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‘What is branding and why do we need brands?’

‘A brand can be a .…1… , a term or a symbol. It is used to …2….. a product from ……3….. products. The brands guarantee a certain ….4….. level. Brands should add value to products. It’s a …5….. effect whereby one plus one equals three. But customers must believe they get extra value for … 6…. .

b. Listen to the second part of the interview and complete the chart

c.Listen to the last part and complete the summary below.

1.Customers want:

a. …………. b. ……………. C. …………….

2.Customers like to:

a. rely on the ……… guaranteed by the company.

b. …………… products. C. …………. with brands.

Reading Fashion piracy

a.Discuss these questions before you read the article.

1.Do you own a product which is illegal copy of a well-known brand? If so, what is it? Where did you buy it? How much did it cost?

2.How can manufacturers protect their brands from piracy (illegal coping)?

b.Match these words and phrases with the definitions

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c.Read the article quickly to find out:

1.which Calvin Klein products are commonly copied.

2.why the problem is getting worse.

3.how the company is dealing with it.

d.Read the article again and answer these questions.

1.What was Calvin Klein’s attitude to counterfeiting in the past?

2.Why has the company changed its way of dealing with counterfeiters?

3.What has the company done to change the way its business operates and to increase its size?

Calvin Klein is tired from piracy, says Alice Rawsthorn, and has started a global offensive against counterfeiters

Fashion victim fights back

Walk into a street market anywhere from Manila to Manchester, and someone will be selling T-shirts branded with the distinctive CK logo of Calvin Klein, the New York fashion designer.

If the price is very low, the T-shirts are probably fakes. Calvin Klein, like most other internationally-known fashion designers, has, for a long time, had problems with counterfeiters selling poor-quality merchandise bearing his brand name. Now he is doing something about it. ‘As the Calvin Klein brand has become well-known, we’ve seen a big increase in counterfeit activity’, says Gabriella Forte, chief executive of Calvin Klein. “The betterknown the brand name, the more people want to rip it off”.

In the past Calvin Klein took a relatively passive approach to the counterfeit problem. The company has now got tougher by establishing a network of employees and external specialists to uncover copyright abuse.

The move began with a general change in corporate strategy whereby Calvin Klein has aggressively expanded its interests outside North America. Calvin Klein has been one of the leading fashion designers in the North American market since the mid-1970s. Now Calvin Klein is building up its fashion business in other countries. It has increased its investment in advertising, and restructured its licensing arrangements by signing long-term deals with partners for entire regions such as Europe or Asia, rather than giving licensing rights to individual countries. But as sales and brand awareness have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters, alongside other luxury brands such as Gucci, Chanel and Ralph Lauren.

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The fake goods, mostly T-shirts, jeans and baseball caps, not only reduce the company’s own sales but damage its brand image by linking it to poor quality merchandise. ‘You’d be amazed at how many people pay $5 for a T-shirt without realizing it’s counterfeit’, said one executive.

From the Financial Times

Work in pairs.

Role play either the fashion designer or the general manager.

Fashion designer

You are a self-employed young fashion designer at the start of your career. A large store is selling T-shirts which look exactly the same as some of your new designs which you haven’t sold yet. You meet the general manager of the store to make your complaint and ask for financial compensation.

General manager

You are going to meet a young designer who thinks you have stolen their designs. It is quite common for the store’s design team to get ideas for products from student fashion shows and art school exhibitions. Be sympathetic, but admit nothing.

Unit 8 Marketing mix - Promotion and Placement Reading

Rearrange the sentences below to make a complete text about marketing channels

a.If there is only one intermediary, it could be a dealer or retailer for consumer goods, or a sales agent or broker for industrial goods.

b.In other words, decisions about the location of manufacturing and assembly plants and warehouses, inventory levels, and transport methods should ideally begin with the needs of customers.

c.More complex channels add further intermediaries such as transport companies, wholesalers, and independent distributors.

d.Most producers, however, use a marketing channel involving one or more specialized intermediaries.

e.Of course, the choice of which physical distribution channels to use should not come at the end of the marketing process.

f.On the contrary, according to the logic of marketing, companies should begin with considerations such as location of target customers, and work back to raw material sources and manufacturing.

g.Some manufacturers do direct marketing, selling their goods directly to the end - users.

h.These are essentially a short delivery time and a guarantee that products arrive in good conditions.

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i.They can reach these consumers with their own door-to-door sales reps; by direct mail (sending catalogues, leaflets, brochures, order forms, and so on by post); by telephone selling; or by advertising and receiving orders via the Internet.

j.Yet the demands of retailers and customers clearly also have to be balanced against excessive inventory costs, as large inventories tie up capital and increase the risk of spoilage or obsolescence.

Vocabulary

Exercise 1 Add appropriate words from the text to these sentences.

