NC BOOK 4 - UNIT 11

New Connection—Book 4 1 UNIT 11 Personalized Advertising Starting Off: Creating a successful advertising campaign is tough, but when a company comes up with a winning strategy it can completely turn business around For example, between 2006 and 2009, Apple produced commercials in which two men introduced themselves with the lines “I’m a Mac And I’m a PC.” The ads were simple but effective In the first year of that campaign, Apple experienced a 39% increase in sales, and today that company remains a dominant force in the home computer market What other advertising campaigns do you consider successful? Do you think television commercials are as effective now as they were in the past? Why do you think so? 2 GETTING READY Task I Complete the chart based on the audio Product Remote Control Car Talking Stuffed Polar Bear Facial Cleanser Magnetic Screwdriver Target Audience Selling Point Children – ages 7 to 11 Can beat others in races Television Commercials Children — ages 2 to 5 Will have a friend to take anywhere Television Commercials Teenagers with an acne problem Having a more enjoyable life Online advertising, such as banner ads and pop-up ads Adults who enjoy doing home improvements Able to work better and will spend less on screws because fewer will be lost Traditional media, such as radio ads and direct mailers 3 Media to Use GETTING READY Audio Transcripts: Lauren: Benjamin, are you ready to get started on the marketing strategies for our clients? Benjamin: Sure To start, we’ve got a remote control car and a talking stuffed polar bear Obviously the stuffed animal is for very young kids, around ages two to five The car would be for children in the seven to eleven age range Lauren: Usually television commercials work best for both of those groups, so I would suggest we do that How can we get them interested in the products? Benjamin: For the bear, let’s show a child playing with one as if it were his best friend Kids find having a pal they can take anywhere irresistible1 Lauren: OK And in the car’s commercial, we should show a child holding the controller2 while winning a race against all of his friends After all, who doesn’t want to be a winner? What do we have for the teens? Benjamin: It’s a facial cleanser3 According to the company, it can eliminate even the most persistent4 acne Lauren: Hmm That’s not too exciting, but we have to find a way to promote it I don’t think traditional media will work with this audience 4 GETTING READY Audio Transcripts: Benjamin: Our best bet is to advertise online Some banner5 or pop-up ads6 would be a good idea Lauren: Right In them, let’s show how users of this product don’t have to suffer embarrassment7 because of their complexion8; they can just go have fun Have pictures of teens at home looking sad and ones with them out with friends looking happy Benjamin: Perfect! Now we have one product left It’s a screwdriver9 with a magnetic10 tip Lauren: That’s certainly something for adults who like being handy around the house Benjamin: I think radio advertisements and direct mailers11 would be appropriate for that group of people Lauren: Yes And since this audience appreciates usefulness and value, I think the ads just need to explain how their work will get done faster, and how they’ll spend less on supplies with this tool Benjamin: Adding some testimonies12 from popular home improvement experts would be a good touch, too! 5 GETTING READY Task II Listen to the audio Match the person with the type of marketing that would be most effective for him or her 6 GETTING READY Audio Transcripts: Researcher: Thank you all for participating in our marketing survey today I’d just like to go over some of your answers with you First, Joan, you disclosed13 on your form that you don’t own a television Is that right? Joan: Yes I think it’s a waste of time Gardening and reading are much more desirable14 pursuits for me In fact, I rarely use electronic devices at all Researcher: Interesting Conversely15, Michael, you spend quite a lot of time with your electronics Michael: That’s right! I’m always watching TV or surfing the Internet Sometimes at the same time! Researcher: Really? I’m convinced that would give me a headache Michael: It’s not that hard I would say that I’m usually more engrossed16 in what I’m doing online though The television is mostly just background noise Researcher: I see Peggy, would you describe yourself as an avid17 computer user? 7 GETTING READY Audio Transcripts: Peggy: Absolutely not! I hardly ever use one I don’t really have time to I have three kids, and I spend the majority of my day in my car, driving them to different activities Researcher: That would take a lot of time Finally, Calvin, you