3. Read the business advice information. Match the questions (1-4) with the paragraphs (a-d).

1 What does it say?

2 Why are you advertising?

3 Where will you advertise?

4 Who is it for?

Choosing the right advertising for your product or service is really important. Here are some tips. Understand your customers. Find out who they are (their age, interests, lifestyles, income, buying habits). Find out what is the best way to reach them. Which newspapers do they read? Which TV programmes do they watch? What do you want your advertising to achieve? What is its purpose? Do you want to inform people about your product or service? Do you want them to buy it, or see it in a different way? What is USP (unigue selling point)? Keep your message simple and clear. Say just one thing, e.g. “This is new”, “This is better”, “This makes life easier”. Make sure you have a headline that is eye-catching. Make sure the text tells the customer everything you want them to know. Choose a method that will reach your target market. It's no good having a brilliant advertisement if the right people don't see it. It's useless to tell five milion people about something that only 100,000 people need to know: banks don't use TV to tell existing customers about a new kind of account.

4. Find the words or phrases in the advertisements which match the definitions below.

BE THE FIRST IN YOUR

BLOCK TO OWN THIS

STATE-OF-ART

DIGITAL SOUND SYSTEM

THIS SOFTWARE PACKAGE

Is so user-friendly

anyone can learn how to

use it in a few hours.

This versatile personal

organizer functions as

a daily planner, address

book, and calculator.

THE LADIES'

TRAVEL KIT

Ideal for the

business woman

of today

AT WESTERN CARPETS

WE OFFER GREAT SERVICE

AND UNBEATABLE

PRICES!

THE ULTIMATE RANGE OF

CARRY-ON LUGGAGE

Is compact and

LIGHTWEAR.

CHECK OUR PRICES TODAY!

a easy to use ______________________

b cheapest on the market __________________

c perfect ________________________________

d can do different things ___________________

e modern _______________________________

small __________________________________

5. Work in pairs. Read the advertisement and discuss the questions.

1 What product is the advertisement for?

2 Who are the customers?

3 What is the purpose of the advertisement?

4 What is the message?

5 What is the method?

6. Look back at the marketing report you did in Unit 12, ex.9. Work in groups and design an advertisement for the product. Make sure your advertisement:

• is appropriate for the product and the customer’s

• has a clear purpose

• has a clear message

• is in the right place

7. Collect some advertisements from newspapers, magazines and fliers. Choose one you think is good and present it to the class. Say why you think it is good. Make a class display of good advertising material.

8. Read the text about word-of-mouth advertising.

• In most if the lines 1-13 there is one extra word which does not fit. Some lines, however, are correct.

• If a line is correct, put a tick(√) on the appropriate line.

• If there is an extra word in the line, write that word in the space provided.

When your friends tell you about the wonderful vacuum 1 ….√.......

cleaner they have just bought it, or about this absolutely 2 …..it......

delicious new brand of fruit juice, that is the word-of-mouth 3 …..........

advertising. Marketers have only been recently discovered 4 …..........

that word-of-mouth information spreads more quickly than 5 …..........

any other form of advertising, especially among them teenagers. 6 …..........

When people plan to buy a product, they ask their friends and 7 …..........

relatives about their experiences with that particular type product. 8 …..........

Many people trust this kind of an information because it is given 9 …..........

By someone independent of the company. In addition, 10 …........

a lot of people also buy our things on the advice of friends or 11 ….......

relatives, even if they were not planning to buy that anything. 12 ….......

GRAMMAR REVIEW