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Match the terms from the text to the following definitions.
taboo billboard creative director client coverage to pitch for business poster social issue
1. A public space reserved for advertisers to put their ads on ………...
2. Large pictures or notices put up in a public place to advertise something ………...
3. Human interest subjects ………..
4. People or companies who pay for a professional service ……….
5. Try to win a business deal ………..
6. Time and space given by the media to a particular news item ………..
7. The person in charge of developing ideas for advertising campaigns ………..
8. A social custom which means a particular activity or subject must be avoided ………….
4. Complete the executive’s list using the following words.
publicity Creative Director target corporate image client billboards
· Obtain complete market information about the (1)____ product; advantages, disadvantages, competitors, which groups of consumers the advertiser wants to (2) _____. Define marketing objectives and plan an overall advertising strategy.
· Meet with the media department to select the most appropriate means of advertising: media or posters on (3)_____.
· Meet with the (4)_____ to work on the design and ideas of the campaign. Point out that these should fit in with the overall (5)____ the company wants to project. Explain that we must be careful not generate any negative (6)_____ by offending anyone.
5. Read the following examples from the text. Consider the meanings of like. Translate the sentences.
A The German carmaker’s model was likened to a religious revelation.
B … if outrageous advertising worked for the likes of Benetton, it could work to revive the image of the Golf.
C The VW campaign might look like a marketing disaster…
D … it can still help to sell a product as advertisers like Benetton have already proved.
· Complete the sentences given below using the correct form of the expressions with like.
1. TV advertising is too expensive for small computer software companies, only ____ IBM can afford it.
2. Aggressive bosses are sometimes _____. great apes by the media.
3. Advertising for products _____ alcohol is banned in some countries.
4. The new perfume bottle is designed to ___ a sculpture.
6. Revise the materials on the gerund (-ing) and infinitive (to) and complete the following passage.
John S. Pemberton invented Coca-Cola in 1886. His partner suggested 1... (to put) an advertisement for the drink in The Atlanta Journal that very year. In 1888, Asa Chandler bought the Coca-Cola business and decided 2 … (to make) the product known through signs, calendars and clocks. The company began 3 … (to build) its global network when Robert Woodcruff was elected president of the company in 1923. He succeded in 4 … (to transform) Coca-Cola into a truly international product by 5 … (to set up) a foreign department, which exported Coca-Cola to the Olympic Games in Amsterdam in 1928. During World War Two, he promised 6 …(to bring) Coca-Cola to every soldier in every part of the world.
Coca-Cola advertising has always attempted 7 … (to reflect) changing contemporary lifestyles. 8 … (to create) an international advertising campaign requires the talents of professionals in many areas, and extensive testing and research are always done before 9 … (to decide) which advertisements will finally be used. Celebrity endorsements have featured heavily – Cary Grant, Ray Charles and Whitney Houston are just three big name stars who have agreed 10 … (to apear) in Coca-Cola commercials.
After 11 … (to launch) Diet Coke in 1982, the company saw its sales grow quickly. The drink is now the third most popular in the world. In 1985, the company tried 12 … (to change) the secret formula of Coca-Cola, but realized that Americans were very attached to the original recipe. The company listened to its consumers and quickly responded by 13 … (to return) the original formula to the market as ’Coca-Cola Classic.’ Today, people in more than 160 countries around the globe enjoy 14 … (to drink) Coca-Cola. It is asked for more than 524 million times a day in more than 80 languages. The company intends 15 … (to expand) its global presence even further in the twenty-first century, particularly in developing markets.
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