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Otázky a procvičení k 17. lekci

8.8.2018, Zdroj: Verlag Dashöfer

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Otázky a procvičení k 17. lekci

ACTIVE EXERCISE – MAKE THE SENTENCES!

Now try putting the following vocabulary into the below report of a successful promotional strategy by Vizea cosmetics group.


a) sponsorship, b) direct mail, c) brand identity, d) competitions, e) promotional strategy, f) consumer led, g) concept, h) online magazine, i) communication channels, j) newspaper ads, k) social network sites, l) target audience, m) respondents, n) brand awareness, o) free samples, p) campaign

„In considering our overall 1. …………………………… …………………………… for Vizea products, we decided not to use old media. That meant no 2. …………………………… ……………………………, as most young people don't read newspapers, and no 3. …………………………… ……………………………, as that generation think of it as old fashioned.

Instead, we decided on a 4. …………………………… …………………………… strategy that would go where the kids were. We developed an 5. …………………………… …………………………… following the 6. …………………………… that „teenage girls should have the confidence to become young women and to enjoy their independence”.

Other original and entertaining 7. …………………………… …………………………… included 8. …………………………… …………………………… …………………………… like Bebo and MySpace, where we set up Vizea sites. This matched our 9. …………………………… ……………………………'s lifestyle, which includes a lot of time spent online.

Our 10. …………………………… …………………………… was reinforced by creative 11. …………………………… which asked for photographs of landscapes which resembled human forms or skin types. The best entries won free supplies of Vizea and visited our headquarters in Paris, with lavish entertainment.

Other key ways that we promoted Vizea were through 12. …………………………… of a popular pop music „top forty” weekly podcast, and through extensive giveaways of 13. …………………………… …………………………… which took place in our stores across the world.

Our 14. …………………………… …………………………… survey partners, Brand Alive, confirmed the success of our 15. ……………………………. 75 % of 16. …………………………… answer that Vizea „was a product that worked for young people”. This compared with 39% before promotion. Success!”

 
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