Министерство образования и науки Российской Федерации Федеральное государственное бюджетное образовательное учре-ждение высшего профессионального образования «Российский экономический университет имени Г. В. Плеханова» (ФГБОУ ВПО «РЭУ им. Г. В. Плеханова»)
Кафедра иностранных языков экономических факультетов
ПОСОБИЕ ДЛЯ САМОСТОЯТЕЛЬНОЙ РАБОТЫ СТУДЕНТОВ СТАРШИХ КУРСОВ ПО СПЕЦИАЛЬНОСТИ «РЕКЛАМА И СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ» (на английском языке) Часть 3
Москва
Составители:
ФГБОУ ВПО «РЭУ им. Г. В. Плеханова» 2012 Н.А.Калашникова Д.А.Миронова
Пособие для самостоятельной работы студентов старших курсов по специальности «Реклама и связи с общественностью» (на английском языке) Часть 3/ сост.:Н.А.Калашникова, Д.А.Миронова - Москва: ФГБОУ ВПО «РЭУ им. Г. В. Плеханова», 2012 – 32 с. Данное учебно-методическое пособие предназначено для самостоятельной работы студентов старших курсов факультета маркетинга, изучающих деловой английский язык по специальности «Реклама и связи с общественностью». Пособие содержит 2 раздела с аутентичными текстами, содержание которых направлено на понимание основных аспектов и современных тенденций в развитии рекламы. Тексты оснащены лексико-грамматическими упражнениями и практическими заданиями. 3 раздел содержит лексические тесты, предназначенные для закрепления пройденного материала. Целью пособия является развитие навыков и умений чтения и понимания текста, расширение лексического запаса студентов, а также развитие навыков ведения дискуссии и профессионально-ориентированной устной речи. Пособие разработано в соответствии с Программой по иностранному языку для вузов неязыкового профиля Министерства образования и науки РФ и с учетом требований к специалистам-экономистам.
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ФГБОУ ВПО «РЭУ им. Г. В. Плеханова», 2012
Contents: Part 1. …………………………………… ………………………………...4
Text 1 Global advertising campaigns …………………………………..4 Text 2 Sponsorship deals for promoting brands……………….….…9 Text 3 Internet Advertising ………………..…………..…………...14 Part 2.
Text 1. Hello again, I’m Vista ……………………….…..……….19 Text 2. How not to annoy your customers……………….……….21 Text 3. Low Ratings End Show and a Product Placement ………23 Part 3.
Test Your Professional Vocabulary……………………………….25 Literature ………………………………………………..………………..32
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Part 1. Text 1. Global advertising campaigns Before you read Discuss these questions. 1 What types of products sell well internationally? Do you know of any successful or disastrous advertising stories? What happened and why? 2 If a company wanted to advertise its products or service globally, who would be involved, e.g. a national advertising agency, and what do you think would be the first steps in planning the campaign? 3 Survey your class to find out attitudes to global advertising campaigns. Reading A. Understanding the main points Read the article on the opposite page and answer these questions. 1 Is the writer for or against global advertising? 2 Does he make his case in a balanced or one-sided way? 3 Is his style of writing persuasive or informative? What gives you this impression? B. Understanding details 1 Read the article again and choose the best option to complete these summaries of the writer's ideas for developing successful global campaigns. 1 Global campaigns are better developed by head / local offices. 2 If companies can develop the right creative concept, it should work with customers in most / all countries. 3 Effective advertising starts with understanding customer needs / having good creative ideas. 4 To develop creative materials for the campaign, it is better to work with one main agency / several specialist agencies. 5 If companies develop the right campaign, they should be able to use it in all foreign markets without any changes / with adjustments for some markets.
2 Read paragraph С carefully. What three reasons does the writer give to support a global approach to advertising? Complete these sentences. 1 It's less expensive to... 2 It's easier and quicker to ... 3 People expect...
