NC BOOK 4 - UNIT 11

Do you think television commercials are as effective now as they were in the past?. Traditional media, such as radio ads and direct mailersAdults who enjoy doing home improvements Can

New Connection—Book 4

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?

Traditional media, such as radio ads and direct mailers

Adults who enjoy doing home

improvements

Can beat others in races

Will have a friend to take anywhere

Able to work better and will spend less on screws

because fewer will be lost

Television Commercials

Television Commercials

Online advertising, such

as banner ads and pop-up ads

Audio Transcripts:

GETTING READY

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 irresistible 1.Lauren: OK And in the car’s commercial, we should show a

child holding the controller 2 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 cleanser 3 According to the company, it can eliminate even

the most persistent 4 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

Audio Transcripts:

GETTING READY

Benjamin: Our best bet is to advertise online Some banner 5 or pop-up ads 6

would be a good idea

Lauren: Right In them, let’s show how users of this product

don’t have to suffer embarrassment 7 because of their complexion 8; 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 screwdriver 9 with a

magnetic 10 tip

Lauren: That’s certainly something for adults who like being handy around the house

Benjamin: I think radio advertisements and direct mailers 11 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 testimonies 12 from popular home improvement experts

would be a good touch, too!

Task II

Listen to the audio Match the person with the type of marketing that

would be most effective for him or her.

GETTING READY

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?

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.

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!

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

(incredible offer, slash prices,

limited time)

(peace of mind, lifesaver, envision)

Listen to the audio again Which of the two commercials is a testimonial? Lifetime Financial

WORD POWER

Audio Transcripts:

No.1

Looking for a new set of wheels but want to get the most for your trade-in 1? Now

’s the time to visit Johnny’s Car Lot to take advantage of an incredible offer For t

he next 24 hours, your old car’s worth will be tripled 2! In addition, the prices on a

ll of last year’s models have been slashed 3, which means that you’re sure to wal

k away with a fabulous 4 new car for an incredibly low price! Hurry up because th

is promotion is only good for a limited 5 time Johnny’s Car Lot, a dealership you can depend on

No.2

When you picture your future, what do you see? A prime coastal 6 property, a vill

a 7 in Italy, or perhaps a modest home coupled with 8 a stable income? I wanted

peace of mind 9 that I would be taken care of as I got older My adviser helped m

e set up accounts that would do just that And for thousands of people like me, Li

fetime Financial has been a lifesaver 10 No matter what you envision 11 for yourself, their specialists can help They are each highly qualified and ready to give yo

u the advice you need to reach your goals, whether big or small Lifetime Financi

al

WORD POWER

B Word Focus: Ad Components

Match the items on the left with their meanings on the right.

a the written part of an ad

b the best quality something has

c to talk about something to increase

interest in it

d a short song written for an ad

e providing influence without being e

WORD POWER

C Speak Out Loud

Work with a partner to create a commercial for one of the items

below Come up with your own information about the product that will

make it sound desirable to others Perform your commercial in front of

your class.

Marketing buzzwords you can use:

award winning, breakthrough, customer centric, more for less, never before, next generation, return on investment, user friendly, win-win

CONVERSATION ZONE

（（（（（（（

Chloe: Do you remember what we have to do for the contest in our Young

① _ Club? I just remember that it entails 1 a lot of work

Gary: First, every team needs to upgrade 2 an everyday item to appeal to

average university students Then, it must be ② around campus

in order to tempt people to purchase it Finally, whoever sells the most of their product wins!

Chloe: If we’re going to be victorious 3 , we have to think of something that will hit the

mark with our classmates and help us ③ 4 our competitors

Gary: Well, what do students have with them wherever they go?

Backpacks!

Chloe: A bag that can carry anything that one is bringing to class is an

indispensable 5 tool in college, but how can we ④ 6 it?

Who Can Sell the Best?

Gary: Whenever I make a stink about mine, it’s because I can’t

keep it organized 7

Chloe: I have that problem, too My ⑤ _ 8 is that we create one

that has tons of pockets in various sizes

Gary: You deserve a pat on the back for that idea Now, how should we

Chloe: Yeah! We can perform it during lunch in the cafeteria and at the

beginning of whichever lectures have the highest attendance 13

Gary: I’m sure our way of spreading the word about our product will

be so unique that we’ll attract a lot of customers

Chloe: Absolutely! We’ll ⑦ _ 14 so much interest in our backpack

that the other contestants 15 won’t be able to snuff out our publicity 16

no matter how hard they try!

CONVERSATION ZONE

highlights

rouse

proposition

CONVERSATION ZONE—REVIEW

A Complete the Sentences

Fill in the blanks with the correct forms of words from the conversation Use the hints to help you.

1 Mr and Mrs McCreevy submitted their to the local g

4 The organization tried to support for its event, but not

many people were interested (stimulate)

5 The students were put into groups and told to come up with an original

to present (short play)

proposition trampled

highlight

rouse

skit

CONVERSATION ZONE—REVIEW

B Understand from the Context

Match the sentences.

