1 Grammar: theory
1.1 Tenses
1.1.1Talking about the present
1.1.1.1 Present simple
1.1.1.2 Present continuous : to be + ing-form
1.1.1.3 Present perfect
1.1.1.4 Present perfect continuous
1.1.2Talking about the past
1.1.2.1 Past simple
1.1.2.2 Past continuous
1.1.2.3 Past perfect
1.1.2.4 Past perfect continuous
1.1.3Talking about the future
1.1.3.1 Future simple
1.1.3.2 Present simple
1.1.3.3 Present continuous
1.1.3.4 Be going to
1.1.3.5 Be to
1.1.3.6 Future continuous
1.1.3.7 Future perfect
1.1.3.8 Future perfect continuous
1.1.3.9 Future in the past
1.2 Conditionals
1.2.1 Zero conditional
1.2.2 First conditional
1.2.3 Second conditional
1.2.4 Third conditional
,2 Grammar and spelling: exercises
2.1 Tenses
2.1.1 Talking about the future
2.1.2 Past simple and present perfect
2.1.3 Subjunctive mood
2.1.4 Intransitive (strong) and transitive (weak) verbs
2.2 Conditionals
2.3 Nouns
2.3.1 Plural and genitive
2.3.2 Pronouns
2.4 Adjectives and adverbs
2.5 Linking words
,3 Advertising: the power of persuasion
Paragraph 1
Advertising = a form of marketing communication between an organisation and
its target audience used to promote or sell something, usually a business’s
product or service.
Advertise – ad vertere to turn toward
Madison Avenue = historic center of the American Advertising Industry
- = a street in NY City
- 1920’s: many major advertising agencies were located there
- Symbolises the rise of modern, professional advertising
- Advertisers increasingly use generative AI to make their commercials
1 square foot (sq ft / ft²) = 0.09 m² (square metre)
10.76 square feet = 1 m² (square metre)
4000 dollars per square foot = 43.056 dollars per m²
4000 dollars a square foot = 43.056 dollars a m²
Paragraph 2
Peronal selling advertising?
Advertising differs from personal selling in that the message is non-
personal, that is, not directed to a particular individual
An advertiser pays for and has control over the message
Public relations
Paragraph 3
Advertising = communicated through mass media (traditional media and new
media)
Traditional media = newspapers, magazines, television, radio, outdoor
advertising, direct mail
New media = search results, blogs, social media, websites, text messages
Advertisement (advert / ad) = the actual presentation of the message in a
medium
Social media = form of mass media communications on the Internet through
which users share information, ideas, personal messages and other content
(videos)
“How Social (to be) Social media? A review of an online social behaviour and
connectedness”
- “are” = written = formal language
- “is / are” = oral = less formal language
Paragraph 4
, Branding = process of creating a clear and positive image of a product, service or
company in the minds of consumers. (associating a name, logo or image with
specific qualities, values or emotions)
To elicit = oproepen = to bring out, cause or provoke a reaction, response or
feeling
: an ad may elicit an immediate purchase
Paragraph 5
(Special) interest groups = belangengroep = group that focuses on one specific
interest or issue (economical, social, religious or political)
- Bv.: a farmers’ organisation protecting the interests of farmers
Advocacy groups = groups that actively support and promote a cause (arguing
for change)
- Bv.: a human rights organisation campaigning for equal rights
Pressure groups = groups that actively try to influence decision-makers
- Bv.: a climate group putting pressure on the government to introduce
stricter environmental laws
A viable company = financially healthy and able to survive and succeed in the
long term
To advocate for = druk zetten op = to publicly support or argue for a cause
What do they advocate for? for specific values, causes, social issues
- Environmental protection
- Human rights and equality
- Better working conditions
- Public health and safety
- Political or social change
Corporate identity = huisstijl
Paragraph 6
Advertising in Europe (Germany & UK): every 1 euro spent on advertising
generates about 7 euros for the economy on average
Advertising industry: provides 6 million jobs = 2.6% of all employment in the EU
Advertising helps fund media services access to media for free (or at reduced
cost)
Conclusion
The market has also become more complex as the number of scaled advertising
platforms across social media and connected TV increased, providing clients with
more choice, in turn requiring the advice and expertise of agencies. = the “Big
Five” (advertising agencies)
3.1 Advertising agencies: “The Big Five”
A plethora (= veel / verscheidend) of award winning advertising agencies
