Find words and phrases in the text that mean the following

· to create a media plan

· choose media

· the final and most important goal

· to take into consideration

· to study the location and demographic characteristics of people

· to be interesting for people of different age groups

· to influence

· a difficult process

Use the words and word combinations in sentences of your own.

Fill in the gaps using the words from Word Study exercises

a. One of the most important steps in an advertising campaign is a … .

b. The basic objective of media-planning is to … and dates to be used.

c. A media-planner selects the media for the campaign to … .

d. Another task for a media-planner while formulating a media-plan is to … .

e. Radio, television, newspapers, magazines and direct mail are … .

f. A lot of factors should be … when a media-planner … .

g. Different media … the people of different age-groups and locations.

h. The content of the message … the choice of media.

i. Magazines and TV usually offer … .

j. The ads of food products are less effective … .

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

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

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

c. 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”.

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

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

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

After-reading questions

Answer the following questions

1. What role does a media plan play in an advertising campaign?

2. What is the basic aim of a media plan?

3. What should a media-planner do to formulate a media plan?

4. What is the ultimate aim of the media planner?

5. What does a media planner do at the very beginning of an advertising campaign?

6. What are the major kinds of media?

7. What are the kinds of media, a baby food producer might use, to present his products?

8. What factors do media planners take into account when they devise a media plan?

9. Why are the location and the demographic characteristics oft he people in the advertising target especially important for media-planners?

10. In what way does the choice of media depend on the content of the message?

Talking Point

Discuss the following questions in groups of 3 or 4. Choose the speaker who will represent your ideas to the class. Share your ideas with the class.

1. Why is a media plan a crucial step in an advertising campaign?

2. Do you agree that the message influences the choice of media? Give your own examples to illustrate your viewpoint.

3. What types of media would you use to advertise the following objects: a new scientific project of your own, a “special” dish cooked by your Grandmother, a new soap-opera, flowers, a novel written by your friend? Comment on your choice.

Speaking

1. Prepare a monologue on the following topic:“10 tips on how to make media-planning more effective”. Don’t forget to use active vocabulary!

Prepare a dialogue using the following instructions

Student A. You are the director of an advertising agency which has just failed an advertising campaign. You are sure that media-planning wasn’t effective enough.

Student B. You are a media-planner. The advertising campaign you were in charge of has failed. Discuss its drawbacks with the Director of the agency. Think about the possible ways of overcoming the deadlock.

Unit III. Advertising Media

(Part 1)

Pronunciation

Watch the pronunciation of the following words and phrases

to increase sales

strengths and weaknesses

circulate

geographical selectivity

intense coverage

feasible

metropolitan areas

enhance

traffic hazard

Warm-up

Work in groups. Discuss the possible advantages and disadvantages of magazines, newspapers, outdoor ads and billboards used as advertising media. Share your ideas with the class.

Reading

Read the text and check which of the pluses and minuses of magazines, newspapers, outdoor ads and billboards on your list are mentioned in the text

The function of advertising is to inform and influence people’s behaviour, as the general goal of advertising is to increase sales.

The basic media used for advertising are newspapers, TV, direct mail, magazines, inside and outside transits, outdoor displays, and the radio. Each has its strengths and weaknesses. Let us now examine the advantages and limitations of the various kinds of media.

NEWSPAPERS

The typical newspaper circulates in a limited and well-defined area, and this offers advantages to the advertiser interested in geographical selectivity. Since almost everyone reads the newspaper, an intense coverage of the local market can be obtained. Newspapers offer great flexibility because ads can be inserted or removed within a few days’ notice; this makes it feasible to feature prices in most newspaper ads. Circulation costs are low. What is more, messages `can be presented frequently because most metropolitan areas have daily newspapers.

On the other hand, there are several significant limitations to newspaper ads. The paper has a short life, so it is unlikely that advertising will have much influence beyond the day of publication. Newspapers are hastily read, therefore, a message has to make an impression quickly or not at all. Finally, newspapers, being printed on pulp paper, do not have the quality of reproduction and colour that can be achieved in magazine ads. This can be a disadvantage for some car and food ads where the illustration has an important role to play.

MAGAZINES

Although now magazines rank only fifth among the media in total dollar revenue, more manufacturers advertise rather in magazines than in any other medium. A particular advantage of magazines is their selective readership: most magazines appeal to some groups and not to others, such as magazines on hunting and fishing, skiing, automobiles, etc. In other words, various specialized magazines enhance a selective market segmentation strategy, i.e. a manufacturer directs the message at the group of people, mostly interested in the product. Besides, this type of media can offer a high degree of geographical selectivity if regional issues are available. To add to this, magazines are read in a leisurely fashion. Most of them are printed on good paper and provide excellent colour ads.

However, there are some limitations. Magazines lack flexibility: changes cannot be made for several weeks before publication date. The infrequency with which magazines reach the market, compared with other media, can also be a drawback.

OUTDOOR and BILLBOARD

Although some people are sure that this type of advertisement is distracting, spoils the view of modern cities and is traffic hazard, it is highly flexible, medium-cost and is excellent for reminder advertising. Moreover, the message can be placed close to the point of sale and it is available twenty-four hours a day. The basic requirement for this type of ad is that the message should be easy to understand, so it is necessary to limit the copy and avoid unnecessary detail.

Scanning

Scan the text to say if the following statements are true or false

1. Newspapers offer great flexibility because ads can be inserted or removed with only a few days’ notice.

2. Newspapers have a long life.

3. A particular disadvantage of magazines is their selective readership.

4. Magazines offer a high degree of geographic selectivity.

5. Most magazines are printed on pulp paper and provide excellent colour ads.

Word Study

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