new insights into business ocr small (835551), страница 26
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It has asked several advertising agencies to submit proposals for acampaign. An executive at one of these agencies has made a list of tasks to becompleted before submitting its proposal to RXV.Complete the executive's list using words from Key vocabulary and Vocabulary1. Change the form of the words where necessary.^^*•••ф »» i * I» uuUv» vo ovоr-i - jjj. ,-J . jjjуObtain, complete, Market information, about: thc^ _ _ c A i £ r i i . _______ ’s product;advantages, disadvantages, competitors, which groups of consumers the advertiser wantsto 2___________________ - Define marketing objectives and*pirn, an, overall advertisingstrategy.Meet w ith th e media, department to select the most appropriate means ofadvertising:media, or posters on, 3___________________ .Meet w ith the 4___________________to work, on the design,and, ideas of the campaign,.
Point out that these should,fit in, w ith the overall5______________________________the companywantsto project. Ex.plaln,that we m ust be careful not to generate any negative6____________________ byojfending anyone.V o ca b u la ryd e v e lo p m e n t :u se s o f likeLook at the following examples from the text on page 136.AThe German carmaker's model was likened to a religious revelation, (para 1)В ...if outrageous advertising worked for the likes of Benetton, it could work to revivethe 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:aas a synonym for 'to appear'? Cbto give an example?cto refer to a type of person or group of people?das a verb to compare one thing to another?2 Complete the sentences using the correct form of the expressions with like.1TV advertising is too expensive for small computer software companies, onlybhe Kk.es o f IBM can afford it.2Aggressive bosses are sometimes_________ great apes by the media.3Advertising for products__________ alcohol is banned in some countries.4The new perfume bottle is designed t o __________ a sculpture.What other uses of the word like do you know?The text begins with the question 'Is Volkswagen bold or stupid?'.
What do youthink? In groups, discuss whether the company was right to launch such acontroversial campaign.138Product and Corporate AdvertisingLanguage FocusGerund andinfinitiveLook at the following sentences from the text on page 136.A The agency's penance has included m akin g a substantial donation, (para 3)В We decided to r e tr a c t the posters immediately, (para 3)1 What form is the verb in bold in sentence A? Why?2 What form is the verb in bold in sentence B? Why?3 In which sentence is the verb like a noun?►► For more information on the gerund and infinitive, turn to page 169.PracticeComplete the following passage using a gerund or infinitive.
Use the verbs inthe boxes.ВACbuildset updecidereflectreturnchangeputbringappearcreateexpandlaunchmaketransformdrinkCoca-Cola and its advertising@John S. Pemberton invented Coca-Cola in 1886. His partner suggested1 poLLcng an advertisement for the drink in The Atlanta Journal that veryyear. In 1888, Asa Chandler bought the Coca-Cola business and decided2____ the product known through signs, calendars and clocks. Thecompany began 3___________its global network when Robert Woodcruff waselected president of the company in 1923. He succeeded in 4__________Coca-Cola into a truly international product by 5__________ a foreigndepartment, which exported Coca-Cola to the Olympic Games in Amsterdamin 1928.
During World War Two, he promised 6___________Coca-Cola toevery soldier in every part of the world.(в)Coca-Cola's advertising has always attempted 7__________ changingcontemporary lifestyles. 8__________ an international advertising campaignrequires the talents of professionals in many areas, and extensive testing andresearch are always done before 9___________which advertisements willfinally be used. Celebrity endorsements have featured heavily — Cary Grant,Ray Charles and Whitney Houston are just three of the big name stars whohave agreed 10___________in Coca-Cola commercials.(c )A fte r11___________ Diet Coke in 1982, the company saw its sales growquickly.
The drink is now the third most popular in the world. In 1985, thecompany tried 12___________the secret formula of Coca-Cola, but realisedthat Americans were very attached to the original recipe. The companylistened to its consumers and quickly responded by 13__________ the originalformula to the market as ‘Coca-Cola Classic'. Today, people in more than 160countries around the globe enjoy 14___________Coca-Cola. It is asked formore than 524 million times a day in more than 80 languages. The companyintends15___________its global presence even further in the twenty-firstcentury, particularly in developing markets.139unit fo urte enThe articleRead the advertisement opposite for BP Solarex, part of the leadinginternational petrochemical company, BP Amoco. What brand image isBP Solarex trying to project?Read the advertisement again and identify which form of the article is usedwith each of the nouns below.
The definite article (the), the indefinite article(a/an), or no article? Can you explain why?1 power no article5 need26worlddifficulty3 electricity7 range4 sun8 living standards►► For more information on the article, turn to page 170.PracticeComplete the following passage about the mineral water company Perrier,putting in the correct form of the article where necessary.In February 1990, Perrier, one o f 1 tb emost famous mineral watercompanies, faced 2_________ serious image problem when small quantities ofbenzene were found in some bottles.3__________company decided to take 160million bottles, worth $70 m, off the market. 4__________spokesperson from5__________communications department made 6_____ statement to the presssaying that this did not present 7_________ health problem but he did admit thatfor 8__________product known for purity, it was definitely 9_________ mistake.10_________ independent environmental consultant carried o u t11__________inspection at the Perrier plant and identified and corrected 12_________ fault.13__________same consultant said that a person spilling one drop of 14_________lead-free petrol on their hand would absorb more benzene than if they drank abottle of Perrier every day for a year.
In this instance Perrier's policy of15__________honesty and its concern f o r 16__________consumers saved its imageand good name.140Product and Corporate AdvertisingBP S6LAREXhullSolar Energy from BP AmocoPower for Rural CommunitiesNearly two billion people in the world have no electricity; 70% of them have difficulty obtaining cleandrinking water. Many live in widely scattered and remote rural communities, with little hope ofconnection to national electricity grids. Their need is not simply for electricity, but for stand alonepower systems that are long-lasting, reliable and simple to maintain. Above all, they need a constantand cheap source of fuel, like the sun.BP Solarex - Meeting the needBP Solarex has over twenty-five years experience working in remote areas, not only in developingcountries but also in the developed world. This experience has allowed us to build an unrivalledunderstanding of local needs.
We have put that experience to good use, to build a range of packagedproducts designed to enhance living standards anywhere grid-connected electricity is unavailable.141unit fourteenSkills FocusListeningDesigning a television commercialA TV commercial generally consists of a short film sequence of between 30 and 60seconds with an accompanying soundtrack which includes a mixture of liverecordings (what people actually say in the commercial), a voice-over (the voice ofsomeone who does not appear on screen) and music and sound effects. Varioustechniques are used in commercials to convince the viewer of the value of the productor service that is being advertised. One of the most common of these is 'dramatisation'where a short story is developed around the product or service.
The original ideasbehind a commercial of this type are developed from a scenario, a written documentthat summarises the action, the atmosphere, the characters and the scene where thesequences of the commercial will be filmed. An artist then produces a storyboard, orseries of pictures, to show how the commercial will look.Look at the storyboard opposite for a Gillette anti-perspiramt TV commercial.In pairs or small groups, discuss these questions.1234What do you think the 'story' is about?Do you think the characters say anything? If so, what do they say?What do you think the voice-over says?What do you think the slogan is?2 IPPI Listen to a description of the commercial and compare it with what youdiscussed.Ш12345thethethethetheListen again and make notes about:characterssettingactiondifferent camera positionsfinal sloganWhich tense is used to describe what happens? Why?DiscussionWritingSpeaking142In groups, choose a product or service to prepare a scenario for.
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