Sách Market Leader Intermediate – Unit 5: Advertising – Tiếng anh thương mại – Học Hay (Phần 2)

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Market Leader Intermediate – Unit 5: Advertising - Skills

 

A. Listen to two different openings of a presentation. What is the same/different about them? Which do you prefer? Why?

 

Đáp án:

1. is more formal 

2. is more informal

 

B. How many sections is the content of the presentation organised into? Look at the Useful language box below and divide the phrases into two groups, F (formal) or I (informal). Compare your answers.

 

USEFUL LANGUAGE

NTRODUCING YOURSELF On behalf of Alpha Advertising, I'd like to welcome you. My name's Marc Hayward. Hi, everyone, I'm Marc Hayward. Good to see you all. INTRODUCING THE TOPIC I'm going to tell you about the ideas we've come up with for the ad campaign. This morning, I'd like to outline the campaign concept we've developed for you.

GIVING A PLAN OF YOUR TALK I've divided my presentation into three parts. Firstly, I'll give you the background. Secondly, I'll discuss the media we plan to use. Finally, I'll talk you through the storyboard. My talk is in three parts. I'll start with the background to the campaign, move on to the media we plan to use, and finish with the storyboard for the commercial.

INVITING QUESTIONS If there's anything you're not clear about, feel free to stop me and ask any questions.   I'd be grateful if you could leave any questions to the end.

 

 

Đáp án:

Three sections

Formal

On behalf of Alpha Advertising, I'd like to welcome you. My name's Marc Hayward.

This morning, I'd like to outline the campaign concept we've developed for you.

I've divided my presentation into three parts. Firstly, I'll give you the background. Secondly, I'll discuss the media we plan to use. Finally, I'll talk you through the storyboard.

I'd be grateful if you could leave any questions to the end.

Informal

Hi, everyone, I'm Marc Hayward. Good to see you all.

I'm going to tell you about the ideas we've come up with for the ad campaign.

My talk is in three parts. I'll start with the background to the campaign, move on to the media we plan to use, and finish with the storyboard for the commercial.

If there's anything you're not clear about, feel free to stop me and ask any questions.

 

 

D. An important part of structuring a presentation is letting the audience know what is going to happen next, or signalling. listen to an extract from later in the presentation in Exercise A and fill in the gaps.

1. ... where this is very important. Just to give you a specific example: ................the next slide, ............ the chart that the key age group is 18 to 25, but that this will become less, not more, important as the product matures in the market.

2. As I say, this is reflected across all the markets. Right................... the target markets. ............ the final part, and the media we plan to use. We'll start in ...

3. This will be linked to a coordinated press campaign starting in June ................, before we go to the storyboard: ............ are that firstly ...

 

Đáp án:

1. if you look at; we can see from

2. that's all I have to say about; Let's now move on to I

3. So, to sum up, then; the key points again

 

E. What is the purpose of the missing expressions in each of the three extracts in Exercise D?

a) to introduce a conclusion

b) to change section/topic

c) to refer to visuals

 

Đáp án:

1. c

2. b

3. a

A. Read the article and choose the best headline.

a) Honda predict record sales as advert breaks new ground

b) Honda skydivers push limits of TV adverts

c) Viewers tune out of normal TV advertising; Honda responds

Đáp án: b

B. Read the article again and answer the questions.

1. Why did Honda need a new publicity stunt with skydivers?

2. Why was the Honda advert unique?

3. Why are Sky+ and Tivo a problem for advertisers?

4. What happened in the Honda advert?

5. What happened in LG's 'Scarlet' campaign?

6. What did the Honda campaign's developers do?

7. What different types of advertising did Honda use?

 

Đáp án:

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

2. Because it was a live event.

3. Because they enable viewers to skip adverts.

4. Nineteen stuntmen did a live skydiving jump and spelt out Honda's name.

5. LG ran adverts which appeared to trail a glamorous new television show but which really promoted its new screens.

6. They pushed the slogan on different media before the live advert went out.

7. Posters, TV ads, website, digital advertising, press coverage

 

 

C. Find all the word pairs in the text using the words advertisement or advertising.

 

Đáp án:

television/TV advertising, live advertisement, advertising agency, (to) run advertisements, teaser advertisement, digital advertising, advertising campaign, word-of-mouth advertising

 

D. Match the words in bold in the word pairs (1-5) to their meaning (a-e).

1. publicity stunt

2. design features

3. Honda slogan

4. poster campaign

5. press coverage

a) newspapers and magazines

b) a short phrase that is easy to remember

c) a series of actions intended to get a particular result

d) an important, interesting or typical part of something

e) something done to get people's attention

 

Đáp án:

1. e

2. d

3. b

4. c

5. a

 

E. Complete the text with some of the word pairs from Exercises C and D.

PUBLICITY STUNT TIPS

Nothing will get your product noticed faster than a well-thought-out and well-performed ............(1). First, you need to plan an ............(2). You could start with some………....(3) on radio or TV and design some large adverts for a ............(4). You need to highlight all the key ............(5). Alert the local media and get good ............ (6). Tip off the local radio or TV station that something is going to happen. When it comes to the actual publicity stunt, ensure that all ............(7) or logos are visible. And if you have the money, why not try a ...........(8) on TV? Finally, try to get some free ............(9) and hopefully end up on YouTube.

 

Đáp án:

1. publicity stunt

2. advertising campaign

3. teaser advertisements

4. poster campaign

5. design features

6. press coverage

7. slogans

8. live advertisement

9. word-of-mouth advertising

 

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