VI. Discussion
6.1. RETELL the text to your deskmate in short.
6.2. TELL a story entitled “The car of His Dream” using the picture below. Is there anything about marketing in it?
EXPLAIN the idea that lies behind efforts in marketing for children. Are these efforts worthwhile?
PROVE that advertising for children on national TV really does a lot of good. Be ready to respond quickly to the arguments put forward by the opponents.
DISCUSS some of your favourite advertising spots featuring a children's product.
SHARE your impressions about the advertising campaign started by Cadbury on Russian television. Try to view it from different perspectives.
ROLEPLAY a conversation between family members in front of their TV set in the evening. The family is supposed to make an important decision soon.
COMMENT on the company name, Teenage Research Unlimited. Do you think that the name speaks for itself saying a lot about the expertise offered by the company? Explain why or why not.
ANALYZE the advertising spots appearing on a TV channel in your country during prime time (19:00 - 21:00). Make a chart and prepare to report your findings in class.
|
Channel & Time |
Advertised Product Target Audience |
Specific Features of Advertising Spot |
|
ORT 19:00 |
Yogyrt (Germany) Kids, parents |
Romantic episode (Frendship+Family) A catchy slogan: ‘The Best from Bavaria’ |
|
RTR 19:20 |
? |
|
|
NTV 19:40 |
? |
|
|
(other) |
|
? |
|
(other) |
|
? |
6.10. COMPARE the chart you've completed with those made by your groupmates. Discuss the problem of advertising strategies used by major Western manufacturers in the CIS market.
VII. Structure and writtten expression practice
7.1. REWRITE USING CORRECT FORMS OF THE VERBS.
Cadbure chocolate
Chocolate (to be) clearly a children's product, isn't it? Cadbury (to sell) chocolate since 1824. The name now (to mean) "chocolate" for many people in Britain. One of the company's most famous brands is Cadbury's Diary Milk chocolate. It (to introduce) in 1905. The market share of this bar in Britain is 20 per cent. The bar (to offer) in purple wrapping paper with a white stripe representing milk. The combination is so well-known to the consumers that the colours (to use) in advertising campaigns without the company name! The Cadbury family (to be) always concerned about workers' benefits. The benefits (to range) from education and sport facilities to worker councils and regular holidays for employees. Today Cadbury (to produce) enough chocolate, it seems, to circle the earth one and a half times. So far, the earth (to find) better uses for it.
7.2. PUT GENERAL QUESTIONS TO THE FOLLOWING ANSWERS.
No, Chevrolet doesn't produce toy cars.
Yes, Heinz is involved in baby food production.
No, SAS offers no discounts for kid passengers.
Yes, Taylor cared about his workers and their families.
No, The One-Minute Manager is not a new table game.
Yes, cellular phones may sometimes be used by teenagers.
No, charity work will not involve young people.
Yes, all what you are saying now makes some sense.
7.3. GIVE THE GIST OF THE TEXT IN 10-12 SENTENCES.
7.4. CORRECT THE MISTAKES MADE BY AN INEXPERIENCED LEARNER.
7.5. WRITE A REPORT BASED ON YOUR RESEARCH EFFORTS (EXERCISE 6.9).
UNIT ELEVEN NEW MARKETS: SELLING SNOW
TO THE ESKIMOS?