Speaking. 1. Should advertising attempt to inform consumers?

1. Should advertising attempt to inform consumers? Why? Always?

Should advertising attempt to persuade consumers? Why? Always?

2. Define advertising and promotion. How do you think that they dif-

fer in the dominant tasks that they are asked to perform?

3. What are the major advertising media? Are they equal in value to

advertisers?

4. What media are available to advertisers today that were not avail-

able a century ago? What influence has the development of new media

had on the growth of advertising?

5. What predictions would you make regarding the future of advertis-

ing and promotion?

6. Which of the following is true? a) “Promotion is an example of

advertising”; b) “Advertising is an example of promotion”.

7. Explain the role of publicity in marketing.

8. Tell some of the advantages and disadvantages of publicity. Give

a recent example of one receiving (un)favorable publicity.

9. Why do companies engage in sales promotion activity?

10. What is an advertising agency? What functions are performed by

most agencies? (Use additional text)

11. List several criticisms of advertising. Are they justified? How

could you answer them? (Use additional text)

12. What are the benefits of advertising? What evidence is there that

they outweigh its disadvantages?

13. There is a saying: “Doing business without advertising is like

winking someone in the dark. You know what you are doing but nobody

else does”. Use your own examples to prove that it is true.

Writing

Express your opinion on the following (150–200 words):

a) “Not everyone agrees that advertising benefits the economy”.

b) “Much advertising tries to persuade consumers rather than inform

them”.

c) “Advertising is costly to produce, and these costs raise prices for

consumers”. (do it in writing, 150–200 words).