Module 5

Exercise 1. Translate the following words.

Durable goods, flagship brands, detergent, obstacle, unprocessed food, partial nudity, market round the globe, unified market, global media, follow the trend, to maintain brand consistency, to prohibit commercials on TV, acceptable advertising material, colonization of the local culture.

Exercise 2. Read and translate the following text.

Global marketing and advertising

There are some products that can be marketed around the globe without much variation in the marketing strategy or ad campaign. These are usually durable goods that vary little between markets (e.g., machine parts) or flagship brands that are known across borders. One example of such a brand is Coca-Cola. Coke uses the same strategy from country to country and it often uses the same commercial, just translating them into different languages. Other products that have standardized marketing campaigns include Unilever detergents, Marlboro cigarettes, Perrier water, Kellogg's Frosted Flakes, Pond's skin creams, Ajax cleaners, Canada Dry mixers, Exxon oil, Levi's blue jeans, and British Airways. This trend toward standardized marketing is growing.

Reasons. There are several reasons why companies are turning to global marketing. First of all, it is less expensive. It saves time and money if a company only needs to translate its advertisements in different markets. Second, a unified market is growing across country borders. This market is created in part by global media, such as Rupert Murdoch's Sky Channel, Ted Turner's TBS channel, CNN, and Music Box and MTV, which are both music video channels show the same programs everywhere. A new generation of consumers follows the same trends whether they live in Sweden or Colombia. Third, as consumers increase their international travel, companies want them to recognize their products across country lines. As the world gets smaller, companies try to maintain brand consistency.

Obstacles. There are, however, obstacles to the global strategy. Some of the obstacles relate to the products themselves. Certain products, such as unprocessed foods, are difficult to market through a standardized approach. People don't change eating habits readily. Companies usually need to use local strategies for this kind of product. Other obstacles relate to the ad campaigns. Some countries limit or altogether prohibit commercials on TV. A company that depends on a standardized TV ad may have to adapt its ad to other media in these countries. Also many countries require local participation in advertisements so that often ads must be remade locally. Countries also vary on what they consider acceptable advertising material. In the United States and Asia, partial nudity in general advertising is not acceptable; in western Europe it is. Finally, some countries prohibit advertisements that do not reflect local culture, as they fear colonization of the local culture.

Exercise 3. Answer the questions.

1. What goods and brands are known across borders?

2. Are the marketing strategy and ad campaign of such goods different or the same in different countries?

3. Can you give examples of products, which have standardized marketing campaigns?

4. What advertisements are used in global marketing?

5. Do global media help to create a global market?

6. Does international travel promote global marketing?

7. Is a standardized approach suitable for marketing unprocessed food?

8. What strategies are usually used for this kind of product?

9. What variations in advertising the product may be observed in different countries?

10. How does advertising in Asia differ from that in Europe?

11. Should ads reflect local culture?

12. Do you think that foreign commercials may lead to the colonization of local culture?

13. In what way do you think TV contributes to a global market?

14. How will these new developments affect the new global market?

15. What age group often is the target of global marketing?

16. As this market grows older do you think it will continue to have uniform tastes?

17. Why don't the companies try to market to the older generations?

18. Has your government tried to restrict any advertising campaigns?

19. Do you think global marketing and advertising can affect local culture? If so how?

20. Do you think local culture can be expressed in advertising? If so, how?

Exercise 4. Fill in the appropriate words;

a) advertise; b) advertise; c) advertisement; d) advertising; e) calendar; f) commercials; g) having; h) important; i) it; j) on; k) products; l) promotion; m) public; n) publicise; o) publicise; p) publicity; q) raising; r) reprimanded; s) space; t) time.  

1. Almost all of his________now is spent with________, and he wants to move

into feature films.

2. The National Dairy Council was_______for an______ headlined: "Worried

about Osteoporosis?"

3. "Publicity,_______, publicity is the greatest moral factor and force in our

_______life" (Joseph Pulitzer)

4. We have a "What's On" column and will_______details of your fund _______

and social events free.

5. In 1987 British brewers spent £100 million_________advertising and_______.

6. "The most_________word in the vocabulary of________is test".

7. She has never had to________any of her__________.

8. Do I understand that you're proposing to________your products with a_____

that degrades women?

9. Newspapers are_________to respond to the growing demand for advertising

__________ by adding extra pages.

10. Already______costs £ 100,000 on average to______ and launch a feature film

in Britain. (Alexander Walker)

Exercise 5. Match the beginning and the end of the sentences.

