Unit 13-VOCABULARY

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VOCABULARY

EXERCISE 1. Complete the sentences with the best word.


1. If a celebrity ________ a product, they say how good it is in advertisements.
a) persuades b) launches c) endorses
2. Billboards, those large signs used for advertising, are often called “________” in British English.
a) leaflets b) slogans c) hoardings
3. Manufacturers of toiletries and cosmetics frequently offer free ________ for customers to try out their new
products.
a) samples b) commercials c) posters
4. Advertising done at the place where a product is sold is called “________ advertising”.
a) public b) point-of-sale c) eye-catching
5. ________ of sports or arts events can be a powerful method of advertising.
a) Research b) Endorsement c) Sponsorship
6. If you hear about a new product from a friend or relative, this is called “________ advertising”.
a) word-for-word b) mouth-to-mouth c) word-of-mouth
7. Outdoor advertising is growing rapidly because the cost of TV ________ has risen dramatically.
a) commercials b) publicity c) research
EXERCISE 2. Select the correct alternatives to complete the text.
Advertising informs consumers about the existence and benefits of products and services and attempts to persuade
them to buy them. The best form of advertising is free (1) ____________ advertising, which occurs when satisfied
customers recommend products or services to their friends, but very few companies rely on this alone.
Large companies could easily set up their own advertising departments, but they tend to hire the services of a/an
(2) ____________. A contract to produce advertisements for a specific company, product, or service is known as
a/an (3) ____________. The client company generally decides on its advertising (4) ____________ the amount
of money it plans to spend in developing its advertising and buying media time or space. It also provides a (5)
____________, or a statement of the objectives of the advertising, as well as an overall advertising strategy
concerning what (6) ____________ is to be communicated. The choice of how and where to advertise
(newspapers and magazine ads, radio and television commercials, cinema ads, posters on hoardings (GB) or
billboards (US), point-of-purchase displays in stores, mailings of leaflets, brochures or booklets, and so on), and
in what proportions, is called a (7) ____________. The set of customers whose needs a company plans to satisfy,
and therefore to expose to an advertisement are known as the (8) ____________ market. The advertising of a
particular product or service during a particular period of time is called an advertising (9) ____________.
Favourable mentions of a company's products or services, in any medium read, viewed or heard by a company's
customers or potential customers, that are not paid for, are called (10) ____________.
1. a. mouth-to-mouth b. mouth-to-ear c. word-of-mouth
2. a. advertising agency b. advertising company c. public relations company
3. a. account b. arrangement c. deal
4. a. campaign b. budget c. effort
5. a. brief b. dossier c. message
6. a. facts b. message c. opinions
7. a. medium plan b. medias plan c. media plan
8. a. aimed b. segmented c. target
9. a. campaign b. mix c. plan

10. a. promotions b. publicity c. public relations


EXERCISE 3. Match the terms on the left with the definitions on the right
1. brand-switcher a. a certificate offering consumers a price reduction on a
particular product
2. brand image
b. a consumer who shows no loyalty to a particular brand, but
3. brand loyalty
changes among competing products
4. free sample
c. a popular product sold with no profit, in order to attract
5. industrial buyer customers to a store
6. initial trial d. a small amount of a new product given to consumers to
7. loss leader encourage them to try it

8. price-conscious (adjective) e. someone who purchases goods or services that will be used
in the production or supply of other goods or services
9. purchasing cycle
f. strongly influenced by the price when goods or services
10. redeemable coupon
g. the average length of time between a consumer's repeat
purchases of the same product
h. the commitment of consumers to a particular brand
i. the first time a consumer buys a product to see what it's like
j. the public's beliefs and perceptions about particular product

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