1 lorry drivers

2 Because they did not observe the company's dress code.

3 Yoshiaki Nishiura apologized; John Humphries accepted the change.

4 Yoshiaki Nishiura, for unfair dismissal.

C-D

C growing number

human rights

company discipline

professional appearance

good impression

unfair dismissal

D 1 good impression

2 unfair dismissal

3 growing number

4 company discipline

5 professional appearance

6 human rights

Language review: Questions

1 c) 2 a) 3 d) 4 b)

A

Who sacked Mr. Nishiura?

What did Mr. Nishiura do?

What did Mr. Yamago do?

Who dyed his hair brown?

Why did Mr. Yamago sack Mr. Nishiura?

B - C

B 1 a) 2 b) 3 a)

C 1 (Could you tell me) your age/how old you are/ what age you are/what your age is?

2 (Could you tell me) how much you currently earn/what your current salary is?

3 (Could you tell me) about your reasons for leaving your last job/why you left your last job?

4 (Could you tell me) about your weaknesses/what your weaknesses are?

Skills: Managing meetings:

A 5.3

Right, can we start please?

How do you feel about…?

Could you let her finish, please?

I'm not sure that's relevant.

I think we should move on now.

I think we should discuss this a bit more

OK, let's go over what we've agreed.

UNIT 6 Trade

Starting up

C

While countries like Russia and Brazil are relatively rich in natural resources, their per capita GDP is low in comparison to the USA, Germany, or the UK. Japan and Singapore on the other hand, which are poor in natural resources, have a high per capita GDP. (Allow some flexibility with the answers.)