Who handles your advertising? ligdo 6 sobre publicidade; nela vocé aprenderd a falar ' publicidade ¢ feita, sobre quem cuida dela, sobre ‘etapas de uma campanha publicitaria. Vocé também co- ra a ver uma parte importante da gramética — a voz ? fa. dos verbos. Quando tiver aprendido e praticado tu- que esta na Checklist, marque os quadrinhos, Checklist Expressions We've carried out a survey. QO} Voce aprender a falar dos passos prelimina- We've done our market research. | Fes de uma campanha ‘A major advertising campaign is being planned, } Eos limites de tempo The campaign is on schedule/ Om behind schedule/ahead of schedule. Oo How's your advertising organised? It isn’t handled within the company. It’s done by an outside firm. Voce aprenderd a falar a respeito da publicida- ‘de de uma empresa Grammar Advertisements are published in the 1] press. Voce ira praticar a voz passiva do tempo pre- ee - Brochures are sent out by mail. Our posters are already being designed and printed. Vocabulary Voo8 aprenderé as palavras adequadas brochure, circular, poster, sticker, leaflet [1] para diversos matenais publctaros catalog ‘you start... Your study rule ‘a utilizacdo do present tense © do present conti- A entonago — o tom da vor ao falar — 6 de extrema im- (fichas de gramatica 3 e 12). pportdincia no inglés. As pessoas podem no compreender | Preste muita atengao a como o tom das vozes das pes- do curso. Faga 0 mes-ook ahead and listen @ translation is in the Key. Bennett is a reporter from Metro, the ly events magazine. He is writing an ticle about launching a new singer. Listen to im talking to Fran about how Moondiscs promote their records. ROD: What does your job involve, Fran? FRAN: Well, I'm called the Press Officer, but I'm actually in charge of all the promotion and ‘advertising. ROD: That’s quite a responsibility. Do you work ‘on your own? FRAN: Not really. In a small company like this we work as a team. ROD: So do you actually write the promotion material yourself? FRAN: | write the press releases and | prepare the copy for the record sleeves - you know, the blurb and the biographical details of the singers, and so on. OD: Ah, so who handles your advertising? FRAN: It's done by an outside firm. They design ail our brochures, publicity handouts etc., as well as organising major campaigns for new record: OD: Tell me about the different stages in the promotion of a new record. FRAN: Well, there’s a big difference between launching the first album by a new group and promoting a new record by an established ‘group or singer. oD: Yes, I can see that. But let’s imagine that it's a completely unknown group. What happens? FRAN: You never organise a major publicity ‘campaign for a completely unknown group. You start with a single, and if that's a success, then they record an album. That's where the publicity campaign starts. 0D: How's that organised? FRAN: It alll starts about three months ahead of the release date. The whole campaign is ined in detail by the advertising agency. ine and newspaper ads, radio ‘commerci 800: What about television spots? I've seen quite a lot for records recently. ERAN: Well, only the really big names can afford it. It's very expensive. ‘ROD: Yes, of course. Are you working on anew launch at the moment, Fran? FRAN: Yes, | am. You may have heard of Harvey and Paula ... ROD: Right! Their song “We're the new thing” is being played a lot on Capital Radio. FRAN: They're working on an album at the moment. It’s going to be released in about two months. ROD: I'm looking forward to hearing it. I'm sure itll be a hit. FRAN: Let’s hope so. ‘STOP. Look back How much did you understand? Where do these phrases go in the chart? Write in the letters. Follow the exemple. The answers are in the Key. a Magazines and newspaper ads as well as radio and TV commercials. ® Sees erence ee piesa cy Single launched. 4 ‘Abbunt Isunched if pubtoly canipela: e No more action. ic L Success 387How's your advertising organised? ‘An agency handles it. it’s handled by an agency. poster brochure sticker Our stickers are designed ... and printed ... by an outside firm. catalog leaflet circular Our circulars are printed ... within the / They're sent out by mail. advertisement (Br) advertisement (Am) Pronunciation Nas oito ligdes deste estagio, vamos nos ocupar do acento em inglés. Como voc8 sabe, nessa lingua nao ha acento grafico, 0 que difculta um pouco a tareta Mais uma vez, a fita gravada iré desempenhar um pa- peel importante. Em palavras de mais de uma silaba, 36 Uma dessas silabas recebe acento principal (embora Como ¢ orgarizada sua putlicidade? Uma agente se ercaroga dela ia ota por uma agénci. ‘ohete etqueta Noseasetiqetas