1.1 Tenses
1.1.1Talking about the present
1.1.1.1 Present simple
1.1.1.2 Present continuous : to be + ing-form
1.1.1.3 Present perfect
1.1.1.4 Present perfect continuous
1.1.2Talking about the past
1.1.2.1 Past simple
1.1.2.2 Past continuous
1.1.2.3 Past perfect
1.1.2.4 Past perfect continuous
1.1.3Talking about the future
1.1.3.1 Future simple
1.1.3.2 Present simple
1.1.3.3 Present continuous
1.1.3.4 Be going to
1.1.3.5 Be to
1.1.3.6 Future continuous
1.1.3.7 Future perfect
1.1.3.8 Future perfect continuous
1.1.3.9 Future in the past
1.2 Conditionals
1.2.1 Zero conditional
1.2.2 First conditional
1.2.3 Second conditional
1.2.4 Third conditional
,2 Grammar and spelling: exercises
2.1 Tenses
2.1.1 Talking about the future
2.1.2 Past simple and present perfect
2.1.3 Subjunctive mood
2.1.4 Intransitive (strong) and transitive (weak) verbs
2.2 Conditionals
2.3 Nouns
2.3.1 Plural and genitive
2.3.2 Pronouns
2.4 Adjectives and adverbs
2.5 Linking words
,3 Advertising: the power of persuasion
Paragraph 1
Advertising = a form of marketing communication between an organisation and
its target audience used to promote or sell something, usually a business’s
product or service.
Advertise – ad vertere to turn toward
Madison Avenue = historic center of the American Advertising Industry
- = a street in NY City
- 1920’s: many major advertising agencies were located there
- Symbolises the rise of modern, professional advertising
- Advertisers increasingly use generative AI to make their commercials
1 square foot (sq ft / ft²) = 0.09 m² (square metre)
10.76 square feet = 1 m² (square metre)
4000 dollars per square foot = 43.056 dollars per m²
4000 dollars a square foot = 43.056 dollars a m²
Paragraph 2
Peronal selling advertising?
Advertising differs from personal selling in that the message is non-
personal, that is, not directed to a particular individual
An advertiser pays for and has control over the message
Public relations
Paragraph 3
Advertising = communicated through mass media (traditional media and new
media)
Traditional media = newspapers, magazines, television, radio, outdoor
advertising, direct mail
New media = search results, blogs, social media, websites, text messages
Advertisement (advert / ad) = the actual presentation of the message in a
medium
Social media = form of mass media communications on the Internet through
which users share information, ideas, personal messages and other content
(videos)
“How Social (to be) Social media? A review of an online social behaviour and
connectedness”
- “are” = written = formal language
- “is / are” = oral = less formal language
Paragraph 4
, Branding = process of creating a clear and positive image of a product, service or
company in the minds of consumers. (associating a name, logo or image with
specific qualities, values or emotions)
To elicit = oproepen = to bring out, cause or provoke a reaction, response or
feeling
: an ad may elicit an immediate purchase
Paragraph 5
(Special) interest groups = belangengroep = group that focuses on one specific
interest or issue (economical, social, religious or political)
- Bv.: a farmers’ organisation protecting the interests of farmers
Advocacy groups = groups that actively support and promote a cause (arguing
for change)
- Bv.: a human rights organisation campaigning for equal rights
Pressure groups = groups that actively try to influence decision-makers
- Bv.: a climate group putting pressure on the government to introduce
stricter environmental laws
A viable company = financially healthy and able to survive and succeed in the
long term
To advocate for = druk zetten op = to publicly support or argue for a cause
What do they advocate for? for specific values, causes, social issues
- Environmental protection
- Human rights and equality
- Better working conditions
- Public health and safety
- Political or social change
Corporate identity = huisstijl
Paragraph 6
Advertising in Europe (Germany & UK): every 1 euro spent on advertising
generates about 7 euros for the economy on average
Advertising industry: provides 6 million jobs = 2.6% of all employment in the EU
Advertising helps fund media services access to media for free (or at reduced
cost)
Conclusion
The market has also become more complex as the number of scaled advertising
platforms across social media and connected TV increased, providing clients with
more choice, in turn requiring the advice and expertise of agencies. = the “Big
Five” (advertising agencies)
3.1 Advertising agencies: “The Big Five”
A plethora (= veel / verscheidend) of award winning advertising agencies
