IV. 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 runs 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

с 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.

с the simplest way to get media coverage

4 According to Leon Jaume, the young generation of consumers like ads
a with an international flavour

b that offend them.

с 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

с Volkswagen wanted to break taboos in France

 

V. 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 illboard

2 large pictures or notices put up in a public place to advertise something (para 1)
p__________

3 human interest subjects (para 5)
s_____ i______

4 people or companies who pay tor a professional service (рarа6)
с____________

5 try to win a business deal (para 6)
to p___ t__ b_____

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

7 the person in charge of developing ideas for advertising campaigns (para 8)
С ___ D________

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

t_____

 

DISCUSSION

1. What is your favorite advertisement? Why do you like it?

2. What kind of advertisement do you like?

3. 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

4. Newspapers and TV are two advertising media. Can you think of others?

 

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.

• A chain of eight London restaurants The restaurants (specialising in your national cuisine) are in prime positions and offer extensive menus. They are reasonably priced, but are not attracting enough customers.

Aim: A creative campaign to improve sales.

• A major bank The bank (in an English- speaking country) wants to advertise the following new services:

1 Competitive low-interest mortgages

2 Direct telephone banking

3 A foreign travel service

It has also asked your agency to suggest others.

Aim: Develop loyalty among existing customers and attract new ones.

Task

You are members of an advertising team at Focus. Prepare an advertising campaign for one of the products or services. Use the Key questions below to help you. Then present your campaign to the management of the company concerned. (At this stage, you have not been asked to prepare a budget.) When you are not presenting your campaign, play the role of the company's management. Listen and ask questions. Use the Assessment sheet below to choose:

a) the best campaign concept

b) the most effective presentation.

 

KEY QUESTIONS (ADVERTISING TEAM)

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?

What media will you use? Several, or just one or two?

If you use:

an advertisement - write the text and do rough art work.

a TV commercial - use a story board to illustrate your idea.

a radio spot - write the script, including sound effects and music.

other media - indicate what pictures, text, slogans, etc. will be used.

What special promotions will you use at the start of the campaign?

 

ASSESSMENT SHEET (MANAGERS)

Give a score of 1-5 for each category: 5 = outstanding 1 = poor

 

Campaign concept	Presentation
1 Will it get the target audience's attention? 2 Will it capture their imagination? 3 Does it have a clear, effective message? 4 Will it differentiate the product or service? 5 Will it persuade the target audience to buy the product or service? 6 Will the target audience remember the campaign? TOTAL: 30	1 Was it interesting? Did it impress you? 2 Was it clear? 3 Was there enough eye contact? 4 Was the pace too quick, too slow, or just right? 5 Was the language fluent, accurate and appropriate? 6 Was the voice clear enough? Was it varied in pitch or monotonous? TOTAL: 30

WRITING

As leader of one of Focus's advertising teams, prepare a summary of your concept for your Managing Director. The summary will be used as a discussion document at a forthcoming board meeting.

 

 

UNIT 7. MONEY

READING