Business English For International Trade And Business Informatics

Tests for Self-Check 68 5. It’s quite a big company. They invest £16 million. They have ____________. 10 points IV. Read the article and decide if these statements are true or false. 1. TV advertising in Spain and France costs more than in the UK. 2. Even if a campaign is successful, returns on TV advertising are de-creasing. 3. Hovis had a successful relaunch last year. 4. The public voted the Hovis advert best of last year. 5. TV advertising was a very important part of the Hovis campaign. BREAD AND CHOCOLATE: LAST YEAR’S BEST ADS The UK is now the cheapest western market for TV advertising, according to analysts at Citigroup. Advertising here is 30 per cent cheaper than the next cheapest market, France, and well below much weaker economies such as Spain. ‘For successful campaigns, the return on investment for advertisers is there-fore getting much, much better,’ says Marc Sugarman, media analyst at Citigroup. Hovis, the bread-maker which relaunched with a TV campaign last year, has benefited from the low cost of advertising. Developed for Hovis by advertising agency Miles Calcraft Briginshaw Duffy, the advert was voted best of last year by Campaign, the trade magazine. Hovis invested £15m in the relaunch, which included a new recipe and pack-aging, although the 122-second TV ad was the key element. The extra costs will put last year’s profits at Hovis below the previous year’s, Premier Foods, its owner, said in a trading statement this month, but added: ‘We believe we have built a platform for sustainable future profit development.’ Hovis sales had fallen 11 per cent two years ago as it lost ground to War-burtons. But Premier now expects Hovis sales to be up 13 per cent for last year. Market share rose 2 percentage points to 24.3 per cent after the relaunch. Whatever the successes of the Hovis campaign, however, the prize for the best-known campaign of the year has to go to Cadbury’s Gorilla ad, winner of the television Grand Prix...