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Innovation in Learning

A A BUSINESS VOCABULARY

Advertising and promotion

Lesson code: F4IL-NP6F-V4Q6 UPPER INTERMEDIATE +

1 Types of advertising
Study the following types of advertising and put them into the correct categories below. Some terms
may belong to more than one category.

banner ads billboards brochures classified ads

cold calling commercials fliers mailshots
neon signs pay-per-click ads pop-up ads pre-roll ads
product endorsement product placement shop displays word of mouth

Print advertising:

Personal advertising:

Street advertising:

Online advertising:

Advertising on TV:

In pairs, read the statements below and discuss whether you agree with them or not.

1. Word of mouth is the most effective form of advertising.

2. Pre-roll ads are very annoying for the viewer but effective for businesses.
3. Commercials are a waste of money.
4. Pop-up ads are very distracting.
5. Billboard ads are only effective for certain types of businesses.
6. Cold calling is an old-fashioned of marketing and a waste of time.
7. Pay-per-click ads are the most effective form of advertising.
8. Classified ads in newspapers don't work anymore.

Discuss any of the questions below.

1. What type of advertising is most effective for your business?

2. What type of advertising is least effective for your business? Why?
3. What type of advertising do you dislike?
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Review your flashcards at least 3-5 times a week for 20 minutes to keep the material fresh in your memory.
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Advertising and promotion
Innovation in Learning

A A A A BUSINESS VOCABULARY

2 Promotion
Read the text and complete the definitions below with the bold words and phrases:

1. somebody who has recently arrived somewhere or recently joined a group (noun):
2. have, own (formal verb):
3. keep, continue to have (verb):
4. be noticed (idiom):
5. an official statement issued to newspapers giving information on something (noun):
6. using special strategies to get a high-ranking position in search engines (Google, Yahoo!, Bing, etc.)
(noun):
7. difficult (adjective):
8. public attention (noun):

Successful promotion
The goal of marketing is to stand out from the crowd.
A successful marketing campaign attracts the attention of potential customers to your products and
services. Your prospects are more likely to become your customers if you offer unique and competitively-
priced products and services.
If you are a newcomer in your market, it will be tough to attract and retain new customers. You will have
to work much harder to promote your business than your more established competitors. Therefore, it's a
good idea to implement a variety of promotional activities to meet your marketing needs.
personal selling or telemarketing - effective personal selling relies on staff who possess good
interpersonal and communication skills, excellent knowledge of your product and service as well as
selling and negotiating skills.
publicity - publicity can be generated by sending out press releases to print and broadcasting media,
giving interviews to the media and from word-of-mouth.

short-term sales promotions - a new product or service can be promoted using coupons, competitions
and contests. An online deal-of-the-day service such as Groupon could be considered.
direct marketing - this involves sending letters, emails and brochures to potential clients. It is often
followed up by personal selling or telemarketing.

online marketing - this involves promoting a business using social media sites, pay-per-click advertising,
search engine optimization and publishing a company blog. Online marketing can be a very effective
way of increasing a company's exposure.
You can use any combination of these methods to target your customers. The right marketing mix will
help you satisfy your customers' needs, increase sales, improve your results and increase your ability to
reach a wide audience within your target market.

Do you agree with the advice in the text?

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You can review this worksheet online at www.linguahouse.com/ex 2/3

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Review your flashcards at least 3-5 times a week for 20 minutes to keep the material fresh in your memory.
PI

O
c
Linguahouse.com OC
P H OT
 lingua house
TM
Advertising and promotion
Innovation in Learning

A A A A BUSINESS VOCABULARY

3 Advertising and promotion phrases

In pairs, match the answers to the questions.

1. We target young adults with a
high disposable income.
2. No, we target a wide audience.
3. We would organise a press
conference.
4. We are associated with quality
and reliability.
5. No. Everybody plays by the rules.
a. Do any of your competitors engage in false advertising?
b. Does your business target a niche market?
c. How would you describe your company's brand image?
d. How would you handle bad publicity?
e. Who is your company's target market?

Now ask and answer the questions about your own business.

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Review your flashcards at least 3-5 times a week for 20 minutes to keep the material fresh in your memory.
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O
c
Linguahouse.com OC
P H OT
 lingua house
TM
Advertising and promotion - Key
Innovation in Learning

A A A A BUSINESS VOCABULARY

1- Types of advertising

Go through the words, either explaining them, having the students explain/translate them or give examples.
Potential unfamiliar terms:
billboards (UK) = hoardings (US)
fliers - small leaflets advertising an event or product
classified ads - short, usually text, advertisements in newspapers as well as online. They usually deal with offers
of or requests for jobs, houses, apartments, cars, etc.
mailshots - bulk mail advertising sent through the mail in the UK to potential customers to advertise goods or
services
pay-per-click ads - an internet advertising model in which advertisers pay only when somebody clicks on their ad
product endorsement - a statement by a celebrity, business or professional group in support of a product
pre-roll ads - promotional video messages or adverts that automatically play before the content that the user has
selected, e.g. a particular YouTube video.
product placement - a practice in which manufacturers of goods or providers of a service gain exposure for their
products by paying for them to be featured in movies and television programmes.

Print advertising: fliers, classified ads, brochures, mailshots

Personal advertising: cold calling, word of mouth, product endorsement
Street advertising: billboards, fliers, neon signs, shop displays
Online advertising: classified ads, banner ads, pay-per-click ads, pre-roll ads, pop-up ads
Advertising on TV: commercials, product placement

2- Promotion

1. a newcomer 2. possess
3. retain 4. stand out from the crowd
5. a press release 6. search engine optimization
7. tough 8. exposure

3- Advertising and promotion phrases

1. e 2. b 3. d 4. c 5. a

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You can review this worksheet online at www.linguahouse.com/ex i

AB

Review your flashcards at least 3-5 times a week for 20 minutes to keep the material fresh in your memory.
PI

O
c
Linguahouse.com OC
P H OT