so desornadas 2 morossas fora, por outa tra. emtiogo vounte roar Nossas crear so ipressas| eno emresa ‘So detibidas poo consio, Publicidad (ron. bina) Publicidad (pron. americana) uma campanha pubis ‘Uma camparna pubictana de vate est snc angade. a imprensa (esta Ste ranemtsos comoroae pela TV@ pel rio. programa (pron. rtaica) programs (pr, americans) std no prazo (Le, dentro do programa). ta aartaco, Esta araece | Executares ur variants Fzemoe una peequta de mercado, Nada pode nos eter agora ‘em palavas maiores haja 0 acento secundario) ne 0s ts grupos de palavras abaixo; num deles acento principal cai na primeira silaba, no outro cal segunda silaba e no timo cai na terceira silaba. ze cada grupo lendo as palavras em voz alta. Ai, a gravagao e contira. afternoon advertisement (Br) yesterday California machinery circular population traditional catalog engineer immediately ‘opposite advertisement (Am) ‘STOPina voz passiva. O passivo do verbo ¢ formado com a conjugacao adequada de to be + 0 paticipio passa- "© Quando quem pratica a ago ¢ desconhecido ou 2 Pequena imporncia. Assim, ndo¢ mencionado: are published daily. (Jornais séo publica- Is not allowed. (Nao 6 permitido fumar.) Key is eaten at Christmas. (it: Peru ¢ comido no ta, ie., come-se peru no Natal.) Quando se quer destacar aquilo que é feito @ no o ‘autor da acdo. O autor da acao vem precedico por ‘are designed by architects. (As casas S80 pro- as pelos arquitetos.) des are caused by the moon. (As marés so provoca- pela Lua.) Investments are handled by the bank. (Nossos in- entos so cuidacos pelo banco.) cisions are taken by the Board of Directors. {AS decisbes sao tomadas pela ditetoria.) arn by heart ite these words and sentences in your notebook and learn carried out a survey. done our market research. major advertising campaign is being planned. epee are already being designed and campaign is on schedule/ahead of ‘schedule/behind schedule. ‘Aqui esto alguns exemplos da voz passiva do pre- sent continuous (que 6 formado por “is/are being” + paricipio pasado): ‘The road is being repaired. (A estrada esta sendo con- sertada.) ‘A meeting is being held on Tuesday. (Uma reuniéo vai ser realizada na terca-fera.) ‘A survey is being carried out. (Um levantamento esta sendo realizado.) ‘The matter is already being handled by the police. (O assunto jé est sendo cuidado pela polici in the pression television Ropare nas preposicbes usadas: Tread about itn the newspaper. | saw the ad in a magazine. | saw Robert Redford in his last fm. ‘We watched the news on television. ‘There was a good play on the radio last night. newspaper ads Muitas palavras so frequentemente usadas de forma abreviada: fad = advertisement (andncio) hone = telephone Tab = laboratory vot = veterinary surgeon fridge = refrigerator (geladeira) TV = television ‘maths (pritanicoymath (americano) = mathematics (ma- tematica) {928 (nos EUA) =gasoline: Verb phrases carry out (executar) We have carried out your instructions. send out (cistribui) CGrculars are being sent out to all our customers. | “a How's your advertising organised? It isn’t handled within the company. It’s done by an outside firm. ‘Advertisements are published in the press. Commercials are broadcast on TV and radio. Brochures are sent out by mail. brochure, circular, poster sticker, leaflet, catalog 389Practice with the cards 7 Cutout your new cards, “Publicity material” (Sot 27), and learn them. 2 Then practice like ths: ed es oe ee ee We cesign and print our own brochures. | eT RATEE ae apna oe reo GSE TAD = We are sending out the brochures af the end of the month. Pe Raa ceaie ote eater e ‘3. Now put the cards in two groups and say: 4 When is the oavertising compaign being lounched ? It's on scheaule. The brochures ore already beng printed. “4 ‘Now put your cards away and take @ breakPractice 1 Listen and write listen to Rod Bennett talking to Dan Fisher about how fecords are made. Fil in the missing words inthe Sentences below. The answers are m the Key ‘STARTOO. 1 The recording about four to six weeks. 2 The music and the voices .......... renee at different times. 3 The final recording .. in the studio. 4 Several copies of the finished tape 2 Listen and speak Now you answer Rod Bennett's questions, as in the fexample. Be caretu, they're natin the same order Use the answers you wrote in 1 Listen and waite. ‘STARTOO) Are the music and the voices recorded together? ‘YOU: No, the music and the voices are recorded at different times. STOP 5 The finished tape the record manufacturer. 