b) Why did Walkers Crisps choose Gary Lineker to advertise its products?
c) Explain how successful you think he has been.
2 a) Why did advertisers find that promoting South Korean goods
was difficult?
b) How did the chewing gum advertisers get round the problem?
c) Explain in detail how the manufacturers will know if the campaign
has been successful.
3 Explain the following terms, illustrating your answers with examples
from the articles:
a) advertising
b) sponsorship
c) marketing
d) public relations
e) packaging.
4 How are all the terms in question 3 connected?
Imagine you are the marketing director of a company which manufactures clothing aimed at the teenage market. You have a large budget available for advertising.
5 Decide how you will spend the budget. Which media will you use? Who
will you target?
6 a) In pairs, exchange your ideas. Can you see any risks in your
partner's plans?
b) After your discussion, revise your plan if necessary.
7 a) List the criteria you will use to evaluate the success of your
advertising campaign(s).
b) How will you judge whether your criteria have been met?
8 a) Why do major businesses sponsor events?
b) Why did Kellogg's choose to sponsor 'Take That'?
c) How did 'Take That' benefit from Kellogg's sponsorship?
d) Do you think this sort of sponsorship affects the sales of the relevant
products? Explain your answer.
9 Both McDonalds and Coca Cola have spent money on publicity in the
world of football.
a) Why did they chose football as a vehicle for their publicity?
b) What do you think were the advantages of each company's approach?
10 a) What is the purpose of public relations?
b) How does public relations differ from sponsorship?