Going global: ads that travel by Guy Gilpin A Effective global campaigns must start like any other campaign, with sound creative materials and by understanding consumers. В Those who make the case for centralised global advertising often seem to be swimming against the tide. Strong central planning, with head office telling its subsidiaries how 10 they should talk to 'their' consumers, is an approach that has become unfashionable, unsexy and unknown. Global advertising campaigns, the thinking goes, are 15 creatively hamstrung by the need to be all things to all men. The resulting adverts are functional but forgettable, inoffensive but uninspiring, and a safe option for the riskaverse. And 20 of course local offices are much happier creating their own ideas than implementing someone else's. 6
45 relevant to potential customers around the world, then a single creative concept should be able to convey this to all their potential customers around the world. In other words, 50 effective global advertising starts, just like any effective advertising does, with understanding your consumers. E Admittedly, there will be some cases where consumers' requirements of a 55 product differ from country to country. But for most products, they will not do so. It is likely that the reasons why somebody buys a can of Coke, or chooses PlayStation3 in 60 preference to an Xbox 360, are fairly similar all over the world. F The same brief could, of course, be given to different agencies in different countries. But presumably, 65 the advertiser has selected its lead agency for a reason and believes that this agency can solve a given brief as well, if not better,
C From the advertiser's point of than any other. So why would they view, the global approach is not not give this agency completely 70 the brief globally? 25 without its merits. From a G Of course, the concept the lead financial point of view, it is agency comes up with will have to obviously cheaper to develop one be flexible enough to be adapted set of creative material and then for other countries. A good idea roll it out worldwide. A global can be approach is also faster, and 75 adapted to emphasise different simpler benefits, or push different products 30 to implement. And as people in a range, without diluting the travel the world more and more - essential qualities of the brand or physically or virtually - they are changing its positioning. So why exposed to the same brand in can it not be different markets, and they should 80 adapted for other countries? get the same advertising This adaptation needs to be carried 35 experience. If you want to out sensitively. It is a skilled job in build a global brand, a global itself, the importance of which is campaign seems the most obvious often underestimated. way to do it. D Every ad starts with an insight (that is, a consumer need) and a 40 proposition (that is, a way that the product meets this need). If the planners, market researchers and marketing strategists can find an insight and develop a proposition that is from Campaign Understanding meaning Choose the best explanation for these ideas from the article. 1 'Those who make the case for centralised global advertising often seem to be swimming against the tide: (lines 5-8) a) fighting to get their views heard b) doing the exact opposite to what most other people are doing
2 'Global advertising campaigns [...] are creatively hamstrung by the need to be all things to all men.' (lines 13-16) a) Trying to please everyone in a global campaign restricts creativity. b) Global campaigns can't work, as everybody has such different idea of creativity Vocabulary Definitions Match these words/phrases from the article (1-10) with their meanings (a-j) 1 the risk-averse 2 merits 3 implementing 4 are exposed to 5 insight 6 proposition 7 brief 8 lead agency 9 diluting 10 underestimated
a) b) c) d) e) f) g) h) i) j)
advantages a suggestion or plan of action the agency with the primary role official instructions explaining a task not understood to be important a clear and deep understanding weakening see and experience something putting a plan into operation people who don't like taking risks
Vocabulary development When you add the prefixes un- or in-, they have a negative meaning, e.g. unreliable = not reliable, ineffective = not effective. In paragraph B, find examples of adjectives that start with the prefixes un- and in-with these meanings. 1 not fashionable 2 not inspiring 3 not offensive and likely to upset people Add two other examples of your own of adjectives with each prefix. 8
In paragraph B, the writer uses two very colloquial expressions that mean 'unfashionable'. Find them and match each with its meaning. 1 not the current fashion 2 not glamorous or exciting What everyday equivalents can you think of that have a similar meaning to the words in Exercise 3? Word search 1 Look through the article and find: 1 three words or phrases that mean 'in many different countries'. 2 at least three adjective-noun partnerships that start with global and one that starts with creative. 2 Find the names of four jobs connected with advertising. Then add at least three other jobs you know. Find three words or phrases that describe parts of an international company, e.g. headquarters, distribution centre. Then add at least two others. Persuasive language 1 The writer uses these persuasive techniques. Find another example in the article for each technique. 1 Rhetorical questions: questions that don't need answers and get the reader to think, e.g. So why would they not give this agency the brief globally! (lines 68-70) 2 Repeating words and phrases to help keep them in the reader's mind, e.g.... same brand in different markets, and they should get the same advertising experience. (lines 33-35) 2 The writer uses words and phrases to make his position on the ideas in the article clear to the reader. Match the phrases (1-4) with the purposes (a-d). 1 From... point of view (line 24) a) Thinks the idea is probably true 2 Admittedly (line 53) b) Has no doubts the idea is true 3 But presumably (line 64) c) Reflects the idea from a particular position 4 Of course(line71) d) Acknowledges that another idea is true
Word families Complete the chart. adjective creative compelling global virtual sensitive
adverb ______________ 1 ______________ 2 ______________ 3 ______________ 4 ______________ 5
1 In the writer's view, with sensitive adaptation for different markets, global advertising campaigns are effective. Do you agree? Give reasons and examples to support your view. 2 Prepare a short presentation on a global advertising campaign that has been successful or one that has failed in a specific market. 3 Write a report to persuade your manager to use a local/global advertising strategy to launch a new service/product in all your company's markets. a) Plan your paragraphs: • Your position • Possible supporting points • Possible points against • Your conclusion b) Write your report using some of the techniques for persuasion used in the article.
Text 2 Sponsorship deals for promoting brands. Before your read Discuss these questions. 1. Make a list of different types of activities/events or things that companies can sponsor, e.g. a sports or arts event, a stadium, etc. 2. Think of a company that uses sponsorship as part of its marketing mix (e.g. Research in Motion). a) What activities/events does it sponsor (e.g. U2’s’360ºtour)? 10
b) Why do you think it chooses this type of sponsorship (e.g. raised the profile of BlackBerry with the youth market)? 3. What kind of sponsorship possibilities does a large entertainment company like Disney offer to companies? What kind of companies do you think Disney would want to link up with? Reading. A. Understanding the main points Read the article and choose the best option to complete each statement. 1. Siemens is the new sponsor/one of the sponsors of the relaunched Spaceship Earth attraction at Disney’s Epcot theme park. 2. Siemens is Disney’s main corporate partner/one of Disney’s corporate partners. 3. Siemens was looking for a sponsorship deal in the USA to raise its profile/help it get into the US market. 4. Siemens chose Disney because it couldn’t find the right sports event to sponsors/the Disney group offered a wider range marketing possibilities. 5. Disney is keen to negotiate sponsorships deals with companies because of the technical expertise the offer/money they earn. B. Understanding details. 1. Read the article again and complete these statements. The writer thinks Disney is a good option for companies who are looking for sponsorship opportunities because: 1 a deal with Disney means they will have access to…. 2 they may be also able to negotiate…. 2. What marketing opportunities do General Motors and Siemens get from their partnerships with Disney? Complete the chart. Marketing opportunities Sponsorship Product Placement Purchasing agreement
General Motors Sponsors Test Track ride at Epcot _____________2 _____________4
Siemens _______________1 _______________3
Sponsors with a taste for Mickey Mouse marketing By Matthew Garrahan A At first glance, Walt Disney would
55 broad appeal.
appear to have little in common with Siemens, the German industrial group that makes everything from light bulbs 5 to hearing aids. Yet, as its sponsor, a Siemens logo can be seen on the newly relaunched Spaceship Earth attraction at Disney’s Epcot theme park in Florida. It also appears on the 10 Disney website, where visitors to the Spaceship Earth section can take part in ‘The Siemens Science Minute’ or ‘Be a Siemens Superhero’. B Siemens is one of Disney’s ‘corporate 15 alliance’ partners, alongside companies that include Coca-Cola, Hewlett-Packard, General Motors and Kodak. Corporate partners pay fees to Disney, running into hundreds of millions 20 of dollars, in return for promotion, sponsorship and access to its millions of customers. C Although it has a vast number of business in the US, Siemens is not 25 well known by American consumers. As a former shirt sponsor of real Madrid in Spain, it first considered sponsoring a US sports event to raise brand awareness. ‘There were many 30 opportunities to get involved with sport, whether in motor racing or by sponsoring a stadium,’ says Mr Nolen, Chief Executive of Siemens’s 12
F Disney has a long history of corporate partners. The relationship with General Motor (GM) dates back to 1982, when the company 60 sponsored the Test Track ride at Epcot in Florida. Since then, the agreement has expanded considerably. Disney’s fleet of company cars is supplied by GM, and GM cars 65 regularly feature in Disney studio movies. G Disney hopes to win more business from companies that would normally sponsor a sports event or attach their names to a stadium. ‘A lot if 70 people are going to be messing if you sponsor a sports event, whereas the Disney brand appeals to families,’ says Lawrence Aldridge, Disney’s Senior Vice-President of Corporate Alliances. H Contracts with corporate alliance partners that last for years can be worth hundreds of millions of dollars and often include purchasing agreements. Disney spends $12bn a year on goods 80 and services, and the company’s alliance partners are often at the front of the queue when the group comes to pace orders. This increases its appeal
US division. However, the group 35 finally chose Disney because it gave Siemens the ability to showcase its technological expertise and reach a broader, more diverse audience. D The Disney deal represents a change 40 from the German company’s former focus on sports sponsorship and offered it a way to benefit from a mix of distinct marketing opportunities. For example s Siemens’s medical products 45 have appeared in Gray’s Anatomy, the Disney-ABC medical drama. E The range of business owned by Disney gives the company an advantage over a sports event in 50 the competition for sponsors. It can showcase brands in its theme parks or in the TV programmes and films it makes via product placements. Crucially, the Disney brand also has
to sponsors.
Vocabulary A Word families 1. Complete the chart with words from the article relating to sponsor Noun verb adjective Types of (activity/organisation) sponsorship Sponsorship ____________2 sponsored arts sponsorship ___________1 _____________3 2. Use words from Exercise 1 in the correct form to complete these sentences. 1. _______ can be a powerful way to increase brand awareness.
2. Before deciding to _______ an activity, the ________ must be sure that the event has a good chance of success and fits in with the business and brand objectives. 3. ___________, for example __________ a football team, is the most popular form and can range from international to local sports activities and events. 4. We plan to hold a _________ run to raise money for the charity Save the Children. B Definitions Match these words and phrases from the article (1-6) with their meanings (a-f). 1. corporate alliance a) display products 2. corporate partners b) contracts stating the terms of a purchase 3. feels c) way of reaching 4. access d) money paid for service 5. showcase e) other organizations you work with in some way 6. purchasing agreements f) an agreement to work with another company for mutual benefit C Word partnerships Match the verbs (1-5) with the nouns (a-e) to form word partnerships for talking about sponsorship 1 pay a) business 2 sponsor b) an audience 3 showcase c) feels 4 reach d) a sports event/a ride 5 win e) technological expertise/brands D Opposites Find adjectives in the article which have the opposite meaning to these adjectives. 1 small (paragraph C) 2 future (paragraph C) 3 similar (paragraph C) 4 unrelated (paragraph D) 14
5 limited (paragraph E) E Understanding expressions Match these phrases from the article (1-5) with their meanings (ae). 1 have little in common with a) worth around 2 running into b) in first position for something 3 in return for c) take part in something 4 get involved with d) as part of an exchange 5 at the front of the queue e) be different in most ways F Prepositions Choose the correct preposition to complete these phrases. 1 pay fees to/from/for Disney 4 a way to benefit of/from/to a mix 2 get involved to/with/for sport of marketing opportunities 3 the German company’s focus 5 hopes to won more business at/on/with sports sponsorship from/to/at companies 6 the Disney brand appeals at/for/to families Over to you 1. Choose a company that sponsors a sporting, music or arts event or a good cause. a) What do the sponsor and the organization receiving the sponsorship get from this partnership? b) How does sponsoring this type of event fir in with the sponsor’s business objectives and image? 2. List the benefits of a corporate alliance between Disney and on of its partners, e.g. Coca-Cola, General Motors. Write a short report explaining how the deal benefits both companies. 3. In response to tough economic times, your company is planning to cut its marketing budget for sponsorship. Is this a sensible strategy? Prepare a two-minute presentation that will convince you manager to accept your point of view.
