2. Reading for main ideas

1. Look at the true/false statements that you completed. Decide whether or not to change them according to information than you learned from Reading One. If a statement is false, rewrite it to make it true.

2. Write short answers to the following questions. Then compare your answers with the class.

1. Who is Jacko? What does he show about international advertising?

2. What problem do advertisers have when they try to translate ads directly from one language to another?

3. What must a global advertiser understand in order to avoid having problems?

4. Why should a company offer different products in different countries?

3. Reading for details

C

1. A battery Bunny.

1. firm

2. goal

changed its campaign from Jacko to the Energizer

100. market

4. translator

2. There are many problem with

even with languages that

are similar, such as English and Spanish.

1. advertising c. translation

2. marketing d. competition

3. Different countries have different styles of different uses of words and feelings.

1. writing c. advertising

2. communicating d. competing

3. Some countries do not allow

which involve

ads for children’s products.

omplete the sentences below with the most appropriate word. Make sure that the sentences are correct according to the information that you have read.

1. newspaper c. magazine

2. TV d. radio

5. Drinking beer with a meal is an example of a _.

1. culture c. custom

2. style d. law

6. M

   in the

   any new products fail because there is a lot of

world today.

1. advertising c. communication

2. business d. competition

7. T

   of

   he Nova campaign failed in Latin America because of the

the ads.

1. goal c. style

2. cost d. message

8. A

   1. Germany

   2. Japan

   100. Malaysia

   4. Britain

   ds that show a group of people sharing good feelings are often quite successful in

4. Reading between the lines

Read the following plans for marketing and advertising campaigns. Do you think that these campaigns will be successful? Use information from Reading One to explain your opinion.

1. Frutico is a fruit drink company. Last year it had a pineapple juice product that was very successful in Mexico. This year it plans to sell the same product in

Canada. This drink will be the first Frutico product sold in Canada.

Do you think the campaign will be successful? Yes No Maybe Explanation:

2. Jolie is a clothing firm than sells business suits for women. Last year it was not very successful. In order to save money, the firm has decided to pay a translator to translate its ads from French to Japanese. This costs less than paying a writer to create new ads.

Do you think the campaign will be successful? Yes No Maybe Explanation:

3. Happy Time is a company that sells children’s toys. It plans to advertise its products on TV in several Asian countries. By using only one type of advertisement, it can save time and money. The competition does not advertise on television at all.

Do you think the campaign will be successful? Yes No Maybe Explanation:

4. Sandwich Express is a restaurant that will soon open new stores in Saudi Arabia. Each store will have several large signs advertising the use of Arabian spices in Sandwich Express products. These spices are not used in the home country of Sandwich Express.

Do you think the campaign will be successful? Yes No Maybe Explanation: