Download Advertising

2nd Progress Test
Monday, 2 Feb
Group 5_1: 15.00 – 15.45 – Lecture hall 6
Group 5_2: 15.45 – 16.30 – Lecture hall 6
TWO SEGMENTS:
10 business topics
4 types of business letters / e-mails
2nd Progress Test
Monday, 2 Feb
Group 3_1: 16.30 – 17.15 – Lecture hall 6
Group 3_2: 17.15 – 18.00 – Lecture hall 6
TWO SEGMENTS:
10 business topics
4 types of business letters / e-mails
2nd Progress Test
Business topics (RB, p 1):
• Privatization
• Entrepreneurship (+ Business Plan)
• Company structure
• Management
• Work and motivation
• Labour relations
• Recruitment
BUSINESS CORRESPONDENCE
• Marketing:
Application
– Products
Enquiry
– Marketing
Complaint
– Promotional tools
Apology
– Advertising
Types of exercises you can expect in PT2:
• Read the definition/explanation and provide the right term
• Match words to create strong word partherships and use the
expressions to write about a (given) topic
• Complete the text by filling in the missing words
• Fill in the missing prepositions
• Find the odd one out & explain your answer
• Explain a sentence/phrase in your own words (paraphrase)
• Compare X and Y
• Discuss advantages and disadvantages of X
• Translate (key terms) into or from Croatian
Business topics (40 pts)
• Write a business letter / e-mail
(20 pts)
Letter of complaint
• → RB, p 102
• Check out phrases on p 105-106
• P 108, exercises 11 & 12
• Exchange readers and compare
HW: TASK on p 102
Letter of apology
•
•
→ RB, p 103
Check out phrases on p 106:
-
APOLOGISING
GIVING REASONS
• p 108, exercises 10, 13 & 14
HW: Write a letter of apology, RB p 103 (TASK)
Study RB pp 93 – 108
Do all tasks on pp 107-108
For additional practice ...
...pick any number of the tasks on pp 107-108 &
develop them into complete letters / emails.
HW check
• MK, p 64: Vocabulary
• RB, p 71-72:
The Centrality of Marketing
- tasks I and II
MK, p 65
Reading: The product life cycle
Use sentences on p 65
to practice describing
how sales volumes /
prices / costs / promotion
activities change over a
product’s life cycle.
The marketing mix (4 P’s)
product (design, quality, features, style,
brand name, size, packaging, services and
guarantee)
pricing (basic list price, discounts, length of
the payment period, credit terms...)
place (distribution channels, locations of
points of sale, transport, inventory size...)
promotion (ad_ _ _ _ising, pub_ _ _ity,
sales pro_ _tion and per_ _nal selling)
MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
PROMOTION MIX
(Promotional tools)
ADVERTISING PUBLIC
ELATIONS
PERSONAL SALES
SELLING PROMOTION
Promotional Tools (RB, p 72-73 )
• ADVERTISING
– radio & TV commercials, posters/billboards,
newspaper/cinema ads, classified, sponsorships,
endorsements, sandwichboard men ... (p.70)
• PUBLIC RELATIONS
– publicity, public awareness in media
• SALES PROMOTIONS
– free samples, coupons, price reductions, competitions,
reduced price packs, etc.
• PERSONAL SELLING (sales reps)
→ RB, p 72: Read and complete
Promotional Tools (RB,72 )
Missing words (p.72-3)
1. target
9. advertising
2. awareness
10. channel
3. medium
4. tactics
5. trial
6. maturity
7. aimed
8. loyalty
Reading comprehension
• To inform potential customers, distributors,
dealers and retailers about the product’s
existence, features, advantages...
= to develop ________________
Reading comprehension
• To inform potential customers, distributors,
dealers and retailers about the product’s
existence, features, advantages...
= to develop brand / product awareness
How many types of market are implied in
the sentence above?
Two: 1) consumer market &
2) producer / business / industrial market
Reading comprehension (2)
• Since budgets are always limited,
marketers have to decide which tools to
use, and in what proportion.
And the tools are: _______________
_______________
_______________
_______________
Reading comprehension (2)
• Since budgets are always limited,
marketers have to decide which tools to
use, and in what proportion.
And the tools are: advertising
public relations
sales promotions
sales reps
• Please, explain the difference between
advertising and publicity!
Reading comprehension (3)
• Placing stories or information in news
media to attract attention to a product or
service is aimed at creating __________.
Reading comprehension (3)
• Placing stories or information in news
media to attract attention to a product or
service is aimed at creating publicity.
