PROMOTIONAL TOOLS
 a___________________
 p_____________ r_____________
 s_____________ p_____________
 p_____________ s_____________

billboards competitions free samples free gifts commercials leaflets posters direct mail advertisements coupons point-of-purchase displays lobbying catalogues donations to charity sponsorship sales presentations product demonstrations price reductions product endorsement discounts company publications sales representatives trade fairs and shows sandwich-board man telemarketing
ADVERTISING PUBLIC
RELATIONS
SALES
PROMOTION
PERSONAL
SELLING

 coupons giving a price reduction
 free samples
 discounts for buying a large quantity
 price reductions in shops
 competitions
 sales presentations
 sales representatives
 telemarketing
 sandwich-board man
 commercials
 product demonstrations
 product endorsement
 advertisements
 leaflets
 trade fairs or shows
 direct mail

''ADVERTISING IS THE GREATEST ART FORM
OF THE TWENTIETH CENTURY.''
Marshall McLuhan (1911-1980),
Canadian author

How far do you agree with this statement?


Advertising is essential for business, especially for launching new products.

A large reduction of advertising would decrease sales.

Advertising often persuades people to buy things they don't need, or even the things they don’t want.

Advertising tries to sell people things they can't afford to buy.

Advertising encourages us to compare products and choose the best.

People remember advertisements not products.

Advertising lowers the public taste and it raises prices.

Advertising does not present a true picture of products.

Advertising has a bad influence on children.

PRODUCT r____________ l____________ m___________ l______c_____ e____________ p____________ d____________ f____________
ADVERTISING a__________ c__________ b__________ m_________ s__________ b__________ e__________

PRODUCT range line mix life cycle endorsement placement development/ design/demonstration features
ADVERTISING agency campaign brief message/media/ methods slogan/strategy budget executive

WHICH ADVERTISING MEDIA AND
METHODS ARE ILLUSTRATED BY THESE
PICTURES?


How many ads do you think you see or hear on an average day? Where are they placed?

Which three media do you think are used the most for advertising?

How many times do you think you have to see an ad before you remember it?

How many times do you have to see an ad before it begins to annoy you?

Are you able to ignore commercials:
● on television? ● at the cinema? ● ads on billboards?
● ads in newspapers and magazines?

Can you think of any more unusual places where it would be possible to place advertisements?

Look at the examples of adverts that have appeared in UNUSUAL
PLACES and discuss the following questions:
1.
What are the target audiences for each of the adverts?
2.
How successful do you think these adverts are?
3.
Can you think of other unusual places to advertise these products?
Where would be the best place to advertise the following?
● golf equipment ● hotel accommodation
● medical insurance ● a second-hand car
● discount travel for students ● a new movie

Make notes in order to give answers to the following questions:
1. What are ‘tremors’?
2. What are ‘early adopters’?
3. What are ‘prosumers’?

Task 1 - Choose the best subheading for the beginning of the text.
1. The advertising industry is going through a crisis period – sales are down and times are hard.
2. The traditional media are finally attracting a new younger audience and more advertisers as a result.
3. More people are rejecting traditional sales messages, presenting the ad industry with big challenges.

Task 2 – Which paragraphs give answers to the following questions?

Why have some forms of advertising become ineffective?

What are the two weaknesses of the internet as an advertising medium?

What new services have advertising agencies started to offer?

What happened in the past when new advertising media appeared?

How much does it cost to advertise at peak viewing times in the USA?

What proportion of the money spent on advertising may be wasted?
Task 3 – Do the exercises 4 & 5 in SB, p. 52

VOCABULARY - What ideas do the following sentences from the text convey?

It was Lord Leverhulme, the British soap pioneer,...

The real effects of advertising have become more measurable,...

...it can be a lot more than half of the budget going down the drain.

The advertising industry is passing through one of the most disorienting periods in history.

There are plenty of alternatives to straightforward advertising.

So far, the internet accounts for only a tiny slice of the overall advertising pie.

...or splurge $2.2m on a single 30-second commercial...

‘The advertising industry is relentlessly inventive...’

 http://www.youtube.com/watch?v=0eUeL3n
7fDs&feature=related

 used after prepositions
 used as nouns
 used to show purpose
 used after certain expressions ( look forward to, have difficulty, object to, there’s no point, it’s no use, it’s not worth, be/get used to, it’s no good ...)
 used to form a shortened relative clause
 used after the verbs intend, plan, decide, expect, arrange, fail, afford, promise, persuade, refuse...
 used after the verbs propose, recommend, suggest, admit, avoid, enjoy, discuss, consider...
 used after the verbs like, hate, start, continue...
 used after adjectives ( liable, willing, best, likely..
)


What makes an advertisement memorable:
● humour? ● originality? ● endless repetition?
● the use of famous actors and personalities?
● nudity? ● other elements?

Do you find the advertisements on television generally:
● well-made and worth-watching?
● an annoying interruption to the programmes?
● sometimes better than the programmes?


Use some of the following adjectives to describe advertisements:
● original ● humorous ● clever ● glossy ● shocking
● inspiring ● powerful ● funny ● predictable ● informative
● eye-catching ● colourful ● offensive ● artistic
● amusing ● provocative
● persuasive ● witty ● sexy

Give examples of ads that you have enjoyed.

Which current adverts do you think are the most creative in
Croatia?

Give examples of ads that have persuaded you to buy the product.

