1) boost visibility — повысить видимость
2) real-time interaction — взаимодействие в реальном времени
3) viral momentum — вирусный импульс
3. In the name of Pepsi's marketing department head, talk about how you are going to increase the sales of your beverage by advertising at the Super Bowl. Send in for a check preliminarily.
Make up a speech of about 15 sentences, using some of the grammar expressions provided below and active words from above.
1) **We intend to capitalize on the Super Bowl’s massive reach to…** — мы намерены воспользоваться огромным охватом Super Bowl, чтобы…
2) **Our strategy will be underpinned by a multi-channel approach that integrates…** — наша стратегия будет основана на многоканальном подходе, который интегрирует…
3) **By leveraging culturally resonant storytelling, we aim to…”** — используя культурно значимое повествование, мы стремимся…
4) **It is essential that we pivot from a one-off campaign to a sustained effort that…** — важно перейти от разовой кампании к устойчивым усилиям, которые…
5) **We will measure success not only by immediate engagement but by long-term…** — мы будем оценивать успех не только по немедленной вовлечённости, но и по долгосрочным…
6) **Given the Super Bowl’s unparalleled viewership, we anticipate that our ad will…** — учитывая беспрецедентное количество зрителей Super Bowl, мы ожидаем, что наш ролик…
7) **To maximize ROI, we will synchronize this ad with complementary pre-game and post-game initiatives…** — чтобы максимизировать возврат инвестиций, мы синхронизируем этот ролик с дополнительными предигровыми и постигровыми инициативами…
8) **A well-crafted narrative allows us to enhance brand salience by…** — хорошо продуманный нарратив позволяет нам повысить заметность бренда за счёт…
9) **Our campaign will harness data-driven insights to target key demographics such as…** — наша кампания будет использовать основанные на данных инсайты для таргетирования ключевых демографических групп, таких как…
10) **We are committed to converting the cultural buzz around the event into measurable sales uplift by…** — мы стремимся преобразовать культурный шум вокруг события в измеримое увеличение продаж путём…
4. What do you know about ROI? What would you expect it to be if you decided to advertise your product at the Super Bowl?
Read the text and make up 5 question on it, ask them to your teacher /partner:
An ROI is considered unsatisfactory when it fails to meet the company’s minimum acceptable return (hurdle rate) or does not justify the risk, cost, and opportunity cost of the investment.
🎯 Typical benchmarks
1. Below the cost of capital (WACC)
❗ If ROI < company’s cost of capital → value is being destroyed
This is the most objective red flag in corporate finance
Example: WACC = 10%, campaign ROI = 6% → unsatisfactory
2. Below internal marketing targets
Marketing teams often use rough bands:
< 0% → clearly unsatisfactory (loss)
0–50% → usually weak for high-risk campaigns
50–100% → borderline / context-dependent
100%+ → generally healthy
200–300%+ → strong (common benchmark for digital ads)
👉 For Super Bowl advertising, expectations are usually higher because the approximate cost is extremely high and the risk is significant.
📊 In marketing specifically
ROI may be judged unsatisfactory if the campaign:
fails to outperform the median ad
does not generate meaningful engagement
produces weak social media chatter
does not translate into measurable sales uplift
fails to pay off in the long run
⚠️ Context matters (very important)
An ROI that looks low numerically may still be acceptable if the goal was:
brand awareness
market entry
repositioning
long-term brand equity
becoming the most mentioned brand
Conversely, even a positive ROI may be viewed as unsatisfactory if:
risk was very high
cash was tied up too long
competitors achieved much better results
expectations were to outperform the median
✅Rule of thumb:
ROI is unsatisfactory if it is below the hurdle rate or fails to justify the strategic objective of the campaign.
5. Role-Play Speaking Task (C1): Convincing the CEO to Advertise at the Super Bowl
Situation:
Act out a business meeting. The Marketing Department Head proposes that the company advertise at the Super Bowl. The CEO and Owners are skeptical because the approximate cost of a 30-second ad is extremely high. The marketing head must justify the investment, respond to objections, and prove that the campaign will generate strong engagement and sales growth.
