1.1 STOP AND THINK!

What are the advantages and disadvantages of each method

of promotion?
Example 1: Direct mail is expensive, but you can target individual
customers.
1 direct mail
2 free samples or gifts
3 leaflets and brochures
4 point-of-sale display
5 sponsorship
6 television and radio advertising
7 website

Useful language

Discussing advantages and disadvantages

One advantage of (direct mail) is that ...
Another good thing about it is that ...
The main disadvantage of (sponsorship) is that ...
They also have the drawback that ...
1.2 READING

A. Work in pairs. You are going to read an article about

Unilever's promotion of their AXE deodorant spray in the USA.
Before you read, discuss these questions.

1 How are deodorants and toiletries promoted in your country?

2 Which promotional activities do you think would be suitable for
promoting a deodorant spray? Why?

B. Read the article quickly to find out which promotional

activities were used.

Unilever
A large multinational company based in Britain and Holland which produces foods, cleaning products and toiletries.

THE AXE EFFECT

When Unilever wanted to launch its AXE deodorant spray tor men in the
United States, it combined young men's natural interest in pretty girls with the
attraction of a great house party. The idea was simple: boy buys AXE, boy meets
girl, boy smells nice, girl likes boy.
The product, which was already popular in other parts of the world, was
launched in the United States with a powerful promotional plan to make it appeal
to American male youth culture. Using the slogan 'the AXE effect', the company
used a number of marketing ploys to bring the product to the attention of the
public. These included playing an online game, free samples of the deodorant
handed out by attractive female models in retail stores, point-of-sale displays,
media advertising and public relations (PR), all of which hyped the centrepiece of
the promotion: a once-in-a-lifetime party at a Florida mansion.
Unilever began by direct-mailing millions of college students and young
males aged between 11 and 24. They received free samples and information about
the event, which was advertised as the AXE House Party: crowds of attractive
people, rock stars and a beach house. A radio advertising campaign and online
publicity called for young men to log on to the Internet to play a video game on
the AXE website. Participants had to apply their dating skills to score points. If the
player reached a certain level, he entered a lottery to win a trip to the party.
AXE focused on the intrigue and discovery of the party. Leaflets similar to
ones made for a party by a group of college students were posted in relevant
locations such as men's toilets at nightclubs. There were also print ads in
Rolling Stone and Spin magazines.
'It was all about getting into the mind of the 20-something guy,' says Mary
Drapp, Manager of Strategic Alliances and Sponsorships for Unilever. And they
succeeded in doing that. Their website received more than 943,000 hits, or 20%
more than the goal. Some 100 lucky young men were flown in to attend the party,
held near Miami. Hundreds of young people were invited to dance and enjoy
musical acts by well-known rock bands Guests could use the pool, go to a game
room or play air hockey, cards or billiards.
The party was filmed and made into an hour-long show broadcast on TNN.
To our knowledge, nobody has ever taken a consumer promotion and turned it
into a television show,' says Steve Jarvis, the marketing consultant for AXE. That
was something completely original.' After the party, AXE continued to capitalise
on the event. Some 500,000 special packs went on sale in retail stores, offering
two cans of the deodorant spray with a free AXE house-party CD that featured
songs from the artists who had appeared at the party.
 Following the promotion, results included a 22% increase in general brand
awareness among males aged 11 to 24 and a 3.0% to 3.7% increase in
antiperspirant and deodorant market share.

C. Now choose the best answer - A, B, C or D - for each of these

questions.

1 Who were the target audience in Unilever's promotional campaign?

A young women
B young men
C men of all ages
D men and women

2 How did people get an invitation to the house party?

A by receiving direct mail
B by answering an advertisement
C by applying through an internet site
D by participating in a game

3 What was the aim of the publicity for the party?

A to show an exotic location
B to improve men's dating skills
C to excite people's curiosity
D to show people they needed AXE

4 According to Mary Drapp, what was the aim of the promotional

campaign?
A to increase brand awareness
B to encourage people to visit the website
C to change the target customers
D to show the effectiveness of the product

5 What was unique about the promotion of AXE?

A the house party
B the television programme
C the free CD
D the use of the Internet

6 What was the effect of the marketing campaign?

A Twenty-two per cent more people knew about AXE.
B Sales of AXE increased by 22%.
C There was an increase in the percentage of young men who knew about
AXE.
D Brand awareness rose to 3.7%.