1.We do …… marketing, by mail and telephone.

2.Last year we mailed our 160-page …….. to over 10 million homes.

3.Obviously most ……. goods are sold through retailers.

4.Producers of ……. goods often have a large network of sales agents.

5.It’s logical to store finished products close to your ……. customers.

6.This is a key element in choosing the ……. of a warehouse.

7.Both retailers and customers generally demand a short …… time.

8.The trouble with having a large ……… is that it immobilize a lot of money.

Exercise 2

4.(and 7 Down) We don’t use any intermediaries, but sell directly to the

……..(3 –4).

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5.Look, I’m a ……. (8), and these are my prices. I can’t give you a wholesale price, even if you buy my entire stock.

6.I’m an insurance ……. (6) . I advise customers where they can get the best deal. In other words, I bring together sellers and customers, and the seller pays me a commission.

9.This warehouse is owned by a big ……. (10) which stocks goods from lots of suppliers, and distributes them to retailers when they place orders.

Read the text and translate it. Decide which of the three summaries on the next page most fully and accurately expresses its main ideas.

Marketing is often defined as a matter of identifying consumer needs and developing the goods and services that satisfy them. This involves developing the right product, pricing it attractively, and making it available to the target customers, by persuading distributors and retailers to stock it.

But it is also necessary to inform potential consumers of the product’s existence, its features, and its advantages, and to persuade them to try it. There are generally several stages involved in a consumer’s decision to buy a new product. A well-known acronym for this process is AIDA, standing for

Attention, Interest, Desire, and Action. According to the familiar “4 Ps” formulation of the marketing mix – product, price, place and promotion – attracting attention, arousing interest, and persuading the consumer to act are all part of promotion. Marketing textbooks conventionally distinguish four basic promotional tools: advertising, sales promotion, public relations, and personal selling, which together make up the marketing communications mix.

For consumer goods, the most important tool is generally advertising. As well as advertising particular brands, companies also carry out prestige or institutional advertising, designed to build up the company’ name or image.

Advertising is often combined with sales promotions, such as free samples, coupons and competitions.

For industrial goods, particularly specialized ones, the most important tool is often personal selling. Sales reps can build up relationships with company buyers, and can be very useful in persuading them to choose a particular product.

The fourth promotional tool is public relations (frequently abbreviated as PR): activities designed to improve or maintain or protect a company’s or a product’s image. Public relations include things like company publications, most notably the annual report, sponsorship, community relations programs,

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the lobbying of politicians, and the creation of new stories, all designed to get publicity for the company or a particular product. Unlike paid advertising, publicity is any (favorable) mention of a company’s products that is not paid for, in any medium received by a company’s customers or potential customers. Companies often attempt to place information in news media to draw attention to a product or service. Quite apart from financial considerations, the advantage of publicity is that it is generally more likely to be read and believed than advertising. It can have a great impact on public awareness that could not even be achieved by a massive amount of advertising.

Within the limits of their budget, marketers have to find the optimal communications mix of advertising, sales promotion, personal selling, and publicity, without neglecting the other elements of the marketing mix, i.e. the possibility of improving the product, lowering its price, or distributing it differently.

First summary

Marketing involves making a good, cheap product and convincing customers to buy it by way of a good communications mix. For consumer goods, this is generally done with advertising and sales promotions. For specialized industrial goods, this is done by personal selling. Publicity, such as favourable mentions of a company products in news media, is also useful.

Second summary

Marketing involves four basic elements: advertising, sales promotion, public relations, and personal selling. The first three of these are used for consumer goods, the last for industrial goods. These tools, along with product improvement, price reductions, and distribution channel innovations, make up the communications mix.

Third summary

Marketing involves producing the right product, pricing it attractively, making it available to potential customers, and promoting it. With consumer goods, this largely involves advertising and sales promotions. For industrial goods, personal selling is often more important. Publicity is also a useful tool as it is cheaper and generally more credible than advertising. Marketers have to combine these tools to create the best possible communications mix.

Match up the following verb-noun collocations from the text

Read the three case studies below. Then discuss the questions that follow each one.

Case 1. McDonald’s

The famous fast food company, McDonald’s, launched campaign 55 to help it compete against rivals like Burger King and Wendy’s. They had a six-week promotion costing $320 million. McDonald’s offered a Big Mac (a type of hamburger) for 55 cents instead of $1.90. When customers were at the cash register, they found that they had to buy French fries and a drink at the full price to get the cheap burger.

1.Why do you think this promotion was unpopular with McDonald’s customers?

2.How do you think McDonald’s dealt with the situation?

