Download Unit 6, Advertising

Unit 6, Advertising
“Half the money I spend on advertising is wasted. The trouble is I don’t
know which half.”
William Hesketh Lever, English industrialist
Lever said this in the early 20th century. He was a founder of a soap and
detergent company that was the basis for the present-day Unilever group.
What do you think this means?
For example, in a modern context, it could mean that if you advertise in
newspapers and on television, you don’t know which campaign is wasted.
Or it may be that half of each campaign is wasted.
hit-and-miss
adjective (ALSO hit-or-miss)
If something is hit-and-miss you cannot depend on it to be of good
quality, on time, accurate, etc:
The trains are often late, so getting to work on time is a fairly hitand-miss affair.

Do you think advertising is a hit and miss activity?

Do you think it can be more accurately targeted and the
results better measured with modern methods (audience
surveys, etc.)?

Have you ever been questioned in a survey like this, in the
street or on the phone?

If so, what were the questions?
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Starting up, p.46

Ask each other the two questions on page 46 and be prepared
to report shortly on your friend’s/colleague’s answers. Use
expressions in exercise A on page 47.
B, p. 47
subliminal
adjective
1 describes advertising that uses indirect ways of influencing
people to be attracted to a product, such as using a picture of a
farm to advertise food to suggest that it is fresh
C, p. 47
1) It’s true that sometimes TV advertising is memorable, but
people often don’t remember which product is being
advertised. In any case, we forget most of the advertising
that we see. A problem that advertisers face is to cut
through the communication clutter (clutter
a state of
untidiness) that people are assailed by (assail
to attack someone violently or criticize someone strongly) to deliver a
memorable message.
Another relevant point is when advertising executives say,
“They don’t drink the beer, they drink the advertising.” Some
products, such as beer, are very heavily advertised, so it must
be working for such large amounts to be spent on it.
2) May be true in some cases. But if advertising helps build a
mass market for something, economies of scale (the fact that
as the amount of goods or services produced increases, the cost decreases)
will reduce its cost, so here advertising is helping to reduce
prices.
3) Some countries, such as Sweden, are particularly sensitive
about this. But attempts to “protect” children from
advertising are difficult in the age of satellite TV.
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Vocabulary, p. 47
A
e.g. Internet, outdoor billboards, radio
B

directory
a book which gives a list of names, addresses or other facts

point of sale noun [C] (plural points of sale) (abbr POS)
(Commerce; Marketing)
the place where a product is sold:
More information on healthy foods should be provided at the point of sale. Reading
product tags and checking credit are performed at the point of sale. point-of-sale
advertising/displays Point-of-sale computer systems with touch screens are being
used at restaurants to automate the ordering process. POINT OF PURCHASE

mailshot
(Marketing)
an act of sending advertising or information to a large number of people at the same
time by mail; an item sent in this way:
To be effective, a mailshot must be well targeted. The launch of the service will be
supported by a mailshot campaign.

endorsement
(Marketing)
a statement made in an advertisement, usually by sb famous or important, saying
that they use and like a particular product or service:
They are looking for a celebrity endorsement (= one given by a famous person) of
their new line of T-shirts. She has signed an endorsement deal with Nike. This is
her first major product endorsement.

publicise
to make information about something generally available
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The event was well publicised all over town.

leaflet
a piece of paper which gives you information or advertises something:
Demonstrators handed out leaflets to passers-by.
A leaflet about the new bus services came through the door today.
Reading, p. 48
Sport
Athletics
Celebrities
Carl Lewis
Jimmy Connors, John McEnroe,
Andre Agassi, Illie Nastase, Pete
Sampras
Tiger Woods
Ronaldo and the Brazilian
national football team
Michael Jordan
Tennis
Golf
Football
Basketball
-legged
suffix
having the number or type or legs mentioned:
a three-legged stool
a six-legged creature
trainer UK
noun [C] (UK ALSO training shoe, US sneaker)
a type of light comfortable shoe that is suitable for playing sport
take off
the moment at which sth suddenly becomes very successful:
The local economy is poised for take-off. The company are hoping for a quick takeoff for their latest phone.
daring
adjective
brave and taking risks:
a daring escape
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streamline (IMPROVE)
verb [T]
to improve the effectiveness of an organization such as a business or
government, often by making the way activities are performed simpler
conviction (OPINION)
noun
1 [C or U] a strong opinion or belief:
religious/moral convictions
a deep/strong/lifelong conviction
[+ that] It's my personal conviction that all rapists should be locked
away for life.
2 [U] a feeling of certainty about something:
He said he was enjoying his new job, but his voice lacked conviction.
unique
adjective
being the only existing one of its type or, more generally, unusual or
special in some way:
Each person's genetic code is unique except in the case of identical twins.
E, p. 49
ADVANTAGES
People like seeing someone they
admire and can identify with.
DISADVANTAGES
If the celebrity becomes involved in
scandal, a law suit, etc. this can
have a damaging effect.
…