1.3 VOCABULARY

A. Match these words and phrases from the text (1-6) with
their definitions (a-f).

1 launch
2 ploys
3 hyped
4 hits
5 brand awareness
6 market share

a how much of the market is taken by a particular product

b knowledge that a certain brand exists
c publicised strongly
d tactics/tricks
e visits (to a website)
f start selling for the first time
1.4 LISTENING

A. Work in pairs. You are going to hear Christina Bunt talking

about Tesco's own brands. An 'own brand' is a product which
a supermarket sells with its own name on it, e.g. Tesco washing
powder or Tesco coffee. Before you listen, discuss why
supermarkets have own brands.

B. Listen and choose the best answer-A, B or C - for each

question.

1 Why did Tesco originally introduce i ts own brand?

A to increase sales
B to reduce reliance on suppliers
C to reduce costs

2 What is the main reason for supermarkets having own brands

nowadays:'
A They bring customers back to t h e i r shops.
B They have a higher profit margin.
C They don't depend on outside suppliers.

3 Tesco can sell its value brands more cheaply than other brands
because .. .
A it pays suppliers less.
B they sell in large quantities.
C they don't need advertising.
1.5 READING

A. You are going to read extracts from an article about Levi's

marketing strategy in India and China. Before you read, look
at the company background box and discuss this question.
How do you think the Indian and Chinese markets are
different from Levi's traditional markets?

Levi Strauss (Levi's) is a clothing manufacturer established in 1873 and based in San Francisco, California. Known
particularly for their denim jeans, their traditional markets have been North America and Europe.

B. Look at these descriptions (1-8) and the paragraphs (A-D) in

the article. Which paragraph does each description refer to?

1 a market which can't be ignored D

2 a marketing strategy which attracted negative comments
3 a new location for bringing a new product to market
4 a product which can now be worn in the office
5 a strategy to keep customers loyal
6 advertising that suggested that people should change their behaviour
7 employing people to express their emotions about the product
8 following their competitors' example

Going viral in India and China

A When Diesel launched its 'Be Stupid' campaign to encourage consumers

to take risks and move beyond the smart and sensible life, the viral video got
everyone's attention. Word got around, and the video stacked up to 700,000
views on YouTube, even though it was criticised widely in the media. 'Going
viral' is the new watchword for clothing brands. Most, if not all, have gone
digital, and Levi's now seems to be doing the same.

B At the launch of Denizen, its low-cost brand, in India, Levi's has brought
in what they call the 'Denizen 8', a team consisting of a software developer, a
media planner, a property consultant, an app developer, a writer and a student,
all aged between 18 and 28. 'We're getting eight denim lovers from all over the
country to become our brand ambassadors,' says Sanjay Purohit, MD, Levi
Strauss India. Eight might not seem to be a very large number in a country of
millions, but this team aren't just ordinary brand ambassadors. The brand has
them activated on the social media space. They blog about the brand and how
the brand makes them feel.

C The launch of Denizen in China last month was the first time that Levi's
has moved outside the United States for the global launch of a brand. Levi's has
been known for its strength in the premium and super-premium denim price
segments and is now keen on expanding the price ladder lower to prevent
consumers from crossing over to competitors. Through Denizen, the company
seeks to attract the 18-28 age group with affordable pricing. 'We are targeting
consumers who are just out of college or have taken on their first jobs and
want a brand that could fit into their lifestyle and budget needs. It made more
sense to launch Denizen in emerging markets, particularly in Asia first,' said
Tod Gimbel.

D Denizen is the first clothing brand to have been built for the digital
medium, as most of its target group uses social media, Internet and mobile.
India, being among the three largest markets for Levi's in Asia, is also a market
where denim is the fastest-growing clothing category, producing 35 to 40
million pairs a year. With work environments becoming more casual, for the
younger generation, denim is the clothing of choice. These consumers are
typically young, middle-class, probably the first generation to be university
educated and the first to work in a foreign multinational.
adapted from The Economic Times

C. Talk about two or three new products that have appeared on

the market in the last ten years. Discuss:

 how you first heard about them

 if you think they are useful or desirable (if you would like to have them)
 where you can buy them
 how they are marketed
 how they are packaged.

1.6 LISTENING

A. You are going to hear Amanda Hamilton, Managing Director

of Drink Me Chai, talking about how she developed a new tea
product. Before you listen, make a list of the steps you would
take before launching a new drink on the market.

B. Listen and choose the best answer - A, B or C - for each

question.

1 What was chai originally?

A an Indian drink
B an American drink
C a drink Amanda invented

2 Why did she start importing chai

A for selling to people travelling to work
B for herself
C for selling in shops

3 Why did she decide to develop her own chart

A She couldn't afford to import it.
B She couldn't depend on her suppliers.
C She enjoyed experimenting with different flavours.

4 How did she test her product?

A by using a market-research company
B by giving it to her own customers
C by trying it in the USA

5 What was the supermarket buyer's reaction to her product?

A He fixed another meeting for six weeks later.
B He agreed to try selling it in a few stores.
C He agreed to sell it in a large number of stores all over the country.

Work in small groups. Were any of the steps Amanda took the same as
your list in the previous exercise?
Useful language
Saying what you would do
The first thing we could do is ...
After that / Next, we could ...
We could also ... / Another thing we could do is
I think we should also ...
Drink Me Chai - An award-winning UK-based company that produces a range of authentic Indian chai in an instant form

1.7 READING

R A. Read the article about Amanda Hamilton quite quickly

and answer these questions.
1 When did she realise there was a larger market for her
product?
2 In what way(s) was her deal with Tesco remarkable?
 B. Six sentences have been removed from the article. Choose
the best sentence (A-G) to fill each gap. There is one
sentence that you will not need.

A He liked it and came back, saying Tesco wanted to put it into 230 of its UK
stores.
B However, getting a good cup of tea for the journey was a real struggle.
C I started importing it, but it cost me an absolute fortune, so I worked on a
range of different recipes for my own chai and did some testing.
D But the major problem was raising finance and setting up a production
facility.
E It really transformed the business.
F Since then, Drink Me Chai has been taken up by Waitrose, another
supermarket chain.
G As a result, her chai latte product, and her company Drink Me Chai, had
instant access to retail customers across the UK.

The Drink Me Chai success story

For businesses that are starting out, it can take years to achieve a national
distribution deal, and many never do. Amanda Hamilton however, managed to
get her ready-to-drink tea into 230 Tesco stores before she had even settled on
branding and packaging for the product. 1 G
Like many business ideas, Hamilton's came out of a personal need. She
started by working firstly in advertising and then for the BBC, commuting by
train into London. 2 … . Eventually, with the help of the Prince's Youth Business
Trust and a Business 2000 loan, she raised funds to open tea bars at railway
stations offering a range of gourmet teas to travellers. Tea was regarded as
downmarket, but the tea bars were really trendy mobile bars, offering lots of
tastes and flavours.
It was in a visit to the US that Hamilton discovered that chai latte, a tea
made from a powdered mix of tea and spices, milk and sugar, was the fastest-
growing drink in the US. ' 3 … Customers kept saying they preferred my version,
so I stopped importing US chai and sold my chai through the tea bars.'
Hamilton's customers also started to say that they would like to drink tha
product at home, which gave her the idea of sending a sample to a Tesco buyer.
'I had no branding and no packaging, but I managed to get through and spoke
to the buyer,' she says. '4 … It was a massive deal for me, but at that stage I
could not afford my own factory, so I had to source a co-packing facility to mix it
and pack it for me.'
The drink was launched by a new company under the same name and
produced in spiced chai and vanilla chai flavours. 5 … Tesco has recently
launched Spiced Chai Light, which comes in individually wrapped 20g sachets,
and Drink Me Chai is also on sale in Gaffe Nero coffee bars, taking the brand into
the catering market and bringing Hamilton's success story full circle.
Hamilton's aim is for Drink Me Chai to be the number-one instant chai
latte brand in the UK and Europe in both the catering and retail markets. She
still regards the Tesco deal as the one that started everything, however. '6 …
It's highly unusual for a national supermarket chain to take a product without
any packaging or branding,’ she says. The taste was so good that we managed
to get a deal without those things.
adapted from the Daily Telegraph

