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Otázky a procvičení k 16. lekci

6.8.2018, Zdroj: Verlag Dashöfer

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Otázky a procvičení k 16. lekci

ACTIVE EXERCISE - ADVERTISING... A LITTLE MORE TECHNICALLY

Look at the text below. It is part of an analysis of a successful advertising campaign for a brand of beer. Fill in the gaps with the words from the box below.


a) brand awareness, b) spontaneous brand awareness, c) impact, d) spend (noun), e) proposition, f) viewing patterns, g) creative idea, h) clear understanding, i) threshold, j) brand ubiquity, k) premise, l) above the line, m) o.t.s., n) below the line, o) target group, p) dominant share of voice, q) media mix, r) allocated,

„The objective of the our campaign was 1. …………………………… …………………………… - we wanted to make our product part of everyday life with ordinary people everywhere. This meant increasing 2. …………………………… …………………………… ……………………………, since we wanted people to think of our beer as one of the beers they thought of as a central brand.

This meant a campaign mainly focused on 3. …………………………… …………………………… …………………………… media, as this has the biggest impact, but including 4. …………………………… …………………………… …………………………… media as well, to reinforce the effect.

The 5. …………………………… of the ad campaign- the basic conception - was to strike a chord with the audience and make men between the ages of 18 and 40 feel more comfortable about the idea of drinking out beer.

The 6. …………………………… was to communicate the idea of a straight kind of product for a straight kind of man.

The 7. …………………………… …………………………… that we developed involved a well-known comedian in a variety of comic situations, where the joke was to take the simplest and most direct way out of a complex situation- for example instead of being diplomatic to his mother-in-law, he took her to an old people's home.

The 8. …………………………… …………………………… primarily used above the line media- tv - which took almost the entire advertising 9. …………………………… that we had 10. …………………………… for the campaign.

We wanted to arrange these ads around the 11. …………………………… …………………………… of young men, which was why we placed our ads especially around sports programmes and action movies. This increased the 12. .…………………………… …………………………… …………………………… (opportunities to see) quite dramatically among our 13. …………………………… ……………………………. It also had the effect of giving us a 14. …………………………… …………………………… …………………………… …………………………… around sports programmes, giving us an edge over our competitors.

Our 15. …………………………… …………………………… partners - Brand Alive - said that their research indicated a 16. …………………………… …………………………… of our product as a direct and no-nonsense product which everyday people should know about and buy.

We were delighted by the 17. …………………………… of our advertising. We found that wives and girlfriends also had a high awareness of our brand, and were likely to answer positively to the question „would this brand please your partner if you brought it home from the supermarket?”

We thus considered that our advertising had more than crossed the 18.

 
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