energy saving

eye catching

thirst quenching
thirst-quenching
…
adjective
describes a drink that stops you feeling thirsty

money saving

mouth watering

brain teasing
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Listening, p. 49
Planning advertising campaigns
A
1 To be able to get attention of the consumer.
2

a clear point of view

the campaign has to be consistent

be entertaining and involve audience
B
1)
clients
2)
business objectives
3)
brands
4)
marketing strategy
5)
research
6)
qualitative research
7)
creative brief
8)
idea generation
9)
client
10) target audience
11) communication campaign
12) further research
Language review, p. 50
B
1)
We think the listener will know what we are talking about and
because the advertising code of practice is unique.
Which industry? – The advertising industry.
2)
Names of countries with “Kingdom” and “Republic”, and some
others.
3)
The UK.
4)
Smth mentioned before, also formation of superlative.
5)
The Czech Republic.
6)
“Awareness” is an uncountable noun.
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7)
The Netherlands.
8)
The US.
1)
First mention of window – a before a consonant.
2)
We use the when we think the listener / reader will know what we
C
are talking about – the cathedral in Santiago.
3)
First mention of advert – an before a vowel.
4)
We use the when it is clear from the context which particular
person, thing or place is meant because it has been mentioned
before.
5)
The window has been mentioned before.
6)
Introduces new information – a before a consonant.
7)
The article is referring to Ronaldinho who has been mentioned
before, as in 4.
8)
First mention of scissor-kick – a before a consonant.
9)
Cathedral mentioned before.
10) The ball used in football.
11) Event that constitutes bad luck mentioned before.
12) Window mentioned before.
13) Advert mentioned before.
SKILLS, p. 51
D
Did you know that a typical car is only moving for three percent of the
time? The rest of the time, it is parked and not being used. (Amazing fact)
As someone once said, “Look after the pennies and the pounds will look
after themselves.” (Use a quotation)
Do you know how much energy could be saved if we used new
technologies that are already available? (Ask a question)
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CASE STUDY, pp. 52, 53
Focus advertising
You will have to work on one of the campaigns on the page 52. you will be
presenting your campaigns to the management of the company concerned
(the other students).
Background
Company
Focus Advertising.
Based in
Paris.
Task
Develop ideas for three advertising
campaigns.
Promotional Tools:
Sales promotions

couponing

demonstrations

free gifts

free trial (tests of products)

price reductions

samples
Extra activity
Match the songs, which could be used in advertising to fix the image of
the product in the mind of the consumers, to the most appropriate type of
company.
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Type of company
Songs
1) An optician
a) Smooth Operator (Sade)
2) A construction company
b) Let’s Get Physical (Olivia
3) A chain of health clubs
Newton John)
4) A bank
c) Everybody’s Talking (Harry
5) A razor blade company
Nilsson)
6) A mobile phone company
d) Another Brick in the Wall (Pink
7) A dating agency
Floyd)
e) Are you Lonesome Tonight)
(Elvis Presley)
f)
I can see clearly now (Chantal
Jones)
g) Money Money Money (ABBA)
1f
2d
3b
4g
5a
6c
7e
Portfolio assignment
Write a report of 200 or 300 words on your campaigns. It should be
clearly structured with key points, like the presentations you gave.
Refer to the page 137 which includes an example of a summary of a text.
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