1.8 LISTENING

A. Work in small groups. Discuss and take notes on this

question.
What is important when launching a new product?
 B. Listen to Amanda Hamilton talking about the same topic.
Does she mention anything which did not arise in your
discussion?

C. Now work with a partner from another group and take turns to talk for a
minute about what is important when launching a new product.

D. Work in small groups. Look at these promotional methods.

internet advertising
word of mouth
stand at food fair
viral marketing
point-of-sale displays
social media
Can you add other promotional methods to the list? How could they be used
to promote chai?

E. Listen to Amanda Hamilton talking about how she has

marketed chai. Make brief notes on the following:
1 the promotional methods she has used
2 the reasons she uses each promotional method
1.1 STOP AND THINK!

A. Think of one brand in each of these categories which is

marketed internationally.

food drink Electrical equipment clothing construction

B. Discuss these questions.

1 What are the advantages for a company of expanding beyond its domestic
market?
2 What kinds of problems do companies face when they go international?
3 What methods can companies use to enter overseas markets?

1.2 VOCABULARY

A. Complete these statements with suitable expressions from

the box.

buying habits government bureaucracy monetary regulations

economic situation income distribution political stability
1 Because of tight . . . . . . . . . . . . . . . . . . . . . company profits could not be taken
out of the country.
2 Red tape and other examples of . . . . . . . . . . . . . . . . . . . . . hinder a company’s
entry into a market.
3 the country is attractive to exporters because it has enjoyed . . . . . . . . . . . . . . .
. . . . . . for the last 50 years.
4 The purchasing behaviour of consumers can be described as their . . . . . . . . . .
...........
5 The . . . . . . . . . . . . . . . . . . . . . is improving leading to a rise in employment.
6 . . . . . . . . . . . . . . . . . . . . . is a term used by economists to describe how wealth
is shared in a country.

B. Discuss these questions.

1 What are some of the main benefits of political stability?

2 How would you describe the present economic situation of your country
compared to 10 years ago?
3 Is it possible to achieve equal income distribution in a country? Explain why
or why not.

C. Look at the words and phrses below. Underline the odd

one out.

1 a) growing market c) expanding market

b) developing market d) declining market
2 a) questionnaire c) promotion
 b) focus group d)suevey
3 a) market sector c) market segment
b) market research d) market niche
4 a) international market c) domestic market
b) overseas market d) worldwide market
5 a) launch a product c) bring out a product
b) withdraw a product d) introduce a product
6 a) slogan c) discount
b) free sample d) special offer
7 a) retailer c) wholesaler
b) distributor d) manufacturer

D. Complete this exercise and then compare answers with a

partner.

1 Give an example of an expanding market in your country.

2 Give some examples of products or services which are targeted at niche
markets.
3 Another name for a home market is a . . . . . . . . . . . . . . . . . . . . . market.
4 If a product has a design fault a company may decide to . . . . . . . . . . . . . . . . . .
. . . it, correct the fault and relaunch it at a later date.
5 ‘Just do it’ is an example of a . . . . . . . . . . . . . . . . . . . . .
6 What’s the difference between a retailer and a wholesaler?
1.3 READING

