Read the text and answer the questions: 1.What were the special messages in the two examples? 2.How did the marketing message influence the two brands?
Talk to your partner about the highlighted words in the text and choose a definition for each one of them.
WordMeaning The activity of producing advertisements for commercial products Memorable phrase used in advertising The business of promoting and selling products A person who buys goods and services An organization engaged in commercial or economic competition with others An organized course of action to achieve a goal
slogan /ˈsləʊɡ(ə)n/ marketing /ˈmɑːkɪtɪŋ/ competitor /kəmˈpɛtɪtə/
campaign /kamˈpeɪn/ consumer /kənˈsjuːmə/ advertising /ˈadvətʌɪzɪŋ/
Read the text and decide whether the following statements are true or false. 1.Nike catered to all kind of athletes. 2.Nike’s slogan was designed to fit everybody. 3.Nike’s marketing messaging focused on the physical needs of the consumers. 4.Volkswagen’s advertising campaign was created in Germany. 5.Volkswagen’s campaign wanted to change peoples’ perceptions about a product. 6.The ‘Think Small’ campaign tried to present the product as something surreal. 7.Americans loved buying German cars.
In groups, go around the room and choose a card.
1. Decide on the market. 2. Decide on the name. 3. Decide on the slogan. 4. Decide on the packaging. 5. Decide on how to spend the budget. 6. Decide on the adverts.
1.Discuss your ideas and create your own campaign. 2. Make notes about your plan and decisions for the presentation.
Appoint a spokesperson. Present your marketing campaign to the board of directors.