Учебник Английский язык

Roadside panels: Billboards are large outdoor panels for displaying ads. Giant banners or wallscapes are hung on the front of buildings. Outdoor contractors also offer lightboxes (illuminated panels), tri-face billboards (with rotating sections allowing three different advertisements to be displayed in sequence) and scrollers (signs displaying a number or posters, one after the other).

Street furniture: In 1962 Jean-Claude Decaux introduced the concept of advertising on bus shelters. Pedestrian panels are backlit - lit from behind - and normally located on streets in town and city centres.

Transit advertising: Taxis, buses, trams and trains can be wrapped in vinyl showing a company’s adverts. Ads can also be positioned inside or on the side or rear of a vehicle.

Ambient media: Adverts can be displayed on non-traditional media such as the back of a receipt from a shop or a travel ticket. The use of floor graphics is common in supermarkets and shopping centres.

Digital outdoor advertising: LED screens are used in similar sites to traditional billboards. Digital video billboards show short advertising spots (15, 30 or 60 seconds). Consumers can interact directly with some interactive advertising sites, such as bus shelters and poster panels, using their mobile phones.

Note: Paste is the adhesive used to attach posters to walls; the word can be used as a noun and as a verb. Billboards are sometimes called hoardings in India and the UK.

Effectiveness of ООН

Advertisers can buy a network of sites to target their consumers or to reach people in their geographical area, or catchment zone.

Eye-catching - attractive and noticeable - ads such as sonic posters (which include sounds), ‘smelly’ posters (including smells or odours) and lenticular posters (showing different images as you walk past them) can be very memorable.

Outdoor campaigns can be measured by opportunities to see (OTS) or coverage (see Unit 33). The term approach specifies the distance between the point where the advertisement first become visible, to the point where is no longer readable because it has passed out of sight.

1. Complete the crossword.

Across

2 Another name for a hoarding. (9)

5 This type of furniture is found outside. (6)

7 This type of advertising makes a noise. (5) 8 A giant ……… is hung on a building. (6)

10 Advertising on buses, taxis, etc. (7)

12 Advertising you can walk on: a……… graphic. (5)

13The latest technology for out-of-home advertising. (7)

14The image changes as you walk past this type of poster. (10)

Down

1 Out-of-home advertising gets in your ……… . (4) 3 To put up posters. (5)

4 An illuminated panel. (8)

6 By the sides of streets and roads. (8)

9 You can wrap buses and taxis in this material. (5) 11 Another word for ‘out-of-home’. (7)

14

2. Complete the news report using words from the box.

Commuters in Bristol were surprised by an invasion of out-of-home advertising last Tuesday. The opening of a new concert hall was announced by huge banners

(1)……… on prominent sites around the city. Buses were (2) ……… in the concert hall’s logo and colours. Bus (3) ……… were treated to new eye- (4)

……… interactive ads that lit up and made noises as pedestrians walked past. A spokesperson for the new concert hall said that the public reaction had been good. ‘We got greater (5) ……… than we had imagined.’ he added. One commuter said that she had been pleasantly surprised to find herself walking on floor (6) ……….

instead of the ordinary floor.

READING 3

1. Discuss with your partner.

1 Have you ever watch product endorsements?

2 Which celebrities form your country are used in advertising? 3 Which products do they advertise?

4 Do you think this kind of advertising is effective?

2. Read the article. Match the celebrities to their sport.

What makes Nike’s advertising tick?

By Stefano Hatfield

Phil Knight, the co-founder and former Chief Executive of Nike, prefers to let his superstar athletes and advertisements do his talking for him. Named Advertiser of the year at the 50th Cannes International Advertising Festival, he is the first parson to win the award twice.

Knight has an absolutely clear and committed strategy to use celebrity athlete endorsement. He describes it as one part of ‘three-legged stool’ which lies behind Nike’s phenomenal growth since the early 1980s, with the other two being product design and advertising.

He has built Nike’s expansion into sport after sport from its athletics roots on the back of sporting masters: Carl Lewis on the track; tennis’s Jimmy Connors and john McEnroe; Tiger Woods, who led Nike into golf; Ronaldo and the Brazilian national football team; and basketball star, Michael Jordan, who famously rescued the company.

From the beginning Nike has been prepared to take a gamble on sporting bad boys others would not touch: Andre Agassi springs to mind. It was a strategy that began with Ilie Nastase, the original tennis bad boy. The Romanian had the quality that has come to represent Nile and its advertising attitude.

After extraordinary growth, Nike became number one trainer manufacturer in the US. But Knight admits the company then lost its way as it failed to cope with its success. It experimented unsuccessfully with expansion into non-athletic shoes, and lost its number one position to Reebok in 1986.

Knight bet the future of the company on a new feature: a new air technology inside the trainer. He launched the product with David Fincherdirected ad which use the Beatles track Revolution, and then marketed the Air Jordon brand on the back of Michael Jordon. Sales took off and the rest is history.