Case 2. Pepsi

The Pepsi Cola company had the idea of offering a Harrier jump jet (an air liner) as a ‘joke’ promotion. The advertisement was first shown in the Seattle area in the US. It showed a teenager modelling some merchandise available as part of the Pepsi Stuff promotion. At the end, a Harrier jet landed outside the school and the boy came out of the cockpit saying, “It sure beats taking the bus to school”.

The promotion rules allowed customers to save up Pepsi Stuff points by collecting labels from Pepsi drinks or buying them directly for 10 cents each. The advert statedjokinglythat 7million points were needed for someone to claim the jet. A business student, John Leonard, intends to take Pepsi Cola to court regarding the promotion because he thinks they should give him the prize.

1.What prize do you think John Leonard is claiming from Pepsi Cola?

2.What did he do to claim the prize?

3.Why do you think Pepsi Cola have described his claim as frivolous (not serious)?

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Case 3 Irish Tourist Board

The Irish Tourist Board used to have the shamrock as its symbol. Recently it spent 100,000 pounds developing a new logo to attract tourists to Ireland. The logo showed two people with their arms outstretched in welcome. A tiny shamrock can be seen between the two bodies.

The new logo was part of a campaign to promote Ireland as a modern country offering good food and company. It was put on all the Tourist Board’s promotional material. The television and advertising campaign included music by the well-known group The Cranberries and showed pictures of a romantic, fun-loving Ireland. It was very successful abroad. Tourism increased by 14% in four months.

Unfortunately the Irish people didn’t like the new logo. The Minister of Tourism ordered the Tourist Board to get rid of the logo and bring back the shamrock – or something similar.

1.Why do you think the Irish people disliked the logo so much?

2.Was the Minister right to get rid of the logo?

3.Which logo do you prefer?

Skills Taking part in meetings

a. You work for a marketing agency representing a well-known chain of book shops. Answer the questionnaire below, inventing the information you need.

Questionnaire

1.What is the name of your client’s company?

3.Who are their target customers ( age, social class, etc.)?

4.Do they specialize in any particular type of book?

5.Do they sell any other products?

6.Do they offer discounts or other special services?

7.What is their brand image?

8.What is their share of the market?

9.Who is their main competitor?

10.Where are their shops located (city centers, suburbs, train stations and airports, etc.)?

b. Recently sales have fallen. Hold a meeting to discuss the possible reasons.

Make suggestions to improve your client’s sales and its brand awareness amongst its target consumers. Use phrases from the useful language box.

Useful language

Interrupting Hold on…..

Could I just say something? Sorry, but…..

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Asking for opinions How do you feel about…..?

Case Study Caferoma

Background

Caferoma, a well-known brand of coffee, is owned by the Pan European Food and Drink Company (PEFD), based in Turin, Italy. It is promoted as an exclusive ground coffee for gourmets. Its image is that of an Italian-style coffee. It has a strong full-bodied flavour and a slightly bitter taste. It costs more per 100 grams than almost every other ground coffee product on the supermarket shelves.

Problems

In the last two years, Caferoma’s share of the European quality ground coffee market has declined by almost 25%. There are several reasons for this:

Brand loyalty: Consumers have become less loyal to brands and are more willing to trade down to lower-priced coffee products.

Price: Supermarkets have been producing, under their own label, similar products to Caferoma at much lower prices.

‘Copycat’ products: Competing brands of Italian-style ground coffee at prices

30% to 40% lower than Caferoma’s price have cut into Caferoma’s market share.

Brand image: Consumer surveys show that the Caferoma brand no longer conveys a feeling of excitement and enthusiasm, and that it does not give the impression of being up-to-date and contemporary.

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Task

You are members of PEFD’s European marketing team. Hold an informal meeting to discuss Caferoma’s problems. Decide what actions are necessary to halt the decline in the product’s market share and to increase profits.

Possible solutions

Repositioning the product Change Caferoma’s image to appeal to a different market segment. (Which segment, and what changes should they make to taste, quality, packaging, logo, labeling, etc?)

Pricing Reduce the price by, say, 20% to 30% to make it more competitive. Advertising Devise a new advertising campaign. (The new message, kind of campaign, and any special promotions need to be considered)

Multiple brands Sell Caferoma, with minor product changes, under different brand names at lower prices.

Own label products Sell Caferoma coffee for supermarkets to package and sell under their own labels (but continue to market the Caferoma brand at the same time).

A new product Bring out an instant coffee or decaffeinated product under the Caferoma brand.

Stretching the brand Allow selected manufacturers of coffee equipment (cafetieres, percolators, coffee machines, etc ) to use the brand on their goods – for a licensing fee, of course.

Personal selling

Complete the text using these words

What do I do? I’m a salesman. Well, actually, because there are several women in our sales force, I guess I should say I’m a salesperson or a sales representative, or a sales rep for short. My job is to contact existing and prospective (1)……… . Some salespeople are based in companies’ offices, but I’ve always worked “in the field”, traveling and visiting customers.