_ 1 Dan had believed he was the most

indispensable employee in the

company

_ 2 There was so little attendance at

the concert that the artist refused

to perform

_ 3 The interview entailed completing

a written test and role playing a mock exchange with a customer

_ 4 The government is spending

millions of dollars to modernize

the downtown area of the city

_ 5 When the country was victorious

in earning the right to host the event, its citizens were thrilled

a Chris hadn’t known ahead of t

ime that the process would involve so much work

b However, he learned that he

wasn’t so essential when he lost his job

c There’s hope that more touris

ts will visit regularly after everything is updated

d Triumphing over the other co

ntenders wasn’t expected at all

e He said that more people nee

ded to be present to make th

CONVERSATION ZONE—REVIEW

C Multiple Choice

Choose the answers.

1 Why does Chloe ask Gary about the project?

a She is interested in joining his club.

b She wants a new partner.

c She forgot what they need to do.

d She needs tips for beating the other contestants.

2 How will the winners of the competition be chosen?

a Those with the most sales will win.

b Club members will pick the winners.

c Whoever has the most creative ad will win.

d Everyone on campus will vote.

(c)

(a)

CONVERSATION ZONE—REVIEW

3 What is Chloe’s suggestion for the bag?

a That it be cheap to buy

b That it have many separate storage areas

c That it be made from a durable material

d That it come in daring colors

4 How will the pair promote their product?

a By passing out flyers on campus

b By hanging advertisements in the cafeteria

c By giving performances in classes

d By talking to potential customers

(b)

(c)

Finish the passage with the expressions above Do not use any expression twice.

For years, laptop producers have been competing against each other to

 with consumers with their latest offerings Unfortunately, some computer companies end up releasing products that are  Hewlett-Packard is the most notorious for selling items that are  Their failure rate is the highest in the industry For something more reliable, ASUS will

 Their three-year failure rate is less than 10%!

strike the right note

below par

not up to scratch hit the mark

EXPRESSION SPOTLIGHT

B Making Things Known

Fill in the blanks with the expressions above.

• spread the word

• break the news

• give (someone) the low-down

• snuff out

• put the kibosh on (something)

• put an end / a stop to (something)

1 Rachel hadn’t been told that class had been canceled today, so I had to _ to her

2 There was a rumor that the company was going to close down, but my boss _ it by announcing some upcoming events

3 When Tammy discovered that her boyfriend used to date a celebrity, she asked all of her friends to _ on what happened

break the news

put an end to

give her the low-down

EXPRESSION SPOTLIGHT

C Expressing Approval or Disapproval

Work in groups and use the expressions to discuss the situations below.

1 Your friend’s grades put

him/her at the top of your

class

2 The restaurant you are going

to loses your reservation

3 A famous musician wins a

coveted award for the third

time

4 A large bank has gotten in

trouble for mishandling

accounts

Example:

A: Have you ever been friends with

someone who was at the top of your class?

B: Yes My best friend did very well

in school, and I really had to hand it to her because she did

so while also holding down a part-time job!

• give a pat on the back

• have to hand it to (someone)

• sing (someone’s/something’s) praises

• make a stink (about something)

• kick up a fuss

• pick (someone/something) apart

EXPRESSION PRACTICE

A Listen for Details

Correct the list based on the audio and fill in the blanks with the missi

3 They have many things to store

in the kitchen, so

would be out of place in the living room because it’s the wrong color

regular chairs aren’t up to scratch for their kitchen

a rack with less than three shelves would be below par

White nightstands circular

dark Purple armchair

tall stools with

cushions

Wire rack – 5 shelves

Audio Transcripts:

EXPRESSION PRACTICE

Brianne: There’s certainly a lot to choose from in this furniture store, Derek

Derek: You’re right, Brianne I hope we can find everything we need in one day Oh, this end table is pretty cool

Brianne: Our coffee table is made from a darker wood If we’re going to buy any

other wooden furniture, I think the pieces should be a similar color, or th

ey will be out of place in the living room.

Derek: That’s a good point Here, how about this one?

Brianne: Perfect Speaking of tables, we need to get new nightstands for the bed

room, too

Derek: Hmm I think these white ones would strike the right note con

sidering what else we have in that room

Brianne: All right Now, on to chairs Since we got that tall counter installed in the

kitchen, regular sized chairs are obviously not up to scratch.

Derek: I think these stools are nice They’re tall enough, and the cushions on them are really comfortable

EXPRESSION PRACTICE

Audio Transcripts:

Brianne: And this purple armchair would hit the mark in the living room.

Derek: It’s much better than that brown one we looked at earlier

Brianne: What do you think of this fuzzy rug?

Derek: It’s OK, but if it were circular instead of square, it would be rig

ht on target.

Brianne: They have one of those over here, so let’s get that one

Derek: Great Is that everything?

Brianne: Nope We still need a wire rack for the kitchen We’re running out of sto

rage space in there I think anything with less than three shelves will be

EXPRESSION PRACTICE

B Guess Who

Match the speaker with the appropriate statement.

● Please tell me who notified you about

my upcoming departure

● It’s unbelievable that you haven’t alert

ed our boss to the fact that you’re leaving

● I was instructed to share what I’d hear