Text 3 INTERNET ADVERTISING BEFORE YOU READ
Discuss these questions. 1 How important is Internet advertising in your country? 2 How have fast Internet connections changed advertising on the Internet? 3 What kind of ads can you find on the web? Which ones do you like? Are any that you find annoying? 4 What kind of advertising techniques work for promoting brands on the Internet? Think about: • search-engine websites like Yahoo and Google • social-networking sites like MySpace and Facebook and the video-sharing site YouTube • business websites, e.g. news sites, online magazines, websites of professional organisations, etc. READING A. Understanding the main points 1 Read the article on the opposite page and choose the statement that expresses the purpose of the article most accurately. a) To inform readers about developments in Internet advertising b) To persuade readers that Internet advertising is the solution for the future c) To explain the benefits for companies of advertising on the Internet 2 The article describes three marketing techniques that are used online. Match each technique (1-3) with its explanation (a-c). 1 search advertising a) paying for branded products to be shown in a film or video 2 viral marketing b) encouraging web users to pass on a marketing message to others, so that the message spreads like a virus to many users 3 product placement c) paying for the chance to have an advertisement display when a user searches for a given keyword 3 According to the writers, which of the three techniques in Exercise 2 works welt for the following? 1 creating and maintaining awareness of brands 2 convincing a buyer to purchase a particular product 16
4 Complete these developments that have encouraged more innovative Internet advertising. 1 Increased speed of... 2 The popularity and growth of. The ability of web users to…… THE CHANGING FACE OF INTERNET ADVERTISING By Richard Wray and Katie Allen A Search advertising allows companies to compete for position on search engines, so when a user looks for cheap TV sets, a holiday, an iPod or a car, their brand comes out on top. In search advertising, advertisers only pay for the advertising when someone clicks on the search result. That process is measurable and trackable. Nick Hynes, Chief Executive of the search marketing agency the Search Works, said, 'You can tell exactly which key words, like "cheaper car insurance", you should be listing on and you can see how many customers who click on the result become customers. You don't waste any money.' В Advertising is not only about persuading a person to prefer a particular item. A lot of advertising is about creating and sustaining brands. С In the early days of the web, advertisers tried to build brand awareness through banner ads on other website. But these often frustrated web users because they videos in their advertising.
had to wait while their slow Internet connection uploaded an advert. The growth in broadband Internet connections, however, means online advertising of brands can be much less intrusive and can become more innovative. D Social-networking sites such as MySpace, Bebo and Facebook have brought together huge online communities. This is clearly an opportunity for advertisers. However, the nature of those communities can make it hard to promote brands, because people consider their online space as their own domain. Innovative brand campaigns have been created allowing people to incorporate brands within their own profile pages. But it is likely that these campaigns will always be aimed at niche audiences, although large niches. E As broadband connections become the norm, advertisers will have more ways of reaching customers. Faster connections mean that advertisers can now include when they experienced a 'low
F One new method of advertising is the viral video campaign. With this method, Internet users share content containing a branded message, in this case a video. An example is Dove's Evolution ad, which created a huge viral marketing buzz around a video showing a model being made up, photographed and then digitally altered. G Advertisers have also found ways to take advantage of the rise in user-generated content. Lucozade recently rolled out a campaign to get customers onto their GetYourEdgeBack.com site. Customers were invited to upload home-made videos about instances
energy' moment. The winner was offered a prize of ÂŁ10,000 and the chance to star in one of Lucozade Energy's ads. H Product placement in online videos has been around for a while and is a good way of raising brand awareness. Advertising group MediaCom has created a video series about cats for petfood specialist Masterfoods and posted it on MSN. The videos focus on cat health, but, of course, also mention why viewers should buy their products. 'It's all about generating brand awareness. Things TV has traditionally been good for we can now do online as well,' says Stefan Bardega, a MediaCom director
from the Guardian B. Understanding details 1 Read the article again and say whether these statements are true (T) or false (F). Correct the false ones. 1 A big advantage of search advertising is that advertisers only pay when a user clicks on the link to their website. 2 Search advertising makes it easy to measure the number of users that click through to the advertiser's site, but not the number who go on to make a purchase. 3 In the past, users found web ads frustrating because they took so long to appear on their screens. 4 The writers think that online community websites have a lot of potential for promoting brands to a wide audience. 2 What campaigns are mentioned as successful examples of: 1 a viral video? 2 content created by users themselves? 3 a product placement online video? 18
VOCABULARY A. Definitions 1 Match these words from the article (1-8) with their meanings (a-h). 1 sustaining a) causing to happen 2 banner ads b) sent files from one computer onto the Internet 3 uploaded c) maintaining for a period of time 4 intrusive d) a feeling of excitement and energy 5 niche audiences e) unwanted and annoying 6 buzz f) extended an advertising campaign after a successful test 7 rolled out g) target groups with a specific and limited interest 8 generating h) small advertisements on web pages, often found at the top of a page and link to the advertiser's site B. Word partnerships 1 Match these words to make noun-noun partnerships from the article. 1 2 3 4 5
search web brand profile Internet/broadband
a) b) c) d) e)
awareness pages connections result users
2 Find at least one other noun-noun word partnership that start with search. 3 Find at least three adjective-noun word partnerships that start with online. 4 Find at least one adjective-noun-noun word partnership that starts with viral. C. Vocabulary development Decide which verb does not go with the noun phrase in bold. 1 promote / develop / sustain / keep up a brand 2 do / generate / build / create brand awareness 3 post / upload / divide / share
