UNIT 6 Advertising Study Material Glossary Assignment

1 UNIT 6: ADVERTISING: study material_glossary_assignment
ADVERTISING IN BRIEF
Advertising is a non-personal form of communication intended to persuade an audience

(viewers, readers or listeners) to purchase or take some action upon products, ideals, or
services. It includes the name of a product or service and how that product or service could
benefit the consumer, to persuade a target market to purchase or to consume that particular
brand. These brands are usually paid for or identified through sponsors and viewed via
various media. Advertising can also serve to communicate an idea to a mass amount of
people in an attempt to convince them to take a certain action, such as encouraging
'environmentally friendly' behaviors, and even unhealthy behaviors through food
consumption, video game and television viewing promotion, and a "lazy man" routine
through a loss of exercise . Modern advertising developed with the rise of mass production
in the late 19th and early 20th centuries. Mass media can be defined as any media meant to
reach a mass amount of people. Several types of mass media are television, internet, radio,
news programs, and published pictures and articles.
Commercial advertisers often seek to generate increased consumption of their products or

services through branding, which involves the repetition of an image or product name in an
effort to associate related qualities with the brand in the minds of consumers. Different types
of media can be used to deliver these messages, including traditional media such as
newspapers, magazines, television, radio, outdoor or direct mail; or new media such as
websites and text messages. Advertising may be placed by an advertising agency on behalf
of a company or other organization.
METHODS OF ADVERTISING
Brochures or flyers: Many desk-top publishing and word-processing software packages can
produce highly attractive tri-fold (an 8.5 inch by 11-inch sheet folded in thirds) brochures.
Brochures can contain a great deal of information if designed well, and are becoming a
common method of advertising.
Direct mail: Mail sent directly from you to your customers can be highly customized to suit
their nature and needs. With this method of advertising a good idea is to collect addresses
from customers by noticing addresses on their checks, asking them to fill out information
cards, etc. Mailing lists need to be kept up-to-date since they can quickly become out-of-date.
E-mail messages: These can be wonderful means to getting the word out about a business.
Companies usually design their e-mail software to include a "signature line" at the end of
each of the e-mail messages.
Magazines: Magazines ads can get quite expensive. Find out if there's a magazine that
focuses on your particular industry. If there is one, then the magazine can be very useful
1 Market Leader Intermediate New_BE2_summer semester/S.R.D.

because it already focuses on your market and potential customers. Consider placing an ad
or writing a short article for the magazine. Contact a reporter to introduce yourself.
Reporters are often on the look out for new stories and sources from which to collect quotes.
Newsletters: This can be powerful means to conveying the nature of your organization and
its services. Consider using a consultant for the initial design and layout. Today's desktop
publishing tools can generate very interesting newsletters quite inexpensively.
Newspapers (major): Almost everyone reads the local, major newspaper(s). You can get
your business in the newspaper by placing ads, writing a letter to the editor or working with
a reporter to get a story written about your business. Advertising can get quite expensive.
Newspapers are often quite useful in giving advice about what and how to advertise. Know
when to advertise -- this depends on the buying habits of your customers.
Online discussion groups and chat groups: As with e-mail, you can gain frequent exposure
to yourself and your business by participating in online discussion groups and chat groups.
Note, however, that many groups have strong ground rules against blatant advertising.
When you join a group, always check with the moderator to understand what is appropriate.
Posters and bulletin boards: Posters can be very powerful when placed where your
customers will actually notice them. But think of how often you've actually noticed posters
and bulletin boards yourself. Your best bet is to place the posters on bulletin boards and
other places which your customers frequent, and always refresh your posters with new and
colourful posters that will appear new to passers by.
Radio announcements: A major advantage of radio ads is they are usually cheaper than
television ads, and many people still listen to the radio, for example, when in their cars. Ads
are usually sold on a package basis that considers the number of ads, the length of ads and
when they are put on the air. . A major consideration with radio ads is to get them
announced at the times that your potential customers are listening to the radio.
Television ads: Many people don't even consider television ads because of the impression
that the ads are very expensive. They are more expensive than most of major forms of
advertising. However, with the increasing number of television networks and stations,
businesses might find good deals for placing commercials or other forms of advertisements.
Television ads usually are priced with similar considerations to radio ads, that is, the number
of ads, the length of ads and when they are put on the air.
Web pages: Advertising and promotions on the World Wide Web are almost commonplace.
Businesses are developing Web pages sometimes just to appear up-to-date. Using the Web
for advertising requires certain equipment and expertise, including getting a computer,
getting an Internet service provider, buying (usually renting) a Website name, designing and
installing the Website graphics and other functions as needed (for example, an online store

