Mark the sentences as true or false.

Read the text below and choose the correct answers. Only one answer is correct in each point. The Origin of Some Famous Advertising Slogans
Did you know that Nike’s famous “Just Do it” slogan was inspired by a death-row serial killer’s final words before the firing squad did their duty? The slogan evokes positive a) opinionsb) associationsc) sentences, as it brings to mind determination and decisiveness, but its origin is quite morbid, so Nike does not brag about it much. Another example of a slogan that a) appealsb) appealedc) appeal to customers’ emotions is KFC’s “Finger lickin’ good”, which makes customers want to eat. Benefits, rather than features are focused on in M&M’s famous sentence “Melts in your mouth, not in your hands”, and it instantly a) paysb) givesc) grabs your attention. Many people think that it was Steve Jobs who was the mastermind behind the a) renownedb) urgentc) diehard “Think Different” catchy line, but in fact it was invented by Craig Tanimoto (art director at the time). “I’m lovin’ it” is the longest-running ad campaign in McDonald’s history, although the company stopped a) to useb) usec) using it for a while in 2014. It was an absolute marketing disaster, so they quickly came back to the old slogan and it’s still used by the fast food giant today.

Drag and drop elements to fill in the gaps in the text. Note: here are more phrases than gaps. There is a copywriting saying that goes: features tell, and benefits sell. Features enable you to      1. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase     the details of the product or service, whereas benefits concentrate on explaining reasons for the purchase and what our life would be like if we      2. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase.     Focus on benefits helps customers visualise their future, with an      3. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase     or result. While most advertisers realise that they should sell benefits, not features, there are still some who prefer to focus on the cool elements their product has, which may initially encourage their users but in the long run it will not      4. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase     the item. Such advertisers are      5. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase.     What really      6. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase     is helping customers to imagine how their lives will be improved and how they will feel by using the product. But that is not all you can do. Although spelling out the benefits is fantastic, emotions are what will actually drive the customer to purchase. Creating a longing or      7. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase     of consumers might be the secret to them coming back for more. As a marketer, put yourself in your users’ shoes, think what emotions you would like to      8. 1. go above and beyond, 2. get insight into, 3. grabs attention, 4. tapping into emotions, 5. impulse buying, 6. evoke, 7. accomplished goal, 8. persuade them to buy, 9. behind the curve, 10. made the purchase,     and if you identify and convey them well, you will be able to sell your product or service without any problems.

Read the sentences below and choose the option which is the correct translation of the words in brackets. There is only one correct answer in each point. 1. Ads and commercials which (odwołują się do uczuć) are the most effective.
a) call to feelings
b) appeal to emotions
c) call emotions

2. TV and radio commercials often use (chwytliwą muzykę i melodyjki) to boost brand awareness and make a brand’s name memorable.
a) catchy tunes and noises
b) catchy jingles and calls
c) catchy music and jingles

3. Thanks to digital advertising, sales of the product (gwałtownie wzrosła) in the last two months.
a) increased violently
b) have skyrocketed
c) has risen sharply

4. You (zrobisz złoty interes) if you tap into the word-of-mouth advertising.
a) will strike gold
b) will do a gold business
c) will make a gold deal

5. It is crucial to determine what your (grupa docelowa) is in order to develop effective marketing communication strategies.
a) target advertisement
b) target purchase
c) target audience

6. Studies have shown that (lokowanie produktu) increases viewers’ awareness of products and their positive attitude toward them.
a) placing an item
b) locking a customer
c) product placement

7. Some advertisers (robią więcej niż wystarczająco) to encourage consumers to buy a product or service and become loyal clients of the brand.
a) go above and beyond
b) do more than they should
c) try extremely hard

Fill in the gaps with the correct forms of the missing words using the clues in brackets. Add any necessary words. 1. She doesn’t want to tell us what her     Tu uzupełnij (trick / trade / be).     2. They rented five billboards and invested in digital advertising in order to     Tu uzupełnij (spread / word / they / product).     3. I have to look away whenever I see this ad, it really     Tu uzupełnij (tug / I / heartstring).     4. He won’t admit it, but it was the advert that he saw on the Internet that     Tu uzupełnij (persuade / buy)     that particular watch. 5. It was a purchase made     Tu uzupełnij (spur / moment),     so we didn’t think it over at all. 6. Consumers will like an ad if it     Tu uzupełnij (cater / they / need)     and it is not too pushy. 7. Tu uzupełnij (Appeal / customer / personality)     is only one of many tricks that advertising uses on us.