IELTS Listening Practice Test 2024 with Answers [Real Exam - 484 ]

00:28:39
https://www.youtube.com/watch?v=DWCnm8ZzSg4

Summary

TLDRThe audio presents a listening test for a learning activity, divided into four sections, each containing different recordings that participants need to listen to in order to answer related questions. The sections cover a range of topics including making appointments with a doctor, an introduction to a group travel tour in Australia, discussion of a psychological experiment on the effects of wearing uniforms, and a lecture on advertising strategies without focusing on media choices. The objective is to reinforce participants' listening and comprehension skills through practical scenarios.

Takeaways

  • 🎧 Listening test with focus on comprehension
  • 📅 Appointment booking scenario
  • ✈️ Introduction to Australian travel tours
  • 🧠 Psychological experiment on uniforms
  • 💰 Marketing and advertising strategies
  • 🎤 Single play of recordings for practice
  • ⏰ Test divided into four distinct sections
  • 🔍 Comprehensive question-answer format
  • 🎓 Designed to sharpen listening skills
  • 📝 10 minutes to finalize answers post-listening

Timeline

  • 00:00:00 - 00:05:00

    Mr. Jones contacts Dr. R's office to schedule a medical examination required by his insurance company. He's new in Los Angeles and needs the examination before starting work next Monday. Rebecca, the secretary, schedules the appointment for Thursday at 9:00 a.m. and reminds him not to eat or drink after midnight the night before. Mr. Jones mentions a conflict with a school meeting but Rebecca assures him it won't interfere.

  • 00:05:00 - 00:10:00

    Rebecca further assists Mr. Jones by collecting information needed for the appointment, such as his insurance company, Blue Cross, his age, and any existing medical conditions (which he has none). Mr. Jones provides his contact details, and Rebecca details the information that will be required for his health plan. The conversation ends on a friendly note, and they confirm the appointment details for Thursday.

  • 00:10:00 - 00:15:00

    Rick Smith from Morning Sun Travel introduces a new 21-day Australian tour, explaining the rationale behind its development due to high demand and the length of travel. He outlines the first stop in Sydney, mentioning accommodations at the highly-rated Five Seasons Hotel and highlights the upcoming activities, including sightseeing around the harbor and visiting a wildlife park. Participants are encouraged to remain active to overcome jet lag.

  • 00:15:00 - 00:20:00

    Part of the tour includes a trip to the Blue Mountains and a visit to Featherdale Wildlife Park where participants can interact with native animals. Activities continue with a cruise on the Parramatta River and a scenic flight over Bondi Beach and other notable coastal locations. Rick emphasizes the diverse culinary experiences available, reflecting Australia's multicultural population.

  • 00:20:00 - 00:28:39

    Bill and Anne discuss their upcoming talks for a social psychology class. Anne is stressed with personal responsibilities and lack of preparation, while Bill shares insights about an experiment he read involving role-playing and its effects on behavior. The experiment highlights significant behavioral changes among participants who assumed roles as prison guards and prisoners in a simulated environment. The conversation ends with Bill noting the potential direction for his talk.

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Mind Map

Mind Map

Frequently Asked Question

  • What is the main theme of the audio recordings?

    The recordings are part of a listening exercise involving different scenarios such as a medical appointment, a travel tour introduction, a psychological experiment discussion, and a marketing lecture.

  • How many sections are in this listening test?

    The test is divided into four sections.

  • Can participants listen to the recordings more than once?

    No, each recording is played only once.

  • What type of topics are covered in this listening exercise?

    Topics include making a doctor's appointment, a guided tour to Australia, a social psychology experiment, and an introduction to sales and marketing.

  • What happens at the end of the test?

    Participants are given 10 minutes to transfer their answers to an answer sheet.

