1 Watch the video and put the
words into the gaps in the text.
This seems (1)____, even though it was controversial until recently:
brand is (2)____.First, you have to
find the core story at the heart of your brand - what we call the Story
Platform. Create narratives based on it and publish those narratives across
all (3)___ media in weird and wonderful ways.As each story is published, it needs to be syndicated and (4)____ with
its intended audience where they are most likely to (5)____ those stories.
Then use (6)___ media – TV, spots events, paid search and so on - to let
people know your content is out there. The content has to be easy for people
to share so everyone can help (7)___ the brand’s stories. To make sure your
audience can find your content when searching, make sure everything is tagged
and optimized appropriately. So it goes, round and round, driving (8)___ and
effectiveness up, up, up while driving media spend down, down, down.
The best part comes next: sustained by the brand’s (9)___, the brand’s
fans add, syndicate and share their own content - comments, (10)___, ratings,
and entirely new versions. And all this brand-inspired content - whether new
stories or conversation about old ones, creates more marketing (11)____ for
free, forever. The result of rigorously following this path is a permanent
market (12)____ for the brand: lower total (13)____ of marketing, higher
impact. All you need is to make sure you’ve got your story straight.
1 Watch the video and put the
words into the gaps in the text.
When you’re thinking about public (1)____ for the first time, one of
the most important things to remember is: it is about (2)____ and
credibility. Advertising is when you stand up and say: “I am fantastic! I
work for the best PR (3)____ in the world, this is the best soft drink!”
That’s advertising. Ok ...
Public relations is when other people or other organizations say that
about your company or your organization. They endorse it, they (4)____ you
and they recommend you to other parties. You cannot buy recommendation. That
is why, when you are considering public relations programs, you need (5)_____
or additional resources to introduce your company, to position you, to
profile you. And sometimes to edit the environment which you operate on so
that your (6)____ can understand and make their own decision about the (7)____
you could make to their business (8)____.
(9)____ PR is a completely different
game. Many companies do internal PR extremely competently without any
external (10)___ at all. The only problem is - you start to believe it. You
know, when you see the wood from the trees. And often communication because
it’s about reputation is done at top-level, it’s done at senior management
level. And the trouble with senior (11)___ is they often believe what they
think is actually going on, sometimes they’re very isolated. More often than
not they’re not as likely to be presented with the whole truth, know the
whole truth and know the rest of it, because they’re, you know, the top of
the palm. And inevitably people (12)__ messages before they go upwards to the
boss.
So when you’re doing an internal PR you need of a
good cross-mix of (13)____ of different levels, perhaps geographically around
your country or across the world. So that you can come up with an acceptable
internal PR program, that is both (14)____, and (15)____, whether you’ve got
the space workers or perhaps medical workers or people in vans, or people in
motor-bikes. You have to (16)____ your program accordingly.
2 Watch the videoand put the
words into the gaps in the sentences.
1.I just don’t know
what we have to do to make these government ____ happy. They tell us to make a
safer ____, we do it, and then suddenly that’s not good enough.
2.- You know, this
morning. I got a call from my ____ at Brown & Williamson, and they’re
getting sued by the federal government because of the ____ _____ they made.
3.- Yeah, we’re aware
of that, Mr. Garner, but you have to realize that through the _____ of the mass
media, the public is under the ____ that your cigarettes are linked to certain _____
diseases.
4.- My granddad
smoked ‘em. He died at 95 years old. He was hit by a ____.
5.- But our hands are
tied. We’re no longer ____ to advertise that Lucky Strikes are ____.
6.- What the hell are
we gonna do? We’ve already funded our own tobacco _____ center to put this
whole ____ to rest.
7.- And that’s a very
good start. But it may not ____ sales.
8.I might have a
solution. At Sterling Cooper, we’ve been pioneering the burgeoning field of
research, and our analysis shows that the ____ risks associated with your
product is not the end of the world.
9.Actually, it’s a
fairly well-established psychological principle that society has a death wish,
and if we could just tap into that, the _____ potential …
10.What the hell are
you talking about? Are you ____?
11.They’ve let you
know that any ad that brings up the ____ of cigarettes and health together
well, it’s just gonna make people think of ____.
12.Not exactly. This
is the greatest advertising ______ since the invention of cereal.
13.- ____ on you. We
breed insect-repellent tobacco seeds, plant them in the North Carolina sunshine, grow it, cut it,
cure it, toast it.
14.No. Everybody
else’s tobacco is _____. Lucky Strike is toasted.
15.It’s a _____ on the
side of the road that screams with reassurance that whatever you’re doing it’s
okay.
3 Fill in the blanks in the
sentences with words and word combinations, each words and word combination can
be used two times.
Sue;
fatal disease; advertising opportunity; rumor; manipulation of the mass media;
health claim; competitor; impression; advertise; health risk; billboard
1.The pro-Union campaign is to make a bid to attract
Scots still unsure of how to vote in the referendum with _________ and
press advertising campaign.
2.Tuberculosis in cattle must be tackled or the disease
will spread out of control and become a human ________.
3.There are many display
networks, each providing its own set of ____ and
for businesses.
4.At the present time it is still
not clear if blogs will become a major ________.
5.Politician is expected to say that alcohol and drug
addiction should be seen as a ______ rather than a crime.