A. Answer these questions.

1 Which hot drinks are popular in your country?

2 What is your favourite hot drink?
3 Which five words do you associate with coffee?

Coffee culture comes to coffee-growers

by John Authers and Mark Mulligan

In Chile, they prefer tea to coffee and instant rather than freshly brewed.
In Argentina, by contrast, breakfast is with a frothy cappuccino, a heart-
starting espresso, or a caffé latte. In Brazil, after-dinner coffee is served free at
any self-respecting restaurant.
That Latin America is not one great homogeneous culture often surprises
travellers. However, even the most subtle differences in the consumer profile of
a Colombian and a Venezuelan will not have been lost on Starbucks, one of the
fastest-growing global brands.
After searches for local partners, and a successful trial run in Mexico City,
Starbucks arrived in South America.
With no conventional advertising, the Seattle-based company opened
stores in Lima and Santiago within 24 hours of each other.
Neither Peru nor Chile has a mass-market café culture, although European
and US-style coffee houses have begun springing up in the upmarket districts of
both their capitals.
Despite this cultural peculiarity, a Starbucks survey found that Chileans on
average drink only 150 cups of coffee a year, compared with 345 in the US and
more than twice that number in many European countries. Of the 800g of coffee
per capita bought in supermarkets and from speciality shops each year, 90 per
cent of it is instant.
In Argentina, per capita consumption is about 4kg a year, mostly in whole
or ground coffee beans. Despite being a coffee-grower, Peru has a similar pattern
of coffee consumption.
The irony is not lost on Julio Gutierrez, head of Latin America at Starbucks
Coffee International. ‘We’ve been doing business in Latin America for decades’,
he says. ‘We haven’t had any stores but we’ve been buying Latin American coffee
since the beginning.’
‘Expansion will depend entirely on how long it takes to find the right
partner in each of those countries,’ he says. ‘If we don’t find anyone, we may
think about going in ourselves.’
Anyone who knows the Sturbucks story can already visualise potential
outlets in the most fashionable neighbourhoods of the region’s capital cities.
From a single store in Seattle’s Pike Place Market in 1971, Starbucks today owns
3,907 stores in North America and licenses a further 1,378. They also own 437
and franchise 1,180 outlets in the rest of the world.
It first expanded from its home market to Japan in 1996 and is now present
in more than 30 countries. Last year alone, the Starbucks’ living-room-in-a-coffee-
house format was introduced to Mexico, Germany, Spain, Austria, Puerto Rico,
Greece, Oman, Indonesia and southern China. Starbucks ‘corners’, or mini-
outlets, are found in airline offices, sports stadiums, airports, hotels and
bookshops. Copy-cat coffee-bar chains have emerged, only to be swallowed by
Starbucks or forced to merge with competitors.
Fortune and fame, however, have not come without their critics. Some
analysts say the company was forced to globalise because it had saturated its
home market. Others say the Japanese experience has not been a happy one.
Security concerns forced the company to retreat from Israel, and the anti-
globalisation movement now has Starbucks stores on its hit list.
 In aspiring societies such as Chile and Mexico, American companies are
generally well regarded and any novelty from abroad is guaranteed to arouse
curiosity.
Both the Lima and Santiago Starbucks have been packed since opening
their doors, and the company has rolled out 15 stores in Mexico City since
launching its first – cleverly located beside the US embassy – a year ago.
Roman Perez-Miranda, head of Latin America for Interbrand, agrees.
‘Mexico is the closest Latin America gets to the US, both geographically and
culturally,’ he says. ‘It was an obvious starting-point for Starbucks in the region.’
From the Financial Times

B. Read the article quickly and identify the country or

countries where the statement is true.

Argentina Peru Chile Brazil Colombia Venezuela Mexico US

1 People in this country would rather drink tea than coffee.

2 People in this country would rather drink instant coffee.
3 In this country coffee is usually free after dinner in restaurants.
4 In this country people drink 345 cups of coffee a year.
5 In this country people drink 4kg of whole or ground coffee beans per year.

C. Answer these questions.

1 Where and when did Starbucks begin?

2 How many stores does it own in a) North America? b) the rest of the world?
3 How many stores does it allow others to operate in a) North America? b) the
rest of the world?
4 Which overseas market did Starbucks enter first?
5 In what sort of places can you find Starbucks’ sales-points?
6 According to the article what four problems has Starbucks had?