6 Thousands of copies of the record 7 Then the record . - to the shops. ste] ‘One of the machines which produce thousands of copies of ‘each new record3 Listen and write ‘Mike Novak's gitriend, Meg, works for Axon, amsjor toy write numbers 1-10 in the boxes to show the order of the ‘manufacturer. Listen to her taking about the design and production process. The answers are inthe Key. ‘marketing ofa new toy. Folow the steos on the chart and (STARTOO. PRODUCTION SCHEDULE AXON Dec | Jan | Feb | Mar | Apr | May | June | July | Aug | Sept | Oct | Ne L A u & Hq a AD Ta E t =Research and Development Department (R&D) =Production Department =Marketing Department =Sales Department =Advertising Agency ‘STOP 4 Write ‘Answer these questions in your notebook, as in the example. Get the information you need from the chart above. The answers are in the Key. ‘What happens in January? The toy is designed by the Research and Development Department. 1 What happens in February and March? 5 When are the toys distributed? 3 Wnathappene in Apri" What apport rom Say fo Septem in iS to ber? 4 What is the next step? a 85 Listen and write isien fo these radio ads. What are they trying to sell and to ich kind of customer? Match up the three groups, asin the mple. The answers are in the Key. DNAME PRODUCT CUSTOMER rkle Cereal Married men fizz ~~ Soap powder _ Children 8-10 Insurance Housewives Adults of all ages fm in your notebook. The answers are in the eat spaghetti in Italy. Spaghetti is eaten in Italy. 7 They grow a lot of wheat in Kansas. 3 You keep milk and butter in the fridge. They are checking the results of the 4 They are selling this building next year. survey. 5 They speak German in Austria. Prospect Trust owns this building. This building is owned by the Prospect Trust. government is carrying out a survey. bei d out by the 5 Modern technology is revolutionizing 9 Everyone in the music business respects farming. Lou Caruso. Five hundred million people speak English. 10 The police are handling the matter. 3 The company pays our insurance.Read Here is Meg's description of part of Axon's publicity activties. The translation is in the Key. At Axon, we believe that one of the best ways of promoting our products is by taking part in the major international toy fairs. Most of them are trade shows (that is, they are closed to the public) so we have a chance to talk directly to the wholesale dealers. To give you an idea of what is involved, let me tell you about one of these exhibitions: the British ‘Toy and Hobby Fair, which takes place in London in late January or early February every year. About ten months before the opening date, we begin our preparations. First, we make contact with the organisers who send us their brochure, the exhibitor's contract and any other necessary information. We look at our budget and decide how much space to take. Then the contract is signed and sent back to the organisers. The next step is to plan the actual display. The stand is designed by an outside company and the display of products is organised by our Marketing Department. As you can imagine, all this takes a lot of time. Several months go by with these preparations. Then, three or four months before the show, things start to get really busy. A member of the staff is appointed to work full-time on the project. At the same time, our advertising agency begins to prepare the promotional material, and invitations are sent out to all our most important customers. The next step is to prepare a detailed schedule. Hotel rooms are booked for our stand personnel; travel arrangements are made; transport for all the materials is organised; and all the details of the whole operation are worked out. By now, everyone involved in the project is working overtime. From experience, | can tell you that it is very exhausting. Three days before the opening of the show, the stand and all the materials arrive at the exhit hall. The stand is put up as quickly as possible. Then the toys and the promotional material are arranged so as to make an attractive display. At this point, we all breathe a sigh of relief. Everything is ready for the opening ceremony.Arse Hobby Fait Write the sentences below in your notebook It shows the preparations leading up to the British Toy and next f0 the right month. The answers are in the Key. | Full-time member of staff is appointed. Detailed schedule is worked out. ined. Dec | 30th Jan | 2nd Feb TOY FAIRPractice 1 Write Moondiscs are producing new records and Back Sheep" and “The Love Bk two excing new groups. This is the production schedule. Della has typed a memo to Tom about “The Black Sheep" the schedule for MEMO Tom Hart ce Fran Macdonald pan Fisher Della Wong 22nd November ‘The Black Sheep - launch date ‘The situation is as follows: the LP records and tapes are behind schedule. They are still being produced. The 45 records are ahead of schedule. They are already being sold. The cassettes are on schedule. They are being distributed. Wte a memo to Fran about the sched fr “Th Bias rh copies to ban and Tom. Te awe, fn te Key. Listen again + 396Test Have you ticked all the boxes in the Checklist? Take this test to See how much you have learned in Jesson 25, Write your answers in your notebook ‘A. Complete these sentences. 