Englishman & US woman

GUERRILLA MARKETING

READING I
ANSWERS ON PAGE 45 1

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Guerrilla Marketing
Unusual ways to promote a product.
Read over the types of promotion below. What does each one involve? Discuss your answers with a partner.

Pre-reading

Advertising PR (public relations) A shop demo Personal selling Telemarketing Product placement Viral advertising
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hats the best way to promote a product? Advertising? Personal selling? Shop demos? Guerrilla marketing techniques are becoming more and more popular. But what do they consist of?

Guerrilla Marketing The term guerrilla marketing was invented by Jay Conrad Levinson (1933) and is described in his book Guerrilla Marketing.

Guerrilla marketing is another form of promotion. What do you think it involves? Think. Then, read once In 2007, Swedish furniture giant IKEA transformed bus stops in Manhattan into furnished rooms, giving people a comfortable place to sit while they waited to get home. Reports of the to compare your ideas. stunt appeared in all the major newspapers.
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Reading I

The objective of guerrilla marketing is to create a buzz to get people talking about your product to get it in the news whilst spending as little as possible inexpensive, small-scale stunts that attract massive amounts of attention. Here are a few examples of guerrilla marketing.

Read the article again. Then, write the name of a company next to each sentence. 1. They dropped strips of pink paper from the top of a building. 2. They transformed bus stops into rooms. 3. They paid the town of Halfway to rename itself. 4. They stuck coins on the ground. 5. They gave tents to homeless people. 6. They set up a water vending machine with contaminated water.

Reading II

In 2009, Libresse dropped more than 3,000 gift packs of tampons on Dutch beaches. The packs oated down on pink parachutes. The event was reported widely in the press. Loctite stuck coins on the ground to demonstrate the e ectiveness of their Super Glue 3 brand. The coins had stickers on them advertising the product. Lee Jeans covered parking meters and manhole covers in Paris with jeans to promote the opening of a new store. With so much denim around the city, the launch was a major success. UNICEF set up a water vending machine lled with bottles of contaminated water to raise awareness of the lack of clean water in many countries. Diseases on o er included malaria, cholera and typhoid. Italian newspaper La Gazzetta Dello Sport dropped millions of strips

GLOSSARY

Language focus Phrasal verbs with up

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Look at the extract from the article on this page, of pink paper from the top of a building in Milan to promote the UNICEF set up The writer has used a phrasal newspaper which is printed on pink paper. verb with up (set up). Complete the following As part of a Carlsberg campaign, 10 and 20 notes were left around sentences with the verbs from below.

setting own lit turn

up the 1. The spotlights really room and made it much brighter. up a new 2. Theyre thinking of company. up! Who did it? 3. Come on, I know it was one of you! the volume up a 4. Can you bit, please? I cant hear it very well from here.
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London. Each note had a removable sticker attached to it which read, Carlsberg dont do litter. But if they did, itd probably be the best litter in the world. The campaign created massive media interest and thousands of Londoners desperate to pick up the litter. Medecins du Monde distributed hundreds of tents to homeless Parisians sleeping along the Quai dAusterlitz and Canal SaintMartin. All the tents had the Medicins du Monde logo on, and drew attention to the number of destitute people in the area. In 1999, the town of Halfway (Oregon) was paid $100,000 to rename itself Half.com for a year. Within two weeks, news of the name change had appeared on the Today show, the Wall Street Journal and The New York Times. Three weeks later, Half.com was bought by eBay for $313 million one of the biggest advertising returns ever. In order to promote the release of The Simpsons Movie, a giant, 60-metre Homer Simpson was painted right next to one of the UKs most famous landmarks: the Cerne Abbas giant, which is carved into a chalk hillside in Dorset. News of the event was published in all the major newspapers. Watch out for some guerrilla marketing in a town or city near you!

1. Have there been any examples of guerrilla marketing in the news lately? What happened? 2. Can you think of any more examples of guerrilla marketing? What happened? 3. How e ective do you think guerrilla marketing is?

Discussion

to create a buzz exp to get people very interested in something so that everyone is talking about it a stunt n an action designed to attract attention to drop vb if you drop something, you let it fall a gift pack n a box or container with little presents inside to oat down phr vb if something oats down, it falls from the sky and comes down slowly and gently a parachute n a device that allows a person to jump from an aircraft and oat to the ground. It consists of a large piece of cloth attached to your body with strings to stick vb if you stick A to B, you use glue or another substance to attach A to B a parking meter n a machine that gives you a ticket if you put money in it. The ticket shows you how long you can park your car in a speci c parking zone a manhole cover n a round, metal cover for a hole in the street. The hole leads to the sewage system (the underground water system) a water vending machine n a machine that sells bottles of water to raise awareness of exp to make people know about a strip (of paper) n a small, thin piece of paper a note n an amount of paper money removable adj that you can take o / remove homeless adj with no home or place to live to draw attention to exp to attract attention; to make people look at / notice a return n a pro t a landmark n a well-known object or feature in a city / town / landscape to carve vb to create a design / image / picture by cutting and shaping a hard material such as stone / wood / metal, etc. chalk n a soft white limestone (calcium carbonate). Some teachers use a piece of it to write on a blackboard a hillside n the side of a hill (a small mountain)

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