Informative reading

Read the following text, fill in the gaps with the words in italics below:

design, layout, a la carte agency, commission, the target audience, designers,

a client organization, copywriters, a TV advert, a full-service agency, marketing communication, a specialist agency, size, media planning, the account planner.

An advertising agency deals with part of all marketing communications activities for a ___ ___. The agencies are different in ___ : from small to vast. The client organization gives ___ to the agency from the media purchases.

The main types of agencies are la carte agency, a specialist agency and a full-service agency. A ___ ___ is responsible for the whole project or campaign. A ___ ___ offers some aspects of a campaign, such as media buying. A ___ ___ is small and more focused on a specific aspect of marketing communications.

A Full-Service Agency will offer:

- Account Management

- creative

- Media

- Traffic and production

- Account planning

Account managers work for an agency with the client. The account managers make suet that the client passes the correct information to the other members of the agency. The ___ ___ works on a brief which the agency team feeds back.

The creative team transforms ideas into smth exciting and attractive to ___ ___. The creative team decide upon the “creative concept “. The words used to express the creative concept are called ___. The imaged, pictures and diagrams are called ___ or ___. This is done by ___ and ___.

The traffic and media team are in charge of the production of the physical and artistic output, ___ ___.

If it is a ___ they commission scripts, select actors, film crews and supporting activities (costumes and catering).

The account planning team work on the “customer’s” perspective, and take a look at the world. They support the creative teams by supplying data and opinion on what is in the market.

The media team organizes the timing and scheduling of the marketing communications campaign. The two main skills of the media team are ___ ___ and media buying.

Use the words and prepare a summary of the text.

Role Play

Background

Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns. At present, Focus is competing for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concerned. Concepts are required for the following advertising campaigns.

A chain of eight restaurants in your country

• The restaurants are in prime location.

• Low fat and vegetarian dishes served in a clean, simply furnished, non-smoking environment.

• Reasonably priced, but not attracting enough customers.

• Target audience: health-conscious people of all ages.

Aim: A creative campaign to improve sales.

A perfume

• An upmarket perfume

• Produced by a well-known fashion house.

• Will и endorsed personality.

• Target audience: aged 25-40 who enjoy luxury and sophistication.

Aim: Launch the perfume in an English-speaking country.

A sports car

• A high-priced, hand-finished model with a classic design.

• Originally popular in the 1950s and 60s.

• Available in both coupe and soft-top versions.

• Target audience: high-income executives with a sense of fun and style.

Aim: An international press and TV campaign.

Task

You are members of an advertising team at Focus. Prepare an advertising campaign for one of the products or services. Use the Key questions below to help you. Then 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. Use the Assessment sheet below to choose:

1. the best campaign concept

2. the most effective presentation.

KEY QUESTIONS

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 ill you use? Several, or just one or two?

If you use:

an advertisement – write the text and do rough art work.

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?

ASSESSMENT SHEET (MANAGERS)

Give a score of 1-5 for each category: 5=outstanding, 1=needs improvement