This brings us to the subject of globalization and the question of how American the brand can be. Nike uses a mix of global ad campaigns such as ‘good v evil’ and local advertising such as its famous poster campaign in the UK.

During a 21-year partnership with the agency Wieden and Kennedy, Nike has created some of the world’s most attention-grabbing advertising: for example,

the Nike ‘good v evil’ campaign and two advertisements both for World Cups and the ad ‘tag’, last year’s Cannes grand prize winner. Other famous ads star Pete Sampras and Andre Agassi playing in the street of Manhattan; Tiger Woods playing; ‘keepy-uppy’ with a golf ball; and Brazil’s team playing soccer at the airport terminal.

It is a remarkable body of work, both in its variety, daring and consistent originality. At Nike there is a streamlined decision-making process that gives marketing directors real power. They do not rely on market research pre-testing which often reduces the impact of more experimental commercials. There is also the long relationship with one of the world’s best ad agencies, and what Wieden describes as ‘an honesty about sport’. Things only happen in Nike ads that sportsmen and women can really do.

‘My number one advertising principle - if I have one – is to wake up the consumer,’ concludes Knight, with an absolute conviction that is unique among modern-day chief executives. ’We have a high-risk strategy on advertising. When it works, it is more interesting. There really is no formula.’

3. Answer the questions.

1 According to Phil Knight, what are the three factors which have led to the huge success of Nike?

2 Why did Nike lose market share in the mid 1980s? 3 Which innovation saved the company?

4 Which celebrity saved the company?

5 What is Phil Knight’s idea about advertising?

4.Which statements are true? Correct the false ones. a) Nike has been Advertiser of the year three times.

b) Nike uses only worldwide advertising.

c) Nike believes market research pre-testing is very important. d) A lot of computer tricks are used in Nike ads.

5.What are the advantages and disadvantages for a company of using celebrity endorsement in its advertising?

6.The article mentions an attention grabbling advertisement. This type of phrase is common in advertising. Match the words 1 to 6 to the words a) to f) to make word partnership.

7. Which of the word partnership in ex. 6 would you use to describe these products?

Project work: You are members of an advertising team. Prepare an advertising campaign for one of the products or services given below.

∙A sport car A high-priced, hand-finished model with a classic design. The car was popular in the 1950s and 60s. An American firm wants to re-launch it. (Target consumers will be high-income executives with a sense of fun

and style).

Aim: An international campaign, with advertising adapted to local markets.

∙A perfume a unisex perfume, with biodegradable packaging. Produced by a well-known manufacturer. The company now wishes to enter the lower

end of the market.

Aim: Launch the perfume in an English-speaking country.

∙ A chain of eight London restaurants The restaurants (specializing in your national cuisine) are in prime position and offer extensive menus. They are reasonably priced, but are not attracting enough customers.

Aim: A creative campaign to improve sales.

∙ A major bank The bank ( in an English-speaking country) wants to advertise the following new services:

1 Competitive low-interest mortgages

2 Direct telephone banking

3 A foreign travel service

It has also asked your agency to suggest others.

Aim: Develop loyalty among existing customers and attract new ones.

-Working out the campaign, use the Key questions to help you. Prepare a Power Point presentation.

-When you listen to others’ presentations, play the role of the company’s management. Listen and ask questions. Use the Assessment sheet to choose:

a)the best campaign concept

b)the most effective presentation

Key questions

∙What is the campaign’s key message?

∙What special features does the product or service have?

∙What are its USPs (Unique Selling Points)?

∙Who is your target audience?

∙What media will you use? Several, or just one or two? If you use:

an advertisement – write the text and do rough art work.

a TV commercial – use a story board to illustrate your idea.

∙ What other special promotions will you use at the start of the campaign?

Assessment sheet

Give a score of 1-5 for each category

When do you use the word ‘ethics’? What does it mean for you? What is specificity of business ethics in your view? How can ethics influence successful business activity?

VOCABULARY

Ethical behaviour

Ethical behaviour is doing things that are morally right. Ethics (countable noun) are moral beliefs about what is right or wrong. Ethics (uncountable noun) is the study of this. Ethically responsible companies want to do the right thing in areas such as:

∙Employment and community: they want to pay attention to things that affect all people, not just their employees, in the areas where the company has its offices, factories and activities.

∙The environment: they want to conduct business in ways to protect the

environment to ensure that the air, rivers etc. are not polluted and plant and animal life are not endangered.

∙ Winning new business: they want to get business without engaging in corrupt behaviour, for example offering bribes – money given to someone so that they behave unethically.

Companies want to be seen as good corporate citizens, with activities that are beneficial not only for their stakeholders – their employees, shareholders and so on

– but for the community and society as a whole.

Accountability and transparency

Ethical corporate behaviour includes accountability – the idea that companies are completely responsible for what they do and that people should be able to expect them to explain their actions. Transparency is explaining this behaviour in a way that can be understood by outsiders, and not trying to hide anything. Companies may say that they demand high levels of probity and integrity – complete honesty – from their employees, and that they do not tolerate any form of misconduct.

