Download Unit 4 – Marketing and advertising one`s products

Unit 4
Unit 4 –
Marketing and advertising one’s products
(page 74)
Kick-off: What is marketing?
Topic 1: The essence of marketing
(page 75)
Task 1
1. creative process, profitably
2. product, price, promotion, place
3. customers, questionnaire, interview
4. satisfy, need, image, design
5. competitors’
6. TV commercials, labels
7. distribution, end-users, outlets, mail order
8. strengths, weaknesses, opportunities, threats
Topic 2: Researching the market
(page 76)
Tapescript
Interviewer:
Interviewee:
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Interviewer:
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Interviewer:
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Interviewer:
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Interviewer:
Interviewee:
Interviewer:
Interviewee:
Excuse me, could you spare a minute for an interview about music listening?
Me? Um …, yes, why not?
Do you listen to music at all?
Sure.
Well, I’ll now ask you ten short questions which I’d like you to answer honestly without thinking about them
too much, okay? In some questions, you’ll be given a choice of answers.
Okay.
Right, here’s the first question: Which type of music do you rather listen to: pop/rock, classical, jazz,
soul/blues, folk or others?
Pop/rock mainly I should say, sometimes a bit of jazz here and there.
Good. Where do you mainly listen to music: at home, at work, in the car, in bars/pubs/clubs or other places?
Can’t avoid listening to music in pubs, can I? But otherwise I’d say in the car to and from work.
Right, that would be radio music I gather?
Well I’d say radio and CD alike.
Ahem, so how many CDs do you buy per month: less than two, two to five, five to ten or more than ten?
Um, hard to say… about one or two a month. Not really that much.
Could you rank the following times of the day according to the amount of time you spend listening to music:
early morning, morning, lunch-time, afternoon, early evening, late evening.
Let me have a look … early morning comes first, I usually switch the radio on with my mug of coffee and
then on my way to work – is that still early morning or morning?
Early morning I should say.
Well, then after early morning comes afternoon on my way back home. Then early evening, late evening and
no music in the morning or at lunch-time.
Fine. Now tell me, where did you buy music CDs or DVDs last month and how many did you buy?
I usually go to HMV’s in Oxford Street. I think that’s where I bought some CDs last month.
How many?
Ah, yes, three if I remember correctly.
Do you use department stores such as WHSmith or Woolworths for buying music?
No, usually if I need a CD I go to a specialized store. I wouldn’t buy a CD at Woolworths’ unless I saw a
special offer that interested me.
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© Copyright 2006: Bildungsverlag EINS GmbH
Marketing and advertising one’s products
Interviewer:
Interviewee:
Interviewer:
Interviewee:
Interviewer:
Interviewee:
Could you imagine any other places where you would buy music?
What? Such as gas stations?
For example.
No, not really. As I said, if I buy music I want a specialized store.
What is it that you prefer about these stores?
Well, first of all the choice and secondly the service. I don’t think they could make a serious recommendation in a gas station if I went there and asked for a present for my great aunt.
Interviewer: (laughs) Yes, that’s probably true. So here comes the last question: would you care to tell me your age and
hometown, please?
Interviewee: No problem, I’m 29 and from Ealing.
Interviewer: Well thank you very much for sparing your time.
Interviewee: Pleasure. Bye.
Interviewer: Bye. Have a nice day.
Task 1
Questions about the interview:
● The interview is about music listening and buying habits.
● The question “do you listen to music at all?” serves as ice-breaker between interviewer and interviewee. It is a question that
almost everybody would answer in the positive and thereby arouses people’s interest.
● The personal questions about age and hometown are asked at the end of the interview. This is recommendable because by
then, the interviewee has trusted the interviewer and answered all the questions concerning the topic.
● Ice-breaker
Questions concerning listening habits
Questions concerning buying habits
Personal questions
● Most of the questions asked are closed questions giving a choice of answers. The only open question is the question “What
do you prefer about these stores?” and the last question about age and hometown. There are also two yes/no-questions.
