Logo, post-testing advertising, media, non-profit advertising

1. Nonpersonal communication through media for which payment is made. 2. An independent company organized to supply specialized services in advertising and marketing. 3. Print and broadcast organizations used by advertisers to reach their customers. 4. Advertising by organizations such as governments, colleges, churches, labour unions, political parties. 5. Research designed to determine the effectiveness of an advertisement or advertising campaign after its general appearance in the media. 6. Research designed to determine the effectiveness of an advertisement or advertising campaign prior to its general appearance in the media. 7. An attempt to make a product or event popular or successful, especially by advertising. 8. Advertisements and publicity materials that you receive through the post, which you have not asked for and which you don’t want. 9. A planned series of advertisements. 10. A company symbol, badge or name style. 11. A site for poster advertising. 12. The art of claiming attention.

7. Put these four media types into the correct place in the table. Explain

your choice.

Junk mail, TV, newspapers, billboards, spam

Media type Advantages Disadvantages

1.______________ very good for short sharp can be affected by

messages the weather

2.______________ can be targeted may be totally ig-

nored by the reci-

pient

3.______________ can provide a lot of details a company’s

or information advertisement may

be “lost” amongst

many others, pos-

sibly those of its

rivals

4.______________ can demonstrate the product consumers may not

in use pay attention

5.______________ can reach a lot of people very can be deleted

quickly before it reaches

customer

8. Read the following advertisements and say which advertisement

the following statements refer to.

A This dynamic and pioneering company, a member of a well-established group, continues to expand significantly its market share, both through emphasis on technical excellence and a professional business approach. This new appointment is the corner-stone in the company’s future diversification program.

B If you’ve got an eye for detail, coupled with secretarial skills, then Bejam the freezer people have just the job for you at their busy, lively offices in Stanmore. You’ll be responsible for checking that the prices and spelling are correct on our display material, liaising with the display company and store managers. This involves a lot of telephone work and keeping to deadlines, so you must be capable of working efficiently under pressure.

C The company is a successful independent operator. It provides a range of services from a number of locations in the UK and on the Continent. Reporting to the General Manager, responsibility is to manage the finance and accounting functions. Developing controls and advising on financial policy and planning will be major tasks. Success in the role should lead to a Board appointment.

D May-fair based public company is looking for the best sales people in Britain. You must be money motivated, aggressive, hardworking and above all, a good sales person. We sell ad space. If you can as well, you can move to any of our offices, all expenses are paid.

1. This advertisement emphasizes the importance of the position in the company’s planned development.

A B C D

2. This advertisement seems to issue a challenge.

A B C D

3. This advertisement mentions the possibility of promotion.

A B C D

4. This advertisement promises a special benefit to the successful applicant.

A B C D

5. This advertisement adopts an informal, almost chatty style.

A B C D

9.Fill in the blanks with the correct preposition.

Advertisers believe the consumers will look … and remember messages conveyed … unexpected ways. They are using traditional media … new ways. Some billboards now sport elaborate lights and music. One … a Southern California hospital featured a huge, inflatable heart … fans inside simulating beating motions. … TV, both General Electric and Shearson Lehman Hutton have experimented … different sounds - buzzes, hums, and weird music - to catch the public’s ear. Magazines feature gatefolds (foldout ads attached … front or back covers), pop-ups, and even computer chips that play Christmas carols. Newspapers offer ads … red ink … a strawberry scent; other scents, such as coffee, are being developed.

Then there are alternative media, everything … matchbook covers … blimps. Use … nontraditional media represents a tiny share … the advertising dollar but is growing fast. Human billboards - people wearing huge popcorn bags - hand out samples … Smartfood cheese popcorn … Chicago.

… supermarkets and drugstores, shoppers are bombarded … electric signs, closed-circuit radios playing commercials … aisles, and video recorders showing how to use products. Video screens mounted … shopping carts play ads as customers may their way through stores. “Everywhere there’s space, they’re slapping something on it”.

10. Read the passage carefully. Some of the lines are correct and some has a word which should not be there. Find these words and cross them out.

Trade shows and exhibits provide for excellent opportunities for a marketer to promote his products or services through the display and demonstration. Customers are be able to examine the product in its natural setting and make comparison with to competing products. Exhibitors can to enlarge their dealer contacts and distribute literature and samples. Trade shows are very particularly useful in promoting new products or an innovations or services. At a recent convention of the National Association of Broadcasters in Chicago more than of 400 exhibitors crowded four large the hotel exhibition halls for the purpose of exhibiting and demonstrating the many of new developments in broadcasting. Radio and TV executives from the all over the United States come to this every annual convention.