for e-commerce), promoting the Website (via various search engines, directories, etc.) and
maintaining the Website
Yellow Pages: The Yellow Pages can be very effective advertising if your ads are well-placed
in the directory's categories of services, and the name of your business is descriptive of your
services and/or your ad stands out (for example, is bolded, in a large box on the page, etc.).
The phone company will offer free advice about placing your ad in the Yellow Pages. They
usually have special packages where you get a business phone line along with a certain
number of ads.
Apart from the methods listed above, here are some of the latest and hottest trends in
advertising that are gaining popularity. People are now looking for new types of advertising
appeals. Many of the new-age advertising methods are a result of the advent of the Internet,
while some of the trends are just novel ideas that have transformed mundane advertising
media into brilliant and witty advertising methods! Internet advertising is a vast concept and
it entails several sub-types, many of which are only recently introduced. Email advertising is
one of the earlier trends, while the new ones include banner advertising, pixel
advertising, blog advertising, keyword advertising and contextual advertising.
Web banner advertising
If billboard advertising is used on roads, then a similar type called banner advertising is used
on the web! Have you noticed the horizontal advertisement strips that are seen at the top of
the web page? Web banners are usually constructed using images, or JavaScript, or any other
multimedia objects and animations. Web banners are usually link to web pages that are
related to the content on the existing website.
Bandwagon Advertising
Well, this is nothing but a propaganda advertising technique, which aims at convincing the
user that everyone else is using the products or everyone in the customer base, is in favor of
the brand. This compels the consumer to at least think about buying that product and check
what everyone else is raving about. Bandwagon advertising is a strategy that is based on
consumer psychology and hence, is an effective advertising technique which can be used via
any media, be it print, electronic or broadcast.
Pixel Advertising
Pixel advertising is a new type of Internet advertising in which the cost of an advertisement
is calculated based on the number of pixels it occupies. This form of advertising originated in
late 2005, when a British student Alex Tew came up with a website called The Million Dollar
Homepage, where the advertisers could buy advertising space at the rate of $1 USD per pixel
with a space limit of one million pixels.

Contextual Advertising
Do you notice how Google generates ads that are relevant to your search? Or more recently,
have you noticed the Google ads that show up next to your emails in the Google mail
service? Well, if you are one of those people who still haven’t noticed this, then you need to
wake up and smell the coffee. Well, Google Adsense was the first contextual advertising
venture. Contextual advertising is a very specifically targeted form of Internet marketing in
which the advertisements are selected by automated systems based on the content being
viewed by a particular user. The automated system scans the text of a website for keywords
and sends advertisements that match the content which the user is viewing. Many search
engines also make use of contextual advertising for displaying ads on the search result
pages, such that the ads match the things that the user is looking up on the web. After
Google started this trend, there were many others like Yahoo and Microsoft who followed
suit.
Keyword Advertising
Commonly, keyword advertising is also known as pay per click advertising or cost per
action advertising. Although, Yahoo was the first company to venture into keyword
advertising, it is Google Adwords program which is now most popular for its keyword
advertising. Some of the popular search engines, which are into keyword advertising,
include Yahoo! Search Marketing, Microsoft adCenter, Miva and LookSmart.
PRODUCT PLACEMENT
Product placement, or embedded marketing, is a form of advertisement, where branded

goods or services are placed in a context usually
devoid of ads, such as movies, the story line of
television shows, or news programs. The product
placement is often not disclosed at the time that the
good or service is featured. Product placement became
common in the 1980s.