You know, sales reps are often the only person from a company that customers ever see, so we are an extremely important (2)…….. of information. Someone calculated a long time ago that the majority of new product ideas come from customers, via sales reps. So our tasks include prospecting for customers,

(3)……. information to them about our company’s products and services, selling these products and services, helping the customers with possible technical problems, and (4)………… market research information. Since we

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have to be able to recognize customers’ needs and problems, we often

(5)……….. with engineers, particularly for technical products, and with market researchers.

The trouble with personal selling is that it’s the most expensive element in the marketing mix, so most firms only use it sparingly, often as a complement to

(6)………… . Sales reps like me are more often necessary for (7)……… deals than for providing initial information.

But these days we think about more than making a single deal. I mean, head office keep reminding us of “the marketing concept”, and telling us not to think about making short-term sales but about solving customers’ problems, bringing back information, achieving long-term sales, and (8)……… profits. We have to know all about the company and its products, about the customers, and about

(9)…….. . Of course, we also have to know how to give an effective sales presentation!

In this company, each salesperson is allocated a particular territory in which to represent our entire range of products. This allows us to cultivate personal contacts, and means we don’t have to travel too much. But I know other companies with highly (10)……. products or customers that prefer to have different sales reps for different products, or for different sets of customers.

Like most salesmen, I receive a fixed (11)……. plus commission on the quantity I sell. I’m also set a quarterly sales (12).……. that I’m expected to meet , as part of the company’s annual marketing plan.

Exercise 2. Sales promotions

Match the terms on the left with the definitions on the right:

Exercise 3

Match up the following collocations:

Exercise 4

Insert the ten terms from Exercise 1 in the gaps in the text below. You may need the plural.

Sales promotions such as free samples, price reductions, redeemable coupons, and competitions, are short-term tactics designed to stimulate either earlier or stronger sales of a product. (1)…….. , for example, combined with extensive advertising, may generate the (2)……….. of a newly launched product. Price reductions or (3)………. can be used to attract (4)……… brand-switchers to try a mature brand, or to reward regular users for their (5)……… and to maintain market share.

But brand-switchers being brand-switchers, sales promotions are only likely to produce a short-term response, unless the brand has good qualities that nonbrand users did not know about.

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Apart from attracting new users, price cuts in supermarkets can be used to counter a promotion by a competitor, or to sell excessive inventories, while the company reduces production. Retailers, rather than manufacturers, also often regularly reduce the prices of specific items as (6)………. which bring customers into the shop where they will also buy other goods. Manufacturers’ sales promotions are generally temporary, lasting the average length of the

(7)……. , because a product on offer too often appears to be cheap and therefore of low quality, which can seriously damage its (8)……… .

Sales promotions can also be used to encourage distributors and dealers to stock new items or larger volumes, or to encourage off-season buying. Companies can aim promotions at their own sales force, encouraging them to sell a new product or model, or to increase their activities in selling an existing one.

Sales promotions can also be used in the business market, by suppliers of components and supplies, for example. Yet, (9)……… are generally more interested in high quality and reliable delivery; unlike (10)……… , they tend not to be attracted by occasional price reductions.

Exercise 5

Now complete the following sentences about your own shopping habits:

I ……………. buy ……………. if the price is reduced.

I ………….. enter competitions, especially if you can win …………. . I remember buying ……………. after receiving a free sample.

I ……………… use coupons because ………………………………. . I am loyal to various brands, including ………………………………. .

On the other hand, for ………………………. I often switch between brands.

Unit 9 Product and Corporate Advertising

Exercise 1. Read the text. Select the correct alternatives to complete the text. Translate it.

Advertising informs consumers about the existence and benefits of products and services, and attempts to persuade them to buy them. The base form of advertising is free (1)………... advertising, which occurs when satisfied customers recommend products or services to their friends, but very few companies rely on this alone.

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Large companies could easily set up their own advertising departments, but they tend to hire the services of a/an (2)……… . A contract to produce the advertisements for a specific company, product or service is known as a/an

(3)……. . The client company generally decides on its advertising (4)……. , the amount of money it plans to spend in developing its advertising and buying media time or space. It also provides a (5)………. , or a statement of the objectives of the advertising, as well as an overall advertising strategy concerning what (6)……… is to be communicated. The choice of how and where to advertise (newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or billboards (US), point- of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and in what proportions, is called a (7)……. . The set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement are known as the (8)………. market. The advertising of a particular product or service during a particular period of time is called an advertising (9)……….. .

Favourable mentions of a company’s products or services, in any medium read, viewed or heard by a company’s customers or potential customers, that are not paid for, are called (10)…….. .

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1.What is the difference between product advertising and corporate advertising?

