Advertising

Advertising

 Ad
 Advert
 Advertisement
 Advertiser
 Advertising
 Advertising

 Ad: an informal word for Advertisement

 Advert (BrE only) = Advertisement

 Advertisement: a picture/film/piece of writing used to tell people

about a product/service in order to persuade them to buy it

 Advertiser: a person or organization that puts out an

advertisement

 Advertising: telling people publicly about a product/service in

order to persuade them to buy it

=> Advertising campaign

Advertising agency
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 Advertorial: an advertisement using the style of a newspaper
or magazine article so that it appears to be giving facts rather
than trying to sell a product
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• Banner ad: an advertisement in the form of a box with a
design or symbol that is spread cross web page, usually at the
top
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 Billboard (= hoarding - BrE): a large sign used for outdoor
advertising
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 Classified advertisement: a small advertisement you put in a
newspaper if you want to buy or sell something
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 Commercial: an advertisement on TV or radio (TVC)

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 Endorsement: when a well-known person says in an
advertisement how good they think a product is
=> to endorse a product, an endorser
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 Leaflet (= flyer) : a small piece of printed paper that gives
information or advertises sth.
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 Mailshot: when information or advertising material is sent
through the mail to a large number of people at one time
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 Pop-up: a small window containing an advertisement that
suddenly appears on a computer screen when you are
looking at a website
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 Point-of-sale (POS): the place where the product is sold
=> point-of-sale advertising
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 Communicate a message (to the customers)

 Promote: try hard to sell a product/service by advertising it

widely, reducing its price etc

 Publicity: the business activity of making sure that people

know about a new product/service.

 Publicise: give information about sth to the public so that they

know about it
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 Slogan: a short phrase that is easy to remember and is used by

an advertiser, organization or group.

 Sponsorship: financial support to pay for a sports or arts event

in exchange for advertising or to get public attention.
=> to sponsor an event/ a sponsor

 Target: to target sb/sth - to be targeted at sb/sth

e.g.: Our product is targeted at low-income people.
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 Viral advertising: a way of advertising in which
information about a company’s products or services is
spread by people sending on emails
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 Word of mouth: when people hear about something from
their friends, people they work with etc
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1. to run a campaign
2. endorse a product
3. to place an advertisement
4. to sponsor an event
5. to target a consumer
6. to communicate a message (to customers)
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1. free samples 2. slogans 3.

endorsement
4. word of mouth 5. mailshots
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 Reading
A new kind of advertising campaign

1. To tackle the problem of viewers tuning out of traditional television

advertising (line 4-5)
2. Because it was a live event (13-14)
3. B/c they enable viewers to skip adverts (20-24)
4. 19 stuntmen did a live skydiving jump and spelt out Honda’s name (10-13)
5. LG ran adverts which appeared to trail a glamorous new TV show but
which really promoted its new screens (35-39)
6. They pushed the slogan on different media before the live advert went out
(53-60)
7. Honda used posters, TV ads, digital advertising, press coverage (53-55)
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TV advertising digital advertising

live advertisement advertising campaign
advertising agency word-of-mouth advertising
run advertisements teaser advertisement
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PUBLICITY STUNT TIPS

