2. Listen to the Dialogue between two speakers and answer the questions below. Then listen again and check your answers

1. What are the speakers discussing?

2. Why is the first speaker so worried about the new advertising campaign?

3. What is the purpose of this advertising campaign?

4. What combination of media is planned by the company in the advertising mix?

5. What advantages of direct mail were mentioned by the first speaker?

6. How many customers will be informed by direct mail shot?

3. Complete the Dialogue using the words in italics. There are two words which you don’t need to use

pays off, evaluative, competitive, persuade, media, influence, success, attention, sales, effectiveness, direct mail, flexibility

KATE: Good morning. I am studying the problems of advertising. Maybe you could give me some information on this problem.

HELEN: Good morning. Well, to begin with, a firm has to ask itself a number of important questions in relation to advertising: How much should the company spend on advertising? What combination of (1) ___ will work best? What effect does advertising have on the company’s sales?

KATE: To my mind, to answer these questions the company should use some methods of measuring the (2) ___ of advertising.

HELEN: You see, most of the methods focus not on (3) ___ changes but on how well the communication is remembered, recognized, or recalled.

KATE: But why? Can these methods really measure to what extent the advertising really (4) ___?

HELEN: No, they can’t, because many factors besides advertising (5) ___ sales success. Advertising has some impact on a product’s sales but the exact effect is uncertain.

KATE: Then what information is given by these methods?

HELEN: At present most (6) ___ methods simply tell which ad is the best among those being appraised.

KATE: But if I am not mistaken, even though one ad may be found to be more memorable or to create more (7) ___ than another, that fact alone gives no assurance of relationship to sales (8) ___ .

HELEN: That’s right.

KATE: Then should the company advertise?

HELEN: Without advertising to inform the public of its product, the company will have a difficult time winning brand recognition and brand acceptance. Without advertising it will probably be difficult to (9) ___ dealers to carry the firm’s product, especially if (10) ___ brands are well known.

KATE: I see. Thank you very much indeed.

HELEN: You are welcome.

Unit II. Media-planning

Pronunciation

Check the pronunciation of the following words in the dictionary

Media

media vehicle

time schedule

outdoor displays

mass transit vehicles

location

demographic characteristics

broadcast media

magazine ad

complicated process

Warm-up

Work in groups and discuss the following questions

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

2. What types of mass-media are known to you? Which of them are more effective in advertising?

Compare your answers with the class. Do they have anything in common?

Reading

Read the text and compare the ideas given in the text with your own ones. Were you right in your suppositions?

A media plan is one of the most important steps in an advertising campaign. It aims at determining the exact vehicles to be used and the period of time when the ads appear.

To formulate a media plan, the planner selects the media for the campaign and draws up a time schedule for each medium. The ultimate aim of the media planner is to reach the largest number of people in the advertising target per dollar spent on media.

First of all, a planner must decide which kinds of media to use. The major kinds are radio, television, newspapers, magazines, direct mail, outdoor displays, and mass transit vehicles. For example, Hipp Company, a baby food producer, might use young women’s magazines, daytime family channels or late night TV.

Media planners take many factors into account when they devise a media plan. They analyze the location and demographic characteristics of people in the advertising target because different media appeal to the people of different age-groups and locations. For example, there are radio stations and TV channels especially for teenagers, magazines for men in the 18 to 34 age group, and television programmes aimed at adults.

The content of the message sometimes affects the choice of media. Print media, for instance, can be used more effectively than broadcast media to present many issues or numerous details. If an advertiser wants to promote beautiful colours, patterns, or textures, media that offer high-quality colour reproduction, magazines or TV, should be used instead of newspapers. For example, food can look extremely appetizing and delicious in a full-colour magazine advertisement, but it is far less attractive in black and white.

In any case, the choice of media is a complicated process which determines the success of an ad.

Skimming

Skim through the text and complete the following sentences

1. A media plan is… .

2. When media- planners formulate the media plan they … .

3. The ultimate goal of media- planning is … .

4. The major kinds of media are … .

5. When media- planners devise a media-plan they … .

6. Media-planners should be careful in choosing types of media because … .

Word Study