PRODUCT ENDORSEMENT
A product endorsement is a form of testimonial from someone which indicates that they like
or approve of a product. Commonly, product endorsements are solicited from people who
are socially prominent, allowing companies to advertise their products with statements like
“as used by such-and-such an actress,” or “the official product of company/event X.” It's
hard to miss a product endorsement on product packaging and in advertisements; most
companies keep their endorsements front and center so that they are always in the public
eye.
The concept of the product endorsement is quite ancient. In England, for example, several
companies have been advertising themselves as “by appointment to the Queen” for
hundreds of years, indicating that they enjoy the patronage of the British royal family.
Consumers are often seduced by the idea of purchasing a product which is endorsed by
someone wealthy or famous, as though by buying the product, the consumer also becomes
affiliated with the person who endorses it.
Modern product endorsements can come with contracts worth substantial amounts of
money. For example, many sports stars agree to participate in product endorsement
campaigns with the understanding that the company will compensate them for the trouble;
some stars donate the proceeds to charities they support, using the product endorsement as a
public relations campaign. In exchange for an endorsement contract, someone may agree to
use the product publicly whenever possible, and they may be restricted from using products
made by a competitor.
A product endorsement doesn't necessarily mean that a product is good. It just means that
the company has managed to work its public relations connections to get a big name
associated with it. While most people and organizations will try out a product before they
agree to endorse it, this isn't always the case, and you shouldn't rely on endorsements to

speak to the quality of the product, especially if you are concerned about issues like illegal
labor or adulterated products.
ADVERTISING AGENCIES
An advertising agency or ad agency is a service business dedicated to creating, planning and

handling advertising (and sometimes other forms of promotion) for its clients. An ad agency
is independent from the client and provides an outside point of view to the effort of selling
the client's products or services. An agency can also handle overall marketing and branding
strategies and sales promotions for its clients.
Typical ad agency clients include businesses and corporations, non-profit organizations and
government agencies. Agencies may be hired to produce an advertising campaign.
Advertising agencies may offer to run direct mail campaigns, but they are best at creating
traditional advertising campaigns. Agencies develop a creative brief for clients with
proposals on the ideas to be used in the campaign. Reaching the right target audience is
always a problem so the selection of media is very important. The advertising must fir into
the company` s overall marketing strategy – its plans on how it will compete and succeed in
particular markets.

Interactive agencies
Interactive agencies may differentiate themselves by offering a mix of web

design/development, search engine marketing, internet advertising/marketing, or e-
business/e-commerce consulting. Interactive agencies appeared before the traditional
advertising agencies fully embraced the Internet. Offering a wide range of services, some of
the interactive agencies grew very rapidly, although some have downsized just as rapidly
due to changing market conditions. Today, the most successful interactive agencies are
defined as companies that provide specialized advertising and marketing services for the
digital space. The digital space is defined as any multimedia-enabled electronic channel that
an advertiser's message can be seen or heard from. The 'digital space' translates to the
Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive
agencies function similarly to advertising agencies, although they focus solely on interactive
advertising services. They deliver services such as strategy, creative, design, video,
development, programming (Flash and otherwise), deployment, management, and
fulfillment reporting.
The recent boost in the interactive agencies can also be attributed to the rising popularity of
web-based social networking and community sites. The creation of sites such as MySpace,
Facebook and YouTube have sparked market interest, as some interactive agencies have
started offering personal and corporate community site development as one of their service
offerings. It still may be too early to tell how agencies will use this type of marketing to
monetize client ROI, but all signs point to online networking as the future of brand
marketing and Interactive being the core of Brand's Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation
management. This type of agency is especially important if a company needs online damage
control. If a customer becomes unhappy, it is very easy to damage a companies reputation
over social networking sites. Because of how rapidly the information spreads, it becomes
absolutely necessary to address any rumours, gossip or other negative online press
immediately.
WORD-OF-MOUTH ADVERTISING
Definition: An unpaid form of promotion in which satisfied customers tell other people
how much they like a business, product or service
Word-of-mouth advertising is important for every business, as each happy customer can
steer dozens of new ones your way. And it's one of the most credible forms of advertising
because a person puts their reputation on the line every time they make a recommendation
and that person has nothing to gain but the appreciation of those who are listening. What are

