market_leader_3e_-_intermediate_-_course_book (851943), страница 39
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She's joining us from theItalian subsidiary. She'll be with us for the next 12 months.N Nice to meet you, Christoph.C It's a pleasure.F Nathalie speaks fluent Spanish, so she could be very useful whenyou're dealing with our South American customers. She's also verykeen on sailing, so you two should have plenty to talk about.C Oh, that's interesting. I'm sure you're much better than me - I'm abeginner, really, but I do love it. Let me show you where you'll beworking.
It's over here. By the way, would yon like a coffee?COl TRACK 30 (C = CARL, F = FRANJ;OISE, JP = JEAN-PIERRE,P = PAOLO)CI suppose you've all seen the Vice-President's message on thenotice boards. What do you think, Franlt0isc?Huh, it's pretty typical, isn't it? It's all about how the company willbenefit. What about us? Don't we count?ALL Yeah/Right/Exactly.F I mean, why should we leave this beautiful bui\cling, on one ofmostfamous avenues in the world? We love it here. 11le move's not convenientfor me at all. Ifwe go to Beauchamp, my husband will have to drive 120kilometres every day to get to work. He'U soon get tired ofdoing that.And what about my children's education? Will the schools be any goodin Beauchamp? I have no ide:l.
How about you,Jean Pierre?JP Well, to be honest, it doesn't bother me. I'm re:llly tired ofliving inP:lris. It's so stressful here, everyone rushing around, trying to makemoney. I wouldn't mind moving to a quieter area. BeallCh:lmp soundsquite nice, and the countrySide outside the town is pleasant, I believe.What about you, Paolo? Do YOll think the move will be good for us?P l :lm absolutely :lgainst it.
It will upset families and C:luse a lot ofproblems for some staff. I will have to sell my :lp:lrtment ifwe move.I only bought it last year, so I will prob:lbly lose a lot of money - Idon't think 1 will get any compensation for that, do you? You don'tagree,Jean Pierre, 1 can see that.JP Well, you're right, Paolo, it'll cause a lot of problems, there's no doubtabout that.
But the company will benefit :l lot, and th:lt"s important,too. In the long run, the move will increase our revenuc, make liSmore competitive and keep us in jobs. 111at's a good reason formoving, isn't it, Carl? What do you think?C Maybe, but I feel pretty depressed at the moment. I hope they'llpostpone the proposal. 111ere's a lot ofb:ld fecling :lbout it. I tellyou one thing, a lot of our bcst st:lffwill refuse to relocate_ llley caneasily get another job here in Paris, they won't want to move.
lhey'vegot a really good lifestyle, and they won't want to give it up. Themanagement will gct a big shock if the reloc:ltion goes ahead.FU N IT 5 ADVERT I S I N GCOl TRACK 3 1 ( I = INTERVIEWER, M R = MARCO RIMINI)IWhat are the key clements of a reall), good :ldvcrtising campaign?MR When I answer the question ofwhat ['s] really makes a goodadvertising campaign, I always go back to the beginning and ask thc156COl TRACK 32 (I = INTERVIEWER, M R = MARCO RIMINI)ICan you t:lke us through the typical planning and launch stages of acampaign?MR So, when we look at the different stages of a campaign, we tend tostart always with the briefing.
The first stage is to identify the brieffrom the client and to agree the briefwith the client. It is at this stagethat we tend to agree the objectives I referred to carlier - what willmake the client happy after this campaign has been aired?111e second stage is then to take that briefand articulate it for thepeople in our organisations who have to make recommendations andhave idcas about the campaign itself.
At this stagc, wc brief creativepeople to come up with idcas and media peoplc to ask, to have ideasabout which channels thosc ideas will be seen in.111e third stage will be the presentation of those ideas to the client.111ere is then some debate ... that debate process can go on for quitea long time until there's agreement. At that point of agreement, weget into the execution phase. 111e execution phase is where we thenproduce the creative material and buy the space and the places in thechannels of distribution for that material.COl TRACK 33 (I = INTERVIEWER, MR = MARCO RIMINI)ICan you give us an example of a successful new media campaign?MR One of the most successful new media campaigns, from one of theclients that uses new media best, is Nike.