Corporate social responsibility

Companies have long had codes of ethics and codes of conduct saying how their managers and employees should behave. Now they are looking at these issues in more systematic ways. They are designating executives to oversee the whole area of corporate social responsibility (CSR).

1. Read the article related to the ideas in Vocabulary above. Then say if the statements below are true or false, identifying the phrase or sentence from the article that confirms your answer.

How to become good in all areas

Few companies are clear about how to manage what can be an amorphous collection of internal initiatives and external relationships on social, environmental and ethical issues. Probity and responsibility must be embedded in a company’s culture, strategy and operations from the top down. But how can this be done? A new guide from Business for Social Responsibility, a US non-profit research and advisory organisation with 1,400 member companies and affiliates, attempts to answer this by taking the reader step by step through the process of designing a corporate social responsibility management system.

Only a handful of companies have a full CSR management system in place, says the organisation, which advises its members on how to make responsible practices integral to their strategy and operations. Its corporate members, mainly in the US and Europe, have combined annual revenues of nearly $2,000bn and employ 6m people. They include ABB, British Airways, Coca-Cola, Ikea, Unilever and WalMart. The scandals in the US have underlined how ‘corporate responsibility taskforces’ and codes of conduct are not enough on their own and can sometimes be a smokescreen.

‘Creating and building a successful CSR management system is a complex, longterm project for any company’ says the report. ‘It involves a shift in the way a company conducts business and can be likened to implementing other large-scale change initiatives such as total quality management.’

The guide runs through basics such as who currently has responsibility for CSR in the company, why a better management structure might improve things and what ‘hot-button’ issues (child labour, drug pricing) face different sectors. It encourages companies to think hard about their stakeholders, what their concerns are, how

credible and influential they are and whether they are a potential long-term partner or liability.

Financial Times

1.Most companies have clear, coherent policies on social, environmental and ethical issues.

2.If company behaves with probity, it has ethical standards.

3.Business for Social Responsibility has a coherent approach to designing a corporate social responsibility management system.

4.It’s simple for a company to add a CSR management system to its day-to-day business.

5.Codes of conduct are enough to ensure ethical behaviour.

6.The guide says that a company’s stakeholders should all be kept happy so that they are all retained by the company over the long term.

2. Complete the sentences, with the expressions from Vocabulary.

1 The company was accused of giving ……… to the local officials in order to allow their products into the country more quickly.

2 The company has supported several projects in the local …………., where its factories situated.

3 Voters demanded that there should be greater ………. in the election process so that they could understand it fully.

4 Following the scandals of Enron, Worldcom and others, there is greater emphasis in business schools on the teaching of …………. .

5 Retailers say packaging that imitates the style and image of marker leaders is not wrong and has nothing to do with ………….. .

6 A company is behaving ……………. if it pollutes the environment.

7 Working conditions are very poor; the organization 'Ethics in Business’ blames the …………… employers and agencies that exploit the workers.

8 The television industry should adopt a ………….. on violence in its programmes.

9 ‘………….. behaviour is good for business,’ says Carol Marshall, vice president for ethics and business conduct. ‘You get the right kind of employees, and it’s a great draw for customers.’

3. Answer the following questions:

1.Do you know of any companies that are famous for their ethical behaviour? Do you choose to buy from them because of this?

2.What environmental movements are there in your country? What environmental projects are they involved in?

3.Think of a particular ethical issue that concerns you. Write a letter to an organization asking what its policy is on this issue.

4.a) The sets of words and phrases below are related either to honesty or to dishonesty. Which word is different from the others in each set?

b) Complete these sentences with words and phrases from the sets above. Choose from the first set to complete sentence 1, from the second set to complete sentence 2, and so on.

1 Our company does nothing illegal. We are very law-abiding.

2 We’ve got ……… which is used in countries where it is difficult to do business without offering bribes.

3 Their car looked so much like our new model. We suspect ……… .

4 They fired him because he was ……… . He informed the press that the company was using under-age workers in the factory.

5 He denied accepting ……… when he gave the contract to the most expensive supplier.

6 I admire our chairman. He’s a man of his word and is greatly respected for his

……… .

SPEAKING

1. Discuss this list of unethical activities. In your opinion, which are the worst? Are any common in your country?

1 Avoiding paying tax

2 Claiming extra expenses

3 Using work facilities for private purposes (for example, personal phone calls) 4 Accepting praise for someone else's ideas or work

5 Selling a defective product (for example, a second-hand car) 6 Using your influence to get jobs for relatives (nepotism)

7 Ringing in sick when you are not ill

8 Taking extended lunch breaks

9 Giving good references to people you want to get rid of 10 Employing people illegally

2. Work in groups. Discuss the ethical questions below. A different person should lead the discussion of each issue.

1 You have a shortlist of people for the post of Sales Manager. One of the female candidates is clearly the best qualified person for the job. However, you know that some of your best customers would prefer a man. If you appoint a woman you will probably lose some sales. What should you do?