2.What other methods of advertising do you know?

3.As consumers get more used to advertising, companies have to come up with better ways of ensuring that people pay attention to their ads. What do you think of these recent experiments in advertising. Can you think of any new and innovative ways to advertise?

Interrupting telephone conversations with advertising messages (in exchange for free phone calls).

Talking ads at bank cash machines. Ads on toilet walls.

Advertising on small television screens on supermarket shopping trolleys.

Exercise 4

Many advertisements contain a slogan or short phrase to attract the consumers’ attention. Effective slogans are usually short, easy to remember, easy to repeat and easy to translate for international markets

1.Read the text about translations of slogans and brand names, and note the problem in each case.

a.In Taiwan, the translation of the Pepsi slogan ‘Come alive with the Pepsi generation’ came out as ‘Pepsi will bring your ancestors back from the dead’

b.When Parker marketed a pen in Mexico, its ads were supposed to say

‘It won’t leak in your pocket and embarrass you.’ However the company translated ‘embarrass’ as ‘embarazar’, which means ‘to become pregnant’. So the ads said ‘it won’t leak in your pocket and make you pregnant.’

c.In Italy , a campaign for Schweppes Tonic Water translated the name as Schweppes Toilet Water.

d.Colgate introduced a toothpaste in France called Cue, the name of a French pornographic magazine.

e.When Braniff Airlines translated a slogan for its comfortable seats, ‘fly in leather’ it came out in Spanish as ‘fly naked’.

In groups, write down five popular slogans in your language. Try to translate them into English. Read them out to the other groups and see if they can guess which products your translated slogans refer to.

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Listen to five people describing their favourite advertisements. ( Market Leader p.31)

Listen and make notes. Use the following two headings:

A. What makes a good advertisement? Use some of the words below.

B.Do you think that the advertising practices described below are acceptable? Are there any other types of advertisement that you find offensive?

1.Using children in advertisements

2.Using nudity in advertisements

3.Promoting alcohol on TV

4.Comparing your products to your competitors’ products

5.An image flashed onto a screen very quickly so that people are affected without noticing it (subliminal advertising)

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

1.People remember advertisements not products.

2.Advertising raises prices.

3.Advertising has a bad influence on children.

Show some advertisement taken from magazines to your classmates, discuss them:

What is it advertising? What do you think of it? Does it shock you? Do you think it was a successful advertising campaign? Why? Why not?

Reading Sacrilege /by Stephen Armstrong/

Read the text about controversial advertising. Do you think the VW campaign was successful? Discuss whether the company was right to launch such a controversial campaign?

Is Volkswagen bold or stupid? Across France, workmen have been busy scraping off 10,000 billboard advertisements for its new Golf following furious complaints from the Catholic Church. In a series of posters, the German

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carmaker’s model was likened to a religious revelation; one that showed Jesus at the last supper recommending the car to his disciples.

VW’s agency DDB Needham doubtless thought its advertising was ironic and extremely up-to-date. After all, the admen presumably figured, if outrageous advertising worked for the likes of Benetton, it could work to revive the image of the Golf, which is frankly rather old-fashioned.

After the Catholic Church threatened to sue for Ffr 3.3m ($550,000) to obtain reparation for the damage suffered by Christians, the agency and the carmaker confessed to their sins and agreed to remove the ads. ‘We have no disrespect for the fundamental values of society nor for the beliefs of the faithful’, said a spokesperson for DDB Needham. ‘We decided to retract the posters immediately in order to show our respect for the faith and the feelings expressed by certain believers.’ The agency’s penance has included making a substantial donation to a Catholic charity.

European consumers are exposed to hundreds of commercial messages a day, but the vast majority of these are ignored, so ads which shock have become more popular with advertisers. It is believed that these ads force consumers to listen to their message. But some adland thinkers argue that it’s a little more complicated than that.

Virginia Valentine, director of advertising’s foremost cultural analysis company,

Semiotic Solutions, argues that brands can no longer expect consumers to take sales messages at face value. Consumers challenge everything they are told, she believes, and will prefer brands that give them something back, rather than the oldstyle ‘here’s our product ain’t it great!’ philosophy which has dominated advertising since its inception. Thus ads can deal with social issues and refer to the news agenda these days. Inevitably, though, it can go horribly wrong. ‘The risk is, and I think this is true in the case of Volkswagen, that if you use images of faith and prostitute them, people will take offence. It’s all very well if you give them something back, but it is clear that Jesus could not have benefited from that poster campaign.

The ad agency, however, may well have done. The VW campaign might look like a marketing disaster, but increasingly ad agencies are selling to clients not simply their ability to write ads but their ability to write ads that generate PR. Some clients ask all agencies pitching for their business to demonstrate their ability to garner extra publicity.

