Market+Leader+Intermediate+3rd+edition+SB

AUDIO SCRIPTSM Yes, but the big news is, Alex, J finally passed my driving test! It tookme three attempts, but I finally did it and now I :'IIn going to get asports car.A Really? That's great! Well, congratulations!COl TRACK 28 (B = BOB, K = KARIN)B Hi, my name's Bob Danvers.K Hi, good to meet YOli. I'm Karin Schmidt.B Which part of the group are you working for?K I've just joined MeR \-Ve provide all the market research. Whatabout you?B I'm with Clear Vicw.K I don't know much about Clear Vicw. What sort of projects do yOllwork on?B WeU, we're baSically an outsourcing business. We supply companiesand organisations with various services, including IT, oAiccequipment, travel and even cleaning services.K 1 sec. And is it a new company?B No} we're well established. 111e company was founded in the mid­I 980s, and we've been growing rapidly ever since. It's organisedinto four divisions. \""e have over 7,000 employees; we've got ourheadquarters in London and oflices in New York, Cape Town andSydney - so we're pretty big.COl TRACK 29 (F = FRANK, N = NATHALIE, C = CHRISTOPH)F Christoph, I'd like you to meet Nathalie. She's joining us from theItalian subsidiary. She'll be with us for the next 12 months.N Nice to meet you, Christoph.CFCIt's a pleasure.Nathalie speaks fluent Spanish, so she could be very useful whenyou're dealing with our South American customers. She's also verykeen on sailing, so you two should have plenty to talk about.Oh, that's interesting. I'm sure you're much better than me - I'm abeginner, really, but I do love it. Let me show you where you'll beworking. It's over here. By the way, would yon like a coffee?COl TRACK 30 (C = CARL, F = FRANJ;OISE, JP = JEAN-PIERRE,P = PAOLO)C I suppose you've all seen the Vice-President's message on thenotice boards. What do you think, Franlt0isc?F Huh, it's pretty typical, isn't it? It's all about how the company willbenefit. What about us? Don't we count?ALL Yeah/Right/Exactly.F I mean, why should we leave this beautiful bui\cling, on one of mostfamous avenues in the world? We love it here. 11le move's not convenientfor me at all. If we go to Beauchamp, my husband will have to drive 120kilometres every day to get to work. He'U soon get tired of doing that.And what about my children's education? Will the schools be any goodin Beauchamp? I have no ide:l. How about you,Jean Pierre?JP Well, to be honest, it doesn't bother me. I'm re:llly tired ofliving inP:lris. It's so stressful here, everyone rushing around, trying to makemoney. I wouldn't mind moving to a quieter area. BeallCh:lmp soundsquite nice, and the countrySide outside the town is pleasant, I believe.PWhat about you, Paolo? Do YOll think the move will be good for us?l:lm absolutely :lgainst it. It will upset families and C:luse a lot ofproblems for some staff. I will have to sell my :lp:lrtment if we move.I only bought it last year, so I will prob:lbly lose a lot of money - Idon't think 1 will get any compensation for that, do you? You don'tagree,Jean Pierre, 1 can see that.JP Well, you're right, Paolo, it'll cause a lot of problems, there's no doubtabout that. But the company will benefit :llot, and th:lt"s important,too. In the long run, the move will increase our revenuc, make liSmore competitive and keep us in jobs. 111at's a good reason formoving, isn't it, Carl? What do you think?CMaybe, but I feel pretty depressed at the moment. I hope they'llpostpone the proposal. 111ere's a lot ofb:ld fecling :lbout it. I tellyou one thing, a lot of our bcst st:lff will refuse to relocate_ llley caneasily get another job here in Paris, they won't want to move. lhey'vegot a really good lifestyle, and they won't want to give it up. Themanagement will gct a big shock if the reloc:ltion goes ahead.UNIT 5 ADVERTISINGCOl TRACK 31 (I = INTERVIEWER, MR = MARCO RIMINI)I What are the key clements of a reall), good :ldvcrtising campaign?MR When I answer the question of what ['s] really makes a goodadvertising campaign, I always go back to the beginning and ask thcquestion, what is the person who's paying for the camp:lign trying toachieve? Wh:lt is that person's objectives, what is it that that personwants to h:lppen as a result of spending money on this advertisingcamp:lign? So in order to decide whether it is good or bad, it is first ofaU most important to understand what it is that the