an online video
4 5 6 7
save / prevent / make / waste expand / launch / announce / rollout click on / catch / select/track engage / attract / reach / arrive
money an online video a search result customers
D. Sentence completion Use words and phrases from Exercises A-C to complete these paragraphs. 1 The growth of faster b....с.........a has made о........v........b advertising take off. Producing video costs a lot more than traditional b….. a……c, but it produces higher response rates, so will be more successful in raising and s.........d brand awareness. 2 In paid-for s.....a.........a, search engines like Yahoo will guarantee advertisers a place in the search r.............b .The position depends on the amount of money advertisers are willing to pay each time a user с.............con their listing. 3 You can create a real b.....a around a new product, with an exciting wellconstructed v…… v ……b campaign, carefully targeted at а n….. a…..c of web и................................... d. And you won't w…….e money, as it's relatively cheap to produce! 4 Facebook is an о......с.........a for people with common interests. Members create their own p…..p…….b with biographical data, likes and dislikes and any other information they choose to и……c onto their page. 5 We plan to r......о........a an о.......a.........b campaign to p......c our range of health foods. Using an online channel will help us r...............d new customers and get them onto our website. E. Prepositions Complete these sentences using the correct prepositions. 1 The growth.......broadband has allowed a more creative use of video in advertisers' online campaigns. 2 Many of the most successful viral video campaigns are aimed younger audiences. 3 Many companies see social networking communities as a huge opportunity……. marketing their products …………… a niche audience. 4 Advertisers are finding new ways to take advantage ……. the growing popularity of user-generated content. 20
OVER TO YOU 1 Write a short report on behalf of an advertising agency, justifying a shift to Internet advertising for a new adventure holiday club that targets young professionals. 2 In small groups, discuss what developments you expect to see over the next five years in the following areas. • TV advertising • Internet advertising Then present your top five predictions. 3 Develop an advertising brief for a viral video campaign for one of your favourite brands. 4 Research a viral campaign that has been successful. Present the campaign and your analysis of what makes it effective.
Part 2 Give the summary of the following texts: Text 1. Hello again, I’m Vista Microsoft hires a hot ad agency in an effort to improve its image WERE advertisements rather than sales the yardstick, Apple would have dominated the computer industry for decades. First there was the legendary spot “1984”, in that same year, which is often considered the best ad in history. Directed by Ridley Scott, then basking in “Blade Runner” fame, and produced by Chiat/Day, Apple’s advertising agency to this day, it depicted Apple as the individualist and cool brand, in contrast to oppressive conformity, then understood to mean IBM. Ever since then, the same man, Lee Clow, at what is now TBWA\Chiat\Day, part of Omnicom, a giant marketing group, has been socking it to Apple’s bigger rival, Microsoft. His deadliest work yet is the current “Get a Mac” campaign—better known by its opening lines: “Hello, I’m a Mac—and I’m a PC.” In the American version of the ad, a suave Mac, played by Justin Long, an actor, contrasts with a lovable but decidedly uncool PC, played by John Hodgman, a comedian who has been
catapulted to celebrity as a result. The upshot, as ever: Apple’s Mac types are elegantly effective; Microsoft’s PC folks are bumbling plodders. All this puts Microsoft in the awkward position of having its brand image defined by a rival—despite its own vast advertising budget, which towers above Apple’s. But Microsoft has also made Apple’s task a lot easier. It has made software that, by comparison with Apple’s, is buggy and clunky. Most notoriously, Microsoft’s latest operating system, Windows Vista, was first delayed for years, then launched to dreadful reviews and is now selling more slowly than expected, even after big price cuts. So Microsoft is fighting back. A preliminary salvo, fired last month, was the so-called “Mojave Experiment”—a focus group in San Francisco of 140 volunteers who had not actually tried Vista but professed that they had heard awful things about it. They were then treated to ten-minute demos by a trained expert of a “new” operating system, allegedly called Mojave. They liked what they saw, and when told that this product was in fact Vista, they gasped in shock and delight. The climactic moments, naturally, are available for viewing at www.mojaveexperiment.com. You could be forgiven for wondering whether Apple had commissioned the advertisement. It was Microsoft at its worst. The “experiment” addressed none of the problems with Vista—the trouble starts when ordinary consumers, not experts, try to use it with their existing hardware —and it felt as authentic as “reality” television. But Microsoft is also preparing a much bigger attack. Earlier this year the firm caused a stir when it passed over its previous advertising agencies and chose Crispin Porter + Bogusky, arguably the hottest agency today, to put together a campaign rumoured to be costing $300m. Crispin’s brief is to come up with an answer to Apple’s campaign that does not feel reactive, and somehow makes Microsoft look cool. By reputation, Crispin, based in Miami and Boulder, Colorado, might be the one agency that could pull off such a miracle. Its creative star is Alex Bogusky, though he has now risen to management level. In recent years, Crispin has revived, among other brands, Burger King, while coming up with admired campaigns for the Mini and Volkswagen. That said, there have also been flops, such as the baffling “Algorithm” campaign for Ask.com, which seemed to promote its larger rival Google. Making Microsoft sexy is certain to be Crispin’s biggest challenge yet, as its creative types are surely aware—since they, in line with the rest of their industry, overwhelmingly own and use Macs. But it may be possible. 22
Apple’s campaign has left itself vulnerable in at least one unforeseen way. Although everyone watching its spots agrees that Macs are cooler, most people also adore Mr Hodgman’s PC. By contrast, Mr Long’s Mac comes across as mildly but increasingly smug and irritating.