6.The fear is an example of how a ____, especially about
a place as stormy as Egypt
these days, can influence Twitter users and make them believe lies.
7.Clinics have been told not to _______ Botox in
popular women’s magazines.
8.The Intel Corporation that once just sold chips to
computer makers started making everything from personal computers to
supercomputers. Today the firm became _____ of Sun Microsystems Inc. and the
Hewlett-Packard Company.
9.Peta, the animal rights group, has been banned from
using a ______ advert showing a baby smoking a cigar.
10.The closest ______
to the iPhone is Samsung’s Galaxy.
11.A ______
that Microsoft is releasing an iPad version of its Office software was all over
the Web on Tuesday. But Microsoft says it’s just not true.
12.Doctors believe
that loneliness is not a major _______.
13.Twitter has opened
its doors to businesses that want to _____, as the company
focuses on making money after building a huge user base.
14.Politicians believe
that Congress must let gun victims _____ gun manufacturers.
15.A new study has
found that most food buyers are unlikely to be influenced by ______ on
products such as cereals and yogurts, preferring to shop on the basis of price,
taste and brand loyalty.
16.Gordon Brown will
give a talk about _____ in developing countries today when he uses a
visit to the World Economic Forum.
17.Some of the biggest
food firms are funding scientific research to establish _____ about
their products, ranging from increasing brain power to improving driving
skills.
18.The families of two
baby boys who died shortly after they were born in Portlaoise hospital plan to ____
the Health Service Executive for damages in the High Court.
19.The Turkish Prime
Minister has called a television boss and forcedhim to remove a headline. The politician has
admitted ________.
20.Using the Internet
gives the ______ of connecting us to the rest of the world, it is ultimately a
self-imposed sentence of solitude.
21.“The Panama
Deception” is a powerful expose of the 1989 invasion of Panama, raising
fundamental questions about our Government’s ______, as well as the media’s
complicity.
22.Charles Wallendahl
was so determined to make a good ______ in his first job that he grew a
beard to appear more grown up.
4 Match the phrase to the
speaker
Don Draper (the Creative
Director and a founding partner at Sterling Cooper Draper Pryce Advertising Agency in Manhattan,
NY.
Pete
Campbell (Head of Accounts)
Roger Serling
(a founding partner at Sterling Cooper Draper Pryce
Advertising Agency in Manhattan,
NY)
Lee
Garner, Jr. (Junior) (son of Lee Garner, Sr., owner of Lucky Strike)
Lee
Garner, Sr. (Senior)(owner of Lucky Strike)
Sentences № _____
Don Draper (the Creative
Director and a founding partner at Sterling Cooper Draper Pryce
Advertising Agency in Manhattan, NY
Sentences № _____
Pete
Campbell (Head of Accounts)
Sentences № _____
Roger Serling
(a founding partner at Sterling Cooper Draper Pryce
Advertising Agency in Manhattan,
NY)
Sentences № _____
Lee
Garner, Jr. (Junior) (son of Lee Garner, Sr., owner of Lucky Strike)
Sentences № _____
Lee
Garner, Sr. (Senior)(owner of Lucky Strike)
1.They tell us to make a safer cigarette, we do it, and
then suddenly that’s not good enough.
2.But our hands are tied.
3.You still have to get where you’re going.
4.Manipulation of the media? Hell, that’s what I pay you
for.
5.I don’t know.
6.What the hell are we gonna do?
7.But it may not affect sales.
8.What the hell are you talking about? Are you insane?
9.I might have a solution.
10.This is the
greatest advertising opportunity since the invention of cereal.
11.You still have to
get where you’re going.
12.Advertising is
based on one thing: happiness.
13.Yes, and we’re
grateful to them.
14.If you can’t make
those health claims, neither can your competitors.
15.Shame on you.
16.That’s very
interesting.
17.Well, gentlemen, I
don’t think I have to tell you what you just witnessed here.
18.I get it.
19.That’s your slogan?
20.I’m not selling
rifles here.
21.Let’s get out of
here.
22.We can say anything
we want.
23.I think you do.
24.It’s freedom from
fear.
5 Match the parts of word
combinations.
1
federal
A
media
2
health
B
the world
3
psychological
C
on you
4
field of
D
diseases
5
mass
E
government
6
research
F
sales
7
market
G
up the concept
8
fatal
H
claims
9
the end of
I
research
10
affect
J
center
11
bring
K
principle
12
Shame
L
potential
6 Answer the Questions
1.What problem did Lucky Strike have?
2.What health problems were connected with cigarettes?
Did businesspeople agree that cigarettes were dangerous?
3.How did agencies advertise cigarettes? Why was it
difficult to create such an advertisement? Why had some tobacco companies been
sued by government?
4.What was Don’s first solution to the problem?
5.What alternative advertising strategy was proposed?
What psychological research was the new strategy based on?
6.Did clients from Lucky Strike agree to use new idea
and new slogan? If not what argument did they give not to accept the strategy?
7.What was Don’s new idea? Could Lucky Strike make any
heath claims or talk about health in their advertisements?
8.Why was it important to know how cigarettes were
produced? How did Don use that information?
9.What new slogan and approach to advertising did Don
propose? Why was it innovative? How could Lucky Strike be different from their
competitors?
10.What other product
used similar advertising strategy that could help differentiate identical
products made by different firms?
