market_leader_3e_-_intermediate_-_course_book (852196), страница 11
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. . . . . . . ' , what is the person who's paying forthe campaign . . . . . . . . . . . .' ? What is that person's . . . . . . . . . . . ' , what is it that that person. . . . . . .' as a result of . . . . . . . . . . . .' on this advertising campaign?Marco RiminiIII�)>> (01.31 Listen again. What reasons are there for advertising, apart fromII�)>> CD1.32 Listen to the second part.
What are the four stages of a typicalm�)>> (01.33 Listen to the final part and answer the questions.selling a product?advertising campaign?1 What are viral campaigns?2Watch theinterview onthe DVD·ROM.DRegarding the Ronaldinho viral, what did people argue about?In groups, tell each other about a viral campaign or advertisement thatyou have discussed with your friends.47UNIT 5••ADVERTISING1!J@iBdJ;!ijiW�Articlesa/an• We use a or an before singular countable nouns.a pUblicity stunt•We use a o r an to introduce new information.They are building up to a traditional 30·second advertising campaign• We often use a or an to refer to people's jobs.She's an accountant•We use a before consonants and an before vowel soundsa commercial, an advertthe• We use the when we think our listener will know what we are talking about.the Internet•We use the when it is clear from the context what particular person,thing or place is meant because it has been mentioned before.The campaign is the latest attempt to ...'zero article' We d o not use an article before:• uncountable nouns used in general statements.Information is power.• the names of most countries, companies and people.Poland, Honda, Ian Armstrong• A few countries require the:the Philippines, the United Kingdom, the United States�B3publicity stuntteam of skydiversentire 3 minute 20 second break4 live skydiving jumpIn the first two paragraphs of the article, which specific examples of thefollowing are referred to?12II148look back at the article on page 46.
In paragraphs 1 and 2, why are a or onused instead of the before these words?12IIIGrammar reference page34a problema broadcasterSa brand namea live advertisementa campaignTick the correct sentences. Add the where necessary in the other sentences.You may need to add the more than once.1Knowledge of advertising code of practice is vital to those wishing to work inadvertising industry.2 We want to film a TV commercial in Russia.3The 'Think small' Volkswagen Beetle advert was one of most successful advertisingcampaigns of 20th century.4 Four major brands AOL, Yahoo!, Freeserve and BT - all achieve awareness of over-40% amongst U K adult population.SiiiNext year, I am going to work for an advertising agency in USA.This text is about a television advertisement. Some of the articles aremissing.
Write in the missing articles 0, on or the where appropriate.Ahnost as soon as the 'gorilla'television commercial for DairyMilk chocolate was first shownon 3 1 August, people stanedposting it all YouTube. Peoplealso started asking questions.like did it feature real gorillaplaying drums?48-Sowhmrole did thetake-up of gorillaad on Inlcmcl play ill DairyMilk's success?And was success of theadven a lucky break? For likeUnilcvcr and Diageo, Cadburyhas benefited from lhe free 'viral'extraordimu),-distribution of il� adveltising onIntcmet as consllmcrs c-mail,post and create spoof versions ofgorilla campaign.Gorilla commercial is mostviewed advertisemcnt so far thisyear on YouTube, the contentsharing website.UNIT 5 •• ADVERTISINGSKILLSStarting andstructuringpresentationsmWhat factors do you need to consider when preparing a business presentation?Il�)>> CD1.34 listen to two different openings of a presentation.
What is thesame/different about them? Which do you prefer? Why?IiHow many sections is the content of the presentation organised into? lookat the Useful language box below and divide the phrases into two groups,F (formal) or I (informal). Compare your answers.IIIChoose one of these presentation situations. Write and practise the openingof the presentation.1 Your company is launching a new product.
(Audience: a group of potential customers)2 You are presenting your place of work o r study. (Audience: a group of potentialcustomers or students)3 Your company/organisation is introducing a new way of working. (Audience: a groupof colleagues)D�� CD1.35 An important part of structuring a presentation is letting theaudience know what is going to happen next, or signalling. listen to anextract from later in the presentation in Exercise B and fill in the gaps.1..
where this is very important. lust to give you a specific example:. . . . the nextslide, . . . . . . . . . . . . the chart that the key age group is 18 to 25, but that this will becomeless, not more, important as the product matures in the market..2 As I say, this is reflected across all the markets. Right.. .. the target markets.. . . . . . . .
. . . . the final part, and the media we plan to use. We'll start i n ...3DThis will be linked to a coordinated press campaign starting i n June . . .we go to the storyboard: . . . . . . . . . . . . are that firstly .. .. . , beforeWhat is the purpose of the missing expressions i n each of the three extractsin Exercise E?a ) to introduce a conclusionb) to change section/topicc) to refer to visualsIiFirstly is an example of a sequencer. What other examples did you hear inthe presentation?mPrepare and deliver a three-minute presentation on your chosen topic fromExercise O. Try and use some signalling language.USEFUL LANGUAGEtNTRODUCtNG YOURSELFGIVING A PLAN OF YOUR TALKINVITING QUESTtONSOn behalf of Alpha Advertising, I'd like towelcome you. My name's Marc Hayward.I've divided my presentation intothree parts. Firstly, I'll give you thebackground.
Secondly, I'll discuss themedia we plan to use. Finally, I'll talkyou through the storyboard.If there's anything you're not clearabout, feel free to stop me and askany questions.Hi, everyone, I'm Marc Hayward.Good to see you all.tNTRODUCING THE TOPICI'm going to tell you about the ideaswe've come up with for the ad campaign.This morning, I'd like to outline thecampaign concept we've developedfor you.My talk is in three parts. I'll start withthe background to the campaign,move on to the media we plan to use,and finish with the storyboard for thecommercial.I'd be grateful if you could leave anyquestions to the end.49, /�,jy A p h a Advert i s i n gQA large advertising age ncy with a reputation for creating i m a g i nativea n d effective campaigns is com peting for new business.BackgroundAlpha Advertising is based in Turin.
It is competing for several new contracts. It has beenasked to present ideas for exciting new campaigns to the management of the companiesconcerned. Concepts are required for the following new goods and services.Safe Ha ve n: a ne w gr ou pof ho te ls in yo ur co un tryE- B oo k•A n ele ctr on ic bo okrecently lau nc he d aslim ; it can fit int o••pocket or handb ag-memo ry and sellsat 25 0 eu ros .·•Wh en tur ne d on ..it tak es readersthey were readi ng .straigh t to the last pageltse: the E-B oo k co nsuA 'next rea d' fea turbeymaichd titl es wha da tab ase of rel atede r. It the n makesreaof interest to thedownlo ading orrecom menda tions for•purchase .•s.ade d with 150 bo okThe E-B oo k is pre -loAim: An international preTV campaignExcelle nt faC ilitie s: a min i-spa on eve ry floor;free aer obiC classes threetimes a week .mus ical ent erta inm ent inthe loun ge ev ryeven ing�.
It has a 200 nov el•Roo ms at com pet itive prices.ss an d•Hot els all in dow nto wn areasHot el res taur ants offe r awid e rang e of loca ldish es, pre par ed by wel l-known che fsA com pre hen sive adv ice service for all guestsAim: A creative campaign to attractmore customersUNIT 5 •• ADVERTISINGKey questions ( advertising team)You are members of the creative teamat Alpha.1 Prepare an advertising campaignfor one of the products or services.Use the Key questions on the rightto help you.•What is the campaign's key message?•What special features does the product or service have?•What are its USPs (Unique Selling Points)?•Who is your target audience?•2 Present your campaign to themanagement of the companyconcerned.
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