Text 2. How not to annoy your customers From The Economist print edition Is in-store television an effective advertising tool? Perhaps, if done right IN-STORE television would seem to be a no-brainer for big retailers. It makes their shops more attractive to consumer-goods companies because they can advertise their wares direct to a captive audience. It lets retailers run their own advertisements and promotions. It keeps shoppers informed and entertained. And after an (admittedly large) investment in the in-store network, it can be a lucrative source of advertising revenue. Even so, in-store television has so far worked well for only some retailers in some countries. America's Wal-Mart, the world's biggest retailer, started with in-store TV ten years ago in partnership with Premier Retail Networks (PRN), a firm based in San Francisco that is owned by Thomson, a French technology firm. It has the world's biggest network, with screens in over 3,000 of its huge shops in America. After much trial and error it seems to have learnt how to carry it off. Some 140 firms, including Procter & Gamble (P&G) and Unilever, the world's biggest consumer-goods companies, pay to advertise on Wal-Mart TV. (Wal-Mart and PRN split the proceeds, but will not say how.) A survey of retailers by Retail Systems Research (RSR), a consultancy, found that in-store TV increased overall sales by 2%. Wal-Mart started with a single in-store channel but now has six, covering subjects such as food, electronics and health, which are shown on giant screens in a store's various departments. Since the attention span of busy shoppers is short, these channels differ from ordinary television. A 30second spot created for TV is too long, except for people stuck in checkout lines. Spots of five to 15 seconds, with one or two messages, work best. Non-stop advertising puts shoppers off, so Wal-Mart mixes
advertising with entertainment, weather reports and cooking tips. On average, customers watch one minute of programming per visit. They get annoyed if it is too loud, so Wal-Mart turns down the volume when its shops are less busy. In Britain the in-store network being built by Tesco, the world's thirdbiggest retailer, is at an earlier stage. After launching its system to great fanfare in 2004 with JCDecaux, a French outdoor-advertising company, Tesco failed to win many advertisers and almost pulled the plug on the whole project. But in 2006 it asked dunnhumby, a British marketing company, to relaunch “Tesco TV” in 100 of its supermarkets, with about one-third of the chain's sales. There are now closer ties between what appears on the screen and other in-store promotions. A new “brand sting” format is said to have lifted sales of some products by as much as 25%. The greatest hope for in-store TV may be in emerging markets, where shoppers are hungrier for branded consumer goods than they are in the rich world. In November PRN said it was helping Carrefour, the world's second-largest retailer, kit out all of its hypermarkets in Brazil with instore TV. (It has already fitted Carrefour's shops in Poland.) In China Focus Media, a local company, is dotting the retail landscape with giant screens. The business model for in-store TV varies. Sometimes a company such as PRN pays for the screens, sells the advertising slots and pockets most of the revenue, with a cut going to the retailer; sometimes the retailer pays for the screens, gets another firm to run them and keeps the revenue for itself. In-store television networks make most sense for big retailers, says Nikki Baird of RSR, because of the cost of installing screens (typically $4,000 per shop) and updating content. Big retail chains also find it easier to attract advertisers, because they can promise more screens in more places. All of this depends on the willingness of consumer-goods companies to buy advertising slots, however. Though about 80% of them renew their instore TV deals, they are still not totally sure about the idea. Paul Fox of P&G says it is too soon to judge the new medium. The company is not yet certain, he says, how in-store TV fits into the broader mix of marketing. But studies suggest that three-quarters of all decisions to buy something are made inside shops, so done the right way, in-store TV advertising could, in theory, make a big difference. Stay tuned. 24
Text 3. Low Ratings End Show and a Product Placement By BRAIN STELTER EVEN in a fictional world, it seems, General Motors cannot catch a break. The struggling car company’s splashy deal to integrate two vehicles into the NBC drama “My Own Worst Enemy” hit a snag Thursday when the network confirmed that it was canceling the series after only four episodes had been shown. The partnership represented a big push for both G.M., which has sought new ways to market cars and trucks in a troubled economy, and NBC, which has aggressively recruited advertisers to underwrite some of the production costs of its shows. The demise of “My Own Worst Enemy” highlights the risks of the advertiser partnerships that NBC and other broadcasters are turning to. But the network is not backing away from the model; if anything, it is doubling down. “Our partners understand that it’s a risky business,” said Marc Graboff, the co-chairman of NBC Entertainment, in an interview Thursday. “But they want to be more integrated with our content.” Product placements in television shows and films have always existed, but they have become more elaborate in recent years. The newest forms of brand integration now make cars into characters and insert insurance company messages into story lines, and automakers like G.M. are driving much of the innovation, lending their vehicles for scenes and signing expensive partnership deals with Hollywood producers. For “My Own Worst Enemy,” a much-promoted Monday night series, NBC and G.M. seemed to do everything right: they teamed up early in the production process, created commercials together and carefully added the Camaro and Traverse brands to the story lines. Christian Slater played an ordinary middle-class father who is also a secret agent, complete with suitable G.M. cars for each personality, a Traverse sport utility vehicle and a Camaro convertible. But as smart as “brand integrations” may be, they are only as effective as the show itself. Viewers rejected “My Own Worst Enemy” quickly; the most recent episode drew only 4.3 million viewers and put NBC in fourth place for the hour. The network will show the remaining five episodes, in part to satisfy its partnership with G.M.