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  • 00:00:00
    [Music]
  • 00:00:08
    you'll hear a number of different
  • 00:00:10
    recordings and you'll have to answer the
  • 00:00:12
    questions on what you hear there will be
  • 00:00:14
    time for you to read the instructions
  • 00:00:16
    and questions and you'll have a chance
  • 00:00:18
    to check your work all the recordings
  • 00:00:21
    will be played once
  • 00:00:23
    only the test is in four sections write
  • 00:00:27
    all your answers in the question booklet
  • 00:00:30
    at the end of the test you'll be given
  • 00:00:31
    10 minutes to transfer all your answers
  • 00:00:34
    to an answer sheet now turn to section
  • 00:00:38
    one section one listen to the
  • 00:00:41
    conversation between a doctor secretary
  • 00:00:44
    and Mr Jones who wants to make an
  • 00:00:46
    appointment with the doctor now look at
  • 00:00:49
    questions 1 to five on the form
  • 00:01:21
    now we shall begin you should answer the
  • 00:01:24
    questions as you listen because you will
  • 00:01:26
    not hear the recording a second time
  • 00:01:29
    first you have another chance to look at
  • 00:01:31
    questions 1 to
  • 00:01:33
    5 listen carefully and answer questions
  • 00:01:36
    1 to
  • 00:01:39
    5 good morning Dr R's office can I help
  • 00:01:42
    you hi yes I'd like to make an
  • 00:01:45
    appointment to come in for a checkup
  • 00:01:47
    please okay may I have your name please
  • 00:01:51
    yes it's Jones Peter Jones and you want
  • 00:01:54
    a medical examination that's
  • 00:01:56
    right by the way my name's Rebecca I'm
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    Dr R's secretary have you seen Dr R
  • 00:02:02
    before Mr Jones actually no Rebecca
  • 00:02:05
    we've only just moved to Los Angeles 2
  • 00:02:07
    days ago great welcome to La Mr Jones
  • 00:02:11
    thank you when would you like to come in
  • 00:02:14
    anytime this week would be fine I don't
  • 00:02:16
    have to go into office until next Monday
  • 00:02:19
    okay let me see but first to see how
  • 00:02:21
    long you'll need could you tell me why
  • 00:02:23
    you need the medical my insurance
  • 00:02:25
    company needs it and my companies
  • 00:02:27
    were're in real estate medical insurance
  • 00:02:30
    wants me to have one kind of killing two
  • 00:02:32
    birds of one stone sure is insurance
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    companies want a fairly complete
  • 00:02:37
    examination so that means you'll have to
  • 00:02:39
    come in the morning and don't eat or
  • 00:02:41
    drink anything after midnight the night
  • 00:02:42
    before no problem let me see would 9:00
  • 00:02:46
    a.m. Thursday be convenient 9:00 a.m.
  • 00:02:49
    Thursday no problem oh I forgot we have
  • 00:02:51
    a meeting with my children's new
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    Headmaster that morning that's at
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    11: look at questions 6 to 10
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    now let listen to more of the
  • 00:03:30
    conversation between the secretary and
  • 00:03:33
    Mr Jones then answer questions 6 to
  • 00:03:37
    10 what school is that Beverly Hills
  • 00:03:40
    High School oh that's no problem the
  • 00:03:42
    whole examination will take about an
  • 00:03:44
    hour maybe a bit more and the school is
  • 00:03:46
    only two blocks from here a 3 minute
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    walk so you'll have plenty of time
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    that's good so 9:00 a.m. Thursday you
  • 00:03:54
    got it now to save time when you get
  • 00:03:56
    here I'll ask you a few questions fire
  • 00:03:59
    away
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    first what is your personal medical
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    insurance company Mr Jones Blue Cross
  • 00:04:06
    Blue Cross and how old are you 46 today
  • 00:04:10
    happy birthday having a big party not
  • 00:04:13
    really we don't know anybody here yet
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    except for two neighbors I think my
  • 00:04:17
    family planned to take me out to dinner