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A deliberately shocking ad is the simplest way to get additional media coverage, and even if the media coverage is negative, it can still help to sell the product as advertisers like Benetton have already proved.

One supporter of Benetton’s work is Leon Jaume, Deputy Creative Director of ad agency Ogilvy & Mather, who believes its success lies in knowing its target.

‘In marketing terms the only real taboo is upsetting the people you want to buy your product,’ he says. ‘As long as it’s legal and the client is OK with it, you can offend anyone else and in many ways you should. I’d normally see outrageous advertising as a youth proposition though, and I think VW’s mistake may have been in selling a product that isn’t a youth product with this kind of style. Young people are receptive to taboo-breaking as they are more open-minded than older people. I think they positively welcome advertising that annoys their parents.’

Some agency creatives argue that young people today are fundamentally different from previous generations in their internationalism, and young consumers in Tel Aviv are closer to their counterparts in Paris, New York and Sydney than they are to their parents.

As this generation grows up, the argument goes, they will continue to be more broad-minded than their parents and will see the shattering of taboos as the norm. So outrageous advertising will no longer be limited to those products which target youth.

Perhaps Volkswagen was just ahead of its time, advertising to a market that wasn’t broad-minded enough in a country that still gets nervous when Church and State are challenged. Or perhaps VW’s collision with Catholics shows that for all their claimed acumen, ad agencies are less in touch with the public mood than they claim.

/The European/

outrageous – very shocking

disciple – a follower of any great teacher (esp. of a religious teacher) to revive – to recover – to become healthy again

reparation – repayment for loss or wrong to retract – to withdraw

to sue – to claim money because you have been harmed penance – suffering to show you are sorry

to take smth at face value – to accept smth without thinking inception – the beginning

to garner – to collect

a counterpart – a similar person in a different place collision - disagreement

acumen – the ability to make good judgment to be in touch with – to understand

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Read the text in more detail and choose the best answer

1.Which of the following is least likely to be one of the reasons why Volkswagen ran a deliberately provocative campaign?

a.to generate media coverage of the campaign

b.to shock some members of society

c.to show their lack of respect for the Catholic church.

2.Using taboo images in advertising has become popular with advertising executives mainly because

a.they only want to target young people.

b.consumers have stopped paying attention to conventional advertising.

c.products are becoming more international and sophisticated.

3.According to the text, shocking advertising is

a.always damaging for the advertiser.

b.always damaging for the ad agency.

c.the simplest way to get media coverage.

4.According to Leon Jaume, the young generation of consumers like ads

a.with an international flavor.

b.that offend them.

c.that offend their parents.

5.The author of the text suggests that

a.perhaps Volkswagen isn’t broad-minded enough.

b.admen are not doing enough market research before running campaigns.

c.Volkswagen wanted to break taboos in France.

Vocabulary

1. Find words or expressions in the text which correspond to the following definitions.

1.a public space reserved for advertisers to put their ads on (para 1) b…………

2.large pictures or notices put up in a public place to advertise something

(para 1) p………..

3.human interest subjects (para 5) s…………

4.people or companies who pay for a professional service (para 6) c………………..

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5.try to win a business deal (para 6) to p…………..

6.time and space given by the media to a particular news item (para 7) c……………..

7.the person in charge of developing ideas for advertising campaign (para 8)

C………… D………..

8.a social custom which means a particular activity or subject must be avoided (para 8)

2.RXV, a major electronics company, has decided to advertise its latest digital camera. It has asked several advertising agencies to submit proposals for a campaign. An executive at one of these agencies has made a list of tasks to be completed before submitting its proposal to RXV.

Complete the executive’s list using words from Key vocabulary and Vocabulary.

1. Change the form of the words where necessary.

*Obtain complete market information about the (1)………. ‘s product; advantages, disadvantages, competitors, which groups of consumers the advertiser wants to (2)………….. . Define marketing objectives and plan an overall advertising strategy.

*Meet with the media department to select the most appropriate means of advertising: media or posters on (3)………… .

*Meet with the (4)………….. …………. to work on the design and ideas of the campaign. Point out that these should fit in with the overall (5)………

……… the company wants to project. Explain that we must be careful not to generate any negative (6)……………. by offending anyone.

Vocabulary development : uses of like

Look at the following examples from the text.

a.The German carmaker’s model was likened to a religious revelation. (para 1)

b.… if outrageous advertising worked for the likes of Benetton, it could work to revive the image of the Golf. (para 2)

c.The VW campaign might look like a marketing disaster….. (para 6)

d.….. it can still help to sell a product as advertisers like Benetton have already proved. (para 7)

1.In which of the examples above are the words in bold used:

a.as a synonym for ‘to appear’?

b.to give an example?

c.to refer to a type of person or group of people?

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d.as a verb to compare one thing to another?

