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4. Match the ways of promoting a product to their descriptions.

packaging	personal selling	point of sale
advertising	public relations	publicity
sales literature	showrooms	sponsorship
telephone sales	trade fairs and exhibitions	word of mouth

1.Brochures, leaflets and catalogues can describe the product in more detail and give more information than advertisement. Potential customers can be sent direct mail.

2.Display in retail outlets can attract the attention of potential customers.

3.Labels and presentation increase the impact of the product.

4.You can contribute to the cost of a sporting or artistic event, where the brand name or logo is displayed prominently.

5.Potential customers can come to the premises and see a display or a demonstration of the products and get hand-on experience.

6.The company takes a stand or mounts an exhibition to enable customers to see the products and talk to the representatives.

7.The public are informed of a new development through newspaper articles. You can inform the press by issuing press releases.

8.PR can ensure that the firm keeps a high profile, and that people are aware of a good reputation and image.

9.Exiting customers tell their friends or colleagues about the product and hopefully recommend it to.

VOCABULARY THROUGH THE CONTEXT

Advertising

Neon signs

Each photo shows a different advertising medium.

Special display
Display advertisements	TV commercial

The Internet is a new advertising medium.

Product endorsements are when famous people recommend a product.

A series of advertisements for a particular company or product is an advertising campaign.

A person or business that advertises is an advertiser. An organization that designs and manages advertising campaigns is an advertising agency.

Sponsorship is where companies sponsor (pay some of the costs of) events like concerts and sports events.

The sales force

A company's salespeople (its salesmen and saleswomen) visit customers and persuade them to buy its products. Each member of this salesforce may be responsible for a particular region: his or her sales area or sales territory.

The head of the sales force is the sales manager.

Promotional activities

Promotion (uncountable) is all the activities supporting the sale of a product,

including advertising.
A promotion (countable) describes:
- a special offer such as a discount	- a free gift: given with the product.
or reduced price.	- competitions with prizes.
- a free sample: a small amount of
the product to try or taste.

Supermarkets and airlines give loyalty cards to customers: the more you spend, the more points you get, and you can exchange these points for free goods or flights.

Cross-promotion is where you buy one product, and you are recommended to buy another product that may go with it.

1.	Complete the crossword.
Across
	4 Better than a classified one. (7,13)
	5 Free ……… . (7)	Down 1 BrE for
8 All the salespeople: sales (5)		'billboard'. (8) 3 One
10 An advertising....organizes ads. (6)		salesperson's region for
11 Offers, competitions, etc. (10)		selling. (9)
14 Given away free as part of a promotion. (5)		5 Electric advertising:
15 You win these in competitions. (6)		neon....................... (4)
16 People or organizations who advertise. (11)
17 Female members of the sales force: sales …….. . (5)
Down
1	BrE for ‘billboard’. (8)
3	One salesperson’s region for selling. (9)
5	Electric advertising: neon ……… . (4)
6	Head of the sales force: sales ……. . (7)
7	Male salespeople. (8)
9	A new advertising medium. (8)

12 Television is an example of a …….. . (6) 13 Another word for 3 down (plural). (5)

1

3

9

4

	5	6		7						8
10							11	12

13

14

15

16

17

2. Match the sentence (1-3) to the correct words (a-c).

1 Many supermarkets run competitions and offers to encourage people to buy from them.

2 For example, yesterday I bought two kilos of oranges for half the usual price. 3 I also bought some coffee, which came with a free mug.

a special offer b promotions c free gift

Advertising

I 1. Discuss the questions.

1.Do you watch advertisements?

2.What kind of advertisements do you like?

3.What is your favourite advertisement? Describe it.

2. Work in groups and write a list of things that make a good advertisement. What features should it have?

good advertiseme nt

3. Read the text about . each –10) by choosing the correct word a, b or c.

It pays to advertise

Everyone knows the reason for advertising – it helps you sell more (1) ______ . Successful advertising (2) _____ can have a dramatic effect on sales, leading to increases that would surprise most people.

Advertising on TV is a huge business. TV (3) ______ receive millions in revenue from companies desperate to have their product highlighted for less than a minute at a time. Clearly everyone wants their (4) ______ shown at peak-time when the number of (5) ______ is at its highest. This demand means that the cost of advertising during certain (6) ______ can be incredible – up to Ј30,000 for five slots of 30 seconds! However, companies may be under the false impression that

(7) _______ on TV is the best technique.

