Text Discussion

1. Discuss the slogan “Institutional advertising – remember our name in Dallas, Seattle, Boston”.

2. Read the script of Dow institutional ad and discuss the following questions.

Script.

“Imagine a college senior like me, working the summer here. I am Bill Anderson, a national merit scholar at the University of Texas. I am also lucky because the company that gave me a summer job in Louisiana last year has sent me to Germany this year. We have an intersecting challenge getting a special product to people who need it all over the world. It’s called Methosel celulose ethers and it’s used in formulating important medical compounds that fight heart disease, high blood pressure, epilepcy and more. The new distribution scheduling system we have selected is based on a computer program. I helped adapt for Dow’s use. Not everybody would give someone my age this kind of responsibility. But this is the company that’s willing to give young people a chance. Dow lets you do great things.

1. What groups does Dow target its institutional ad at?

2. How does the ad appeal to

1. consumers?

2. potential employees ?

3. How is goodwill of the company developed?

Over to you

Find an institutional ad that you think does a particularly good job of communicating to the target audience and discuss it with your groupmates.

You know different ways of advertising. Rate them beginning from the most efficient to the least efficient.

• a classified advertisement in newspaper

• a sandwich board-man

• a radio commercial

• a cinema advertisement

• sponsorship

• a TV commercial

• a newspaper ad

• a poster on a hoarding

Read Text 3. The information was presented by the McCann Erickson U.S. advertising volume. What is the number one advertising medium according to their survey?

Text 3

Importance of advertising

The importance of advertising in the United States is easy to document; one need only look at the figures. The total ad volume exceeds $118 billion yearly. The number one advertising medium in terms of total dollars spent is newspapers, with about 26 percent of the total. Many people erroneously think that the number one medium is TV, so take some time to look at the real figures.

When people refer to advertising, they are usually talking about TV advertising. For example, the debate about the effect of advertising on children is really debate about TV advertising and children. Similarly, when people talk about advertising being offensive, intrusive, manipulative, and so on, they are thinking primarily of TV advertising. But since only about 22 percent of advertising is TV advertising, there is much more to advertising than most people imagine.

The public benefits from advertising expenditures. First, advertising is informative. The number one medium, newspapers, is full of information about products, prices, features, and more. Does it surprise you to find that businesses spend more on direct mail than on radio and magazines? Direct mail (the use of mailing lists to reach an organization's most likely customers) is an informative shopping aid for consumers. Each day consumers receive minicatalogs in their newspapers or in the mail that tell them what is on sale, where, at what price, for how long, and more.

Advertising not only informs us about products but it also provides us with free TV and radio programs because advertisers pay for the production costs. Advertising also covers the major costs of producing newspapers and magazines. When we buy a magazine, we pay mostly for mailing costs or promotional costs.

Most companies selling consumer goods use ad agencies to prepare their advertisements.

1. Match 1 – 6 with a – f to form expressions from Text 3.

direct production advertising shopping national consumer

aid advertiser mail goods medium cost