you doing to make sure your potential ambassadors feel confident enough in your business
to recommend it? What are you doing to trigger word-of-mouth?
Here are some ideas on how companies can trigger word-of-mouth advertising:
1. Word-of-mouth is triggered when a customer experiences something far beyond

what was expected. Slightly exceeding their expectations just won't do it. You've got
to go above and beyond the call of duty if you want your customers to talk about
you.
2. Don't depend on your staff to trigger word-of-mouth by delivering "exceptional
customer experience." Good customer service is sporadic, even in the best
establishments. The customer who receives exceptional service today can't be sure
their friends will receive the same tomorrow, so even the most well-served are
unlikely to put their necks on the line and make a recommendation. Deep down,
customers know service comes from an individual, not from an establishment. And
even the best people have bad days.
3. Budget to deliver the experience that will trigger word-of-mouth. Sometimes your
word-of-mouth budget will be incremental, so that its cost is tied to your customer
count. Other times it'll require a capital investment, so that repayment will have to be
withheld from your advertising budget over a period of years. The greatest danger
isn't in overspending but in under spending. Under spending on a word-of-mouth
trigger is like buying a ticket that only takes you halfway to Europe.
4. Don't promise it in your ads. Although it's tempting to promise the thing you're
counting on to trigger word-of-mouth, these promises will only eliminate the
possibility of your customers becoming your ambassadors. Why would a customer
repeat what you say about yourself in your ads? You must allow your customers to
deliver the good news.
SUBVERTISING
Subvertising refers to the practice of making parodies of corporate and political

advertisements in order to make a statement. This can take the form of a new image, or an
alteration to an existing image. A subvertisement can be a part of social hacking or culture
jamming.
The word subvertising is a portmanteau (word created from two different words) of the
words "subvert" and "advertising". Thus, the primary goal of subvertisements, more
commonly referred to as subverts, is often to sabotage political candidates and campaigns,
corporations, and other targets.

ExxonMobil logo subverted by Greenpeace
Liberal and radical viewpoints tend to dominate subvertising, as one of the ideas behind the
concept is to provoke change by presenting easily recognizable and understandable images
that can be shocking and even disturbing in their honesty. However, some people believe
that subverts that are mockingly refer to corporate or political symbols simply give those
symbols undue publicity. People in this school of thought often argue that subverts serve no
real purpose, and that, by bringing those icons forward in the public consciousness,
subvertising in fact ends up supporting that which it was trying to destroy. Less commonly,
subvertisements are used by conservatives.
AdBusters corporate flag
According to subvertise.org:
Subvertising is the Art of Cultural resistance. It is the 'writing on the wall', the sticker on the
lamppost, the corrected rewording of billboards, the spoof T-shirt; but it is also the mass act
of defiance of a street party. The key process involves redefining or even reclaiming our
environment from the corporate beast.
Subvertising is sometimes also used by political campaigners in order to slander their

opponents or reach the minds of the public to gain support.
Subvertised Ford and Coca-Cola logos:

GLOSSARY FOR UNIT 6
 advertiser noun [C]

a company or a person that advertises a product or a service:
She claims that tobacco advertisers target teenagers.
 advertisement noun [C]

1 a notice, picture or short film telling people about a company, product or service:
cigarette advertisements
to take out a full-page/half-page advertisement in a glossy magazine
The advertisement appeared on TV last night.
newspaper/online/print/television advertisements
to place/put/run/take out an advertisement
the advertisement features/shows sb/sth
 publicity noun [U]

the attention that is given to sth/sb by newspapers, television, etc:
The sackings have attracted a lot of negative publicity to the company.

 publicize , -ise // verb [+ obj]

to make sth known to the public; to advertise sth:
We use a range of promotional products to publicize the brand.
TO TALK ABOUT ADVERTISEMENTS WE USE ADJECTIVES LIKE THESE:
 powerful
 clever
 interesting
 funny
 inspiring
 eye-catching
 humorous
 informative
 sexy
 dull
 uninteresting
 shocking
 cruel
 unsuccessful
 exploiting
 chauvinistic (putting women in stereotypical roles)
 offensive (insulting for somebody, e.g women, minorities etc.)
 humiliating
 annoying
 irritating
 unpleasant
 disrespectful
 aggressive
 upsetting
DISCUSSION. P 47, EX C
• economy of scale (also scale economy, less frequent) noun [C, usually pl., U]
the fact that as the amount of goods or services produced increases, the cost decreases:
To achieve economies of scale, many retailers have merged.

