Learning Journal Unit 5 Advertising

I. Complete with A, AN, THE or / (no article).

1. Bank of America, …… nation’s largest bank, announced its earnings …… last week.
2. Each advertisement must make …… proposition to …… consumer. Not just words or show-
window advertisement. It m8st be …… USP, something that competitors do not offer.
3. If we invest more in …… advertising, we’ll be able to capture …… bigger chunk of ……
European market.
4. We have …… responsibility to our customers to make our products safe. It is our job to
ensure …… customer satisfaction.
5. Do you know a lot about …… marketing, because I think this approach might not be
aggressive enough? I think we need …… more aggressive approach.
6. There are …… astonishing number of fake news in the social networks and …… regulations
are becoming necessary to tackled these and punish those who make them viral.
II. Match the sentence halves below.
1. All things considered; it seems …… Are not good enough to convince
people of buying.
2. Roughly speaking, most commercials …… Change the packaging and
improve the design to increase
sales.
3. Overall, these products are now regarded as …… Were presented launched last
year.
4. On average, 30 projects …… That the one constant in
marketing is researching your
target market.
5. Basically, we need to …… Successful marketing campaign.
6. By and large, this was a …… Having few attractive features

III. Reading comprehension. Read the article about selling budget cars in China.
• In most of the lines there is one extra word which does not fit. Some lines, however, are
correct.
• If a line is correct, write the word correct in the gap on the right.
• If there is an extra word in the line, write that word in the space provided.

Automakers will race to appeal to the budget-conscious Chinese car byers as the …………
industry expands beyond the wealthy coastal cities in the east, Ford Motos Co’s …………
Western China, automakers will appeal to price-sensitive consumer by offering …………
multiple vehicles within the same size segment niche at varying prices, Joe …………
Hinrichs said. “The growth is expected for the rest of this decade in China is …………
largely to come from the central and western parts of the country which is more …………
value-oriented,” he told reporters at Ford’s headquarters in Dearborn, the …………
Michigan. “You’ll need to serve those customers most differently,” he added. …………
Ford’s plan to introduce 15 new vehicles in China by 2015 began with a last …………
month’s launch of the new Focus. Hinrichs said last month in Beijing that the …………
Ford plans to sell cars priced below the Fiesta, currently their cheapest model in …………
Asia with a price from $12,300 to $17,500. …………
 IV. Match the tow sides of the phrase and then write the complete expression next to
the correct example.

BRAIN – ENERGY – ATTENTION – THIRST – SAVING – QUENCHING – GRABBING –

MONEY - MOUTH WATERING – SAVING – TEASING
1. Rechargeable batteries are: ………………………………………………………………………………………
2. A low flow shower head is: …………………………………………………………………………………………
3. An optical illusion is: …………………………………………………………………………………………………
4. Teclado’s French fries with sour cream: ………………………………………………………………………
5. A chilly soda or beer: ……………………………………………………………………………………………………
6. A yellow VW Beetle Car: ………………………………………………………………………………………………

V. Answer 4 of the following questions.

1. What is the advantage of subliminal advertising?

……………………………………………………………………………………………………………………………………………

2. What is the advertising of benchmarking?

……………………………………………………………………………………………………………………………………………
3. Is it true or not that advertising raises prices? Explain your answer.
……………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………
4. What is the most important thing that advertisement has to do nowadays?
……………………………………………………………………………………………………………………………………………

VI. Study the add below and answer the questions clearly ant with appropriate
vocabulary. Correct vocabulary gives you points.
1. What’s the key message?
……………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………
2. How effective is it? (Refer to color, layout, and design)
……………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………
3. What kind of advertisement is it? (describe)
……………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………
4. What brand stretching could you develop?
……………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………
 VII. Complete with a word from the box.

Endorsement Placement Internet Research Media

Account Sponsoring Catchphrases Dealers Timeless
Run Billboards Samples Advertising Offshare
1. ………………… advertising is focused on on-line shopping.
2. Many companies prefer to outsource the manufacturing of their products or some parts in
……………… countries that offer them lower costs.
3. Some of the best advertising ……………… have been assimilated into everyday conversation
while participating in long discussions such as Brooke Shields’ “Know what comes between
me and my Calvin’s? Nothing.”
4. In larger firms, ……………… agencies oversee the ……………… of the companies they
represent. With this they develop an expense budget which includes ……………… buying,
and logo design.
5. We have to ……………… this commercial two months before Christmas so that people will
remember our product when it comes the time of buying presents for their loved ones.
6. Gold Medal Greats are the famous Olympic athletes who have reached the pinnacle of
succeed in swimming, track and field, wrestling and other sports, and are available to
share their success with your company, brand, or client through product ………………
7. I think it’s a pity that when you travel down south, all you see are these gigantic ……………
advertising all kinds of products on the road One can hardly see the scenery!
8. Buying a …………… bag could be pretty expensive but at the end it’s worthwhile since you
know it’ll be fashionable forever.
9. Did you go to the soccer game yesterday? The outcome was great but what was better
were all the ……………… companies that arrived with free …………… of many sports clothes
and gear. The public was fascinated.
10. Marketing …………… indicates that product ……………… in movies, reality shows and soap
operas is extremely effective since ……………… of those products have immediate increases
in sales after their product has been shown.

VIII. Analyze the product and answer the questions about it.
1. What is its target audience?
2. What media would you use to advertise it and why?
3. What kind of sponsorship would you recommend to have and why?
4. Which are its USPs (Unique selling proposition/ point)?

IX. Describe the following LEGO ad in terms of design, layout, effectiveness, message
etc. Use outline form and clear ideas.
a. …………………………………………………………………………………………………………………………………………
b. …………………………………………………………………………………………………………………………………………
c. …………………………………………………………………………………………………………………………………………
d. …………………………………………………………………………………………………………………………………………
e. …………………………………………………………………………………………………………………………………………