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    a Secret Surprise hey okay back to Blue
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    Cross I'm just checking what they need
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    let's see blood pressure standard blood
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    and urine tests cholesterol levels ECG
  • 00:04:31
    checking for diabetes heart disease the
  • 00:04:34
    usual things do you have a medical
  • 00:04:36
    condition at the moment Mr Jones none at
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    all touchwood fit as a fiddle that's
  • 00:04:42
    great I'm sure you'll stay that way and
  • 00:04:45
    do you know the name of your company's
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    Health Plan yes I've got it here
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    somewhere here it is the Kaiser health
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    insurance company Kaiser yes they need
  • 00:04:55
    the same information as Blue Cross so as
  • 00:04:57
    you said killing two birds with one
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    Stone that's right and can I have your
  • 00:05:02
    telephone number Mr Jones sure my cell
  • 00:05:05
    phone is
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    13805
  • 00:05:09
    56721
  • 00:05:10
    13805
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    56721 right and my home number is area
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    callede
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    805 523
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    0296 805 523
  • 00:05:23
    0296 and do you have email yes the
  • 00:05:27
    address is p jones2 12 hotspot.com P
  • 00:05:33
    jones12 hotspot.com that's it well
  • 00:05:37
    that's all I need for now see you
  • 00:05:39
    Thursday Mr Jones sure thing Rebecca see
  • 00:05:42
    you then bye
  • 00:05:45
    bye that is the end of section one you
  • 00:05:48
    now have some time to check your answers
  • 00:06:21
    now turn to section
  • 00:06:24
    two section two you are going to hear an
  • 00:06:28
    introduction to a group tour to
  • 00:06:30
    Australia by a travel company manager
  • 00:06:33
    first look at questions 11 to 15
  • 00:07:07
    as you listen to the first part of the
  • 00:07:08
    talk answer questions 11 to
  • 00:07:13
    15 good morning everybody and welcome to
  • 00:07:16
    Morning Sun travel I'm Rick Smith and I
  • 00:07:19
    manage our group tours to Australia New
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    Zealand and the south sea Islands it's
  • 00:07:25
    good to see so many of you here as you
  • 00:07:27
    know I'm going to introduce our latest
  • 00:07:29
    product the 21-day Grand Australian
  • 00:07:33
    tour first of all why did we develop
  • 00:07:36
    this new tour well our twoe Aussie tours
  • 00:07:39
    have proved really popular over the past
  • 00:07:42
    few years so after doing some market
  • 00:07:44
    research we found that there's a demand
  • 00:07:47
    for a longer tour in fact looking around
  • 00:07:51
    I see some faces I recognize you two
  • 00:07:53
    went on our Australian tour last year
  • 00:07:56
    right great good to see you back again
  • 00:07:59
    if you think I'm exaggerating about
  • 00:08:01
    Australia you can interrupt
  • 00:08:03
    me another thing it's a long way from
  • 00:08:06
    England to Australia and many of our
  • 00:08:09
    clients think it's a Pity to go all that
  • 00:08:11
    way for just a couple of weeks so our
  • 00:08:14
    first 3-week tour will head off in early
  • 00:08:16
    November about 3 months from now now if
  • 00:08:20
    we did the light a bit I'll show you
  • 00:08:22
    some slides of what we'll do and see
  • 00:08:25
    down under our first stop will be Sydney
  • 00:08:28
    it's one of my favorite cities and we'll
  • 00:08:31
    arrive midm morning and check into one
  • 00:08:32
    of my favorite hotels the Five Seasons
  • 00:08:35
    Hotel Sydney America's most popular
  • 00:08:38
    travel magazine selected it as the best
  • 00:08:41
    hotel in Australia believe me it
  • 00:08:44
    deserves every one of its five
  • 00:08:46
    stars it has fantastic views of Sydney