2.Complete the sentences using the correct form of the expressions with like.

1.TV advertising is too expensive for small computer software companies, only ………….. IBM can afford it.

2.Aggressive bosses are sometimes …………. great apes by the media.

3.Advertising for products …………. alcohol is banned in some countries.

4.The new perfume bottle is designed to ………… a sculpture.

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. Can you think of other words?

Use a good dictionary to help you.

a.What do you understand by outdoor advertising? Give examples.

b.Before you read the article below, match these words with their definitions

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c. Complete the statements with four of the words above.

The cost of a prime-time (1)………… is (2)………… . However, advertising on (3)……………. is cheap. Outdoor advertising is one of the fastest growing

(4)………… in the market.

d. Read the article. Then answer the questions given below.

Outdoor advertising – A breath of fresh 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 costs 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 primetime TV slot costs over 60,000 pounds ($100,000); placing an ad on a bus shelter for two weeks out at about 90 pounds.

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 a 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.

2.Why has outdoor advertising become more popular? List the reasons.

3.Which industries are becoming more involved in outdoor advertising?

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?

Choose one of the advertising media below. Make a short presentation on its

Andrew Pound, a marketing manager for Kraft Jacobs Suchard, talks about successful advertising. Before you listen, answer these questions.

1.What kind of products do you think Kraft Jacobs Suchard make?

2.Andrew mentions two successful advertising campaigns. What reasons do you think he will give for their success?

4.2Listen to the first part of the interview. Check your answers.

Answer the questions.

1.Who was the target consumer in each campaign?

2.What advertising media did Andrew use in each campaign?

4.3In the second part of the interview Andrew explains why advertising is not a waste of money. What reasons do you think he will give? Do you agree with Andrew?

Match words from each box to form word partnerships. Then make a sentence for each word partnership.

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Read the advertisement for BP Solarex, part of the leading international petrochemical company, BP Amoco. What brand image is BP Solarex trying to project?

Power for Rural Communities

Nearly two billion people in the world have no electricity; 70% of them have difficulty obtaining clean drinking water. Many live in widely scattered and remote rural communities, with little hope of connection to national electricity grids. Their need is not simply for electricity, but for stand alone power systems that are long-lasting, reliable and simple to maintain. Above all, they need a constant and cheap source of fuel, like the sun.

BP Solarex – Meeting the need

BP Solarex has over twenty-five years experience working in remote areas, not only in developing countries but also in the developed world. This experience has allowed us to build an unrivalled understanding of local needs. We have put that experience to good use, to build a range of packaged products designed to enhance living standards anywhere grid-connected electricity is unavailable.

Read the advertisement again and identify which form of the article is used with each of the nouns below. Can you explain why?

Complete the following passage about the mineral water company Perrier, putting in the correct form of the article where necessary.

In February 1990, Perrier, one of ……. most famous mineral water companies, faced ……. serious image problem when small quantities of benzene were found in some bottles.

……… company decided to take 160 million bottles, worth $70m, off the market.

…….. spokesperson from ……. communications department made ….. statement to the press saying that this did not present ……. health problem but he did admit that for …… product known for purity, it was definitely ….. mistake.

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…….independent environmental consultant carried out …… inspection at the Perrier plant and identified and corrected ….. fault.

…….same consultant said that a person spilling one drop of ….. lead-free petrol on their hand would absorb more benzene than if they drank a bottle of Perrier every day for a year.

In this instance Perrier’s policy of ….. honesty and its concern for ….. consumers saved its image and good name.

Language focus - Gerund and Infinitive

Complete the following passage using a gerund or infinitive. Use the verbs

Coca-Cola and its advertising

A.John’s S. Pemberton invented Coca-Cola in 1886. His partner suggested

(1)……….. an advertisement for the drink in The Atlanta Journal that very year. In 1888, Asa Chandler bought the Coca-Cola business and decided

(2)………. the product known through signs, calendars and clocks. The company began (3)……… its global network when Robert Woodcruff was elected president of the company in 1923. He succeeded in (4)……….. CocaCola into a truly international product by (5)………… a foreign department, which exported Coca-Cola to the Olympic games in Amsterdam in 1928. During

World War Two, he promised (6)……… Coca-Cola to every soldier in every part of the world.

B.Coca-Cola’s advertising has always attempted (7)………. changing contemporary lifestyles. (8)……….. an international advertising campaign requires the talents of professionals in many areas, and extensive testing and research are always done before (9)……….. which advertisements will finally be used. Celebrity endorsements have featured heavily – Cary Grant, Ray Charles and Whitney Houston are just three of the big name stars who have agreed (10)………. in Coca-Cola commercials.

