Make Your Way 7, Schulbuch mit Audio-CD und CD-ROM

Listen to part 1 of an interview with Burt Manning, Chief Executive of JWT, America’s oldest and biggest advertising agency. Decide if the sentences are true or false according to Burt Manning. 2 2/07 Now listen to part 2 and complete the sentences using a maximum of four words. 3 2/08 Complete this table to organise the ideas in part 3 of the interview. 4 2/09 true false   1   The primary aim of research is to help you understand how much your customers are willing to spend on your product.   2   Too many adverts these days want to entertain rather than inform.   3   People don’t have to like your advert for it to work.   4   The most effective adverts will inform in a novel way.   5   Surprise is the best way to help people remember things.   6   7up used to be called Uncola . 1 Because of , it’s difficult to devise a campaign that is effective everywhere. 2 As soon as some products are advertised on television in parts of China and India, they . 3 By giving cheese as an example, Mr Manning shows how the same product in different countries. 4 Mr Manning knows advertising can something not traditionally used in their country. 5 Kellogg has introduced its products to places where people previously . 6 Mr Manning thinks people around the world find the American attractive. Difference between a product and a brand How a product becomes a brand Innovations introduced by JWT Future research 154 Nur zu Prüfzwecken – Eigentum des Verlags öbv