5. 2 CONSUMER CRAZY

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término English
definición English

What's your advertising IQ?
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Answer the questionnaire.

how many coffees would each shop sell?
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at least a thousand each.

Should you price your product above or below your competition?
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above.

Which colour is best to use in an advert for:
a) high-tech products; b) drugs and medical products; c) energy drinks, games and cars; d) food
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a) blue. b) green; c) red; d) yellow or orange.
a) high-tech products; b) drugs and medical products; c) energy drinks, games and cars; d) food

Out of 100 people, how many click off an online video before 10 seconds are up?
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25%

What times are the best for posting a video if you want it to go viral?
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Monday and Tuesday between eleven and one o'clock.

How do you make decisions about what you buy?
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Need Recognition. Search for Information. Product Evaluation Product Choice and Purchase. Postpurchase Use and Evaluation. Disposal of the Product.

How much are you influenced by advertising?
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I've had a bad experience. When I was a child, I saw on TV an advertise to corn flakes, and I was very influenced to taste that. When I tasted corn flakes I didn't like it.

What else influences you, e.g. people, brands, the internet?
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Self-talk. Previous Experiences. Environment. Senses (Sensory feedback). People. The Future. Media. Physical Health. Mental Health.

Listen to the radio programme and
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answer the questions.

What one thing hasn't changed about marketing?
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many of the basic principles of marketing are the same, for example, how consumers choose brands.

What is the effect of giving people choice?
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It turns the decision to buy from a yes/no question into a Which one? question.

In what two ways does pricing affect people?
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People like to save money, so they're attracted to lower prices. They also think that a higher price means higher quality, so when they want to "treat" themselves, they buy the higher priced item.

What are the two advantages of a viral video?
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Distribution of a viral video is free, and it can get millions of views if successful.

What four things are important if you want a video to go viral?
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Five possible elements are mentioned, so any four of these:
grab the viewer in the first 5 seconds; make it memorable (or make it bizarre so that it's memorable); make it short (15-60 seconds); post it on a Monday ot Tuesday between 11 a.m. and 1 p.m.

Which ideas surprised you the most?
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What surprised me was the fact of choice turns decision to buy into a "Which one?" question.

How could a company promote a new product? Give three ideas.
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Offer promotional products. Order printed promotional material that shares information about the products. Collect testimonials from customers who have used and enjoyed the product.

Read the text. Does it mention your ideas?
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More or less.

the correct alternatives in the text.

what (1) you do?
would/will
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what would you do?

you (2) choose someone who gives advice on makeup
will/would
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you would choose someone who gives advice on makeup

(3) the voggler likes your product,
providing/unless
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providing the voggler likes your product,

she (4) mention it on one of her vlogs.
will/would
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she will mention it on one of her vlogs.

OK, you pay her of course, but (5) she's a vlogger with a large following,
as long as/unless
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OK, you pay her of course, but as long as she's a vlogger with a large following,

your investment (6) be worthwhile and sales should boom.
will/would
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your investment will be worthwhile and sales should boom.

if the vlog (7) online in the morning
goes/went
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if the vlog goes online in the morning

Now supposing you (8) you own vlog
make/made
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Now supposing you made you own vlog

Even less-well-known vloggers have a bigger audience than you (9) be able to get at first.
will/would
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Even less-well-known vloggers have a bigger audience than you would be able to get at first.

Remember, (10) you reach your target audience,
unless/as long as
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Remember, unless you reach your target audience,

your product (11) go anywhere, and neither will you.
won't/will
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your product won't go anywhere, and neither will you.

And that (12) be a shame.
will/would
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And that would be a shame.

WRITING A REPORT;
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LEARN TO MAKE WRITTEN COMPARISONS

What influences you when you buy a new phone or a computer? Write a list of factors.
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size; colour; useful/practical features; price; my friends have the same/fashionable/makes me look successful/brand loyalty

Look at the chart on the right which shows the results of a survey on why people choose a particular smartphone.
What is the most and least important factor for each group of people? (men)
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men: most important: useful/practical features; least important: price

What is the most and least important factor for each group of people? women
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women: most important: fashionable; least important: size.

What is the most and least important factor for each group of people? teenagers
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most important: my friends have the same; least important: brand loyalty.

Read the report written by a student on the survey results
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and answer the questions.

Which factors are mentioned?
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All except "fashionable".
(This only appears in the conclusion)

the student has made one factual error. What is it?
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The student wrote that price is more important for men than for women, but the opposite is true.

How would you complete the main headings?
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1- Similarities. 2- Differences. 3- Teenagers.

Look at the report
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and write true or false.

A report has headings for the first and last paragraph only.
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False.

The first paragraph states the purpose of the report.
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True.

The last paragraph gives a final comment and sometimes a recommendation.
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True.

the language is formal.
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True.

read the report again
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and complete tasks 1-3.

Circle three phrases for saying that two things are the same or nearly the same.
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affect both groups more or less equally, there is no difference in; show only a slight variation.

Underline four different phrases for talking about differences.
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There are, however, significant differences in; far more important for x than for y; place greater importance on; showed an interesting contrast to.

Put a box around four linking phrases.
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First of all; For example; However; On the other hand.

Look at the chart again and make notes on four points you could make about teenagers.
brand loyalty; price and fashionable; friends have the same; importance of size
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the least important; almost the same; the most important; most different from.
useful/practical features; makes me look successful; brand loyalty

How to choose a summer holiday destination.
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price; sports facilities; near water; interesting local culture; good local food; friend recommended it; attractive advertisement.


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