  • 00:08:49
    Harbor the famous opera house and Sydney
  • 00:08:51
    Harbor Bridge and for those of you who
  • 00:08:54
    are born to shop it's just a short walk
  • 00:08:57
    away from Sydney's major shopping and
  • 00:08:59
    business districts great restaurants and
  • 00:09:01
    bars and for those of us who like to
  • 00:09:03
    keep fit there's a state-of-the-art spar
  • 00:09:06
    and fitness center with sauna and heated
  • 00:09:08
    outdoor
  • 00:09:11
    pool we'll have lunch in the hotel and
  • 00:09:14
    then off we'll go to explore no time for
  • 00:09:17
    a rest to get over jet lag it's best to
  • 00:09:19
    get out and do something
  • 00:09:21
    energetic our first afternoon we'll
  • 00:09:23
    stroll around the harbor and visit the
  • 00:09:25
    Sydney Opera house then we'll have a
  • 00:09:27
    relaxed evening ding at Luigi's Place
  • 00:09:30
    one of the city's best Italian
  • 00:09:32
    restaurants day two lots of fresh air
  • 00:09:36
    we'll have a day trip to the Blue
  • 00:09:38
    Mountains just look at these slides
  • 00:09:41
    wonderful views complete with a walk
  • 00:09:43
    through temperate rainforests and these
  • 00:09:46
    pictures are featherdale Wildlife Park
  • 00:09:48
    the best Wildlife Park in Sydney where
  • 00:09:51
    you can feed kangaroos have your photo
  • 00:09:54
    taken with koala bears and see over
  • 00:09:56
    2,000 different other types of
  • 00:09:58
    Australian animals including crocodiles
  • 00:10:01
    Tasmanian devils wombats look at this
  • 00:10:05
    picture of a wombat looks like a bear
  • 00:10:07
    with short legs and Penguins dingos and
  • 00:10:11
    snakes lots of snakes some of
  • 00:10:13
    Australia's snakes are the most
  • 00:10:15
    poisonous in the world and you can also
  • 00:10:17
    learn about Aboriginal culture and this
  • 00:10:20
    is fun try throwing a
  • 00:10:23
    boomerang as the talk continues answer
  • 00:10:26
    questions 16 to 20
  • 00:10:58
    and look at the these slides Australia's
  • 00:11:01
    Grand Canyon the megalong and jamson
  • 00:11:04
    valleys
  • 00:11:06
    incredible on the way back we'll get in
  • 00:11:08
    our bus and stop at the Sydney 2000
  • 00:11:11
    Olympic site where you can see Stadium
  • 00:11:13
    Australia the super doome the Aquatic
  • 00:11:15
    Center the Olympic Village and lots more
  • 00:11:19
    so day two great day but that's not all
  • 00:11:23
    after that we'll take a cruise down the
  • 00:11:25
    parata river under the Sydney Harbor
  • 00:11:28
    Bridge and into Sydney
  • 00:11:30
    Harbor any questions so
  • 00:11:33
    far okay let's see what we'll be doing
  • 00:11:35
    on day
  • 00:11:37
    three anyone flown in a sea
  • 00:11:41
    plane just a few of you well a visit to
  • 00:11:44
    Sydney would not be complete without
  • 00:11:46
    viewing the world famous Bondi Beach
  • 00:11:49
    from 500 ft in the air and this is a
  • 00:11:52
    picture of Bondi
  • 00:11:54
    Beach we take off from Rose Bay which is
  • 00:11:57
    not far from our hotel
  • 00:12:00
    this should be a slide of Rose
  • 00:12:01
    Bay yes it is you can see the sea plane
  • 00:12:05
    taking off then we fly down the coast to
  • 00:12:08
    Bondo beach look at that surf returning
  • 00:12:12
    back up the coast we fly over manly and
  • 00:12:14
    long Reef before returning to the harbor
  • 00:12:17
    climbing to a height of 1,000 ft for a
  • 00:12:20
    Vista of Sydney Harbor which will take
  • 00:12:22
    your breath away look at this slide and
  • 00:12:26
    this one wow and then back to Rose
  • 00:12:29
    Bay then it'll be time for lunch in
  • 00:12:34
    Chinatown that's a great thing about
  • 00:12:36
    Australia it's a country of immigrants
  • 00:12:39
    so in the cities you can get just about
  • 00:12:41
    any food you like Greek Chinese Mexican
  • 00:12:45
    you name it and perhaps you'd like to
  • 00:12:47
    try kangaroo meat very low
  • 00:12:50
    fat and after a big lunch we'll go to
  • 00:12:53
    walk it off in Luna Park I can't begin
  • 00:12:56
    to tell you how much there is to see and
  • 00:12:58
    do here
  • 00:12:59
    we'll just run through a few slides
  • 00:13:02
    pictures worth a thousand words as they
  • 00:13:04
    say to give you an