Topic 3: Advertising one’s products
(page 77)
A) Advertising Techniques
Task 1
Advertising technique
Description
Find an example!
wit and humour
Customers are attracted to products that
divert the audience by giving them a reason
to laugh or to be entertained by clever use
e.g. a chocolate bar manufacturer shows
their chocolate bar to have a funny effect
on its consumer when being broken into
of visuals or language.
two pieces
avant garde
before and after
The suggestion using this product puts
e.g. a toy manufacturer encourages kids to
the user ahead of the times.
be the first on their block to have a new toy
Some products are shown as having an
immediate effect on their users. The situation
before using the product is contrasted with
e.g. health products and weight reduction
products
the situation after its use.
hidden fears/guilt
music association
The suggestion this product will protect
the user from some danger. Some ads also
evoke the feeling that you might not be
e.g. a laundry detergent manufacturer
sugests that you will be embarrassed when
strangers see “ring around the collar” of
doing the best for your loved ones.
your shirts or blouses
Some ads use music to create certain
moods and thereby evoke emotions and
feelings which the user is supposed to
e.g. the Bacardi-song evokes the feeling of
carribbean light-heartedness and liberty
associate with the product.
facts and figures (also called science)
Statistics and objective factual information
are used to prove the superiority of the
product.
e.g. a car manufacturer quotes the amount
of time it takes their car to get from 0 to
100 mph.
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Unit 4
transfer/association of ideas
Words and ideas with positive connotations
are used to suggest that the positive qualities should be associated with the product
and the user.
e.g. a textile manufacturer wanting people
to wear their product to stay cool during the
summer shows people wearing fashions
made from their cloth at a sunny seaside
setting where there is a cool breeze
patriotism
The suggestion purchasing this product
shows your love of your country.
e.g. a company brags about its product
being made in Germany and employing
German workers
snob appeal
testimonial (endorsement)
The suggestion the use of the product
makes the customer part of an elite group
e.g. a coffee manufacturer shows people
dressed in formal gowns and tuxedos drin-
with a luxurious and glamorous lifestyle.
king their brand at an art gallery
A famous personality is used to endorse
the product.
e.g. a famous hockey player recommends
a particular brand of skates
B) The Language of advertising
Task 2
Í
Í
“Discover the taste
of adventure”
– that’s the
“Listening at its finest
int. But it
point”, “It’s a small po
ence”
makes a world of differ
Í “Come on,
cigarettes (Camel)
Í
let’s fly”
punkt)
car audio system (Blau
“Easier and more
comfortable”
airline (Easyjet)
Í
)
condoms (Durex
Í
ur way”
“Have it yo
“Reach out and touch
someone”
Í
“It’s everywhere
you want to be”
King)
ain (Burger
fast food ch
telephone company (AT&T)
credit card (Visa)
Í
Í
nt to go
o you wa
d
re
e
h
W
“
today?”
y
compan
software
ft)
(Microso
Í
“Just do it!”
sports clothing (Nike)
Í
“Drivers
wanted”
car (Volk
swagen)
Í
“Put a tiger in
your tank”
gasoline (Esso)
break,
“Have a
itkat”
have a K
at)
bar (Kitk
chocolate
The language of advertising:
● short and incomplete sentences
● use of keywords which indicate quality, uniqueness, etc. of a product
● use of comparatives and superlatives (better, best)
● use of imperatives (buy!)
● use of puns, alliterations and tongue twisters
● use of the definite article (the number one biscuit)
● use of evaluating adjectives (romantic, mysterious, superb)
● universality: words to indicate the general utility of a product (all, every, always)
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© Copyright 2006: Bildungsverlag EINS GmbH
Í
“The citi
never sleeps”
bank (Citibank)
Í
“Think different”
computers (Apple Ma
cintosh)
Marketing and advertising one’s products
C) The AIDA formula/D) Analysis is of advertisements
Für C) The AIDA formula kann folgendes Raster kopiert und verteilt werden. Die Schüler tragen darin ihre individuellen Analysen ein.
Ad 1
Ad 2
Ad 3
Ad 4
Product
Advertising technique
Language
Target group
Layout features
and/or sound
Effect on
viewer/reader
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Unit 4
Topic 4: The ethics of advertising
(page 81)
Task 1
1. What is a commercial break? Do we have them in Germany?
A commercial break is the interruption of a TV programme in order to show a number of advertisements. Commercial is
the American term for advertisement. Commercial breaks also exist in German TV, in private stations more than in public
stations.