These manufacturers benefit from economies of scale by using the same parts in all their products.

VOCABULARY, P.47: ADVERTISING MEDIA AND METHODS
ADVERTISING METHODS OF VERBS TO DO

MEDIA ADVERTISING WITH
ADVERTISING
directories sponsorship promote
leaflets (also a public transport persuade
method)
press exhibition run
cinema leaflets place
billboards/hoardings word-of-mouth research
point-of-sale free samples publicise
radio slogans launch
Internet endorsement target
mailshots sponsor
commercials
posters
television
 hoarding noun [C]

a large board on the outside of a building or at the side of the road, used for putting
advertisements on:
a 20 x 10 foot advertising hoarding

a giant hoarding advertising mobile phones
 mailshot noun [C]

an act of sending advertising or information to a large number of people at the same time by
mail; an item sent in this way:
To be effective, a mailshot must be well targeted.

The launch of the service will be supported by a mailshot campaign.
READING, P.48: SUCCESSFUL ADVERTISING
Matching celebrities to their sports:
SPORT CELEBRITIES
Athletics Carl Lewis
Tennis Jimmy
Connors; John
McEnroe;
Andre Agassi;
Ilie Nastase;
Pete Sampras

Golf Tiger Woods

Football Ronaldo and
the Brazilian
national
football tema
Basketball Michael Jordan
 founder
a person who starts an organization, a company, etc:
He is the group’s founder and chief executive.

a founder shareholder (= who invests money in shares to help start a company)
 three-legged stool
a seat with legs but with nothing to support your back or arms; used usually in compounds
such as: three-legged stool; a bar stool, a piano stool etc.
 athlete
a person who competes in sports (in BrE: a person who competes in sports such as running
or jumping)
 take a gamble on
to take a risk with something, hoping that you will be successful
 famously
in a way that is famous
Some newspapers, most famously the New York Times, refuse to print the word Ms.
 spring to mind (also: come to mind)

if something springs/comes to mind you suddenly remember or think of it
When discussing modern art, three names immediately come to mind.
 Trainers (also: training shoe)

a shoe that you wear for sports or as informal clothing
 cope (with) verb

to deal successfully with something difficult
SYNONYM: MANAGE
I got to the stage where I can’t cope any more.
He wasn’t able to cope with the stresses and strains of the job.

 bet the future

put all one’s hopes and energies into one particular feature/event/situation hoping that it will
bring success for the future
 variety noun (plural varieties)

a type of a thing, for example a plant or product, that is different from the others in the same
general group:
They sell seven varieties of apple/apples.
 daring adjective, noun

brave, willing to do dangerous or unusual things; involving danger or taking risks
a daring walk in space
For the less daring, there are plenty of other activities being offered in the camp
 consistent adjective
always behaving in the same way, or having the same opinions, standards etc.
She is not very consistent in the way she treats her children.
He has been Milan’s most consistent player this season.
 streamline verb [+ obj]

to make a system, an organization, etc. work better, especially in a way that saves money:
We need to streamline the production process.
A plan was developed to streamline operations by cutting staff and upgrading technology.
EXERCISE C, PAGE 48: ANSWERS
1) Celebrity athlete endorsement, product design and advertising.

