Advertising media

Listen to Dialogue No 2 between two speakers and answer the questions below. Then listen again and check your answers.

Dialogue No 2 (263 words)

The Marketing Director John Crosby and the Advertising Manager Diana Hollywood are preparing for a new advertis­ing campaign.

JOHN: Oh, hello, Diana.

DIANA: Now, there are two things I'd like to tell you. Well, I'm changing the style of our advertisements. I think the old slogan "S. & H. is your guarantee" is a bit out of date now.

JOHN: I agree it's old-fashioned, but it's been part of our pub­licity for so long now that it's almost a household expression.

DIANA: I think we should change it. We need to project a forward-looking image. You know, modern efficiency plus elegance and old-time product reliability.

JOHN: I certainly think that applies to the new desk range, but I'm not so sure about, well, the old 'steadies' like the 'Windermere' range, for instance. That's run for years, and is still selling well. That style of desk is still far from the end of its product life cycle.

DIANA: If you think so, I won't change the slogan for that range. The advertising agency are all for keeping it, too.

JOHN: And we've got a lot of older customers who trust our^-reputation, so let's keep the new campaign for the new lines as well.

DIANA: All right. Now we come to the new desk range, the 'Graymatfirm'. I'm very excited about this. It's a most attractive range.

JOHN: I think so, too. We've got great hopes for it.

DIANA: I've planned a teaser campaign. We'll run it for two months before the official launching, and that, as you know, is to be at the International Office Equipment Exhibition. Here are the suggested layouts. What do you think of this one?

JOHN: The girl is marvellous. But where are the desks?

DIANA: That's the idea! Here's the perfect secretary, the ideal office: all the boss needs now is one of our magnifi­cent 'Graymatfirm' desks to complete the picture. Details will be given later.

JOHN: Splendid! Now what about the direct mailing?

DIANA: We will solict by mail two thousand potential cus­tomers. I think it should go out a few weeks before the exhibition.

JOHN: That sounds good.

1. What are the speakers discussing?

2. What is meant by a teaser advertising campaign?

3. Why does Diana want to change the old slogan?

4. What advantages of the slogan for the old desk range are mentioned in the dialogue?

5. What kind of advertising campaign does Diana offer for the new desk range?

Unit3. READING COMPREHENSION

The function of advertising is to inform and influence people's behaviour, as the general goal of advertising is to increase sales.

The major media used for advertising are newspapers, tel­evision, direct mail, magazines, and radio. Each has strengths and weaknesses. Let us now examine the advan­tages and limitations of the various media.

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