How is the advertising industry regulated in Croatia? What sort of products and services cannot be advertised?

 http://www.youtube.com/watch?v=einOAakXLZc
 http://www.youtube.com/watch?v=jLOuDbsJNaE
 http://www.youtube.com/watch?v=CDO-JgD9ru4
 http://www.youtube.com/watch?v=l38blGqVeHc&NR=
1
 http://www.splendad.com/ads/show/2379-Barilla-
Piccolini
 http://www.youtube.com/watch?v=S1ZZreXEqSY&feat ure=related
 http://www.youtube.com/watch?v=ayDiZfkvbqk
 http://www.youtube.com/watch?v=xWkZ_StRjU0
 http://www.youtube.com/watch?v=amTPGnzrbLY&fea ture=related

 http://www.youtube.com/watch?v=_ivu1TmpOdQ
 http://www.youtube.com/watch?v=xIk7Q_DJIgQ
 http://www.youtube.com/watch?v=NFh6lhFrCL4
 http://www.youtube.com/watch?v=y9ajRIgTJNA&fea ture=related
 http://www.youtube.com/watch?v=sgt2dJU2TNk&fe ature=related
 http://www.youtube.com/watch?v=h8qtsUaoVak&fe ature=PlayList&p=BD1761E311353B44&playnext_fro m=PL&playnext=1&index=6
 http://www.youtube.com/watch?v=d-EYtcSkz2I
 http://www.youtube.com/watch?v=tPcXkgHXlA&feature=related


Diamonds are forever (DeBeers)

Just do it (Nike)

The pause that refreshes (Coca-
Cola)

Tastes great, less filling (Miller
Lite)

We try harder (Avis)

Good to the last drop (Maxwell
House)

Breakfast of champions
(Wheaties)

Does she ... or doesn't she?
(Clairol)

When it rains it pours (Morton
Salt)

Where's the beef? (Wendy's)
THE ADVERTISING SLOGAN HALL OF
FAME

Where do you want to go today?
(Microsoft)

It's everywhere you want to be.
(Visa)

Drivers wanted. (Volkswagen)

The ultimate driving machine. (BMW)

You'll wonder where the yellow went when you brush your teeth with
Pepsodent. ( Pepsodent)

Because I'm worth it. (L'Oréal )

Let your fingers do the walking.
(Yellow Pages)

I'd walk a mile for a Camel. (Camel)

Think different. (Apple Macintosh)


When communicating with other people at work, we spend much of our time telling stories that have happened.

The types of stories people tell vary from one culture to another.

In some cultures people avoid telling first person narratives and prefer to tell stories that do not involve them personally.

In some western cultures it is considered acceptable to tell a story about your personal experience.

What types of stories do people tell in Croatia?

What sorts of subjects should we avoid if we are telling a story in a business context?

TOPIC-CENTRED TOPIC-ASSOCIATING
Tell stories in a l__________ way, and focus on a s__________ topic or a few topics that are closely linked.
Use a more circular style of storytelling, where a number of d_________ or loosely related topics are developed at the same time. The l__________ between stories may not seem immediately obvious.
Events are generally described in the s__________ in which they happened.
The speaker provides b__________ information to help the listener understand the story.
Events are not necessarily described in the o__________ in which they happened.
The speaker assumes shared k__________ so does not provide background information.

TOPIC-CENTRED
Tell stories in a linear way, and focus on a single topic or a few topics that are closely linked.
Events are generally described in the sequence in which they happened.
TOPIC-ASSOCIATING
Use a more circular style of storytelling, where a number of different or loosely related topics are developed at the same time. The link between stories may not seem immediately obvious.
Events are not necessarily described in the order in which they happened.
The speaker provides background information to help the listener understand the story.
The speaker assumes shared knowledge so does not provide background information.

TELLING A GOOD STORYcan leave a strong impression and help your listener to visualise the situation.
Which of the phrases a-k would you use if you wanted to do the following:

Gain interest at the start of the story

Give a shortened version

Talk about the outcome

Get your audience to anticipate

Focus on a critical moment a It t___________ out...
b You’ll never b___________ this...
c To c___________ a long story short...
d J___________ then...
e In the e___________...
f At that very m___________...
g To get to the p___________...
h G___________ what happened next?
i You’ve got to h ___________ this...
k A ___________...

Which of the phrases a-f would you use if you wanted to do the following:

Say you want the story to continue

Ask questions

Show you are paying attention

Show interest or surprise a. Right. b. Really?
c. OK. Go on...
d. Why was that?
e. So, what happened next?
f. You’ve got to be joking.
g. Yes, and...?


Set the scene: describe where and when the story took place.

Describe the people who are involved.

Describe the sequence of events.

Explain how the story ended.

Not speak too fast, and pause at critical moments in your story.

Work in groups. Choose one of the following tasks and prepare a two-minute story about it.
1) Think of something unusual, embarrassing, amusing or shocking that happened to you or someone you know.
2) Think of a film or book you’ve seen or read recently.
3) Think of an interesting or funny commercial you’ve seen recently.

TEAM ASSIGNMENTS
1.
AN ADVERTISING PROJECT – Create your own advertisement, commercial or advertising camaign
2.
HOW IS MUSIC USED IN ADVERTISING? – a presentation
3. THE CHALLENGES OF VIRAL MARKETING IN THE 21ST CENTURY – a presentation
4.
THE MOST CONTROVERSIAL ADVERTISING CAMPAIGNS OFTHE 21ST
CENTURY – a presentation
5.
TOP 5 ADVERTISING AGENCIES IN CROATIA – a presentation
INDIVIDUAL ASSIGNMENTS
1.
WRITING - THE BENEFITS AND DRAWBACKS OF ADVERTISING FOR
PRODUCERS AND CONSUMERS – an essay
2.
WRITING - ARE SCHOOL/BUSINESS PARTNERSHIPS A GOOD IDEA? – an essay
3.
SOME FORMS OF ADVERTISING SHOULD BE BANNED – an essay or an argumentative article
4.
HOW MUCH DO CROATIAN COMPANIES SPEND ON THEIR ADVERTISING
CAMPAIGNS? – a report