For this unit Refers to Student’s Book pages Writing headlines

     
 8.2
 pages 98 and 99
 Answers
Raise brand awareness; look carefully at the four Ps; get the marketing mix right; 
set new objectives; take into account findings from competitor analysis and trend 
report; redesign overall communication strategy; increase consumer awareness; 
reinforce image; investigate new communication tools; integrated marketing 
communications
    g 
Students listen and make notes of the suggestions. 
 8.3
 page 99
 Answers
Restyling the magazine, bringing in a fashion consultant, running an advertising 
campaign, including new content
99
PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 8 Marketing Teacher’s Notes

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Extension activity: vocabulary focus
Write the following words and phrases on the board: 
photos
, 
font
, 
budget
, 
coherent strategy
, 
PR, press office
, 
content
, 
as soon as possible
, 
eight months
, 
chief executive officer
. Students listen again to find out what was said about each 
word or phrase and then discuss their answers with a partner.
     
 8.3
 page 99
 Answers
They should use more creative and original photos; they may need a more 
appealing font; it always depends on the budget; they need to come up with 
a coherent strategy; the PR and press office will both play a key role; Hilary is 
suggesting the inclusion of new content; they need to relaunch as soon as possible; 
the launch will be in eight months; Hilary has a meeting with the chief executive 
officer.
    h 
Students discuss the plan in pairs.
  3  a 
Students work individually to complete the excerpts and then check their answers 
in pairs. 
 Answers
2  a    3  f    4  g    5  d    6  b    7  e    8  c
    b 
Students work individually to complete the exercise and then check their answers 
in pairs. 
 Answers
1  market segment 
2  promotion 
3  brand awareness
4  demand 
5  trend report 
6  communication strategy 
7  needs; IMC
8  advertising campaign 
9  readership; boost
Extension activity 1: test your partner
Students work in pairs to test each other on the vocabulary from Exercises 3a and 
3b. One student either reads a sentence from Exercise 3a, saying BLANK instead 
of the gapped word, or reads a definition from Exercise 3b, to elicit the correct 
word from the other student.
100
PhotocoPiable
Cambridge English for the Media   Cambridge University Press 2009     
www.cambridge.org/elt/englishforthemedia
UNIT 8 Marketing Teacher’s Notes

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Extension activity 2: Unit 8 extra activity
Students work in pairs to complete the extracts from the three audioscripts (8.1, 
8.2 and 8.3), by putting the verbs in brackets in an appropriate form. Point out 
that some of the verbs may be in the infinitive, for example 
to do,
 or present