2) It experimented unsuccessfully with expansion into non-athletic shoes, and lost its
number one position to Reebok in 1986.
3) A new air technology inside the trainer
4) Michael Jordan
5) To wake up the consumer
EXERCISE D, PAGE 48: ANSWERS
a) False; Nike wasn’t named Advertiser of the Year three times. Phil Knight is the first
person to win the award three times.
b) False; Nike does not only use worldwide advertising, it uses a mix of global ad
campaigns such as ‘good versus evil’ and local advertising such as its famous poster
campaigns in the UK
c) False; Nike does not believe in the importance of market research pre-testing because
they believe that it often reduces the impact of more experimental commercials

d) False; Nike does not use a lot of computer tricks in their ads because they believe in
advertising only sports achievements that men and women can really fulfil.
EXERCISE E, PAGE 49: ADVANTAGES AND DISADVANTAGES OF USING

CELEBRITY ENDORSEMENTS
ADVANTAGES DISADVANTAGES
1) People like seeing 1) If a celebrity becomes
someone they admire and involved in scandal, a law
can identify with. suit etc., this can have
2) Celebrities give us an damaging effect on the
illusion of the different company (especially on
way of life that we might the sales) (Remember the
have if we used a product Kate Moss scandal with
advertised. cocaine abuse).
3) People are easily 2) Using celebrities to
involved in thinking: ‘if its endorse your products
good enough for him/her, usually costs a lot of
it’s good enough for me’. money.
4) People like to believe 3) Famous people have to
that they are peaking into be watched closely in
a celebrity’s life if they can order to make sure their
see what products they are way of life is consistent
supposedly using. with what you are trying
to sell.
LISTENING: PLANNING ADVERTISING CAMPAIGNS (p.49)
An advertising executive talks about what is involved in preparing a campaign, and gives
examples of memorable campaigns.
1) The most important thing about advertising today is to be able to get the attention of
the consumer.
2) The key elements of every successful advertising campaign are: you have to have a
clear point of view, you have to be entertaining and involve the audience, and the
campaign has to be consistent.
The stages involved in planning and launching an advertising campaign:
STAGE 1: DISCUSSION WITH CLIENTS
 Finding out about their business objectives and brands

 Developing a marketing strategy for a particular product

STAGE 2: RESEARCH
 Doing research on the target market
STAGE 3: DEVELOPING A CREATIVE BRIEF
 Collaborating with partners on generating ideas for the campaign

 Discussing possible ideas for the campaign with the client
 Return to the surveys on the target market
STAGE 4: CREATE A COMMUNICATION CAMPAIGN
 Using research tools to track the progress of the campaign once it is

launched
CASE STUDY 6: FOCUS ADVERTISING
IMPORTANT VOCABULARY
♣ USP abbr
unique selling proposition or unique selling point
a feature of a product or service that makes it different from all others:
We need to create a USP for the product if it is to sell.

Many of the best slogans are simple statements of USPs.
♣ target market noun [C, usually sing.]

the group of people that you want to sell your products to:
Our target market for this drink is teenagers.
We need to identify the target market.
After defining your target market, consider the key trends and competitors. We used sports marketing
as a way of reaching our target customers.
to identify/know/reach your target market
♣ upmarket (also upscale) adjective [usually before noun]

1 designed for or used by people who belong to a high social class; expensive and of good
quality:
a maker of upmarket food products
an upmarket brand/hotel/product/restaurant/store

2 used to describe people who have more money and can afford expensive products and
services:
upmarket customers
an upmarket neighbourhood
upmarket adverb:
The company has been forced to move more upmarket.
OPPOSITE: DOWNMARKET
TWO-WORD ADJECTIVES USED TO DESCRIBE PRODUCTS’ USPs:
♣ non-smoking (environment)
♣ health-conscious (people)
♣ well-known (fashion house)
♣ high-priced (model)
♣ hand-finished (car)
♣ soft-top (version)
♣ high-income (executives)
FOCUS ADVERTISING
 Company: Focus Advertising
 Based in: Paris
 Task: Develop ideas for three advertising campaigns (a chain of restaurants, a

perfume, a sports car) and hold a presentation to the managers of the three
companies
TASK – GROUP WORK
You are going to work on one of the three campaigns featured on p.52.
 STEP 1: Go through the Key questions (p.53). You will have to consider these when
you prepare your campaign
 STEP 2: Get into groups (5-6 people) and select one of the three campaigns.
 STEP 3: In your groups, start outlining the concept of your advertising campaign by
focusing on the Key questions.
 STEP 4: Include your final version in the Portfolio because you will present it briefly
at the exam. The best way to do this is to prepare a set of slides which you will print
as handouts and include among other Portfolio material as ´Case Study 6´.