1 Some very good films are shown ..... TV. 2 Catalogs are being sent it the moment. 3 [saw the advertisement .....a magazine. 4 Our printing isn’t done ..... an outside firm. 5 It’s handled ..... the company. B. Make these sentences passive. 1 They are doing a lot of research. 2 The Art Department is dealing with the problem. 3 A research team is carrying out the survey. 4 The Marketing Department is checking the results. 5 They are finalizing the details now. CC. Where do people see or hear these promotional materials? Match the two columns. 1 posters a through the post 2 stickers b in the press 3 commercials c on walls of buildings 4 advertisements d on windows of cars, shops etc. 5 circulars e on TV and radio j TOTAL | | | | | How many points did you get? How well did you do? Look a the answers inthe Key 30 points Top marks! Fight answer = 2 points 24.29 Wot done! Fight answer but wrong speling = 1 point 16-28 Quite good but read the lesson again before Wiong answer = 0 pores you stat lesson 26 Less than 15. Study lesson 25 again, Listen to the tape and read everything several times. Then take the test again, 397WRITE YOUR OWN AD This is a very fast car. It’s fast, beautiful and cheay The car for people who insist on quality. A wonderful car for a wonderful person — you. What is the slogan for this ad? You can have a nice time here. Leave your troubles at home. Your island in the sun. Paradise! For you! NOW! distribute, brochure, ads, press, song, poster center, circulars, tapes, produceour sponsors invest in us each year. And they want results. They give us the money and we put the name of their whisky on our cars. But we have to win. If we dont, they wont finance us. I's as simple as that” It was the day of the Formula One Grand Prix at Silverstone. Alan Jackson, the team manager for Comet Cars, was talking to his staff ‘before the race. “We've had a lot of bad luck this season. But we've got a good car and the best mechanics and drivers in the business. I know we can win” He paused and looked round the room. “But we're almost at the end ‘of the season - there are only two races left. We have to win one of ‘them. Otherwise we'll lose our ‘sponsor, and that means we lose a million pounds” “And a lot of free whisky, too! said Ken Taylor, the engineer, Tooking up from his notebook. ‘Nobody laughed. “Ken, I don't think you realize how ‘serious our position is. Either we win, or we go out of business.” Like most Formula One racing teams, Comet Cars depended on financial support from sponsors — that is, companies who pay to advertise their products om the cars. ‘Without this income, Comet Cars would not be able to take part in Grand Prix racing, “Come on, boys’ said Alan Jackson, turning to the two drivers. “Go out there and win. I know you can do it” Grand Prix day at Silverstone: the first spectators had arrived early in the morning, or had slept in their cars near the track so that they could get the best positions to watch the race. By 10 am., thousands of people had already arrived. Now, at 2.30 p.m., there isa crowd of about eighty thousand people waiting for the race to start. In the pits, the mechanics are making last- minute adjustments to the cars. ‘There's excitement in the air, with the noise of powerful engines and the smell of oil and rubber. Only a few minutes to go before the start. aul Jarman, one of the Comet drivers, is already sitting in his car. ‘The mechanics take a last look at the engine and then help him to get comfortable. “Here we go,’ thinks Paul. ‘I need all the luck I can get today.’ He starts the engine and lets it warm up for a few seconds. Slowly, with all | the other cars, he moves towards | the starting grid. The cars stop, their | engines roaring like angry animals. Suddenly, the green starting light goes on. They're away! With wheels | spinning in a cloud of blue smoke, they accelerate towards the first curve. Paul Jarman is in a good Position. Coming out of the first ‘curve into a straight section, he takes the lead. The Comet car is leading the field! Don't miss the next episode: Bad Tuck again? | 4 399i | tal i ulin uy lt itn tH al Do oI. daedenaas! fit alii ie ye Ht 1 Mae tall ii E Ha al i ale ne i atl pte te Hi ue H He i jail i & in| HH ie ee Hh ea Ba