campaign musttry :lnd :lchieve. Some people might say, well that's obvious - to sellmore goods, to sell more services, to sell more bottles of Coca-Colaor jcans - and often, of course, it is simply to sell more of a product.But not always. Sometimes it is to change the image of a company.Sometimes it is to change people's views of an issue. Sometimes it isto get people to drink less alcohol, to do up their seat belts, to changethe way in which they use energy. So a good or bad advertisingcampaign depends on what it is there to achieve.COl TRACK 32 (I = INTERVIEWER, MR = MARCO RIMINI)I Can you t:lke us through the typical planning and launch stages of acampaign?MR So, when we look at the different stages of a campaign, we tend tostart always with the briefing. The first stage is to identify the brieffrom the client and to agree the brief with the client. It is at this stagethat we tend to agree the objectives I referred to carlier - what willmake the client happy after this campaign has been aired?111e second stage is then to take that brief and articulate it for thepeople in our organisations who have to make recommendations andhave idcas about the campaign itself. At this stagc, wc brief creativepeople to come up with idcas and media peoplc to ask, to have ideasabout which channels thosc ideas will be seen in.111e third stage will be the presentation of those ideas to the client.111ere is then some debate ... that debate process can go on for quitea long time until there's agreement. At that point of agreement, weget into the execution phase. 111e execution phase is where we thenproduce the creative material and buy the space and the places in thechannels of distribution for that material.COl TRACK 33 (I = INTERVIEWER, MR = MARCO RIMINI)I Can you give us an example of a successful new media campaign?MR One of the most successful new media campaigns, from one of theclients that uses new media best, is Nike. Nike, of course, have a youngaudience who are very literate about the new media and therefore livetheir lives in th:lt media. And so rather than simply use advcrtisingon television to talk to this youthful audience, what Nike does is theystart seeding viral campaigns. And viral campaigns are pieces of filmor pieces of content which they hope will be picked up by individualswho see it -perhaps on YouTube - and passed on to their friends withcomments to say, 'Look at this piece offilm. Isn't it fantastic?'Perhaps the most famous piece ofNike viral was Ronaldinho, thefootballer, appearing to be able to, er, lob the ball directly onto thegoalpost -er, goal bar - and it bouncing back to him, ten times -:lpiece of outrageous skill which is just about believable, and then theviral campaign actually became about was it real or was it faked? Soit was not only an entertaining piece of film, but it generated its ownPR, public-relations exercise, it generated its own gOSSip on the web.111e answer was, it was fake.COl TRACK 341 Could I have your attention, please? Right, good moming, everyone. Onbehalf of Alpha AdvertiSing, I'd like to welcome you. My name's MarcHayward, I'm Creative Director. This moming, I'd like to outline tllecampaign concept we've developed for you. I've divided my presentationinto three p:lrts. Firstly, I'll give you the background to the campaign.Secondly, I'll discuss tlle target markets. Finally, I'll talk you through themedia we plan to use. I'd be grateful if you could leave any questions tothe cnd. So, first of all,let me give you some of the background ...2 Right, let's get started. Hi, everyone, I'm Marc Hayward. As you mayknow, I'm Creative Director of Alpha AdvertiSing. Great to see you all.fulY' ... ay, I'm here to tell you about the ideas we've come up with for thead campaign. My talk is in three parts. I'll start with the background tothe campaign, move on to the target markets, and finish with the mediawe plan to use. lfthcre's anything you're not clear about, feel free tostop me and ask :lny questions. Right, so, the background .CDlTRACK 35... and particularly in Germ:lny, where this is very important.Justto give YOll a specific examplc: if you look at the next slide, we cansee from the chart that the keyage group is 18 to 2S, but that thiswill become less, not more, important as the product matures in themarket. As I say, this is reflected across all the markets.156scanned for Paul Jennings