1 Many companies use sponsorship of sporting events to gain increased ________

of their name or brand.

A sighting B openness
C viewing
D exposure
2 New restaurants often try to attract customers by using _________ to homes in
the surrounding area.
A postal adverts B mailshots C mail flyers D mailboxing
3 When I got back from my holiday, I opened the door to find a huge pile of ____
mail on the doormat. A lot of it was advertising holidays.
A ad B bin C junk
D promo
4 It was costing us a thousand pounds a week to _____ a medium-sized ad in a
daily paper. So we decided to spend the money on other forms of
advertising.
A mark B engage C place D draw up
5 The current BMW _____ line is 'Freude am Fahren', which apparently translates
into English as 'The Joy of Driving'.
A life B strap C bottom D jingle
6 In 2004, it became illegal in the UK to advertise cigarettes in magazines and
outdoors on __________. Since then cigarettes have been advertised in other
ways.
A billboards B wall boards C signboards D sideboards
7 Many companies use _______ placement to put items that they sell into famous
movies. For example, in 'movie land' everybody uses Apple Computers
whereas in real life most people use PCs.
A merchandising B hardware C subliminal D product
8 Our company has spent millions trying to give our brand of toilet cleaners a
fashionable image in the hope that younger households will buy ____ that
image.
A up
B into
C for
D with
9 Thankfully most companies have finally realised that flashing ______ ads at the
top of web pages are just annoying and don't help to sell their products.
A stripe B band C banner D broad
10

Some high-profile advertising _________ feature a series of ten more

different TV ads combined with whole-page ads in newspapers and
magazines.
A attacks B drives C launches D campaigns

11

If you include the classified section and three two-page _______, more than
half of this newspaper is advertising. What a rip-off!
A covers B spreads C expositions D splashes

12

It usually takes many years of skilful marketing to achieve widespread _____

recognition for a new product.
A brand B product C slogan D jingle

QUESTIONS:
(Choose the best response for each one)
1. This type of advertisement has ______________ ( = has been
successful) in the past.
a) performed well;
b) gone the distance;
c) marginalized
2. Last year our agency won three big accounts with $25,000 in total
______________. ( = we had $25,000 worth of business)
a)billings
b) bills
c) bill payments
3. A ______________ account = A huge/enormous account
a) block-beater
b) block
c)blockbuster
4. A ______________ is an attempt to convince someone to buy
something or hire someone.
a)patch
b)pitch
c)punch
5. If an ad is described as "celebrity-______________", it means that it's
full of celebrities. ( = famous people)
a)drowned
b)full
c)drenched

6. The last advertising campaign helped us regain the ______________ (

= to be ahead) in worldwide market share.
a)lead
b)first
c)primary
7. Some people refer to the advertising business as the

"______________."
a)ad-biz
b)advertise-biz
c)commercial factory
8. When an advertising agency refers to its ______________, it's
referring to the work/projects that it does.
a)ollateral
b)leads
c)output
9. An effective advertising agency should seem personable and
______________.
a)approaching
b)approachable
c)reproaching
10. One of our designers specializes in ______________-graphics. ( =
moving graphics)
a)motioned
b)motion
c)movie

BUSINESS ENGLISH VOCABULARY

Advertising
Word
advertisement
advertising agency
AIDA
benefit
billboard
broadsheet
campaign
circulation
classified ads
commercial
coupon
direct mail
double-page spread
editing
eye-catcher
features
generic advertising
hoarding
hype
jingle
key words
launch
mailshot
mass media
plug
poster
prime time
promote
roadside signs
slogan

Meaning
Item of publicity to promote a product or service in newspapers,
magazines, on TV, etc.
Marketing services firm that assists companies in planning
advertisements.
Attention, Interest, Desire, Action - the aim of all advertising.
Advantage of a product or service.
Signboard for advertising posters.
Newspaper printed in a large format.
Organized course or plan of action.
Average number of copies of newspapers or magazines sold over a
period of time.
Small advertisements in newspapers or magazines, divided into
categories.
Advertisement on radio or television.
Part of a printed advertisement to be used to order goods or samples.
Advertisement sent by post to prospective customers.
Advertisement printed across two pages in a newspaper or magazine.
Reviewing or rewriting in order to make suitable for publication.
Something that particularly attracts one's attention.
Special characteristics of a product.
Advertising for a whole sector, such as tourism, rather than a specific
product.
Wooden structure or signboard, used to carry advertisements.
Excessive or intensive publicity; exaggerated claims made in
advertising.
Catchy tune, with a short simple rhyme, used to promote a product.
Informative words chosen to indicate the content of a document.
To start an action in order to introduce something (e.g. a new
proeduct).
Piece of advertising material sent to potential customers by post.
The main means of mass communication (newspapers, TV and radio).
Favourable publicity in the media for a commercial product
(e.g. a book).
Large sheet of paper used in advertising.
Hours on radio and TV with the largest audience, usually the evening.
Use advertising and publicity to try to increase sales of a product.
Large panels along roads and motorways used for outdoor advertising.
Phrase used to advertise a product, or to identify a company or
organization.

slot
soundbite
spam
spot
tabloid
target
U.S.P.
write copy

Specific time in a broadcasting schedule allotted for a commercial.

Short extract from a recorded interview or speech.
Unsolicited advertising sent through the internet as an email message.
Position of a commercial in a radio programme or TV schedule.
Newspaper printed in small format, usually with a lot of photographs.
Objective; what is aimed at.
Unique Selling Proposition; a declaration of what makes a product
different.
Write a text to be printed or spoken in an advertisement or a
commercial.