Neither partner expressed regrets; Kelly Cusinato, a spokeswoman for G.M., said in a statement that the company was “excited to be a part of the series.” “We continue to look for great opportunities, ideas and partnerships within the larger entertainment business,” Ms. Cusinato said. Well before G.M. looked to receive government financial support, the company started cutting back its television ad spending. In the first half of the year, its spending declined 13 percent compared with the same time last year, according to Nielsen. Weakness in the automotive sector trickles down to advertising-supported companies; automakers represent the largest advertising category for TV networks. While G.M. declined to comment on its advertising budget, the company has withdrawn from its regular advertising slots in the Super Bowl and the Academy Awards. By all accounts, brand integrations are a compelling alternative to 30second commercial spots; Variety reported last month that the automakers “have been among the biggest spenders” for the format. Infiniti is sponsoring branded segments on “Inside the Actors Studio,” which had its season premiere on Bravo last week. Hyundai is featuring its new Genesis sedan in “24: Redemption,” a two-hour movie to be shown on Fox on Nov. 23. “Advertisers must get their messages across within content, where it’s done organically, seamlessly, and doesn’t interfere with the cognitive rejection factor” of traditional commercials, said Frank Zazza, the chief executive of iTVX, a firm that measures exposure to branded entertainment. Although the details of the partnership between NBC and G.M. were not disclosed, integration deals can be set up on a sliding scale, adjusting the payments and the number of the product placements depending on the performance of the series. Sometimes networks will create custom sponsorships or other content to make up for poor ratings or cancellations. G.M.’s deal with NBC began at the network’s “infront” for advertisers last April. Held one month before the normal upfront presentations, the meetings were meant to jump-start conversations with marketers and make product integrations more likely to succeed. The integrations themselves have had a noticeable impact, even if some of the shows have not. “Every single first-year show we’ve launched has an advertising partner in place, which has probably never happened in broadcast TV,” Ben 26
Silverman, the other co-chairman of NBC Entertainment, said at the New York Television Festival in September. Mr. Silverman is the loudest supporter of brand integrations in network television today. Since joining NBC in the summer of 2007, he has pushed the network to include advertisers in every step of the production process and has spoken about doing more for advertising clients. To promote the Dodge Ram, Mr. Silverman moved the debut of a competition show, “America’s Toughest Jobs,” to summer 2008 from 2009. “They had a vehicle they wanted to launch, and we worked with them,” he said. The automaker deals did not end there: NBC continues to back “Knight Rider,” starring a Ford Mustang in the role of the talking car KITT, despite the show’s relatively low ratings on Wednesday nights. Mr. Graboff said advertiser partnerships were weighed when decisions were made about canceling or renewing shows, but “it’s not the determining factor.” The network may break new marketing ground with “Kings,” a drama recreating a David vs. Goliath-style battle that is scheduled for a winter debut. The series’s principal sponsor, Liberty Mutual, is not inserting blatant mentions of its insurance policies into the scripts; instead, it is connecting the theme of the show to its long-term marketing campaign about responsibility. “It’s not just about sticking a Coke can on a desk anymore,” Mr. Graboff said. “It’s an evolving form.”
Part 3. Test Your Professional Vocabulary. 1.Choose the best option and complete the gap 1. Every marketer should have an idea of how to build strong __________. a) names b) ideas c) brands 2. We have to work on our brand name ______ - 55% of consumers have never even heard of us! a) aware b) awareness c) clarity 3. Brand-____________ occurs more often when there are big differences between brands.
a) changing b) swapping c) switching 4. In the next six months, we have to ______________ to increase our brand's equity. a) take steps b) make steps c) do things 5. The ______________ of brand-loyal consumers is about 35%. a) property b) proportion c) promotion 6. To a marketer, creating and maintaining __________ can provide for increased profitability, reduced vulnerability to competition, the ability to charge premium prices, and a platform for introducing new to market products carrying the brand name. a) brand equity b) brand preference c) brand leverage 7. When describing a product's benefits, one often uses the words "tangible" ( = real), and "______________" ( = inherent). a) intangible b) intrinsic c) introductory 8. Bill's company was able to charge a _________ in the market place because of their positive brand equity. a) premier b) promotion c) premium 9. A product with no brand name is referred to as being ______________. a) branded b) generic c) unidentified 10. Viral marketing uses "word-of-_______" to increase brand awareness. a) speech b) month c) mouth 11. The time when an advertisement will be shown is called its a. slot b. spacebar c. showtime 12. The time when most people are watching TV (from 8 -10pm) is called (the)a. rush hour b. up-tempo c. prime time d. dinner hours 13. A short advertisement (often at a particular time) is a – a. spot b. quickie c. one-off d. advertorial 14. The number of people who might see an advertisement constitute the advertisement's – a. view rating b. publicity c. exposure d. showing up 15. When every possible way to reach the public has been tried you have – a. saturation coverage b. world exposure c. universal appeal d. blanket output 16. One of the first known methods of advertising was the outdoor display, usually an ......... sign painted on the wall of a building. a. eye-arresting, b. eye-catching, c. eye-stopping d. eye-taking 17. The amount of money allowed for something is the 28
a. budget b. overhead c. quote d. tender 18. Newspapers that come out every day are called – a. dailies b. tabloids c. broadsheet d. evening standards 19. Magazines with expensive paper and lots of pictures are called – a. shinnies b. cartoons c. glossies d. upper markets 20. If something stays out of view, it has a – a. visibility issue b. low profile c. hidden agenda d. silent shadow 21. We sent _____ to every house in town so that local people could see were and what we were selling. a. leaflets b. newsletters c.. endorsement d. brochures 22. Which of these publicity materials is likely to look like a colour magazine? a. a leaflet b. a brochure c. a newsletter d. a display unit 23. The introduction of radio created a new opportunity and by the end of the 1920s, advertising had established itself in radio to such a(n) ......... that advertisers were producing many of their own programs. a. amount b. extent c. range d. volume 24. What is the marketing term for a sales representative who visits customers to sell a product? a. visiting b. direct selling c. travelling 25. A luxury product which is high quality and expensive is a(n) _______ product. a. upmarket b. downmarket c. middle-market 26. A product which only appeals to a very specialist group of customers is a ________ product. a. special b. niche c. reserved 27. The percentage of the market which your company has is your market _________. a. quota b. segment c. share 28. What is a brand called which has the supermarket’s name on it? a. an own brand b. a white brand c. a proprietary brand 29. Which word has these three meanings: start (a company), put (a product) on the market, start (an advertising campaign)? a. throw b. begin c. launch 30. What so marketers call the place where the product reaches the consumer? a. an end-user b. a final stop c. an outlet 2. Complete the following sentences using words form the box.
