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2 Some perfume companies provide leaflets/commercials/free samples so that
customers can try the perfume on their skin before buying it.
3 Advertising companies spend a lot of money on creating clever slogans /
directories / mailshots that are short and memorable such as the message for the
credit card, Access: "Your flexible friend."
4 Celebrity exhibition/research/endorsement is a technique that is very popular in
advertising at the moment.
5 If news about a product comes to you by word of mouth/press/Internet, someone
tells you about it rather than you seeing an advert.
6 If you have something to sell, you can target/place/launch an advert in the local
newspaper.
Give examples of:
1 outdoor advertising on the buses or train in your country.
2 clever slogans that you remember from advertising campaigns.
[ЭИШЗ
Successful
advertising
Discuss with your partner.
1 Which celebrities from your country are used in advertising?
2 Which products or types of products do they advertise?
3 Do you think this kind of advertising is effective?
Read the article. Match the celebrities mentioned to their sport.
Answer these questions after reading the text.
1 According to Phil Knight, what are the three facts 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 key idea about advertising?
Which of these statements are true? Correct the false ones.
1 Nike has been Advertiser of the Year three times.
2 Nike uses only worldwide advertising.
3 Nike believes market research pre-testing is very important.
4 A lot of computer tricks are used in Nike ads.
What are the advantages and disadvantages for a company of using
celebrity endorsement in its advertising?
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