Roles:
Student A — Marketing Department Head (persuasive, data-driven)
Student B — CEO (financially cautious)
Student C — Owner / Investor (skeptical, risk-focused)
Your dialogue should address:
the approximate cost and ROI concerns
performance compared to the median ad
expected social media chatter and when it may peak
whether the ad will amuse viewers or invoke nostalgia
how the investment will pay back despite skepticism
1. justify the investment — оправдать вложения
Synonyms: prove the ROI / make the spending worthwhile / validate the expense
2. generate engagement — обеспечить вовлечённость
Synonyms: drive interaction / boost audience response / increase user activity
3. outperform the median ad — превзойти средний показатель рекламы
Synonyms: exceed the benchmark / beat average performance / surpass typical results
4. a close second — с минимальным отставанием
Synonyms: narrowly behind / just short of first place / marginal runner-up
5. amuse the audience — развлечь аудиторию
Synonyms: entertain viewers / delight the audience / keep viewers engaged
6. invoke nostalgia — вызвать ностальгию
Synonyms: trigger nostalgic feelings / tap into nostalgia / evoke fond memories
7. social media chatter — обсуждение в соцсетях
Synonyms: online buzz / social conversation / digital word-of-mouth
8. peak during the broadcast — достичь пика во время трансляции
Synonyms: hit its high point / reach maximum activity / spike dramatically
9. most mentioned brand — самый упоминаемый бренд
Synonyms: top-talked-about brand / most talked-about company / leading brand by mentions
10. capitalize on the Super Bowl reach — воспользоваться охватом Super Bowl
Synonyms: leverage the audience / exploit the massive viewership / tap into the huge reach
11. deliver measurable payback — обеспечить измеримую отдачу
Synonyms: produce clear returns / generate quantifiable ROI / pay for itself
12. approximate cost — приблизительная стоимость
Synonyms: estimated price / projected cost / rough price point
Optional Challenge (C1+)
Try to include at least 5 expressions from the list. For extra challenge, make the CEO initially reject the idea, and have the marketing head turn the decision around.
MANDATIVE & FORMAL RECOMMENDATIONS
1) I suggest that we should launch a Super Bowl campaign.
— Я предлагаю, чтобы мы запустили кампанию на Super Bowl.
Synonyms: I recommend that we should… / I propose that we should…
2) It is crucial that this investment should deliver measurable payback.
— Крайне важно, чтобы эта инвестиция принесла измеримую отдачу.
Variants: It is vital / important / essential that… should V1
3) It is time we increased our Super Bowl presence.
— Нам пора усилить наше присутствие на Super Bowl.
Meaning note: after “It is time” → Past Simple (V2)
4) It is not the first time we have considered Super Bowl advertising.
— Это не первый раз, когда мы рассматриваем рекламу на Super Bowl.
Pattern: It is (not) the first time + Present Perfect
5) The campaign is worth investing in.
— В эту кампанию стоит инвестировать.
Variants: worth launching / worth testing / worth pursuing
6) We will have no difficulty generating strong engagement.
— У нас не возникнет трудностей с обеспечением высокой вовлечённости.
Variants: have no problems + V-ing / have little difficulty + V-ing
7) This strategy is bound to increase brand visibility.
— Эта стратегия неизбежно повысит видимость бренда.
Variants: is certain to / is sure to / is highly likely to PERSUASIVE BUSINESS PHRASES
8) If we want to outperform the median ad, we must act decisively.
— Если мы хотим превзойти средний показатель, мы должны действовать решительно.
9) Given the scale of social media chatter, the campaign is bound to peak during the broadcast.
— Учитывая масштаб обсуждений в соцсетях, кампания неизбежно достигнет пика во время трансляции.
10) Our goal is to capitalize on the Super Bowl’s massive reach.
— Наша цель — воспользоваться огромным охватом Super Bowl.
IDIOMS (use in the dialogue)
11) the elephant in the room — очевидная, но замалчиваемая проблема
Example: The approximate cost is the elephant in the room.
12) pay off in the long run — окупиться в долгосрочной перспективе
Example: This investment will pay off in the long run.
13) a game changer — переломный момент / радикальное изменение
Example: Super Bowl exposure could be a game changer for Pepsi.
CONVERSATIONAL BUSINESS PHRASES
14) Hear me out. — Выслушайте меня.
15) Let me put it this way. — Позвольте сформулировать иначе.
16) I see your concern, but… — Я понимаю вашу обеспокоенность, но…
17) From a strategic standpoint… — С стратегической точки зрения…