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1. Look at the advertisement below and analyze it according to the AIDA model. Does it:
Do you agree with this model for advertising? Why or why not? Think of a few ads you've seen or heard lately and use the AIDA model to analyze them.
Look at the steps involved in organising an advertising campaign and put them in the correct order.
| · analyse impact · approve design · choose the media · commission ad agency | · define target group · determine the desired response · establish message · place ads |
Can you add any other steps?
3. Discuss the following questions:
1) What commercials do you like?
2) What can you not advertise on TV in your country?
3) When is it very expensive to advertise?
Listening
Joys of Germany is an organisation in charge of promoting tourism in Germany. One of their staff is in London to meet Red Arrow, an advertising agency. Listen and find out why they want to advertise.
· 
to introduce a new product
· to promote a special price
· to create or maintain awareness for a product
· to remarket a product
5. Now answer the questions below.
1. According to Joys of Germany, what sort of image does Germany have abroad?
2. What do they say are the stereotypes that are associated with Germany?
3. What kind of visitors does Joys of Germany want to attract to Germany?
4. Why is it important to design advertising which is specific to a certain country?
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| Martin is giving a presentation to management about the positioning strategy he has developed with his team. Listen and answer the questions below. | | | Look what some people have said when discussing their ads campaigns. Match the words or phrases in bold (1-6) with their synonyms (a-f). |