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

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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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Students discuss the questions in pairs and then feed back to the class.
 Suggested answers
1  People often trust positive press coverage more than enthusiastic advertising, 
because it is seen as independent and more reliable. Press coverage is also 
a cheap and effective way of raising brand awareness. At the same time, very 
negative press coverage could completely undermine other marketing efforts. 
2  Even bad publicity raises brand awareness, which may be in a company’s long-
term interest (although of course good publicity is much better). A famous 
example is Skoda (cars), which used to be a well-known make of cars with a 
reputation for low quality. Nowadays it has a much better reputation, and can 
benefit from the high brand awareness resulting from the earlier bad publicity.
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