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108 It’s all about advertising 09 LANGUAGE SKILLS EXPLORE EXTRAS Discuss these questions. The highlighted terms are all connected with marketing. 1 Think of a large company in Austria or an international company.  How does it promote its products ?   Who is their target audience ?  Does it have a particular slogan ?   Do they have the biggest market share ?  Do they use a particular kind of marketing   Who are their competitors ? campaign or sales pitch ?   What brand image do they present?  How effective are they? 2 “There is no such thing as negative publicity .” Do you think this is true? What product(s) do you think this video clip shows? LANguAgE FOCuS 15 Marketing words a LiSTENiNg 16 Adverts so good people choose to watch them? Send them to their friends, even? We report on what makes viral ads infectious. The internet has revolutionised a plethora of pastimes: the way people communicate, find dates, commit crimes, you name it. But the business of selling stuff and of building brands continues to see one of the most radical transformations. A cutting-edge development is the viral campaign: the short video clip that is so compelling that much of an advertiser’s work is done for them when their prospective customers forward it to their contacts, quickly building up an audience of millions. A whole new industry has sprung up, dedicated to unravelling what makes viral ads infectious. GoViral, for instance, specialises in launching viral campaigns – in part by ‘seeding’ clips on the internet, where they are picked up by the online populace. What once was often a matter of luck is slowly being transformed into a science. Jimmy Maymann, GoViral’s chairman, has built a system, “which every campaign is taken through prior to launch in order to ensure virality.” The ideal viral campaign is edgy, surprising, original and emotional – and taps into popular culture, says Maymann. His system attempts to quantify these elements. It’s easy to see why businesses would want to embrace viral marketing. Not only is it supposed to create stellar growth rates, but it can also reduce the marketing budget to approximately zero. Against this too-good-to-be-true backdrop, though, is the reality: viral marketing only works when the user is in control and actually endorses the viral message, rather than merely acting as a carrier. Nur zu Prüfzwecken – Eigentum des Verlags öbv