Exercise 8. Fill in the blanks where necessary

Exercise 7. You want to advertise a credit card

d) What features of a credit card do you want to tell people about?

e) Most credit cards offer similar services. Can you present your credit card so that people prefer it to other cards?

Read about Barclaycard's advertising campaign

a) Why did Barclaycard launch a new advertising campaign in 1990?

b) Which three features did this new card have?

c) What kind of campaign did the advertising agency plan?

Barclaycard is a popular British credit card from Barclays Bank. Its main competitor is the Access card. Between 1979 and 1990, Access was more popular than Barclaycard, which lost money in 1990. That same year Barclaycard launched a card with new features with a very successful advertising campaign. By October 1991, theirs was the number one in Britain and Barclaycard were in profit again.

One of the features of the new card was free insurance. If you bought an item with a Barclaycard and something happened to it in the next hundred days, you got your money back. Barclaycard asked an advertising agency, BMP DOB Needham, to design a new campaign. They wanted to show the public that Barclaycard: is accepted all over the world; offers free insurance; is replaced quickly if you lose it.

The agency made a number of television advertisements with amusing characters and story lines. They created Latham, an old-fashioned James Bond character who thinks he knows everything. They chose Rowan Atkinson, famous for his "Mr Bean" character, to play this part. We always see Latham with his sensible assistant, Bough. In one advertisement, Latham and Bough are in a market in North Africa. They go into a carpet shop. Latham buys a carpet with cash after arguing about the price. Bough buys a carpet too, but he pays for his with a Marclaycard. He tells Latham that it is insured. Latham laughs at him and says that very little can happen to a carpet. As he speaks, he rests one end of the carpet in a small fire by accident. "Ah, smell those Tuareg camp fires -unmistakable", says Latham, looking out across the desert.

1. Resort … the help … advertising agencies.

2. Study … demand.

3. A 15% discount … the value … the purchase means … advertising.

4. You can buy an advertising space … $ 50,000.

5. To draw … an invoice … $50,000.

6. The implementation … the appeal is very important … advertising … similar goods.

7. It depends … the demand.

8. To protect … the public … misleading advertisements.

9. It was an advertisement … the radio.

10. Classified advertisements in newspapers are placed … people offering or asking … a product … service.

11. Are you offering … or looking … employment?

12. Keyed adverts have a code printed … the reply coupon identifying … the magazine or newspapers where it appeared.

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