Pre-reading activity

UNIT 4. ADVERTISING

Task 4. Complete the following sentences with the remaining underlined words in the text.

Task 3. Decide which of the two meanings best explains the underlined words in the passage.

Task 2. Discuss the following questions, giving supporting evidence from the text.

1. What is the duration of the product life cycle and what does it depend upon?

2. During which stage is the cost of advertising increased? During which stage is it reduced?

3. What are the various ways firms can deal with a product if its sales decline?

4. Why is the life cycle concept not suited for forecasting the amount of product sales?

competitors a) people or organizations that try to be more successful or better

b) people who take part in a race or competition

distribution a) the way that a product exists among a particular group of people

b) delivering products to a number of people over a wide area

profits a) advantages

b) the money made in business after expenses have been covered

promotions a) moves to a higher job or rank

b) activities to increase sales

1. Experts are ________________ a recovery in the economy by next year.

2. The company’s annual ________________ rose by 30% last year.

3. With the introduction of new technologies, many traditional machines become _________________.

4. Their products are sold by ______________ throughout the community.

5. Our aim is to _____________ those who don’t yet use our products.

6. Wedding dresses form a different ___________ from mainstream fashion.

KEYWORDS: advertisement – advert – ad; advertiser; advertise; address; attitude; attractive; attention; benefit; cost-effective; distribute; feature; justify; message; timing; vehicle

A. Discuss:

1 Of the advertisements that you saw on your way to the academy today, which caught your attention most?

2 What elements of an advertisement appeal to you – image? colour? language? design? humour?

B. Look at the advertisements given below and answer the questions:

1 What products or services are these ads trying to sell?

2 What age groups and socioeconomic groups are they aimed at?

3 How effective do you find these ads?

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