D. Which of the following verbs can form a word partnership

with a) product, b) a market?

1 retreat from 4 break into 7 saturate 10 roll out

2 launch 5 penetrate 8 withdraw 11 license
3 pull out of 6 introduce 9 get a foothold in 12 phase out

E. Which of the verbs in exercise D are connected to a)

entering a market, b) leaving a market?

1.4 LISTENING

A. Listen to the first part of the interview with Paul Smith, a

marketing specialist. What questions should you consider before
entering an overseas market?
 B. Listen to the second part of the interview. What problems or
challenges does Paul Smith mention?

What problems might a foreign producer of the following products have in

trying to market their goods in your country: a) luxury cars, b) shampoos, c)
breakfast cereals?

1.1 STOP AND THINK!

A. Look at these words. Label each word
1 for 'advertising media',
2 for 'methods of advertising' or
3 for 'verbs to do with advertising'.

advertorials endorse point-of-sale sponsor

banner ads exhibitions pop-ups sponsorship
billboards (AmE)/ free samples posters target
hoardings (BrE) Internet press television
cinema leaflets/ flyers product placement viral advertising
commercials outdoor advertising radio
communicate place run

B. Which of the methods do you connect to which media?

EXAMPLE: television - commercials
 C. Which of the verbs you identified in Exercise A combine
with these nouns?
1 a campaign 2 a product 3 an advertisement
4 an event 5 a consumer 6 a message

D. Choose the most suitable words to complete these

sentences.

1 A lot of cosmetics companies give away leaflets / commercials / free samples

so that customers can try the product before they buy.
2 Advertising companies spend a lot of money on creating clever slogans /
posters / exhibitions that are short and memorable, such as the message for
Nike: 'Just do it'.
3 Celebrity exhibition / research / endorsement is a technique that is very
popular in advertising at the moment.
4 If news about a product comes to you by word of mouth / the press / the
Internet, someone tells you about it rather than you seeing an advert.
5 Many companies use post and electronic slogans / mailshots / posters because
they can target a particular group of consumers all at the same time.

E. Give examples of:

1 any viral campaigns you have read about
2 clever slogans that you remember from advertising
campaigns
3 sponsorship of any sporting or cultural events.

F. What makes a good TV advertisement? Think about ones

you have seen. Use some of these words.
 clever interesting eye-catching original powerful strange
funny shocking inspiring informative sexy controversial

G. Do you think that these advertising practices are

acceptable? Are any other types of advertisement offensive?

1 Using children in advertisements

2 Using actors who pretend to be 'experts'
3 Using nudity in advertisements
4 Using 'shock tactics' in advertisements
5 Promoting alcohol on TV
6 Comparing your products to your competitors' products
7 An image flashed onto a screen very quickly so that people are influenced
without noticing it (subliminal advertising)
8 Exploiting people's fears and worries

H. Which of the following statements do you agree with?

1 People remember advertisements, not products.
2 Advertising has a bad influence on children.
3 Advertising tells you a lot about the culture of a particular
society.

1.2 READING

A. Read the article and choose the best headline.

a) Honda predict record sales as advert breaks new ground
b) Honda skydivers push limits of TV adverts
c) Viewers tune out of normal TV advertising; Honda responds
 .............................................................................................................
by Andrew Edgecliffe-Johnson

