2. Read the text in more detail and choose the best answer.

1. Which of the following is least likely to be one of the reasons why Volkswagen ran a deliberately provocative campaign?

1. to generate media coverage of the campaign.

2. to shock some members of society

3. to show their lack of respect for the catholic church.

2. Using taboo images in advertising has become popular with advertising executives mainly because

1. they only wanted to target young people.

2. consumers have stopped paying attention to conventional advertising.

3. products are becoming more international and sophisticated.

3. According to the text, shocking advertising is

1. always damaging foe the advertiser.

2. always damaging for the ad agency.

3. the simplest way to get media coverage.

4. According to Leon Jaume, the young generation of consumers like ads

1. with an international flavor.

2. that offend them.

3. that offend their parents.

5. The author of the text suggestes that

1. perhaps Volkswagen isn’t broad-minded enough.

2. admen are not doing enough market research before running campaigns.

3. Volkswagen wanted to break taboos in France.

3. Match the terms from the text to the following definitions.

taboo billboard creative director client coverage to pitch for business poster social issue

1. A public space reserved for advertisers to put their ads on ……….. .

2. Large pictures or notices put up in a public place to advertise something ……….. .

3. Human interest subjects ………. .

4. People or companies who pay for a professional service ……… .

5. Try to win a business deal ………. .

6. Time and space given by the media to a particular news item ………. .

7. The person in charge of developing ideas for advertising campaigns ………. .

8. A social custom which means a particular activity or subject must be avoided ………… .

4. Complete the executive’s list using the following words.

publicity Creative Director target corporate image client billboards

• Obtain complete market information about the (1)____ product; advantages, disadvantages, competitors, which groups of consumers the advertiser wants to (2) _____ . Define marketing objectives and plan an overall advertising strategy.

• Meet with the media department to select the most appropriate means of advertising: media or posters on (3)_____ .

• Meet with the (4)_____ to work on the design and ideas of the campaign. Point out that these should fit in with the overall (5)____ the company wants to project. Explain that we must be careful not generate any negative (6)_____ by offending anyone.

5. Read the following examples from the text. Consider the meanings of like. Translate the sentences.

A The German carmaker’s model was likened to a religious revelation.

B … if outrageous advertising worked for the likes of Benetton, it could work to revive the image of the Golf.

C The VW campaign might look like a marketing disaster…

D … it can still help to sell a product as advertisers like Benetton have already proved.

• Complete the sentences given below using the correct form of the expressions with like.

1. TV advertising is too expensive for small computer software companies, only ____ IBM can afford it.

2. Aggressive bosses are sometimes _____. great apes by the media.

3. Advertising for products _____ alcohol is banned in some countries.

4. The new perfume bottle is designed to ___ a sculpture.