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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.