ENGLISH FOR BUSINESS 2

1c Vocabulary
Find the terms in the text which mean the following.
1. Free advertising, when satisfied customers recommend products to their friends =
Word of mouth
2. Advertising that mentions a company's name but not specific products = Prestige
advertisement
3. Companies that handle advertising for clients = Advertising agency
4. A contract with a company to produce its advertising = Advertising account
5. The amount of money a company plans to spend in developing its advertising and oil
media time or space = Advertising budget
6. The statement of objectives of an advertising campaign that a client works out with an
advertising agency = Brief
7. The advertising of a particular product or service during a particular period of time =
Campaign
8. A defined set of customers whose needs a company plans to satisfy = Target
customers
9. The people who choose where to advertise, in order to reach the right customens =
Media planner
10. The fact that a certain amount of advertising is necessary to attract a prospective
customer's attention = Threshold effect
11. Choosing to spend the same amount on advertising as one's competitors =
Comparative-parity method
12. Advertising during periods or seasons when sales are normally relatively poor =
Counter-cycle advertising
1d Discussion
Which of the following claims do you agree with?
1. Advertising is essential for business, especially for launching new consumer products.
2. A large reduction of advertising would decrease sales.
3. Advertising often persuades people to buy things they don't need.
4. Advertising often persuades people to buy things they don't want.
 5. Advertising lowers the public's taste.
6. Advertising raises prices.
7. Advertising does not present a true picture of products.
8. Advertising has a bad influence on children.
Answer:
1. 90% agree. In fact advertising is very helpful for companies to introduce their
products to consumers, especially for new products. The more often a company
promotes products through advertising, the faster a product is known by consumers.
2. 72% agree. Because if a product is not often advertised, consumers can forget about
the product or consumers can move to another product.
3. 85% agree. Today's society has a high level of consumers and lifestyles without being
balanced with enough information so that people are often influenced by advertising
sentences to buy something that is not their need.
4. agree 51%. Because consumers usually decide to make a purchase not only because of
the desire but because of many factors such as family factors with the seller, pity for
the seller, do not know what you want to buy, and so on.
5. Disagree 41%. Because the 41% figure is too large to describe the number of
consumers who are aware of the number of fake advertisements. Consumers who are
aware of the number of fake advertisements will certainly not be appetite to see the
ads that are there.
6. Agree 49%. Because the more ads that are used, the more costs are needed so that it
has an impact on the selling price of the product.
7. Agree 60%. As seen too many additional images to support these ads become
interesting.
8. 57% agree. Because advertising can be a bad example with a lot of lies in advertising.