11. Rephrase the following sentences.

1. The primary benefit of posters is that they stay in one location for only 30 days. 2. Radio audience is an impressive one and radio indisputably provides the advertisers with the opportunity to appeal to very narrow audience. 3. Advertisers are constantly searching for ways to hold down costs, and today virtually all network prime-time commercials are 30 seconds long. 4. An advertiser can use any of several types of advertising, depending on its promotional objectives. 5. Agencies are normally compensated in three ways - commissions, percentage charged on materials and services purchased for clients, and fees. 6. In Western industrial nations the most pervasive media are TV and radio. 7. For an advertisement to be effective its production and placement must be based on knowledge of the public and a skilled use of media. 8. The phenomenal growth of advertising during the 19^th century and a half is irrefutable. 9. Companies are increasing their expenditures for consumer promotion, which now accounts for more than a forth of promotional budgets. 10. An effective way to encourage consumers to get familiar with a product is to provide them with a free sample of the merchandise. 11. Advertising helps open new territories, tapping potential markets. 12. Firms go to considerable efforts and expense to design, create, and evaluate advertisements that will accomplish their promotional goals.

12.Put the verbs in brackets into the correct tense form.

Guinness drinkers may believe that good thing come to those who (to wait), but it (to seem) the behind the world’s best-loved beer less (to be convinced). After a four-year campaign trying to persuade publicans and drinkers alike that Guinness (to be) a superior drink and should not be poured like a common lager or ale, the company (to decide) to change tack again. Owner Guinness UDV (to ditch) the long-running advertising campaign that (to seek) to persuade drinkers their pint (to be worth) the wait as it (to face up) to an increasingly crowded drinks market. The company (to brief) its two advertising agencies to co up with a new ad for the brand that (to be shown) across the world. AMV is the agency behind the current campaign which (to include) the highly acclaimed Guinness “Surfer” film (to vote) best ad of all time by Channel 4 viewers. It (to be) the first time Guinness, which (to spend) more than 200 million pounds on advertising (to run) a global advertising campaign - the company (to use) traditionally different agencies around the world to create country-specific campaigns. But last year Guinness (to cut) its roster of international advertising agencies down to just two and the planned campaign (to be) a further signal that Guinness UDV (to try) to develop a more consistent global image for the brand. Although the brand (to continue) to enjoy healthy sales across the world, its growth in Europe (to stall) as bar-goers (to eschew) beer in favour of wines and pre-mixed drinks.

13. Rewrite the following sentences in the passive.

1. Cooperative advertising occurs when producers and retailers share the expense of advertising. 2. Advertising directed at business buyers they classify as trade, industrial, farm, or professional advertising. 3. Broadcast, print, direct mail, and outdoor advertising are the major media advertisers use. 4. Typical advertising timing schemes include steady, seasonal, periodic, start-up, and promotional patterns. 5. Many companies that use the services of agencies, however, also maintain their own advertising departments. 6. Reviewing the benefits of advertising shows that it reduces distribution costs, contributes to economies of scale by creating mass markets and provides product information. 7. Advertising also reduces the cost of newspapers and magazines and pays for much of our television and radio entertainment. 8. Firms also rely on promotional activities to reduce or eliminate substantial variations in demand throughout the year. 9. Often a firm uses promotion to position a product as different or superior to competing products. 10. Publicity and, to a lesser extent, advertising provide effective vehicles for image building.

14. Fill in the gaps with the correct modal verb.

1. It is quite possible that one person … hold remarkably different views about advertising at the same time; for instance, one individual … simultaneously hold different beliefs. 2. Advertising … be more stringently regulated by the government. 3. Commercial advertising … be directed at ultimate consumers or business buyers. 4. Advertising is many things and it … have a variety of meanings to the same person at a given point of time. 5. Intuitively, we … suspect that advertising is most likely to exist and prosper in those societies that have moved beyond a subsistence existence. 6. In addition we … suspect that advertising would be more important as specialization develops in manufacturing and as manufacturers become more remote from the consumer. 7. The larger the manufacturer, the less likely is he to be in regular contact with his potential customers and the more he … depend on advertising. 8. Advertising developed in importance as manufacturers began to make more than … be consumed in their immediate neighborhood. 9. Promotional messages … inform consumers about organizations and products and influence them to make a purchase or adopt a special cause or belief. 10. Promotional programs … be built around a single objective or multiple objectives. 11. A promotional mix … contain any of all of the four elements, depending on the firm’s objectives. 12. It is important to keep in mind that the elements in the promotion mix … be coordinated and linked together. 13. When consumers enter into a service transaction, they …, as a general rule, interact with service firm employees. 14. The role of an advertising agency … vary from a simple supplier to a genuine business partner.

15. Fill in the gaps with the correct article if necessary.

Gillette Company believes that people are similar … world over. Backing up its conviction, … firm more than once has used … single campaign to advertise … shaving product worldwide. For example, to launch … twin-bladed Sensor razor in 1990, … company spent $110 million on television and print advertising in … North America and … Europe. Gillette introduced … Sensor product in … US men with sporty commercials during … Super Bowl. … next month, … company started running nearly identical commercials in 18 countries. All … commercials used diagrams of … Sensor blades efficiently cutting whiskers and featured manly, if not macho, spokesmen. … only elements of … campaign that changed from … country to … country were language and specific sports images. Gillette translated … commercial into 26 languages. … French theme line, for example, became “La perfection au masculin”, or “Perfection, male style”. That translation overcame … problem of “Perfection” as … feminine noun in French. As for sports imagery, … European commercials replaced … US football scenes with shots of soccer action.

16. Put the verbs in brackets into the correct infinitive form or –ing form.

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