1. Complete the sentences, using the appropriate words from the box:

Associate; recommended; technique; seeing is believing; promotes; brand name; advertising.

1. Legal … influences people to buy things they really don’t want, need, or know much about.

2. Some ads … products with popular ideas or symbols, such as family, motherhood, wealth, or sex appeal.

3. The bandwagon approach is a technique that … the idea that everybody’s using the product.

4. Ads for certain medicines include the phrase, “… by doctors.”

5. A common television technique is based on the notion that … .

6. Some advertisers have been successful in getting consumers to connect one … with a certain product.

7. Whatever … advertisers use, you should learn to sepa­rate the product from the characters and images in its ads.

2. Are the statements true (+) or false (-)? Correct the false statements.

1. For many consumers, the biggest problem is false advertising.

2. Many ads try to sell products by appealing to the emotions.

3. The bandwagon approach is a technique that involves hav­ing famous athletes or movie stars advertise the product.

4. Other ads try to convince consumers by resorting to the claims of authorities, such as doctors.

5. A common radio technique is based on the notion that seeing is believing.

6. Some ads appeal to emotion simply by trying to make us cry or feel bad.

7. If ads include catchy musical jingles, consumers remembered the jingle but not the product.

8. Because of many techniques advertisers use, it is always difficult to separate the product from the characters and images in its ads.

UNIT 13. Bait and Switch Technique

1. Complete the sentences, using the appropriate words from the box:

Bait; loss leaders; disparage; “switch”; violating; insincere offer.

1. The bait–and–switch sales technique involves an … to sell a product on terms that sound almost too good to be true.

2. The … is used to get the buyer into the store.

3. The seller tries to … the consumer to a more expensive item.

4. Salespersons who use the bait–and–switch technique are told to …, the advertised product and then refer the consumer to a higher–priced item.

5. Sellers can legally advertise specials at very low prices to get cus­tomers into their stores without … the bait–and–switch law.

6. The items offered in these specials are referred to as …, because the seller may lose money or make very little money on them.

2. Are the statements true (+) or false (-)? Correct the false statements.

1. Once the con­sumer is in the store, he or she finds that the product is much more appealing than expected.

2. On some occasions, the product may not be available at all.

3. The seller then tries to “switch” the consumer to a cheaper item.

4. As encouragement, the seller may be given a higher commission if he sells the lower–priced item.

5. If state law prohibits bait and switch, a consumer may be able to cancel a contract with a seller when the seller has used this technique.

6. Sellers can legally advertise specials at very low prices to get cus­tomers into their stores.

7. The items offered in these specials are sometimes referred to as loss leaders, because the seller may make very little money on them.

UNIT 14. Shopping by Mail