In a new definition of a publicity stunt, Channel 4 and Honda have turned

to a team of skydivers to tackle the problem of viewers tuning out of traditional
television advertising.
On Thursday night, the broadcaster was due to devote an entire 3 minute
20 second break in the middle of Come Dine With Me, its dinner party
programme, to a live skydiving jump in which 19 stuntmen spelt out the
carmaker's brand name. Described as the first live advertisement in modem
times, the campaign is the latest attempt by advertisers and broadcasters to find
alternatives to the 30-second spot.
The development of digital video recorders such as Sky+ and Tivo, which
allow ads to be skipped, has forced advertising agencies and channels' sales
teams to collaborate on more innovative attempts to keep the viewer's attention.
'We wanted to create something unmissable.' said Andy Barnes, the broadcaster's
Sales Director. 'This concept breaks the boundaries of TV advertising: he added,
highlighting a Channel 4 campaign called 'innovating the break ' .
The campaign follows initiatives such as LG's 'Scarlet' campaign, in which
the television manufacturer ran advertisements appearing to trail a glamorous
new television show, which turned out to be a promotion for the design features
of its 'hot new series' of screens.
Thursday night's live advertisement, while designed to demonstrate the
power of television advertising, was backed up by a complex multimedia and
public-relations campaign.
The campaign's developers including Channel 4's in-house creative team.
Wieden + Kennedy, Starcom, Collective and Hicklin Slade & Partners - spent more
than a month pushing the Honda slogan of 'difficult is worth doing' before
Thursday night's slot.
A poster campaign, a series of television 'teaser' advertisements and a
website have been backed up by digital advertising and press coverage. AlI are
building up to a traditional 3D-second advertising campaign, starting on June 1,
said Ian Armstrong, Marketing Manager of Honda UK.
'The 3D-second ad is alive and well.' Mr Barnes said, pointing to data
released this week which showed that commercial television had enjoyed its best
April in five years.
For Honda, however, the elements surrounding the core 3D-second
campaign are designed to generate the intangible buzz of word-of-mouth
advertising, Mr Barnes added.
Thursday night's skydive would almost certainly go on YouTube, Mr
Amlslrong predicted. 'Commercially, that's a fantastic result, as it means our
marketing investment becomes more efficient because consumers are doing our
marketing for us.'

B. Read the article again and answer the questions.

1 Why did Honda need a new publicity stunt with skydivers?

2 Why was the Honda advert unique?
3 Why are Sky+ and Tivo a problem for advertisers?
4 What happened in the Honda advert?
5 What happened in LG's 'Scarlet' campaign?
6 What did the Honda campaign's developers do?
7 What different types of advertising did Honda use?

C. Find all the word pairs in the text using the words
advertisement or advertising.
 D. Match the words in bold in the word pairs (1-5) to their
meaning (a-e).

1 publicity stunt a) newspapers and magazines

2 design features b) a short phrase that is easy to remember
3 Honda slogan c) a series of actions intended to get a particular result
4 poster campaign d) an important, interesting or typical part of something
5 press coverage e) something done to get people's attention

E. Complete the text with some of the word pairs from

Exercises C and D.

PUBLICITY STUNT TIPS

Nothing will get your product noticed faster than a well-thought-out and well-
performed . . . . . . . . . . . . 1. First, you need to plan an . . . . . . . . . . . .2 . You
could start with some . . . . . . . . . . . .3 on radio or TV and design some large
adverts for a . . . . . . . . . . . .4 . You need to highlight all the key . . . . . . . . . . . .5.
Alert the local media and get good . . . . . . . . . . 6. Tip off the local radio or TV
station that something is going to happen. When it comes to the actual
publicity stunt, ensure that all . . . . . . . . . . . .7 or logos are visible. And if you
have the money, why not try a . . . . . . . . . . .8 on TV? Finally, try to get some
free . . . . . . . . . . . .9 and hopefully end up on You Tube.
1.3 LISTENING
A. WPP is a world leader in marketing communications.
MindShare is part of the group and Marco Rimini is its Head of
Communications Planning. Listen to the first part of the
interview and complete the gaps with a maximum of three
words.

I always go back to the beginning and . . . . . . . . . . . 1, what is the person

who's paying for the campaign . . . . . . . . . . . .2? What is that person's . . . . . . . . . .
. 3, what is it that that person . . . . . . . . . .4 as a result of . . . . . . . . . . . .5 on this
advertising campaign?

B. Listen again. What reasons are there for advertising, apart

from selling a product?

C. Listen to the second part. What are the four stages of a typical
advertising campaign?

D. Listen to the final part and answer the questions.

1 What are viral campaigns?
2 Regarding the Ronaldinho viral, what did people argue about?

In groups, tell each other about a viral campaign or advertisement that you
have discussed with your friends.