  • 00:13:06
    idea hey I see the coffee's here it's a
  • 00:13:10
    bit early not to worry let's all grab a
  • 00:13:12
    cup now and then we'll move on to
  • 00:13:14
    Melbourne then the Great Barrier roof
  • 00:13:17
    and all the other great places on the
  • 00:13:19
    itinery that is the end of section two
  • 00:13:22
    you now have some time to check your
  • 00:13:24
    answers
  • 00:13:55
    now turn to section three
  • 00:13:59
    section
  • 00:14:00
    three listen to the conversation between
  • 00:14:03
    Bill and Anne two students who are
  • 00:14:05
    discussing the talks they have to
  • 00:14:06
    present to their social psychology
  • 00:14:09
    class first listen to the first part of
  • 00:14:12
    the conversation and answer questions 21
  • 00:14:15
    to
  • 00:14:16
    25 you now have some time to read
  • 00:14:19
    questions 21 to 25
  • 00:14:52
    hi an how's he going I'm going mad I
  • 00:14:55
    haven't even started preparing my talk
  • 00:14:58
    for tomorrow's political iCal science
  • 00:14:59
    class me neither I've been so busy
  • 00:15:02
    looking after my mom she's still ill
  • 00:15:05
    yeah the doctor says I should get
  • 00:15:08
    someone to do all her cooking and
  • 00:15:09
    cleaning for another week or so but we
  • 00:15:12
    can't afford to employ someone to help
  • 00:15:14
    her the neighbors are all too busy it's
  • 00:15:17
    not that I'm too busy with my other
  • 00:15:19
    classes that's really tough I've got no
  • 00:15:23
    excuses for not being prepared too much
  • 00:15:26
    time playing computer games now how many
  • 00:15:28
    times have I told you I know I know but
  • 00:15:31
    at least I've got a topic which is well
  • 00:15:35
    it's about an experiment in Los Angeles
  • 00:15:37
    I think that I read about in social
  • 00:15:40
    studies at high school it's about how
  • 00:15:42
    wearing a uniform can change people's
  • 00:15:45
    personalities this professor got a lot
  • 00:15:47
    of his students to agree to take part in
  • 00:15:49
    an experiment during the summer vacation
  • 00:15:52
    but he wouldn't tell them anything about
  • 00:15:56
    it as the conversation continues
  • 00:15:59
    answer questions 26 to 30 you now have
  • 00:16:03
    some time to read questions 26 to 30
  • 00:16:36
    can you remember the professor's name no
  • 00:16:39
    but I think he was from the University
  • 00:16:41
    of California at Los Angeles well at
  • 00:16:45
    least you've got the most important
  • 00:16:46
    thing a topic I haven't even got that so
  • 00:16:51
    what happened in this experiment well
  • 00:16:53
    the Prof got the local police to
  • 00:16:55
    cooperate one night they went to about
  • 00:16:58
    20 students and arrested them poor guys
  • 00:17:00
    didn't have a clue what for and they
  • 00:17:03
    didn't know it was the experiment they
  • 00:17:05
    had volunteered for they had no idea and
  • 00:17:08
    it had been weeks since they volunteered
  • 00:17:10
    for the experiment anyway the cops took
  • 00:17:13
    them to a school building that had been
  • 00:17:15
    made to look like the inside of a prison
  • 00:17:17
    or a police station can't remember it's
  • 00:17:20
    not important and what happened then did
  • 00:17:23
    they get charged or something don't know
  • 00:17:26
    they must have been told something but
  • 00:17:28
    that's not the main thing which was well
  • 00:17:31
    what they didn't know was that about
  • 00:17:32
    eight other students were waiting at the
  • 00:17:34
    police station or whatever it was
  • 00:17:37
    dressed up as prison guards hey now I
  • 00:17:40
    think I read about that ages ago the
  • 00:17:43
    experiment took place in the early 70s
  • 00:17:45
    and the students dressed as prison
  • 00:17:48
    guards were told to act like prison
  • 00:17:50
    guards I've just thought of something
  • 00:17:52
    did the arrested students know the other
  • 00:17:54
    students I don't know I wouldn't have
  • 00:17:57
    thought so no different schools cuz
  • 00:18:00
    otherwise the ones who thought they'd
  • 00:18:02
    been arrested might have realized it was
  • 00:18:04
    the experiment they had signed up for
  • 00:18:06
    guess you're right but then what
  • 00:18:09