stated that you only go online while working Calvin: Correct I’m in front of a computer screen all day at the office, so when I get home, I don’t want to squander18 my free time on the Internet Researcher: Would you say that you spend more time watching TV than the average person? Calvin: Well, I watch about three hours in the morning before work and three hours after work Is that an unusually high amount? Researcher: I would say so 8 WORD POWER A Listen Up Listen to the advertisements Create print ads that complement them using the words and phrases provided For a limited time, the value of your trade-in will be tripled at Johnny’s Car Lot As if that wasn’t enough, Johnny has slashed the prices of many cars in his inventory To take advantage of this incredible offer, get to Johnny’s car lot today! (incredible offer, slash prices, limited time) No matter what you envision for yourself, Lifetime Financial can help The specialists there have been lifesavers for thousands of people confused about how to reach their goals For peace of mind, choose Lifetime Financial (peace of mind, lifesaver, envision) Lifetime Listen to the audio again Which of the two commercials is a testimonial? Financial 9 WORD POWER Audio Transcripts: No.1 Looking for a new set of wheels but want to get the most for your trade-in1? Now’s the time to visit Johnny’s Car Lot to take advantage of an incredible offer For the next 24 hours, your old car’s worth will be tripled2! In addition, the prices on all of last year’s models have been slashed3, which means that you’re sure to walk away with a fabulous4 new car for an incredibly low price! Hurry up because this promotion is only good for a limited5 time Johnny’s Car Lot, a dealership you can depend on No.2 When you picture your future, what do you see? A prime coastal6 property, a villa7 in Italy, or perhaps a modest home coupled with8 a stable income? I wanted peace of mind9 that I would be taken care of as I got older My adviser helped me set up accounts that would do just that And for thousands of people like me, Lifetime Financial has been a lifesaver10 No matter what you envision11 for yourself, their specialists can help They are each highly qualified and ready to give you the advice you need to reach your goals, whether big or small Lifetime Financial 10 READING Back to PRE-READING TASK 企企企企企企企企企企企企企企企企企企企企企企企企 IKEA 企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 IKEA 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 IKEA 企企企企企企企 企企企企企企企企企企企企企 39 READING Back to PRE-READING TASK 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企 40 READING Back to PRE-READING TASK 企企 NEC 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企 41 READING 企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企企 企企企企企企企企企企企企企企企企企企企企企企 42 READING─AFTER YOU READ A Complete the Passage Fill in the blanks with the correct forms of the words provided Change the part of speech if necessary There’s a popular saying that goes: “There’s no such thing as bad publicity  .” Unfortunately, that may not be the case for Papa John’s Pizza, an American restaurant chain In late 2012, the company’s CEO made comments about trying to avoid paying for his employee’s healthcare According to international market research firm YouGov, outraged those comments  consumers and severely damaged the company’s image The restaurant’s popularity dropped by approximately 88% in the YouGov polls within a few weeks  rectify Although the CEO has tried to  the situation, all is not forgiven yet Many say he will have to do a lot more if he truly aspires  to win back customers 43 READING─AFTER YOU READ B Complete the Sentences Fill in the blanks with words or phrases from the article Use the hints to help you eclipse 1 Karen was sure that news of her engagement would every other piece of gossip at the party (to be more important than something else) 2 Wally apologized to Ron right away because he wanted to remain on his good side (liked by him) offerings 3 Darla was disappointed with the store’s ; she didn’t like anything (items available for sale) came under fire 4 The city’s emergency and rescue services when they failed to arrive at the disaster site quickly (received criticism) vending machines always intrigue tourists because they are 5 Japan’s often stocked with things more unusual than regular beverages (devices that dispense food or drinks) 6 If you have anything to add to the discussion, don’t be afraid relevant to speak up (connected to the topic) 44 READING─AFTER YOU READ C True, False, or Unknown Select if the statements are true (T), false (F), or unknown (U) 1 T ■ F ■ U ■ KFC altered its menu to appeal to Chinese diners prior to opening in that country 2 T  ■F■U■ The majority of the people who eat fast food in China are under 30  3 T ■ F ■ U ■  IKEA’s promotional materials are no longer adjusted to suit local preferences 4 T  ■F■U■ Intel’s Anonymous Video Analytics technology can differentiate between men and women 5 T ■ F ■ U ■  The vending machines that incorporate NEC’s software have greatly agitated privacy advocates in Japan 45 WRITING SKILLS 46 WRITING SKILLS 47 WRITING SKILLS Task Match the causes and effects c 1 Mary made the decision _ to adopt a more nutritious diet _ e 2 Jeremy’s television broke at a time when he was low on funds _ 3 Karen accepted a job d offer in Brazil _ 4 Michael worked hard and a graduated from college a year early _ 5 Vincent decided to take b a break from school and travel the world _ 6 Jasmine prefers dining f out over eating at home 48 a His student loan debt was significantly less than all of his peers b He never went back to school, so now he doesn’t have a degree c Her most recent health check showed vast improvements over the one from the year before d She learned how to make some of the most popular traditional dishes there e He spent more time on his studies and aced all of his classes that semester f She often eats fast food and has gained a lot of weight recently WRITING SKILLS─BEFORE YOU WRITE Use the words and phrases in the box to write possible effects television advertisements can have on young people Use complete sentences Effects: 1 Because children do not have the critical thinking abilities that adults do, they wrongly assume that everything they see on television must be true 2 There are always newer and better toys being advertised on television; thus, children will not be satisfied with what they have and will continue to desire what they see on TV 3 Adolescents are extremely concerned with fitting in Consequently, advertisers use this fact to ensure they feel like they are not as good as their peers if they don’t own the products spotlighted in various commercials 49 WRITING SKILLS─WRITE IT UP Use the information from the activity above to write a 220-word cause and effect essay 50 WRITING SKILLS─WRITE IT UP Sample Essay The Effects of Television Commercials on Young People Introduction: According to child health expert Dr Aric Sigman, kids born today will spend a year of their lives watching television by the time they turn seven Many will spend more time during childhood and adolescence watching TV than they will in school These viewing habits give advertisers ample opportunity to bombard impressionable youths with their messages, and the constant watching of commercials has many negative effects on them Body: One issue stems from the fact that young children are extremely trusting Because children do not have the critical thinking abilities that adults do, they wrongly assume that everything they see on television must be true Advertisers take advantage of that fact to manipulate children’s opinions so that as they age they will become consumers that will buy things without questioning their quality or usefulness 51 WRITING SKILLS─WRITE IT UP Another problem is that commercials can turn children greedy There are always newer and better toys being advertised on television; thus, children will not be satisfied with what they have and will continue to desire what they see on TV This problem will grow as children age, and as they become adults, many will develop unhealthy spending habits Finally, many advertisers are negatively affecting young people’s self-esteem Adolescents are extremely concerned with fitting in Consequently, advertisers use this fact to ensure they feel like they are not as good as their peers if they don’t own the products spotlighted in various commercials These feelings of not being good enough could develop into serious mental health issues as people age Conclusion: Advertisers are potentially causing great harm to the world’s children with their television commercials The effects these ads have could continue far into adulthood, which means that things must be done while people are still young before the effects are permanent 52 The End 53 ... Benjamin: I think radio advertisements and direct mailers11 would be appropriate for that group of people Lauren: Yes And since this audience appreciates usefulness and value, I think the ads just... wheels but want to get the most for your trade-in1? Now’s the time to visit Johnny’s Car Lot to take advantage of an incredible offer For the next 24 hours, your old car’s worth will be tripled2!... to talk about something to increase interest in it _ gimmick f _ selling point b _ plug c _ subliminal e 11 d a short song written for an ad e providing influence without being easily noticed