1. In Britain, ministers have complained…

2. Let us know as soon as possible so that we…

3. They exercise careful control over who can…

4. For every unskilled job we advertise, …

5. Anyone Can Canon Can", …

6. They had found lodgings for the two boys…

7. The planning authority also has to advertise…

8. The minister has blamed them for poor…

9. A dramatic example of this is…

10. Once you are registered…

a) …can publicise details of your property to maximum effect.

b) …or so the TV commercials tell us.

c) …we get a hundred applicants."

d) …about "the Number 10 publicity machine".

e) …locally any proposals involving large buildings.

f) …advertise in their newspapers and what kinds of advertisements appear.

g) …you can advertise.

h) …through an advertisement in a local magazine.

i) …publicity surrounding the launch of a series of food safety guides.

j) …the publicity given to the secret annexes to the 1939 Molotov-Ribbentrop Pact.

Exercise 6. Fill in the blanks.

1. Some commercial _____ media include: billboards, ____ flyers, radio, cinema and television ads.

a) adverts/print;

b) advertising/printed;

c) advertisements/printing.

2. ..... web banners, ____, bus stop benches, magazines, newspapers, ____ criers, sides of buses, taxicab doors and roof mounts, .....

a) skywrite/towns;

b) skywritten/town;

c) skywriting/town.

3. ..... musical stage shows, elastic bands ___ disposable diapers, stickers on apples ___ supermarkets, the opening section of streaming audio and video, and the backs ____ event tickets.

a) on/in/of;

b) at/at/off;

c) from/into/under.

4. Any place an "identified" sponsor pays to ____ their message through ___ medium is ____.

a) delivered/the/advertised;

b) deliver/a/advertising;

c) delivering/an/adverts.

5. Covert advertising embedded ____ other entertainment media is ___ as product placement.

a) on/know;

b) at/known;

c) in/known.

6. The TV commercial is generally ____ the most effective ____-market advertising format ....

a) consider/massive;

b) considered/mass;

c) considering/masses.

7. .... and this is reflected by the ____ prices TV networks charge for commercial airtime ____ popular TV events.

a) high/during;

b) big/for;

c) large/since.

8. The ____ US Super Bowl football game is known as much for its ____ advertisements as for the game itself, ....

a) every year/commercials;

b) annually/commerce;

c) annual/commercial.

9. .... and the average cost of a ____ thirty-second TV spot ___ this game has reached $2.3 million (as of 2004).

a) one/for;

b) single/during;

c) unique/since.

10. A brand franchise _____________ to a greater or lesser degree depending on product and market.

a) would be accomplished;

b) will have been effected;

c) can be established.

11. In Texas, for example, ______________ to hear people refer to any soft drink as a Coke .....

a) it is common things;

b) weren't usual times;

c) were uncommon.

12. ... regardless of whether ___________ by Coca-Cola or not (more accurate terms would be 'cola' or 'soda').

a) they have actual productions;

b) it is actually produced;

c) these are actual facts.

13. A legal risk of the brand franchise is that the name _____ so widely accepted…

a) can become;

b) is becoming;

c) may have had become.

14. .... that it becomes a ______________, .....

a) general terminology;

b) generic term;

c) general kind of full term.

15. .... and _____________________. Examples include "escalator", "aspirin" and "mimeograph".

a) lost trading protection;

b) loses trademark protection;

c) losses of trading.

16. _________________ short or long term increases in sales, ...

a) some more aims are;

b) other objectives include;

c) more targets have.

17. ... market share, awareness, _______, and image improvement.

a) product information;

b) production data;

c) produce info.

Exercise 7. Fill in the necessary article.

Some commercial advertising media include: billboards, printed flyers, radio, cinema and television ads, web banners, skywriting, bus stop benches, magazines, newspapers, town criers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, a)___ opening section of streaming audio and video, and b)_____backs of event tickets. Any place c)______"identified" sponsor pays to deliver their message through d)_____medium is advertising. Covert advertising embedded in other entertainment media is known as product placement.

e)_____TV commercial is generally considered f)_____most effective mass-market advertising format and this is reflected by g)_____high prices TV networks charge for commercial airtime during popular TV events.

h)_______annual US Super Bowl football game is known as much for its commercial advertisements as for i)_____game itself, and j)_____average cost of k)_____single thirty-second TV spot during this game has reached $2.3 million (as of 2004).