In fact, the most cost effect methods are those employed by some of the major brands that are (8) ______ worldwide. The first thing the companies do is to find a simple (9) ______ that will be easily recognised. Next, they visit the retailers and pay to have the products (10) ______ in a particular place.

Next time you visit your local supermarket, have a look at the items that you can find displayed at eye height or at the end of aisles. You may be surprised by what you see – subtle advertising is all around.

1 a increases	b products	c item
2 a campaigns	b markets	c programme
3 a companies	b directors	c viewers
4 a advertisement	b channel	c programme
5 a advertisements	b programmes	c viewers
6 a advertisements	b logos	c programmes
7 a advertising	b marketed	c programme
8 a companies	b marketed	c recognise
9 a logo	b picture	c programme
10 a displayed	b marketed	c view

4. Do you think that the advertising practices described below are acceptable? Are there any other types of advertisement that you find offensive?

1 Using children in advertisements

2 Using nudity in advertisements

3 Promoting alcohol on TV

4 Comparing your products to your competitors’ products

5 An image flashed onto a screen very quickly so that people are affected without noticing it (subliminal advertising)

READING

1. Scan the news report. List the names of any companies mentioned in the report.

Advertising standards

The Advertising Standards Agency annual report has announced that 2003 was a record year for complaints, with almost 14,300 complaints being made about particular adverts.

True or misleading?

In the UK alone, no less than 1,700 advertisements were changed or withdrawn last year, according to figures released by the Advertising Standards Authority (ASA). The main sectors for objections were adverts for holidays and travel. Complaints about text message marketing rose by more than 500% to 393, up from 65 in 2004 and 6 in 2005. More and more companies now use mobile phone text

messages to target consumers.

The best a man can get

Adverts from both Wilkinson and Gillette claimed that their shaving system is ‘the best’ – but how can both products be the best? A Dutch court ruled that both companies can make the claim, as members of the public will not necessarily believe them! The judge said that some exaggeration is permissible, as long as it’s not misleading in nature, because it will be sceptically received by the average consumer.

The fastest PC in the world

Complaints have been made about the claim made by Apple that their Power Mac G5 is ‘the world’s fastest personal computer’. After tests were performed, the ASA agreed with the complaint, ruling that the G5 was not the fastest computer ‘in all circumstances for all applications’.

Targeting children

Further controversy surrounds food advertising targeted at children. Obesity is rising and in the UK about 40% of TV advertising during children’s programmes is for food – fast food, cereals, snacks and soft drinks. Some parents feel bullied into buying products which they feel are not good for their children. In the US angry parents have brought lawsuits against some of the world’s largest alcohol companies, including Heineken and Bacardi, as health groups link a surge in underage drinking to aggressive advertising. Complete truth in advertising may be an impossible ideal. As adverts becomes more demanding of our attention and as we become more critical, complaints will no doubt continue to rise. So, more and more companies will face the challenge of advertising their products in a way we find acceptable.

2.Read the whole report and summarise the advertising problems that the companies in exercise 1 are facing.

3.Discuss the following questions in small groups and report your ideas to the class.

1 Do you agree with text message and email advertising?

2 Do you agree that ‘some exaggeration is permissible, as long as it is not misleading’? Can you think of an advertisement which makes exaggerated claims? Can you think of an advertisement which is misleading?

3 Should advertising targeted at children be limited? Justify your answer.

4. Which of the following statements do you agree with?

1 People remember advertisements not products.

2 Advertising raises prices.

3 Advertising has a bad influence on children.

4 Advertising is the greatest art form of our century.

II 1. Many advertisements contain a slogan or short phrase to attract the consumer’s attention. Work in pairs. Read the slogans below and think of as many products as possible that could have been advertised with these slogans.

1There will come a day when everyone in your company will collaborate and

co-ordinate in ways you never imagined.

4 Put your family above everything else.

5 Learn more in five days than some managers learn in forty years.

2We’d love to have you for dinner.

3The key to relationships.

6 It’s no good having power without control.

7 It takes 75,000 people to make it fly.

8 A celebration of music, family and love.

2 Read the texts about translations of slogans and brand names, and note the problem in each case.

A

In Taiwan, the translation of the Pepsi slogan ‘Come alive with the Pepsi generation’ came out as ‘Pepsi will bring your ancestors back from the dead.’

