Successful Advertising campaigns

(I = Interviewer, AP = Andrew Pound)

I Andrew, could you tell me what has been your most successful advertising campaign?

AP Er, I did a campaign for a marmalade product called Frank Cooper's marmalade, in Britain. It was a campaign we organized with a radio station, Classic FM, which concentrates on classical music. We targeted the morning, the breakfast programme, and we had a series of regular adverts, we had a sponsorship tie-up and we had a competition. And the response was

tremendous. We had a huge increase in sales of our marmalades, especially in the key retailers who we were targeting, and since then we had many more listings in retail outlets. So the campaign was extremely positive, but the key thing  that made it successful was the amount of money we spent - very little money - and in terms of sales results, as a percentage of the amount of money we spent, it was a huge success.

I So it was very cost effective.

AP It was very cost effective and at the end of the day, that's what we’ relooking for.

I Why do you think it was so successful?

AP Targeting. We had a very good match between the types of people whose knew bought marmalade and the types of people who we knew through research listened to that radio station. And we fitted them together in a way that made sense. In the morning, at breakfast time, marmalade is a product eaten mainly by older people, so they were listening to this radio station.

Everything fitted together - that's what made it a success.

I Is there another piece of TV advertising you can think of, which was very successful?

AP Well, er... I was very proud once of an advert I did for Kraft Cream Cheese Spread. It was very simple. We demonstrated what the product did. Three glasses of milk went into this cheese spread, we said why mothers would need it - it was for the kids to help them grow up, it was a growing up spread — and we created an advert that was fun. And so the kids liked watching it. and so obviously when they were in the supermarket with their mothers, they'd say, 'Mum, mum, I like that product, can we get it? And so the kids like it, the mother feels OK because she's being reassured that it’s got health and nutrition benefits, and the sales have done very well. That’s

the key thing about advertising. If it doesn't generate sales, then it's no good.

Контрольная работа № 2.

Вариант 6.

Часть 1.

Поставьте все типы вопросов к предложению.

As far as I know English language has a vocabulary of 200 000 words.

 

Заполните пропуски модальными глаголами переведите предложения на русский язык.

1. … you open the window?

2. The children… not play at the road.

3. You…to go to school.

4. … I speak to Mr. Smith, please?

5. At home you …to learn the text by heart.

6. You have a tooth-ache; you …go to the dentist.

7. You …become more serious.

8. You …visit your parents more often.

9. He …speak English very well.

10. You … smoke here, if you like.

 

Перепишите предложения в прошедшем времени, обращая внимание на согласование времён, и переведите на русский язык.

1. Sam says me that he has been reading that book for the whole night.

2. Mother thinks the children are playing football in the yard.

3. The doctor asks me when I have caught cold.

4. She promises she will call us the following day.

5. Mike tells me she will be there soon. I hope he will not come.

6. We think that they are a happy couple.

7. Everybody is sure that she is a liar.

8. I think I have left this textbook at home.

9. He wants to know why you have missed the lecture.

10. I expect that you will introduce me to your teacher.

 

Переведите предложения из прямой речи в косвенную и переведите на русский язык.

1. He advised: “Take the umbrella.”

2. He said: “Don’t ask me this silly question.”

3. Mike noted: “I called him a few days ago.”

4. He inquired: “Do you want to speak to me?” 

5. She wondered: “When will they arrive?”  

6. He wondered: “What are you laughing at?”

7. Mother answered: “The children are playing in the garden.”

8. His friend shouted: “It’s a lie!”

9. Mother asked in surprise; “Have you already done your homework?”

10. The teacher said: “Give me a pen.”

Вставьте частицу «to» перед инфинитивом, где необходимо и переведите на русский язык.

1. I saw the child…playing.

2. I felt somebody…touch me.

3. My brother can…speak French.

4. We had…put on our coats because it was cold.

5. They wanted …cross the river.

6. The teacher made me…repeat the role.

7. I want …have an excellent. I like…read.

8. I want...see your design.

9. You can…do it.