product line, market research, customer service, communications, ad agency, Loyal customers, branding strategy, switch to, Public Relations, promote 1. Excellent _____________ is achieved by a three-dimensional process that includes a well-conceived service strategy, customer-driven systems, and customer-friendly people. 2. Our corporate ______________ ensures your company develops a strong, reliable image that increases sales and builds customer loyalty. 3. A global market leader in the medical device and pharmaceutical packaging industries, announces an extension of their medical and pharmaceutical ___________ engineered to meet packaging requirements. 4. _____________ is a set of management, supervisory, and technical functions that foster an organization's ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values. 5. Excellence is a full service ____________. We offer a wide variety of graphic design services, including logos, catalogs, brochures, billboard sign design, trade show displays, direct mail pieces, and website design. 6. Consumer ________________ is a form of applied sociology that concentrates on understanding the behaviours and preferences, of consumers in a market-based economy, and aims to understand the effects and comparative success of marketing campaigns. 7. You'll be responsible for product launches, press ___________ and PR at shows and events. 8. Marketing aims to find out what people want: then developing a product or service that will satisfy those wants; and then determining the best way to ___________ and distribute the product or service. 9. Customers with a strong sense of brand loyalty are rarely prepared to ___________ a competitor. 10. ______________ represent no more than 20 percent of our customer base, but make up more than 50 percent of our sales. 3. Choose the best option and complete the gap.
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It is not easy for inventors to 1 ______ a new product on the market, especially when they have to 2 _____ with large consumer products companies which have a marketing 3 ______ of millions of pounds. Essentially, inventors have to carry out market 4 _____ beforehand in order to discover who might need or want their product, and what 5 ________ they might be prepared to pay. For a small company, the most effective marketing 6 ________ is to demonstrate the product to potential customers firs, so that they know what they are buying. 7 ______ your marketing efforts on the customers you have and make sure to keep them happy and 8 _____. If you can do that, you will discover that thy talk about the product to other people, and 9 _______ recommendation is the most cost-effective way of extending your customer base. Before undertaking costly 10 _______ activities, such as printing brochures and taking out advertisements, use your imagination to see if you can reach your 11 _______ customers without spending so much. Relatively cheap ways of marketing your product are though a(n) 12 ______, handing out free 13 _____ at big events, and sending your product to journalists, who, if the product interests them, may write an article about it in a magazine or newspaper. All these activities will raise brand 14 _______. Be ready to sell directly to customers, but, if your product is a consumer product, it is worth approaching retail stores to see if they will 15 ______ it, too. 1. introduce launch establish start 2. compete fight oppose struggle 3. resource fund budget account 4. research investigation experiments study 5. money number total price 6. maneuver scheme move ploy 7. Employ Focus Aim Direct 8. constant true loyal faithful 9. word-of-mouth face-to-face eye-to-eye 10. publicity promotional selling sales 11. end Aim target object 12. Internet E-mail hyperlink website 13. examples copies samples trials 14. understanding awareness knowledge information 15. hold have keep stock
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LITERATURE: 1. Gore S “English for Marketing & Advertising”, Oxford University Press, 2007 2. Greasby L. “Check your vocabulary for marketing”, Peter Collin Publishing Ltd, 2000 3. Sweeney S. “Test your Professional English Marketing”, series, Pearson Education Limited, 2004 4. Farrall C., Lindsley M. “Professional English in Use Marketing”, Cambridge University Press, 2008 5. Guy Brook-Hart, “Business Benchmark”, Cambridge University Press, 2007 6. www.media-awareness.ca/english/index.cfm 7. www.answers.com 8. www.questia.com 9. www.officearrow.com 10. www.extension.iastate.edu
ПОСОБИЕ ДЛЯ САМОСТОЯТЕЛЬНОЙ РАБОТЫ СТУДЕНТОВ СТАРШИХ КУРСОВ ПО СПЕЦИАЛЬНОСТИ «РЕКЛАМА И СВЯЗИ С ОБЩЕСТВЕННОСТЬЮ» (на английском языке) Часть 3
Составители: КАЛАШНИКОВА Наталья Афанасьевна МИРОНОВА Дина Александровна
Компьютерная верстка Е. П. Савинова
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