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Suggested answers

Promoting a New Product | Promotional Strategies | Characteristics of Advertising | Types of Advertising Media | Comprehension | Describing trends | Buying Things in the Shop |


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2. This advertisement would be unsuitable for cultures in which people read from right to left, since the message conveyed would be the opposite of what was intended. A similar advertisement produced by Lucky Goldstar showed a rice bowl on the left-hand side of the page, and a satellite on the right.

 

3. The advertiser of the deodorant ‘Impulse’ made different advertisements for different markets. While in some cultures the woman could be shown semi-naked, in others she was shown fully clothed. In some versions of the advertisement the man bought the flowers from the market, since otherwise, taking the flowers from the restaurant, however impulsively, would be seen as stealing. In some of the different versions, the couple did not look at each other directly, and the woman left by herself.

Ex.2

noun person verb adjective
advertising advertisement advertiser advertise advertised
promotion promoter promote promoted
product, production producer produce produced personal
person person personalise personal
presentation presenter present presenting, presented
purchase purchaser purchase purchasing
publicity   publicise public
persuasion persuader persuade persuasive
consumption consumer consume consumed, consuming
trade trader trade traded, trading
selection selectioner select selective, selected selecting
commerce commercial   commercialize commercial
mail   mail mailed, mailing

Ex.3

1 personal selling; 2 world wide web; 3 dominant; 4 television; 5 target; 6 a longer life;7 effectiveness; 8 inexpensive; 9 orders; 10 billboard

 

Reading 3

Vocabulary tasks

Ex.1

publicity campaign, to promote trade, bad publicity, publicity agency, market research, mass media, junk mail, mail-order catalogue, brand, to develop a particular brand, to launch a particular brand, market leader, brand loyalty, trade name, generic name

 

Comprehension

Ex.1

1 F; 2 F; 3 T; 4 T; 5 F; 6 T; 7 T; 8 F; 9 T; 10 F

Language study

Ex.1

public – social – private

improve – perfect – worsen

include – involve – exclude

particular – concrete – general

profit – income – loss

negative – unsatisfactory – positive

useful – helpful – useless

properly – adequately – improperly

effectiveness – efficiency – ineffectiveness

purchase – buy – sell

customers – consumers – dealers

personal – individual – mutual

Ex.2

1 g; 2 j; 3 I; 4 a; 5 b; 6 c; 7 d; 8 e; 9 f; 10 h

Ex.4

1 for; 2 into; 3 of; 4 of; 5 in; 6 from; 7 to; 8 over; 9 on; 10 for

 

 


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