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BUSINESS ENGLISH · BUSINESS ISSUES · UPPER-INTERMEDIATE (B2-C1)

ADVERTISING
AND
PROMOTION
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1 Warm up

The pie chart below was published in 2019. How well does it reflect the reality for the 2020s so far?
What changes would you expect in the future?

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ADVERTISING AND PROMOTION

2 Vocabulary
Add these items to the correct categories. Then check answers and explain the meanings.

store display pre-roll ads endorsement

flyer leaflet product placement

influencers cold calling illuminated signs

type of advertising example

a) media (TV, radio, film, UK advertisements / US

newspapers and magazines) commercial

b) online pop-up ads

c) outdoors UK hoarding / US billboard

d) personal word-of-mouth

e) print UK brochure / US brochure

3 Activate 1
Work in pairs or small groups. Choose ONE statement in each box to discuss, saying to what extent
you agree.

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ADVERTISING AND PROMOTION

4 Reading
Part A: Read the article and put these headings in the correct place. One item is extra.

a. online marketing

b. short-term sales promotions

c. personal selling or telemarketing

d. endorsement from a public figure

e. publicity

f. direct marketing

Successful Promotion
The goal of marketing is to stand out from the crowd.

A successful marketing campaign attracts the attention of potential customers to your business. Your prospects
are more likely to become your customers if you offer unique and competitively-priced products and services.

If you are a newcomer in your market, it will be tough to attract and retain new customers. You will have to work
much harder to promote your business than your more established competitors. Therefore, it’s a good idea to
implement a variety of promotional strategies to meet your marketing needs.

1
→ : this involves making contact online with specific people, be they employees
at other businesses or members of the public. It is often followed up by a visit or phone call.

2
→ : effective personal selling relies on staff who possess good interpersonal and
communication skills and excellent knowledge of your product or service, as well as selling and negotiation skills.

3
→ : this involves promoting a business using social media, pop-up or pre-roll
ads and search engine optimization. You may also publish a company blog. This method can be a great way to
increase your company’s exposure.

4
→ : this can be generated by sending out press releases to print and broadcast
media, giving interviews to journalists, and encouraging word-of-mouth recommendations.

5
→ : a new product or service can be promoted using coupons, competitions
and contests. An online deal-of-the-day service with an online commerce marketplace could also be effective.

You can use any combination of these methods to target customers. The right marketing mix will help you satisfy
your customer’s needs, increase sales, improve results and widen your reach.

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ADVERTISING AND PROMOTION

Part B: Find words or phrases in the article which match these definitions. Underline the stressed
syllables.

1. a formal way to say have/own:

2. a person who has recently arrived somewhere or joined a group:
3. people who might become customers:
4. an official public statement giving information on something:
5. keep, not lose:
6. public attention leading to awareness:
7. send information via TV or radio:
8. using special strategy to get a high-ranking position when people look for your website:

This article sets out to give advice to new businesses. Can you think of any other advertising and
promotion tips for them to consider?

5 Activate 2
You are going to deliver a one-minute elevator pitch to the head of marketing at your place of work.
Your pitch should last no more than 90 seconds.

• During this pitch you need to present, explain and justify a plan to advertise/promote one aspect
of your company’s business.

• Choose from these options or use your current company as an example: you work for a supplier/service-
provider that provides goods to another business/the public.

• Plan your pitch by making a note of some key points but do not write full sentences. Use vocabulary
and information from the lesson.

Roleplay the pitch in pairs.

Extra challenge. You are going to repeat your pitch with a new partner – this time making it better.
Choose ONE of these areas to improve:

• vocabulary
• grammar
• pronunciation
• eye contact and body language

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ADVERTISING AND PROMOTION

6 Optional extension

Explain the similarities and differences between each pair of vocabulary items. Try not to look at your
notes.

1. billboards and hoardings / illuminated signs

2. brochure / flyer

3. endorsement / product placement

4. newcomer / prospect

5. pop-up ads / pre-roll ads

6. possess / retain

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TEACHER MATERIALS · UPPER-INTERMEDIATE (B2-C1)

ADVERTISING AND PROMOTION

Key

1. Warm up

5 mins.
Students are introduced to the topic of the lesson via a pie chart. Call attention to the title so everyone is clear
that this was a prediction from 2019 and elicit brief general comments on the questions.
Source: www.statista.com/chart/19438/forecasted-ad-spending/

2. Vocabulary

10 mins.
Students begin by categorizing some examples of the types of advertising which appeared in the pie chart. Working
in pairs will help them complete the task – American English and British English variants are included. As you check
answers and pronunciation, elicit or note the following points:
→ Product placement is when a well-known product appears in a movie or TV show without comment, e.g. the
characters wear a particular brand of clothing.

