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UNIT IX. ADVERTISING

Topics for discussion.

1.Advertising. Is it of any importance?

2.Ways of advertising.

Ex. 1. A. Read the text and explain this process using the words in bold.

Product advertising is an important part of the marketing mix. Its aim is to increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. Besides, it can be open air hoarding (BrE) / billboards (AmE) and neon signs. The design and organization of advertising campaigns is usually the job of an advertising agency.

Corporate advertising is not directly concerned with increasing sales of particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialize in organizing activities and events which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.

Product endorsements are when famous people recommend a product.

Sponsorship is where companies sponsor pay some of the costs of events like concerts, shows and sports events

B. Discuss in groups what other methods of advertising you know and what are the most effective in your point of view.

Ex. 2. As consumers get more used to advertising, companies have to come up with better ways of ensuring that people pay attention to their ads. In pairs, say what you think of these recent experiments in advertising. Can you think of any new and innovative ways to advertise?

Interrupting telephone conversations with advertising messages (in exchange of free phone calls).

Talking ads at bank cash machines. Ads on toilet walls.

Advertising on small television screen on supermarket shopping trolleys.

Ex. 3. Many advertisements contain a slogan or short phrase to attract the consumer’s attention. Effective slogans are usually short, easy to remember, easy to repeat and easy to translate for international market.

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

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Would you call your friends if it meant hearing ads every three minutes – er, make that free minutes?

By Jay Branegan

You pick up the telephone, dial the number and before it rings a cheerful voice says,

“Hello! This call is sponsored by…”

1______. We’ve come to tolerate (maybe) TV ads that cut into movies just at the dramatic moment, or intrude on soccer matches right when a crucial play begins. In American football, referees even halt play for commercials. But how many people would be willing to have a phone call repeatedly interrupted for a “brief word from our sponsors”?

Answer: plenty.

That’s the verdict from Sweden, where an outfit called Gratistelefone is offering free, advertising-supported calls in a two-month trial. Lines are overloaded. 2_______. They are not, it seems.

A caller dials a toll-free number, then dials any other number in Sweden.

3_______. There’s no charge for as long as the caller – or the person called – wants to talk, or is willingly to have conversation punctuated by chirpy jingles.

4_______. But giveaways know no age barrier, says Broden. “We were a bit amazed, but we’re getting lots of middle-aged and older people. For them it’s no bother”. He wouldn’t confirm published reports that the system is getting 30,000 callers a day, but did say is so popular that on some evenings the circuits are jammed.

And what’s in it for advertisers in this brave new medium? 5________. “Because the ad is only 10 seconds long and your friend is waiting on the line, you can’t really go to the bathroom,” says Broden. “It’s very cost-efficient.” A handful of organizations, including a movie theatre chain, a radio station, a snacks company and a charity, are already running ads, which cost about 13 cents per spot, and dozens more have expressed interest.

Gratistelefone has bigger, not to mention Big Brother-like plans. 6_______. Then, different callers might hear different ads, tailored to the advertisers’ needs. There’s even the technology to play separate ads to each person on the line – the caller from the rural north might hear a pickup truck pitch, while the recipient in Stockholm could listen to one for a local restaurant. The company plans to extend the service nationwide in Sweden in the next few months, and it has been deluged by inquiries from other countries. If the (READ TIME!) idea catches on and (READ TIME!) consumers elsewhere prove tolerant (READ TIME!) of such interruptions, who knows where it may lead?

From the Time

B. In groups, discuss the main idea of the article and express your opinion on such a persuasive way of selling product. Answer the question given in the title of the article.

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Ex. 5. RXV, a major electronics company, has decided to advertise its latest digital camera. It has several advertising agencies to submit proposals for a campaign. An executive at one of these agencies has made a list of tasks to be completed before submitting its proposal to RXV.

Complete the executive’s list using the vocabulary given. Change the form of the words where necessary.

Obtain complete market information about the 1client’s product; advantages, disadvantages, competitors, which groups of consumers the advertiser wants to 2_______. Define marketing objectives and plan an overall advertising strategy.

Meet with the media department to select the most appropriate means of advertising: media or posters on 3_________.

Meet with the 4_______ ________ to work on the design and ideas of the campaign. Point out that these should fit in with the overall 5______ ________ the company wants to project. Explain that we must be careful not to generate any negative 6__________ by offending anyone.

Ex. 6. In groups, choose a product or a service to prepare an advertisement. Discuss your ideas and agree on a slogan for your ad using the list of tasks given in the exercise above. Advertise your product or a service to convince the rest of your group it is worth buying. Discuss which advertisement is the most effective.

Ex. 7. One of the most effective ways to attract consumers to product or service is TV commercial. Read the information and explain the effectiveness of this advertising. Use the key words.

Designing a television commercial.

A TV commercial generally consists of a short film sequence of between 30 and 60 seconds with an accompanying soundtrack which includes a mixture of live recordings (what people actually say in commercial), a voice-over (the voice of someone who does not appear on screen) and music and sound effects. Various techniques are used in commercial to convince the viewer of the value of the product or service that is being advertised. One of the most common of these is ‘dramatisation’ where a short story is developed around the product or service. The original ideas behind a commercial of this type are developed from scenario, a written document that summarises the action, the atmosphere, the characters and the scene where the sequences of the commercial will be filmed. An artist then produces a storyboard, or series of pictures, to show how the commercial will look.

(New Insight into Business)

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Ex. 8. Read the description of the TV commercial for a Gillette anti-perspirant and make notes about:

The sequence starts with a view of a handsome young man galloping across a beautiful American desert landscape in a glorious sunshine. As the camera moves back we see that he is heading at full speed towards the edge of a very steep cliff. The horse stops suddenly just at the edge, which causes the rider to plunge over its shoulders into the abyss. There follows a series of different camera angles to show the man’s dramatic fall from various perspectives.

Fortunately, there are a few branches growing out of the sheer rock face and our hero managers to catch onto one of them and we next see him on the right of the screen, hanging safely from it. Suddenly he begins to smile charmingly, and the camera moves left to reveal why. A beautiful young girl who has met with the same fate is hanging from another branch just opposite his!

At this moment the voice-over says ‘Because you never know when you will meet the girl of your dreams, Gillette has created continuous protection anti-perspirants. They prevent odour before it begins, to keep you fresh all day long.’ We then see the product in the foreground of the great desert landscape and the voice-over continues with the final slogan ‘Gillette anti-perspirants; long-lasting protection that keeps you ready for anything.’

However, the love story is not over, and the next thing we see is the young man reaching over to give our heroine some flowers which just happens to be growing on his branch! She accepts with a smile but this will be a short-lived love affair because just at this moment our hero’s branch begins to crack under his weight!

Ex. 9. Make up a project.

A. in groups, choose a product or service to prepare a scenario for. Discuss your concept, ideas, target audience and agree on scenario and slogan for a TV commercial using the dramatisation technique.

B. In groups, prepare a complete written scenario for your product or service. Follow the model of the description of the advertisement of Gillette antiperspirants.

C. Present descriptions to the rest of the class. Discuss which scenario is the most interesting and effective.