C.After (11)……… Diet Coke in 1982, the company saw its sales grow quickly. The drink is now the third most popular in the world. In 1985, the company tried (12)……….. the secret formula of Coca-Cola, but realized that Americans were very attached to the original recipe. The company listened to its consumers and quickly responded by (13)…………. the original formula to the market as ‘Coca-Cola Classic’. Today, people in more than 160 countries

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around the globe enjoy (14)……….. Coca-Cola. It is asked for more than 524 million times a day in more than 80 languages. The company intends

(15)………. its global presence even further in the twenty-first century, particularly in developing markets.

Skills Making presentations

Decide whether each sentence in the Useful language box is formal or informal

.

Useful language Introducing yourself

*On behalf of myself and Focus Advertising, I’d like to welcome you.

My name’s Larsen.

*Hi, I’m Dominique Lagrange, Good to see you all.

Introducing the topic

*This morning, I’d like to outline the campaign concept we’ve developed for you.

*I’m going to tell you about the ideas we’ve come up with for the ad campaign.

Giving background information

*I’ll give you the background and talk you through the results of the market study.

*I’ve divided my presentation into three parts.

Inviting questions

*If you have any questions, please don’t hesitate to interrupt me.

*If you are not clear about anything, go ahead and ask any questions you want.

Listening

4.4 Listen to the opening of one formal presentation and one informal presentation. Check your answers to Exercise A.

Presenters can use different techniques to get their audience’s attention at the start of the presentation. Match the techniques below to the examples.

1.I wonder if any of you here know the answer to this question: what’s the most popular holiday destination in Europe for people under the age of 25?

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2.When I was on holiday a few years ago in Greece, the owner of a taverna told me that in 20 years’ time, the little village where he lived would be a popular tourist resort.

3.Let me give you a statistic: 92% of Americans do not own a passport. Consider the opportunity this presents to the travel industry.

4.We’re facing a crisis with our market share. What are we going to do about it?

Choose one of the presentation situations below. Prepare four different openings using the techniques above. Practise the openings with a partner.

1.Your company is developing a small car aimed at women. Audience: a group of car dealers.

2.Your bank wishes to encourage young people to save money. Audience: a group of students.

3.Your has produced a new lamp which has unique features. Audience: a group of buyers at a trade fair.

Focus Advertising

Background

Focus, a large advertising agency based in Paris, has a reputation for creating imaginative and effective campaigns. Recently however, Focus’s reputation was damaged when two major clients changed to rival agencies. Focus now needs to convince potential clients that it still has plenty of creative ideas to offer.

At present, Focus is competing against some well-known agencies for several contracts. It has been asked to present ideas for advertising campaigns to the managements of the companies concerned. Concepts are required for the following advertising campaigns:

A sports car A high-priced, hand-finished model with a classic design. The car was popular in the 1950s and 60s. An American firm now wants to re-launch it. (Target consumers will be high-income executives with a sense of fun and style.)

Aim: An international campaign, with advertising adapted to local markets.

A perfume A unisex perfume, with bio-degradable packaging. Produced by a well-known up-market manufacturer. The company now wishes to enter the lower end of the market.

Aim: Launch the perfume in an English-speaking country.

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And what’s in it for advertisers in this brave new medium. 5….. . “Because the ad is only 10 seconds long and your friend is waiting on the line, you can’t really go to the bathroom,” says Broden. “It’s very cost – efficient”. A handful of organizations, including a movie theatre chain, a radio station, a snacks company and a charity, are already running ads, which cost about 13 cents per spot, and dozens more have expressed interest.

Gratistelefone has bigger, not to mention Big Brother-like plans. 6….. . Then, different callers might hear different ads, tailored to the advertisers’ needs. There’s even the technology to play separate ads to each person on the line – the caller from the rural north might hear a pickup truck pitch, while the recipient in Stolkholm could listen to one for a local restaurant. The company plans to extend the service nationwide in Sweden in the next few months, and it has been deluged by inquiries from other countries. If the (READ TIME!) idea catches on and (READ TIME!) consumers elsewhere prove tolerant (READ TIME!) of such interruptions, who knows where it may lead?

By Jay Branegan / Time./

a.Each ad has a very small – but equally captive – audience.

b.Gratistelefone leases capacity from other telephone operators at bulk rates.

c.“We were afraid consumers would be annoyed by the breaks,”says

Peter Broden, the marketing director.

d.Future customers will have to provide a telephone number and allimportant demographic data – age, sex, marital status, address and so on.

e.We put up with commercials between songs on the radio.

f.They hope to make profits by charging advertisers for the chance to reach the world’s most narrowly targeted audience.

g.Not surprisingly, young people and the students have been the biggest users in the test.

h.Although Sweden’s telephone market has been competitive for some time, long-distance charges can still be high.

i.The caller hears one 10-second ad while the connection is made, another in a minute, and then one spot every three minutes.