→ Pop-up ads appear without a prompt when you’re looking at a website while pre-roll ads appear before video
content. Influencers are people who create content online and often review products; they may be sponsored
(paid or otherwise rewarded) to do this.

→ Billboards/hoardings appear at the sides of roads. Illuminated signs are lit up and can include neon letters/numbers
or LED screens.

→ Word of mouth means a personal recommendation. Endorsement is when a trusted person says they like and
use a product. Cold calling is when salespeople visit without invitation to try to sell their product.

→ Advertisements has first-syllable stress in the US (advertisements) and is often shortened to ads, while in the
UK it is often shortened to adverts. Flyer can also be spelled flier and could arguably be included in the category
outdoors, as these are often handed out in the street. Brochures and leaflets may be folded or even stapled, but
are not handed out in the street.

Answers to the table:

a) product placement
b) pre-roll ads; influencers
c) shop display; illuminated signs
d) endorsement; cold calling
e) UK flyer; leaflet - UK both flyer & leaflet

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TEACHER MATERIALS · UPPER-INTERMEDIATE (B2-C1)

ADVERTISING AND PROMOTION

3. Activate 1

15 mins.
Students select and discuss some points in pairs to activate vocabulary. Monitor and support as necessary and
round up some answers to conclude.

4. Reading

15 mins.
Part A
Students read a short article on the theme of marketing and promotion and complete two activities. The first
activity involves selecting headings for the points. Students can work alone on this.

1. f. direct marketing
2. c. personal selling or telemarketing
3. a. online marketing
4. e. publicity
5. b. short-term sales promotions

Part B
In the second activity, they match useful words and phrases with their definitions. As it stands, they need to find
the items in the article. For extra support, or to save time, put the answers on the board in random order for them
to match with the definitions. Check pronunciation as well as answers; note possess /p@"zes/. Pose the follow-up
question to the class.

1. possess 2. newcomer
3. prospects 4. a press release
5. retain 6. exposure
7. broadcast 8. search engine optimizsation (SEO)

5. Activate 2

15 mins.
Students activate vocabulary and concepts from the lesson, using a fictitious or real context. Go through the
instructions – an elevator pitch is a short persuasive explanation; students should imagine they got into the
elevator/lift with the head of marketing and have only a short time to share their idea before they arrive at their
destination. Give them five minutes to choose a scenario and formulate a plan, making only brief notes. Monitor
and support, making sure they are using vocabulary and concepts from the lesson. They can then take turns to
deliver their elevator pitches in pairs or small groups – it’s more realistic if they stand to do this. You might time
everyone all together. Monitor and support and offer feedback as necessary.
If time, follow the instructions to repeat the task. Students can only choose ONE area to improve as it’s too difficult
to concentrate on more. Give them a moment to consider and then repeat the activity with new partners.

6. Optional extension

10 mins.
Students consider similarities and differences to help them process and master target language. Demonstrate
with the first item and they can continue in pairs, working from memory as much as possible. Sample answers are
given, accept any reasonable responses and correct pronunciation as needed.

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TEACHER MATERIALS · UPPER-INTERMEDIATE (B2-C1)

ADVERTISING AND PROMOTION

1. Both are types of outdoor advertising, visible from a distance. Billboards/hoardings appear at the side of roads
and may be lit at night, while illuminated signs are more likely to appear in a city centre (or even indoors) and use
electricity all the time.
2. Both are types of print advertisement; brochures tend to be folded and stapled; fliers are usually one-sided.
Only fliers are handed out in the street.
3. Both are methods of advertising, but while an endorsement comes from a trusted figure (celebrity or expert)
saying that like and use a product in a commercial or advertisement, product placement takes places in films or
TV shows and just involves showing the product in use without comment.
4. Both are people, but a newcomer refers to a business while a prospect refers to a potential customer.
5. Both are types of online advertising that the user has no control over, but pop-ups can happen on any website
while pre-rolls come before a video is shown.
6. Both are verbs and formal, with second syllable stress – but possess means have while retain means keep.

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