2. Language practice.

A . Three people describe their favourite advertisements .

Read the text and answer the questions.

1. There’s one about a car with lots of children and people dancing. They’re all playing around. I like it because it’s colourful, I like the music and it’s chaotic. But I can’t remember what car is. Oh, and I hate all the ads for banks and insurance companies. They’re so boring.

2. The one I liked was Levi Strauss, when a very good- looking boy dives into a pool. And everyone thinks he looks marvelous. And there’s a great tune they play-‘Mad about the boy’.

3. I liked the Renault Clio ad so much that I went out and bought the car. My husband hadn’t passed his driving test and it was totally my decision. I thought it was a funny ad. It just appealed to my sense of fun and actually it was a bit of a joke to say that I’d bought something as big as a car purely on the basis of the advert.

Note: Levi Strauss [livai straus]

Answer the questions.

1. What product do they mention?

2. .What are the reasons for their liking the ads?

B . Which of the following statements do you agree with?

1. People remember advertisement not products.

2. Advertising raises prices.

3. Advertising has a bad influence on children.

C. Advertising media and methods.

1. Newspapers and TV are two advertising media. Can you think of others?

2. Complete the table with the words in the box..

Directories mailshots promote cinema

Run public transport launch leaflets

Commercials billboards/hoardings word-o f –mouth publicise

Exhibition place free samples sponsorship

Point-of sale posters research sponsor

Target endorsement slogans television

Press

Advertising

MEDIA METHODS VERBS

Radio jingles persuade

D. Read the text

Outdoor advertising – a breath of air

The world of outdoor advertising billboards, transport and ‘street furniture’ (things like bus shelters and public toilets) – is worth about $18 billion a year, just 6% of all the world’s spending on advertising. But it is one of the fastest-growing segments, having doubled its market share in recent years.

Outdoor advertising’s appeal is growing as TV and print are losing theirs. The soaring cost of TV are prompting clients to consider alternatives. Dennis Sullivan, boss of Portland Group, a media buyer, calls outdoor advertising the last true mass-market medium. It is also cheap. In Britain, a 30-second prime-time TV slot costs over ₤60,000 ($100,000); placing an ad on a bus shelter for two weeks works out at about ₤90.

Adding to its attractions has been a revolution in the quality of outdoor displays. Famous architects such as Britain’s Sir Norman Foster are designing arty bus shelters and kiosks with backlit displays. Backlighting, introduced in Europe by Decaux and More, and plastic poster skins have vastly improved colour and contrast.

Movement is possible too. Smirnoff used new multi-image printing to make spider, seen through a vodka bottle, appear to crawl up a man’s back. And Disney advertised its ’101 Dalmatians’ video on bus shelters with the sound of puppies barking.

This sort of innovation has attracted a new class of advertiser. Recent data from Concord, a poster buyer, shows that in Britain, alcohol and tobacco have been replaced by entertainment, clothing and financial services as the big outdoor advertisers, like car makers, are using it in new ways. BMW ran a ‘teasers’ campaign in Britain exclusively on bus shelters.

Particularly attractive to the new advertisers is street furniture, the fastest growing segment of the outdoor market. It accounts for some 20% in Europe and about 5% in America.

Note:” teaser” –короткое привлекательное рекламное объявление.

Arty- artistic, trendy.

Discuss these questions.

1. Outdoor advertising is increasing in many countries. Is this a good thing?

2. What products do you think are suitable for outdoor advertising?

5. Choose one of the advertising media below.

Make a short presentation on its advantages and disadvantages

Television Billboards Newspapers Street furniture

A set of criteria for evaluating advertisements: colour ,visual appeal, drama, humour, clarity, beauty ,glamour, real-life.

Prompts; clever ,interesting ,funny ,inspiring, eye- catching, powerful ,humorous, shocking, informative, attractive.

F. Read the text and answer the questions.

Andrew Pound, a marketing manager for Kraft, talks about successful advertising.

.

-Andrew ,could you tell me what has been your most successful advertising campaign?

-I did a campaign for a marmalade product. It was a campaign we organized with a radio station, we concentrated on classical music . We targeted the morning, the breakfast programme and we had a series of regular ads, we had a sponsorship tie-up and we had a competition. And the response was tremendous. We had a huge increase in sales. So the campaign was extremely positive, but the key thing that made it successful was the amount of money we spent – very little money.

-Why do you think it was successful?

-Targeting. We had a very good match between the types of people who we knew bought marmalade and the types of people who we knew listened to the radio station. And we fitted them together in a way that made sense. At breakfast time marmalade is a product eaten mainly by older people, and they were listening to this radio station. That’s what made it a success.

Questions.

1. What reasons does Andrew give for the success of the advertising campaign?

2. Who was the target consumer in the campaign?

3. What advertising media does Andrew use in the campaign?