SCENARIO
B-KOOL SOFT DRINKS
52
5.4
SITUATION
1
Read the situation below. Work with a partner and
look at this list. Which factors do you think B-Kool should
use to choose the advertising agency? Rank them in order
of importance (1 = most important, 5 = least important).
•
how good the presentation by the agency is
•
how good their ideas are for the advertising
•
how enthusiastic they seem to be about the drink
•
how much the agency will charge for the campaign
•
how well known the agency is
B-Kool is a soft drinks manufacturer, based
in New Orleans, USA. The company is going
to introduce a new drink to the market soon,
which will appeal to the eight to fourteen-
year-old age group. The drink is made from a
mixture of exotic fruits. When it was tested,
young people used three words to describe
its qualities: fresh, delicious, healthy. There
will be an international advertising campaign
to launch the new product. The marketing
department has asked three advertising agencies
to present their ideas for the campaign. B-Kool
will choose one of the agencies to plan and
carry out the campaign.
2
a
5.4
Listen to the Marketing Director, Amy Chen,
talking to Larissa Klein, head of an advertising agency.
What five points does Amy Chen want the agency to
cover in their presentation?
2
b
Listen again. Complete the notes that Larissa Klein
made during the conversation. Use one or two words
in each gap.
Points to cover in the presentation
– Name of drink?
– Slogan?
– Packaging: Can or bottle?
Design,
1
and
2
?
– How to advertise?
3
during
children’s television? Children’s
magazines? Use the
4
? One
TV commercial or
5
, one
for each country?
6
spots?
If yes, what time of day? What
sort of programme to
7
?
– Ideas for promoting the drink,
e.g.
8
in schools or offer
9
with the logo on them?