    happened remember yeah the guards really
  • 00:18:13
    got into it and started treating the
  • 00:18:15
    other guys like they see on the movies
  • 00:18:17
    making them do press UPS cutting their
  • 00:18:20
    hair really short not letting them sleep
  • 00:18:22
    a real Power Trip the poor guys were
  • 00:18:25
    terrified yeah the experiment was
  • 00:18:28
    supposed to last for a week but things
  • 00:18:30
    got out of control remember the guys who
  • 00:18:33
    thought they were prisoners not guards
  • 00:18:35
    started having nervous breakdowns hey
  • 00:18:38
    look at the time I got to go at least
  • 00:18:41
    you've got something to talk about how
  • 00:18:43
    role playing can get real especially
  • 00:18:46
    when we put Uniforms on yeah and the
  • 00:18:49
    students were normal nice guys who
  • 00:18:51
    didn't waste time with computer
  • 00:18:55
    games that is the end of section three
  • 00:18:58
    you now have have half a minute to check
  • 00:19:00
    your answers
  • 00:19:31
    now turn to section
  • 00:19:34
    four section four you are going to hear
  • 00:19:38
    a lecture about sales and marketing you
  • 00:19:40
    now have some time to read questions 31
  • 00:19:43
    to
  • 00:19:57
    40 e
  • 00:20:45
    good evening and welcome to the second
  • 00:20:47
    class of our sales and marketing course
  • 00:20:50
    tonight and in the next few weeks I'll
  • 00:20:52
    be talking about advertising to be
  • 00:20:55
    specific about different types of
  • 00:20:57
    advertising
  • 00:20:59
    different types of message all of which
  • 00:21:02
    of course are supposed to make your
  • 00:21:04
    company or your organization the
  • 00:21:07
    government perhaps more successful now
  • 00:21:10
    please note that I'm not at this stage
  • 00:21:12
    going to talk about advertising media
  • 00:21:15
    there are various choices here radio
  • 00:21:18
    newspapers television Billboards
  • 00:21:21
    magazines and of course the Internet
  • 00:21:25
    it's almost impossible to go into Google
  • 00:21:27
    or Yahoo or whatever and not find
  • 00:21:30
    adverts on almost every page but we'll
  • 00:21:33
    talk about the various choices of media
  • 00:21:35
    later first I will stress one thing
  • 00:21:38
    advertising can be expensive whether you
  • 00:21:41
    are a small business an NGO or a
  • 00:21:44
    multinational
  • 00:21:46
    corporation so it's very important that
  • 00:21:48
    what you spend on Advertising is money
  • 00:21:50
    well spent money that achieves your
  • 00:21:53
    objectives whatever they might be the
  • 00:21:57
    ads must be cost effective Ive it is
  • 00:22:00
    therefore essential to use the right
  • 00:22:02
    type of advertising with the right
  • 00:22:05
    message that make it effective there are
  • 00:22:08
    several types of advertising aiming to
  • 00:22:10
    promote one sometimes more of the
  • 00:22:12
    following things brand name company
  • 00:22:16
    image a product a service rather than a
  • 00:22:19
    product or a group like a manufacturers
  • 00:22:23
    Association or a
  • 00:22:25
    Cooperative can you think of anything
  • 00:22:27
    else
  • 00:22:29
    right you might want to make people look
  • 00:22:31
    after their health better and Associate
  • 00:22:33
    your company with things that can help
  • 00:22:35
    them do this but the common aim is that
  • 00:22:38
    the advertiser wants to change or
  • 00:22:41
    reinforce people's attitudes and
  • 00:22:44
    perceptions and in most cases their
  • 00:22:46
    behavior maybe their buying
  • 00:22:49
    habits which type you choose depends on
  • 00:22:52
    your
  • 00:22:52
    objectives all clear so far
  • 00:22:56
    good okay let's look at a very common
  • 00:22:59
    type advertising designed to promote a
  • 00:23:01
    brand name if you go out to buy many
  • 00:23:05
    types of product toothpaste detergent
  • 00:23:08
    cheese how many of you think of the name
  • 00:23:11
    of the company that made it right you
  • 00:23:14
    don't usually think of Proctor and
  • 00:23:15
    Gamble when you buy the company's Tide
  • 00:23:17
    laundry detergent or Cascade dishwashing
  • 00:23:21
    powder or the Craft Company when you buy
  • 00:23:24
