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TYMPANUM. Marketing audio books. Exercise 1. BEFORE YOU WATCH. What services or goods do you use and/or buy on the Internet? What kinds of promotional materials catch your attention and persuade you to consider buying something online? Do endorsements by famous people influence you?
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TYMPANUM Marketing audio books
Exercise 1 BEFORE YOU WATCH What services or goods do you use and/or buy on the Internet? What kinds of promotional materials catch your attention and persuade you to consider buying something online? Do endorsements by famous people influence you? What Internet services should remain free of charge in your opinion? Explain your reasons. How frequently do you download music, films and other files from the Internet? Which of them would you be willing to pay for? Do you support the idea that the user should help support the costs of production and distribution by contributing payment for Internet services and products? What kinds of things do you like to read? Do you like to read literature? Do you like to read books electronically or do you prefer to read printed books? Explain. Would you purchase an audiobook? Why or why not?
WHILE YOU WATCH Exercise2 Are these statements TRUE or FALSE? • Tympanum works with unknown actors to keep the costs of production low. • It was difficult to get audio books to bookshops. • When they have a new audiobook out, they invite photographers to a press conference to take pictures of it. • The fact that audiobooks are digitalized is both an advantage and disadvantage at the same time. • Because things have changed, the company uses public meetings in libraries to launch new audiobooks now. • You cannot listen to samples of audiobooks on Tympanum websites but it will soon be possible. • The speaker believes that the Czech people are ready to pay for audiobooks and other services on the Internet. • The speaker was unhappy about i-Tunes entering the Czech market.
Exercise3 Listen and fill in the gaps
AFTER YOU WATCH Exercise 4 Match the English expressions with their Czech equivalent
Exercise5 DISCUSS, PREPARE, AND PRESENT 1. One of the founders of Tympanum, KarelČernošek said, "Audiobooks can draw a completely new set of people to literature/”. Open up and study their website (www.tympanum.cz). In small groups of 3 or 4, analyze the covers and the content of their audiobooks. Which targeted audiences do you think their audiobooks are currently marketed their to? Make a list. Which additional target audiences do you think they could diversify to and include? Add to your list. What additional book titles do you think they should be publishing that they aren’t already? Make a new list.
Exercise5 DISCUSS, PREPARE, AND PRESENT 2. Imagine you work for a marketing company. Your task is to develop and prepare an idea for an Internet and Metro advertising campaign that will persuade people to pay for books, films and music on the Internet rather than to download and copy them illegally. Brainstorm ideas and design an approach with visual materials for an e-ad that can be printed as a poster or billboard. Use your new targeted audiences in the design. 3. Present your ideas as a visual script or storyboard to your classmates. Discuss the imagined results of such a campaign. Select your best ideas and send them the results of your action research to the company.
