Download B3 - NICE Program

Lipske
Business Adv IS
NICE Program
Advertising 101
1. It’s time to use your business English for authentic purposes, and it is about a subject in which you are
experts: The NICE Program and English students.
2. Two classes (Greg’s and Bob’s Track B Integrated Skills’ classes) will hold a business competition
A. Each class will first hold an in-class competition to design the best advertisement (=ad) about
NICE.
1. You will be in teams of 2-3 students.
2. Each team will design one ad for NICE.
3. Then, other NICE students (not from Greg or Bob’s classes) will vote on who has the
best ad in each class.
B. The winning ad from each class will then be submitted to Judy Ensing, the NICE Director.
Next, the actual members of the NICE Marketing Team will vote on and may choose one of the
two ads for use in a local (Honolulu) marketing campaign.
C. If chosen, the ad will be placed in local papers such as:
1. The Korea Times
2. The Hawaii Hochi
3. The World Journal
3. Information about NICE is available here: http://www.nice.hawaii.edu/
4. Assignment:
A. Your team should create an appropriate advertisement.
B. The target audience should include international visitors, international students (at other
schools), and other people from Honolulu who want to improve their English.
C. The ad should be acceptable for both color and black and white advertisements.
D. Ad size: Approximately 5 X 5” (about 12X12 centimeters). Font size (minimum of 10 font).
E. The ad must include:
1. The telephone number:
2. The website:
956-7753
www.nice.hawaii.edu
F. The ad must mention the fact that NICE is located on campus at the University of Hawaii at
Manoa. It must also mention the a la carte aspect of the program—including part-time options,
and the variety of classes offered at NICE.
5. Your teachers will provide you with marketing and advertising handouts in your classes.
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Lipske
Business Adv IS
NICE Program
Advertising 101
1. Eight psychological appeals that advertising uses to motivate people to buy products.
A. Self-preservation
B. Sex
C. Acquisition of property
D. Self-esteem
E. Imitation
G. Curiosity
H. Altruism
F. Personal enjoyment
In your own words, please answer these questions: Guessing is fine 
A. What does Self-preservation mean? Why is this relevant to advertising?
B. What does Self-esteem mean? Why is this relevant to advertising?
C. In business, there is the expression, “Sex sells.” What are they talking about.
D. How is imitation relevant?
E. How about curiosity?
F. Finally, what does Altruism mean?
REALLY Excellent article on advertising
http://wsu.edu/~taflinge/advant.html
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Lipske
Business Adv IS
NICE Program
2. The 4 Ps: In marketing and a product or service in the marketplace, think of the four P’s:
A. Product –a service or product
Q: What does the customer need?
B. Price – The price is the amount a customer pays for a product.
Q: What will someone pay for something?
C. Place – Place represents the location where a product can be purchased. (Store,
Internet, Office, etc…)
Q: How can the customer obtain the goods or services?
D. Promotion – Promotion represents all of the communications that a marketer may use
in the marketplace. Promotion has four distinct elements –
1. advertising
2. public relations
3. word of mouth
4. point of sale.
Q: What are the most effective ways to reach the customer?
E. Other extra P’s
1. Personnel
2. Packaging
http://en.wikipedia.org/wiki/Marketing_mix http://en.wikipedia.org/wiki/Marketing#Four_Ps
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Lipske
Business Adv IS
NICE Program
Part Two: Due Wednesday in class (5/20)
Name: ______________ Score: ___/5
Please read this handout and answer the questions and complete the chart.
1. The Meaning of Colors and Your Business: The meaning of colors varies depending on one's culture,
race, gender, and even age.
A. So, it isn't just the selection of colors in general but also which colors to use with your
target customers.
1. White is often associated with weddings in North America and evokes the
feeling of innocence.
2. In Eastern cultures, white signifies death.
3. An exporter of white wedding gowns to China would go broke in no time.
Question 1: What does “go broke” mean? ________________________
Question 2: What does the color white represent in your culture? __________________________
B. Several large brand name companies are associated with their corporate colors.
1. IBM- Big Blue signifies stability and conservatism.
Question 3: What does “signify” mean? ________________________
Question 4: What does “conservatism” mean? ________________________
Question 5: What does the color blue represent in your culture? __________________________
2. UPS- Brown symbolizes longevity and reliability.
3. A color can be connected to a product like Tide; in the bold orange box,
evoking the feeling of being vibrant.
Question 6: What does “evoke” mean? ________________________
Question 7: What does “vibrant” mean? ________________________
Question 8: What does the color orange represent in your culture? __________________________
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Lipske
Business Adv IS
3. Color chart Please complete this chart
Color
Meaning in
American culture
Pure. Clean.
White
Youthful
Black
Red
NICE Program
Meaning in
your culture
Possible products or services
Purity in fashion and sterilization in the
medical profession
Power. Elegant.
Secretive.
Passion.
Excitement.
Danger
Yellow
Happy. Warm.
Alert.
Green
Natural. Healthy.
Plentiful
Purple
Royalty. Wise.
Celebration
Blue
Stability and
conservatism.
Banks, insurance companies
(Any guesses?)
Rainbow
http://sbinformation.about.com/cs/advertising/a/colors.htm
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