_________________________________________________________________________________
PORTFOLIO ASSIGNMENT
As a member of Focus’s advertising team, prepare a one-page summary of your concept for
your Managing Director. Use the main points from the presentation that your group
prepared.
There is a model summary on page 137 to help you.

UNIT 6 Advertising Study Material Glossary Assignment

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1 UNIT 6: ADVERTISING: study material_glossary_assignment

Advertising is a non-personal form of communication intended to persuade an audience

Commercial advertisers often seek to generate increased consumption of their products or

1 Market Leader Intermediate New_BE2_summer semester/S.R.D.

2 Market Leader Intermediate New_BE2_summer semester/S.R.D.

Web banner advertising

3 Market Leader Intermediate New_BE2_summer semester/S.R.D.

Product placement, or embedded marketing, is a form of advertisement, where branded

4 Market Leader Intermediate New_BE2_summer semester/S.R.D.

5 Market Leader Intermediate New_BE2_summer semester/S.R.D.

An advertising agency or ad agency is a service business dedicated to creating, planning and

6 Market Leader Intermediate New_BE2_summer semester/S.R.D.

Interactive agencies may differentiate themselves by offering a mix of web

7 Market Leader Intermediate New_BE2_summer semester/S.R.D.

1. Word-of-mouth is triggered when a customer experiences something far beyond

Subvertising refers to the practice of making parodies of corporate and political

8 Market Leader Intermediate New_BE2_summer semester/S.R.D.

ExxonMobil logo subverted by Greenpeace

AdBusters corporate flag

Subvertising is sometimes also used by political campaigners in order to slander their

Subvertised Ford and Coca-Cola logos:

9 Market Leader Intermediate New_BE2_summer semester/S.R.D.

GLOSSARY FOR UNIT 6

 advertiser noun [C]

She claims that tobacco advertisers target teenagers.

 advertisement noun [C]

 publicity noun [U]

The sackings have attracted a lot of negative publicity to the company.

10 Market Leader Intermediate New_BE2_summer semester/S.R.D.

 publicize , -ise // verb [+ obj]

We use a range of promotional products to publicize the brand.

TO TALK ABOUT ADVERTISEMENTS WE USE ADJECTIVES LIKE THESE:

To achieve economies of scale, many retailers have merged.

11 Market Leader Intermediate New_BE2_summer semester/S.R.D.

VOCABULARY, P.47: ADVERTISING MEDIA AND METHODS

ADVERTISING METHODS OF VERBS TO DO

 hoarding noun [C]

a 20 x 10 foot advertising hoarding

 mailshot noun [C]

To be effective, a mailshot must be well targeted.

READING, P.48: SUCCESSFUL ADVERTISING

Matching celebrities to their sports:

12 Market Leader Intermediate New_BE2_summer semester/S.R.D.

Golf Tiger Woods

He is the group’s founder and chief executive.

 spring to mind (also: come to mind)

When discussing modern art, three names immediately come to mind.

 Trainers (also: training shoe)

 cope (with) verb

13 Market Leader Intermediate New_BE2_summer semester/S.R.D.

 bet the future

 variety noun (plural varieties)

 daring adjective, noun

 streamline verb [+ obj]

EXERCISE C, PAGE 48: ANSWERS

1) Celebrity athlete endorsement, product design and advertising.

EXERCISE D, PAGE 48: ANSWERS

14 Market Leader Intermediate New_BE2_summer semester/S.R.D.

EXERCISE E, PAGE 49: ADVANTAGES AND DISADVANTAGES OF USING

LISTENING: PLANNING ADVERTISING CAMPAIGNS (p.49)

STAGE 1: DISCUSSION WITH CLIENTS

 Finding out about their business objectives and brands