2. How many minutes per hour of advertising does German TV broadcast?
Students can research this answer as a homework. German law allows 20 minutes per hour of advertising on private TV
stations 24h a day and 12 minutes per hour during the time between 6pm and 8pm on public TV channels.
3. Is there a legal regulation concerning advertising on TV in Germany? Is there one in Great Britain or the US?
In Germany, TV advertising is regulated in the Rundfunkstaatsvertrag, while in GB, according to the Communications Bill,
the BBC is not permitted to carry advertising or sponsorship on its public services. This keeps them independent of
commercial interests and ensures they can be run instead to serve the general public interest. In the US the FCC (Federal
Communications Commission) is responsible for the regulation of advertising on TV.
4. What does Bill Bryson criticize about advertising? Which of the arguments do you think is the most convincing one?
Individual students’ answers.
5. Can you find any arguments in favour of advertising? Make a list.
Pro’s could be:
● source of revenue for TV, radio, press, etc.
● source of employment: advertising increases sales, which leads to higher production and possibly more jobs both in the
advertising and other industries.
● information about the variety of products available.
● Competition is encouraged through advertising, which should again result in lower prices.
Topic 5: Public Relations: How to get publicity for your products
(page 84)
Task 1
What should you observe when writing a press release:
1. Make sure the information is newsworthy.
2. Tell the audience that the information is intended for them and why they should continue to read it.
3. Make sure the first 10 words of your release are effective, as they are the most important.
4. Deal with the facts and avoid fancy language.
5. Provide as much contact information as possible: Individual to contact, address, phone, fax, email, Web site address.
Task 2
Schülerindividuelle Pressemitteilung
Project: ‘Creating a marketing campaign’: Schülerindividuelle Lösungen wie im Beispiel.
Additional material
In order to play this game, divide the class in two teams which compete against each other. Team A and Team B alternate in
explaining the marketing term in italics (see cards). One student of each group steps in front of the class in order to explain the
word to his/her other group members. The student of the opponent group has to make sure that the other student does not
use any of the ‘taboo’ words when explaining the marketing term.
The playing team gets a point when:
● the word has been explained and guessed correctly without using the ‘taboo’ words (if a taboo word has been used, then
the opponent team gets the point).
The opponent team gets a point when:
● the student explaining the word uses a ‘taboo’ word,
● the team does not guess the word being explained after one minute.
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© Copyright 2006: Bildungsverlag EINS GmbH
Marketing and advertising one’s products
advertisement
wholesale(r)
supplier
freebie
TV
newspaper
promotion
buy
product
distribute
deliver
product
company
present
give-away
promotion
market research
mailshot
brand
“the four Ps”
name
product
advertising
place
price
product
promotion
survey
interview
ask
direct
advertising
letter
to launch
marketing
PR (public
relations)
commercial break
introduce
market
product
four Ps
advertising
promotion
market share
spam
press release
packaging
company
part
big
e-mail
advertising
get
article
journalist
PR
product
design
box
questionnaire
advertising brief
cash cow
co-branding
market research
ask
opinion
description
campaign
product
portfolio
profit
product
label
company
product
retail(er)
customer
distribution
click-through rate
shop
supermarket
sell
buy
product
client
supply
shop
buy
internet
advertisement
mouse
advertising
TV
film
press
advertising
article
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© Copyright 2006: Bildungsverlag EINS GmbH
Unit 4
Roll it
(page 89)
Alle Aufgaben und Arbeitsanweisungen in dieser Fallstudie fordern die Kreativität der Schüler - daher ist an dieser Stelle keine
Musterlösung vorgesehen.
Publish it
(page 95)
Checklist: How to market a novel
Using information by Jeffrey Marks
● Learn from expert advice and purchase how-to guides on book marketing and promotion
● Talk to authors around town
● Meet bookstore managers
● Ask writers about their experiences in marketing their works
● Learn about professional organizations, conferences and attend a few and make some contacts there
● Interact with readers
Ad it
(page 97)
Task 1
Hier sollen die Schüler in kreativer Weise tätig werden – individuelle Gestaltung des Pitches.
Plan it
(page 99)
Task 2
Schülerindividuelle Lösungen
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© Copyright 2006: Bildungsverlag EINS GmbH