Welcome to the world of advertising!

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1 Practising marketing skills 2 IV Language of advertising 7 von 24 Welcome to the world of advertising! M picture alliance/photoshot; 2. colourbox; 3. Thinkstock; 4. Bildagentur Waldhäusl/Naturfoto Online; 5. picture-alliance/zb 2 t h c i s n a r o V 3 4 5

2 8 von 24 Language of advertising Practising marketing skills 2 IV M 2 The language of advertising working with words Learn some important words used in advertising. 1. Fill in the crossword. The letters in the grey boxes form a solution word if you put them in the right order. You can find for products or services in magazines, on TV, on the radio and on the Internet. A company that produces advertisements for their clients is called an advertising A signboard, usually outdoors, for advertising posters. It can be electronic, too. Part of an advertisement that attracts attention, e.g. a photo. A part of a printed advertisement with which you can order products or get a discount. An advertisement on radio or TV. A large sheet of paper with illustrations used as advertisement. Solution: Another word for to advertise : to 2. Imagine you work for a hotel. Which products or services could be described with the following adjectives? Find at least two for each adjective. comfortable: refreshing: healthy: fast: stylish: favourable 1 : 3. Think of a product or service in your company. Find three adjectives to advertise it. Vocabulary 1 favourable: günstig

IV Practising marketing skills 2 Language of advertising 11 von 24 How to say it best the top 12 words of advertising M 4 Advertising uses its very own language.

That doesn t tell you much. The weather could have been nice, or the atmosphere, or the location But how about I went for a relaxing walk on the beach.

3 IV Practising marketing skills 2 Language of advertising 11 von 24 How to say it best the top 12 words of advertising M 4 Advertising uses its very own language. Learn how to make your advertising texts work. Some words have power! Others don t. The word nice, for example. Nice doesn t have any power. I went for a nice walk on the beach. That doesn t tell you much. The weather could have been nice, or the atmosphere, or the location But how about I went for a relaxing walk on the beach. It was very refreshing, the sun was reflecting on the water and the only sound you could hear was the noise of the seabirds. Do you now see how much power words can have? Thinkstock 1. Have a look at these twelve words. Pick three and say why you think they are powerful. 1 proven: bewährt you results love The 12 most powerful words of advertising money easy discovery save health proven 1 new safety guaranteed 2. a) Read the slogans (1) to (4) and say what product or service could be advertised with them. Example: Just for you! life insurance, career service, body lotion (1) The joy of safety (2) Your health matters (3) Make a discovery (4) My money and me b) Now make up three slogans including at least one of the words from the box. Then name a product or service that could be advertised with it. 3. Of course, there are more words than just the 12 in the box. Make this advertising text for the English website of Kino am Dom sound more interesting. Fill in the adjectives on the right. Source: Yale University About Kino am Dom The cinema is located in a shopping centre on Rheinstraße. It is a 5-minute walk away from the town centre. You ll find parking spaces in the car park opposite the cinema. bus routes pass outside the cinema. The cinema is surrounded by restaurants and shops. It has 8 screens with 1,700 seats. Screens 3, 5 & 6 are also for wheelchairs. You can buy drinks and food including hot dogs, pretzels and popcorn at our and bar service! popular high-quality tasty a lot of modern superfast excellent only easy to use various friendly

IV Practising marketing skills 2 Language of advertising 17 von 24 The ultimate mailshot analysing a sales letter M 7 A mailshot 1 is a form of direct marketing.

Thinkstock Visit our modern and exciting UrbanDreams shopping centre in Fulham Road. It s not just shopping it s an experience!

4 IV Practising marketing skills 2 Language of advertising 17 von 24 The ultimate mailshot analysing a sales letter M 7 A mailshot 1 is a form of direct marketing. It is a sales letter, often a leaflet 2, flyer or coupon, sent directly to a person s home. UrbanDreams Shopping Centre 45, Fulham Road Manchester Tel. (+44) Dear shoppers, 1 Do you want shopping to be a real experience? Thinkstock Visit our modern and exciting UrbanDreams shopping centre in Fulham Road. It s not just shopping it s an experience! Discover a unique new world of more than 150 exciting shops, excellent restaurants and fun attractions. Take a break in our relaxing Oriental-style spa 3 or try out our modern gym. Kids will love the adventurous jungle playground and the huge submarine in our indoor swimming pool. It s the ideal way to spend a day. We have something for everyone! We are open Mondays to Saturdays from 9 a.m. until 10 p.m. and Sundays from 10 a.m. until 6 p.m. There are three car parks close to the shopping centre and three different bus routes pass in front. Please consider UrbanDreams for your next shopping trip. Visit or call (911) for more information. Our opening special: Spend 100 or more and get a FREE meal in a restaurant of your choice! 1. Read the sales letter for UrbanDreams. Which parts does it consist of? Match the parts of the letter with the following numbers. has already been filled in for you. Address your reader personally. Use you and your as often as you can. You want people to react to your letter. Give your website address and phone number. The postscript is at the end, but people often read it first. Mention an extra special offer (discounts, freebies 4, ) here. Your letter must grab the reader s attention. A picture is a good way to get it. Be convincing. Special offers and attractions are usually very persuasive 5. You have to get your readers interested. A personal question is a very good start. Inform your reader in a clear and simple way. Mention details and special offers. 2. Has the writer of the sales letter done a good job and used powerful adjectives? Check by underlining them. Vocabulary 1 mailshot: die Postwurfsendung 2 leaflet: der Prospekt, die Broschüre 3 spa: das Wellness-Center 4 freebie: das Gratisgeschenk 5 persuasive: überzeugend

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Click here to advance to the next slide. Chapter 14 Advertising Section 14.1 Advertising Media The Main Idea Businesses must find ways to reach potential customers. Advertising is one type of promotion