RUNNING AN ADVERTISING CAMPAIGN

6* Before you listen to Dialogue No 1 match each word on the left with a word on the right to create a phrase connected with advertising.

1. advertising	a. the advertising campaign
2. target	b.mix
3. to run	с advertisements
4. promotional	d. customer
5. television	e. advertising
6. newspaper	f. mail
7. street	g. commercials
8. direct	h.efforts

Dialogue No 1 (318 words)

Advertising Manager Ellen Brown is speaking with Personnel Manager Michael Thompson.

MICHAEL: You are not your usual happy self this morning. What's the matter?

ELLEN: To tell you the truth I am very much worried about this new advertising campaign.

MICHAEL: What kind of campaign?

ELLEN: Don't you know our Marketing Director is going to run a new advertising campaign to increase consumer awareness of our products, as he puts it.

MICHAEL: You don't need to worry. I am sure you'll make a good job of it.

ELLEN: You're joking. First, I must plan a variety of advertising techniques. This advertising mix must consist of television commercials, newspaper advertisements, and street advertising.

MICHAEL: Well, that is not the first time you're running advertising campaign, is it?

ELLEN: No, of course not. But this time he wants me to use direct mail too, because we have a good target customer database.

MICHAEL: May be he is right. Direct mail is more personal than other media and it has the greatest flexibility.

ELLEN: Frankly speaking, it is very difficult indeed to correctly estimate how much and what kind of promotional efforts are necessary to reach a certain objective.

MICHAEL: By the way, did you consider the possibility of advertising on the Internet?

ELLEN: That's a good idea! We should organize an on-line promotion and the customers will be able to order goods on-line!

MICHAEL: To make this dream come true you should first create a company website, where you can advertise the company's products.

ELLEN: Now we come to the problem of expenditures. To what extent does the advertising really pay? Our General Manager is fond of saying: "We know that one half of our advertising budget is wasted but we do not know which half."

MICHAEL: May be he is right.

ELLEN: So everybody is right except me and nobody wants to let me off the hook*.

MICHAEL: Oh, come on, you are making a mountain out of a molehill.

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GOALS OF ADVERTISING	\|	Dialogue No 2 (263 words)

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