Nike, of course, have a youngaudience who are very literate about the new media and therefore livetheir lives in th:lt media. And so rather than simply use advcrtisingon television to talk to this youthful audience, what Nike does is theystart seeding viral campaigns. And viral campaigns are pieces of filmor pieces of content which they hope will be picked up by individualswho see it - perhaps on YouTube - and passed on to their friends withcomments to say, 'Look at this piece offilm.
Isn't it fantastic?'Perhaps the most famous piece ofNike viral was Ronaldinho, thefootballer, appearing to be able to, er, lob the ball directly onto thegoalpost - er, goal bar - and it bouncing back to him, ten times - :lpiece of outrageous skill which is just about believable, and then theviral campaign actually became about was it real or was it faked? Soit was not only an entertaining piece of film, but it generated its ownPR, public-relations exercise, it generated its own gOSSip on the web.111e answer was, it was fake.COl TRACK 3412Could I have your attention, please? Right, good moming, everyone.
OnbehalfofAlpha AdvertiSing, I'd like to welcome you. My name's MarcHayward, I'm Creative Director. This moming, I'd like to outline tllecampaign conceptwe've developed for you. I've divided my presentationinto three p:lrts. Firstly, I'll give you the background to the campaign.Secondly, I'll discuss tlle target markets. Finally, I'll talk you through themedia we plan to use. I'd be grateful fi you could leave any questions tothe cnd. So, first of all,let me give you some of the background ...Right, let's get started. Hi, everyone, I'm Marc Hayward. As you mayknow, I'm Creative Director ofAlpha AdvertiSing. Great to see you all.fulY'...ay, I'm here to tell you about the ideas we've come up with for thead campaign.
My talk is in three parts. I'll start with the background tothe campaign, move on to the target markets, and finish with the mediawe plan to use. lfthcre's anything you're not clear about, feel free tostop me and ask :lny questions. Right, so, the background .CDlTRACK 35... and particularly in Germ:lny, where this is very important.Justto give YOll a specific examplc: ifyou look at the next slide, we cansee from the chart that the keyage group is 1 8 to 2S, but that thiswill become less, not more, important as the product matures in themarket.
As I say, this is reflected across all the markets.AUDIO SCRIPTSIUght, that's ali i have to say about the target markets. Let's nowmove on to the final part, and the media we plan to use. We'll startin a month's time with a viral campaign on the Internet to generateCOl TRACK 39(I INTERVIEWER, OM=interest, of which more later. Then there is the new TV commercial,which I'll be showing you in the form of a storyboard at the end of thepresentation. Finally, we intend to use images from the commercial forareas for investment?earlier with the bond investments. But perhaps I'll develop that a littlebit further.
A lot really depends on where we arc within that economiclinked to a co·ordinated press campaign, starting inJune.cycle. Ifwe're at the very bottom ofan economic cycle, then the bestS� to sum up, then, before we go to the storyboard: the keypoints againfonn of recovery is probabl)' going to be in companies who are goingto recover as the economy recovers. 50 when prices are very low, youare that firstly, the product already has wide appeal, so we're really justdeveloping the brand and trying to keep it fresh. Secondly, that we willcan invest in equity of a company where )'ou saw they would benefitfrom that reduction in interest rates that you've seen.
Ifit's in the earl)'need to bear in mind the younger sections ofthe market for the futureiand finally, the key to getting the campaign started is the viral advertisingstages of an economic depression, or recession shall we call it, then withcampaign. Thank you very much. Now, are there any qllcstions?interest rates likely to be cut aggreSSively, then obviously the fixedincome area of the market is perhaps the most appropriate place to be.U N I T 6 MONEYAnother area which I think has traditionally been a very safe haven hasbeen gold, and I think over the last 15 years or so, gold has been throughCOl TRACK 36a number of different cycles and in particular, I think, as a recovery pIa)"And now the business news .it will always be perceived as a store of value. At the same time, as theThere was a further downturn in the economy this month as theemerging markets keep continuing to grow, there's a lot of interest ...recession in the United States and Asia-Pacific region continues.appetite .
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