The Business pi answer key

5 Selling
5.1 About business
 Advertising
1
1 Yes – ‘word of mouth’ advertising can be very effective.
2 A good ad should be memorable, or perhaps get people talking. 
3 Encourage students to describe the advertisements, giving the following 
information: type, description, what you liked about it; why it is effective, 
use of photographs; slogans; technical details, etc.
2
1 Advertising is necessary to position the product, reach the right target 
group, persuade people to buy and to create brands.
2 The AIDA model 
3 This is a benefi t or feature which only your product has and means that 
it is better than / different to other products on the market.
3
1 F 2 F 3 T 4 T 5 T 6 T 7 T
4
TV and radio advertising, print advertising, walking billboard, normal 
billboard, product placement, sponsorship, merchandising, word-of-mouth, 
viral advertising, guerrilla or covert advertising (where the target audience 
is left unaware they have been advertised to), free samples, body art, 
newspapers and magazines, at the cinema, mail-shots
It is diffi cult to say whether one method is more effective than another; 
effectiveness is often linked to a product.
5
1 500 
3 Boxers
2 $37, 378 
4 Toyota, Vodaphone and Dunkin’ Donuts
6
1 The wearer of the tattoo and the company the wearer wants to advertise 
profi t from this type of advertising.
2 Foreheads and bald heads are the most effective parts of the body.
3 One disadvantage is that when sports people sweat, the tattoo begins to 
run.
4 TV is not as effective as in the past because of media fragmentation and 
because consumers are channel hopping during the commercial breaks.
5 Some people might not fi nd this type of advertising very tasteful, or they 
may not fi nd the body parts on show very attractive. There may also be 
cultural reasons why some people don’t like this type of advertising.
6 College kids agreed to stick Dunkin’ Donuts logos on their foreheads 
during an NCAA basketball tournament; Toyota used body art to start a 
word-of-mouth campaign for the Scion car line.