    Philadelphia Cream Cheese that's right
  • 00:23:27
    Philadelphia cream cheese cheese is a
  • 00:23:29
    registered brand name in fact the name
  • 00:23:32
    of the company craft is hardly
  • 00:23:35
    noticeable on the package the point is
  • 00:23:38
    that these companies have successfully
  • 00:23:41
    promoted the name of various products
  • 00:23:43
    and consumers buy these products
  • 00:23:46
    primarily because they recognize the
  • 00:23:48
    brand name and may not even know the
  • 00:23:51
    name of the company that makes it so
  • 00:23:54
    advertising to promote a brand name is
  • 00:23:56
    designed to create and keep keep strong
  • 00:23:59
    image in the customer's mind of the
  • 00:24:01
    product not the company for example
  • 00:24:05
    would you buy shell you know the Big Oil
  • 00:24:07
    Company would you buy shell beer it's a
  • 00:24:11
    famous company but probably not imagine
  • 00:24:15
    but what if shell had bought a brewery
  • 00:24:18
    and marketed a beer they called
  • 00:24:19
    granddad's Old Ale you can bet that the
  • 00:24:23
    word Shell Oil Company would be in the
  • 00:24:25
    smallest print
  • 00:24:27
    possible and when would never be
  • 00:24:28
    mentioned in granddad's Old Ale
  • 00:24:31
    advertising but when you buy a can of
  • 00:24:34
    Shell oil or some gasoline the word
  • 00:24:37
    shell is big and everywhere so there's
  • 00:24:40
    nothing better than a good brand name
  • 00:24:43
    now let's look at another type of
  • 00:24:46
    advertising advertising that is designed
  • 00:24:49
    to promote a company
  • 00:24:50
    image imagine you've started a new
  • 00:24:53
    company you might want to start by
  • 00:24:56
    getting the company name known first
  • 00:24:58
    before you worry about advertising your
  • 00:25:00
    products and
  • 00:25:02
    services one company that did this was
  • 00:25:05
    in San Francisco the San Fran Video
  • 00:25:08
    Store the managers decided to promote
  • 00:25:11
    the company name rather than promote the
  • 00:25:13
    videos they rented out they put small
  • 00:25:16
    ads in local newspapers that simply said
  • 00:25:20
    San Fran Video Store a great selection
  • 00:25:23
    of
  • 00:25:24
    movies and they also had people handing
  • 00:25:26
    out little cards with with the same
  • 00:25:28
    message on them plus a list of the store
  • 00:25:32
    locations so they didn't spend a fortune
  • 00:25:35
    on Advertising they put most of their
  • 00:25:38
    money into making sure they had a great
  • 00:25:40
    selection of movies and it worked they
  • 00:25:43
    started with four stores in 1995 and now
  • 00:25:47
    they have at last count
  • 00:25:49
    27 now can you think of examples of
  • 00:25:52
    companies advertising both a product and
  • 00:25:54
    the company name in the same advert come
  • 00:25:57
    on you must be able to think of one what
  • 00:26:00
    that's right a good example makers of
  • 00:26:03
    luxury things like perfume and fashion
  • 00:26:06
    for example when Chanel brings out a new
  • 00:26:09
    perfume the advertising message is
  • 00:26:11
    always something like NightLight by
  • 00:26:14
    Chanel this almost immediately gives the
  • 00:26:17
    new perfume a good reputation because
  • 00:26:20
    it's by Chanel and also reinforces
  • 00:26:23
    perception of the company name so the
  • 00:26:27
    different types of advert ing might not
  • 00:26:29
    be mutually
  • 00:26:30
    exclusive the important thing is that
  • 00:26:33
    the objectives must be clear mutually
  • 00:26:36
    supportive and not
  • 00:26:38
    contradictory another type of
  • 00:26:40
    advertising is designed to promote a
  • 00:26:42
    service rather than a physical product
  • 00:26:45
    but our time is up so we'll leave that
  • 00:26:48
    till next time good night
  • 00:26:50
    everybody that is the end of section
  • 00:26:52
    four you now have some time to check
  • 00:26:55
    your answers
  • 00:27:29
    that is the end of the listening
  • 00:27:32
    test in the I El test you would now have
  • 00:27:36
    10 minutes to transfer your answers to
  • 00:27:39
    the answer sheet
  • 00:28:27
    I oh
  • 00:28:30
    [Music]
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