Nothing will get your product noticed faster than a well-thought-out and well-performed (1)
publicity stunt. First, you need to plan an (2) advertising campaign. You could start with some (3)
teaser advertisements on radio or TV and design some large adverts for a (4) poster campaign.You
need to highlight all the key (5) design features. Alert the local media and get good (6) press
coverage. Tip off the local radio or TV station that sth is going to happen. When it comes to the
actual publicity stunt, ensure that all (7) slogans or logos are visible. And if you have the money,
why not try a (8) live advertisement on TV? Finally, try to get some free (9) word of mouth and
hopefully end up on YouTube.
 Advertising - Listening
A. CD1.31
WPP is a world leader in marketing communication. MindShare is part of the group and
Marco Rimini is its Head of Communications Planning Listen to the interview and
complete the gaps. Write NO MORE THAN THREE (3) WORDS for each gap. You will
hear the piece TWICE.
(I = Interviewer, MR = Marco Riminis)
I : What are the key elements of a really good advertising campaign?
MR: When I answer the question of what’s really makes a good advertising campaign, 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? So in order to
decide whether it is good or bad, it is first of all most important to understand what it is
that the campaign must try and achieve. Some people might say, well, that’s obvious – to
sell more goods, to sell more services, to sell more bottles of Coca-Cola or jeans – and
often, of course, it is simply to sell more of a product. But not always. Sometimes it is to
(6) ----------- of an issue. Sometimes it is to get people to (7) -------------, to do up their
seat belts, to change the campaign depends on what it is there (8)-------------.
 Advertising - Listening
A. CD1.31
I What are the key elements of a really good advertising campaign?
MR When I answer the question of what’s really makes a good advertising
campaign, I always go back to the beginning and (1) ask the question, what is the person
who’s paying for the campaign (2) trying to achieve? What is that person’s (3) objective,
what is it that that person (4) wants to happen as a result of (5) spending money on this
advertising campaign? So in order to decide whether it is good or bad, it is first of all
most important to understand what it is that the campaign must try and achieve. Some
people might say, well, that’s obvious – to sell more goods, to sell more services, to sell
more bottles of Coca-Cola or jeans – and often, of course, it is simply to sell more of a
product. But not always. Sometimes it is to (6) change people's views of an issue.
Sometimes it is to get people to (7) drink less alcohol, to do up their seat belts, to change
the campaign depends on what it is there (8) to achieve.
 Advertising - Listening
CD1.32 Listen to the second part of the interview and complete the gaps. Write ONE (1)
WORD for each gap. You will hear the piece once.
I Can you take us through the typical planning and launch stages of a campaign?
MR So, when we look at the different stages of a campaign, we tend to start always with the
briefing. The first stage is to identify the (1) ………………… that we tend to agree the
brief with the (2)…………………. It is at this stage we tend to agree the objectives I
referred to earlier – what will make the client happy after this campaign has been aired?
The second stage is then to take that brief and articulate it for the people in our
organizations who have to make (3)…………………and have ideas about the campaign
itself. At this stage, we brief creative people to come up with ideas and media people to
ask, to have ideas about which (4)………………… those ideas will be seen in.
The third stage will be the presentation of those ideas to the client. There is then some
debate … that debate process can go on for quite a long time until there’s (5)
…………………. At that point of agreement, we get into the execution phase. The
execution phase is where we then produce the creative material and buy the space and
the places in the channels of distribution for that material.
 Advertising - Listening
CD1.32
I Can you take us through the typical planning and launch stages of a campaign?
MR So, when we look at the different stages of a campaign, we tend to start always with the
briefing. The first stage is to identify the (1) brief that we tend to agree the brief with the
(2) client. It is at this stage we tend to agree the objectives I referred to earlier – what
will make the client happy after this campaign has been aired?
The second stage is then to take that brief and articulate it for the people in our
organizations who have to make (3) recommendations and have ideas about the
campaign itself. At this stage, we brief creative people to come up with ideas and media
people to ask, to have ideas about which (4) channels those ideas will be seen in.
The third stage will be the presentation of those ideas to the client. There is then some
debate … that debate process can go on for quite a long time until there’s (5) agreement.
At that point of agreement, we get into the execution phase. The execution phase is
where we then produce the creative material and buy the space and the places in the
channels of distribution for that material.
 Advertising - Listening
CD1.33
Listen to the final part of the interview and decide the following statements are True or
False
1. Nike does not have a successful new media campaign
2. Viral campaigns are pieces of content which will be picked up by individuals and passed
on to their friends with negative comments
3. The most famous piece of Nike viral was Ronaldinho, the footballer with his outrageous
skill which is just about believable.
4. The viral campaign about Ronaldinho actually became about it was real or faked
5. Viral campaign generate its own PR, public- relations exercise, its own gossip on the
web.
 Advertising - Listening
CD1.33
Listen to the final part of the interview and decide the following statements are True or
False
1. Nike does not have a successful new media campaign. F
2. Viral campaigns are pieces of content which will be picked up by individuals and passed
on to their friends with negative comments. F
3. The most famous piece of Nike viral was Ronaldinho, the footballer with his outrageous
skill which is just about believable. T
4. The viral campaign about Ronaldinho actually became about it was real or faked. T
5. Viral campaign generate its own PR, public - relations exercise, its own gossip on the
web. T
 Advertising - Listening
Group discussion:

From the advertisers’ viewpoint, TV commercials are widely

regarded as a powerful tool. In your opinion, what are the positive
and negative effects that TV commercials exert on the viewers?
Provide examples, figures, or any relevant statistics to justify your
view on the impact of these advertisements.
Advertising – Writing (PF – p. 22)