• Explain the expression news media.
• Free samples may generate the initial trial
of a new product. – Please explain!
• Stores also often reduce prices of specific
items as loss leaders. – Please explain!
Reading comprehension (4)
• What can be aimed at distributors,
dealers, retailers to encourage them to
stock new items/large quantities/off
season stocking? _______________
Reading comprehension (4)
• What can be aimed at distributors,
dealers, retailers to encourage them to
stock new items/large quantities/off
season stocking? Sales promotions
• Personal selling is the most expensive
promotional tool. Please explain why?
• Sales representatives are an extremely
important channel of information. Explain!
What do they have in common?
• wall paintings, billboards, printed flyers and rack cards,
radio, cinema and television adverts, web banners,
mobile telephone screens, shopping carts and their
handles (grabertising), web popups, skywriting, bus stop
benches, human billboards, magazines, newspapers,
sides of buses, banners attached to or sides of
airplanes ("logojets"), in-flight advertisements on
seatback tray tables or overhead storage bins, taxicab
doors, roof mounts and passenger screens, musical
stage shows, subway platforms and trains, elastic bands
on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio
and video, posters, the backs of event tickets,
supermarket receipts
• http://www.articlesbase.com/advertising-articles
Could be used as commercial
advertising media
• wall paintings, billboards, printed flyers and rack cards,
radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts and their handles
(grabertising), web popups, skywriting, bus stop benches,
human billboards, magazines, newspapers, sides of buses,
banners attached to or sides of airplanes ("logojets"), inflight advertisements on seatback tray tables or overhead
storage bins, taxicab doors, roof mounts and passenger
screens, musical stage shows, subway platforms and trains,
elastic bands on disposable diapers, stickers on apples in
supermarkets, the opening section of streaming audio and
video, posters, the backs of event tickets, supermarket
receipts
• http://www.articlesbase.com/advertising-articles→ MK, 69
MARKETING MIX
PRODUCT PRICE PLACE PROMOTION
PROMOTION MIX
ADVERTISING
PUBLIC
PERSONAL SALES
RELATIONS SELLING PROMOTION
HW: ADVERTISING
• MK, p 69
Advertising and viral marketing (MK, p. 69)
Paragraph 1 – Heading:
Explain:
• 2 things advertising does (inform, persuade...)
Underline:
3 things a client company gives the advertising
agency
1. b _ _ _ _ t
2. b _ _ _ f
3. advertising s _ _ _ _ _ _ y (message)
2 things the agency does
1. creates a_s
2. develops a m_ _ _ a plan
Paragraph 2 – heading:
Underline
• Three strategies of advertising spending:
1. spending a f _ _ _ _ p _ _ _ _ _ _ _ _ _ of
c _ _ _ _ _ _ sales r _ _ _ _ _ _
2. spending as much as the c _ _ _ _ _ _ _ _ _ _
3. increasing c _ _ _ _ _ _ spending to increase s _ _ _ _
Explain:
comparative parity method
True or false:
Creative and expensive advertising campaigns lead
to increased sales.
PARAGRAPH THREE – Heading?
Explain: Why is advertising considered essential
for launching new consumer products?
(advertising + s_ _ _ _ p _ _ _ _ _ _ _ _ _
generate the i _ _ _ _ _ _ t _ _ _ _)
Provide synonyms for generate:
List examples of sales promotions:
1. Free s _ _ _ _ _ _
2. Price r _ _ _ _ _ _ _ _ _
3. C _ _ _ _ _ _ _ _ _ _ _
List the 3 drawbacks of traditional advertising:
FINISH.
Advertising…
•
•
•
•
•
•
informs…
persuades…
helps launch…
generates the initial trial…
should lead to increased…
should reach…
Pg 4 – heading?
The best form of advertising:
a) word-to-mouth advertising
b) word-of-mouth advertising
c) mouth-to-mouth advertising
Explain x !
Answer: What is viral marketing?
What is a P2P network?
Explain: Viral marketing... creates a buzz...
Name several strategies of viral marketing.
Compare:
viral marketing with word-of-mouth advertising
HW:
• Letter of complaint (task on p 102)
• Letter of apology (task on p 103)
MK, p 69 – 71
• Read: Advertising (use prompts on slides above)
• Comprehension, p 70 (read and answer the
questions in writing)
• Vocabulary, p 70 – find the words in the text that
mean the following
• Discussion, p 71: classify advertising and sales
promotion techniques. Look at your answers. Do
you think advertising and promotions work?