B

When Parker marketed a pen in Mexico, its ads were supported to say ‘It won’t leak in your pocket and embarrass you.’ However, the company translated ‘embarrass’ as ‘embarazar’, which means ‘to become pregnant.’ So the ads said ‘It won’t leak in your pocket and make you pregnant.’

C

In Italy, a campaign for Schweppes Tonic Water translated the name as Schweppes Toilet Water.

D

Colgate introduced a toothpaste in France called Cue, the name of a French pornographic magazine.

E

When Braniff Airlines translated a slogan for its comfortable seats, ‘fly in leather’ it came out in Spanish as ‘fly naked.’

2. In groups, write down five popular slogans in your language. Try to translate them into English. Read them out to the other groups and see if they can guess which products your translated slogans refer to.

VOCABULARY

1.Newspapers and TV are advertising media. Think about others.

2.Look at the words in the box below. Label each item 1 for advertising media, 2 for methods advertising or 3 for verbs to do with advertising.

directories 1	persuade	publicise	sponsorship
run	mailshots	promote	cinema
commercials	public transport	place	free samples
exhibition	billboards/hoarding	launch	leaflets
point-of-sale	s	word of mouth	radio
target	posters	research	sponsor
press	endorsement	slogans	television
	Internet

3. Choose the most suitable word from the words in brackets to complete these sentences.

1 Viacom Outdoor is an advertising company that specialises in placing adverts on (billboards/public transport/television) such as buses.

2 Some perfume companies provide (leaflets/commercials/free samples) so that customers can try the perfume on their skin before they buy.

3 Advertising companies spend a lot of money on creating clever (slogans/directories/mailshots) that are short and memorable such as the message for the credit card, Access: ‘Your flexible friend.’

4 Celebrity (exhibition/research/endorsement) is a technique that is very popular in advertising at the moment.

5 If new about a product comes to you by (word of mouth/press/Internet), someone tells you about it rather than you seeing an advert.

6 If you have something to sell, you can (target/place/launch) an advert in the local newspaper.

READING 2

1.What do you understand by outdoor advertising? Give examples.

2.Read the article and complete the table.

		O ………
		A………
	B………	T………	S………
			F………

S………. P………

T………

Outdoor advertising - A breath of fresh air

The world of outdoor advertising billboards, transport and 'street furniture' (things like bus shelters and public toilets) - is worth about $18 billion a year, just 6% of all the world's spending on advertising. But it is one of the fastest-growing segments, having doubled its market share in recent years.

Outdoor advertising’s appeal is growing as and print are losing theirs. The soaring costs of TV are prompting clients to consider alternatives. Dennis Sullivan,

boss of Portland Group, a media buyer, calls outdoor advertising the last true massmarket medium. It is also cheap. In Britain, a 30-second prime-time TV slot costs over Ј60,000 ($100,000); placing an ad on a bus shelter for two weeks works out at about Ј90.

Adding to its attractions has been a revolution m the quality of outdoor displays, Famous architects such as Britain’s Sir Norman Foster are designing arty bus shelters and kiosks with backlit displays. Backlighting, introduced in Europe by Decaux and More, and plastic poster skins have vastly improved colour and contrast.

Movement is possible too. Smirnoff used new multi-image printing to make a spider, seen through a vodka bottle, appear to crawl up a man’s back. And Disney advertised its ‘101 Dalmatians’ video on bus shelters with the sound of puppies barking.

This sort of innovation has attracted a new class of advertiser. Recent data from Concord, a poster buyer, shows that in Britain, alcohol and tobacco have been replaced by entertainment, clothing and financial services as the big outdoor advertisers, like car makers, are using it in new ways. BMW ran a ‘teasers’ campaign in Britain exclusively on bus shelters.

Particularly attractive to the new advertisers is street furniture, the fastest growing segment of the outdoor market. If accounts for some 20% in Europe and about 5% in America.

						From The Economist
3. What do these numbers in the article refer to?
18	6	30	60,000	100,000	90	20	5

4. Discuss these questions.

1 Outdoor advertising is increasing in many countries. Is this a good thing? 2 What products do you think are suitable for outdoor advertising?

5. Work in groups of three. Choose one advertising media below. Prepare a poster on its advantages and disadvantages. Make a short presentation.

television

billboards

newspapers

street furniture

VOCABULARY THROUGH THE CONTEXT

Out-of-home advertising formats

Outdoor advertising, or out-of-home (ООН) advertising can really grab your attention or get in your face. Advertisers have a wide choice of poster sites, sizes and formats from 4 sheets to 96 sheets.