Download what is advertising?

PROMOTIONAL TOOLS
AND ADVERTISING
UNIT 13
MARKETING - RECAPPING
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MARKETING CONCEPT – you make what you can sell rather
than sell what you make → does not mean that the product
sells by itself
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Even a good, attractively priced product that clearly satisfies a
need has to be made known to its potential customers (also
distributors, dealers and retailers) → introduction and growth
stages of the PRODUCT LIFE CYCLE → product or brand
awareness (existence, features, advantages, and so on)

MARKETING MIX ('Four Ps') → the task of PROMOTION→
limited budgets → marketers have to decide which tools to
use and in what promotion
WHAT ARE THE FOUR STANDARD
PROMOTIONAL TOOLS?
PROMOTIONAL TOOLS
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a___________________
p_____________ r_____________
s_____________ p_____________
p_____________ s_____________
WHAT ARE THE FOUR STANDARD
PROMOTIONAL TOOLS?
PROMOTIONAL TOOLS
 advertising
 public relations
 sales promotion
 personal selling
READING – THE FOUR MAJOR
PROMOTIONAL TOOLS – RB, pp. 72 & 73

TASK 1 - Read the text and insert the missing
words. Find out more about the four major
promotional tools.
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TASK 2 – Do exercise II, p 73.
PUBLIC RELATIONS (PR)
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PURPOSE: c_________, m_________, i_________ and
p_________ the image of a company or product
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p_________, d_________ to charity, l_________, s_________,
company p_________, community r_________
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the most important element → P_________→ huge impact on
public awareness → unlike advertising, any mention of a
company’s products that is not paid for

research has shown that people are more likely to believe
publicity than advertising
PUBLIC RELATIONS (PR)
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PURPOSE: create, maintain, improve and protect the image
of a company or product
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publicity, donations to charity, lobbying, sponsorship,
company publications, community relations
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the most important element → PUBLICITY→ huge impact on
public awareness → unlike advertising, any mention of a
company’s products that is not paid for

research has shown that people are more likely to believe
publicity than advertising
SALES PROMOTIONS AND
PERSONAL SELLING
SALES PROMOTIONS:
temporary tactics → stimulate
either earlier or stronger
s_________ of a product
 free s_________,
competitions, price
r_________,c_________
 L_________ LEADERS →
stores reduce prices of
specific items which attract
customers to the shop where
they will also buy other goods
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PERSONAL SELLING: the
most e_________
promotional tool
sales p_________, sales
r_________, trade
f_________ and shows
salespeople → spread
i_________ about
company’s products and
services and sell them
extremely important
source of information,
including i_________ for
new products
SALES PROMOTIONS AND
PERSONAL SELLING
SALES PROMOTIONS:
temporary tactics → stimulate
either earlier or stronger sales
of a product
 free samples, competitions,
price reductions,coupons
 LOSS LEADERS → stores
reduce prices of specific items
which attract customers to
the shop where they will also
buy other goods
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PERSONAL SELLING: the
most expensive
promotional tool
sales presentations, sales
representatives, trade fairs
and shows
salespeople → spread
information about
company’s products and
services and sell them
extremely important
source of information,
including ideas for new
products
WHICH PROMOTIONAL TOOLS ARE
ILLUSTRATED BY THESE PICTURES?
WHICH PROMOTIONAL TOOLS ARE
ILLUSTRATED BY THESE PICTURES?
VOCABULARY – RB, p 73

Exercise IV – Find the ODD ONE OUT.
WHAT IS ADVERTISING?
''ADVERTISING IS THE GREATEST ART FORM OF
THE TWENTIETH CENTURY.''
Marshall McLuhan (1911-1980),
Canadian author

How far do you agree with this statement?
HOW DO THESE CARTOONS
COMMENT ON ADVERTISING?
WHICH OF THE FOLLOWING
CLAIMS DO YOU AGREE WITH?
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Advertising is essential for business, especially for launching
new consumer products.
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A large reduction of advertising would decrease sales.
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Advertising often persuades people to buy things they don't
need or the things they can’t afford to buy.
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Advertising encourages us to compare products and choose
the best.
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Advertising raises prices of products.
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Advertising does not present a true picture of products.
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People remember advertisements not products.
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Advertising has a bad influence on children.
ADVERTISING AND SALES
PROMOTIONS QUESTIONNAIRE –
MK, p 71
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How responsive are you to different advertising media and
methods and sales promotions? Do the questionnaire and
find out.
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If your answers are predominantly ’irritating and
ineffective’, do you think advertising and promotions work?

Is it possible that the hundreds of billions of dollars spent
on advertising around the world are being wasted?
WHICH ADVERTISING MEDIA AND
METHODS ARE ILLUSTRATED BY THESE
PICTURES?
READING – HOW DO COMPANIES
ADVERTISE – MK, pp. 69 & 70
Read the text and answer the following questions.
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What are the aims of advertising?
Why do most companies use advertising agencies?
When a company hires an advertising agency, what are the
roles of both parties? What is a media plan?
How do companies decide how much to spend on
advertising?
What are the drawbacks of traditional advertising?
What are the advantages of viral marketing?
What is the best kind of advertising? Why?
Why does advertising become ineffective after a certain
point?
VOCABULARY – Find the terms in the text
which mean the following.
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free advertising, when satisfied customers recommend
products to their friends
companies that handle advertising for clients
a contract with a company to produce its advertising
selling and promoting goods and services by telephone
a short and easily memorized phrase used in advertising
and promotions
the amount of money a company plans to spend in
developing its advertising and buying media time or space
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the statement of objectives of an advertising campaign that a
client works out with an advertising agency
the advertising of a particular product or service during a
particular period of time
a defined set of customers whose needs a company plans to
satisfy
the choice of which media to use in an advertising campaign,
in order to reach the target audience
choosing to spend the same amount of advertising as one's
competitors
products given free to consumers (usually in small amounts),
to encourage them to try them
a marketing technique in which information about a
company's goods or services is passed electronically from one
Internet user to another
VOCABULARY – LET’S CHECK!
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word-of-mouth
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a brief
advertising
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an advertising campaign
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target customers
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a media plan
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comparative parity
method
advertising agencies
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an account
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telemarketing
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a slogan
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free samples
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an advertising budget
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viral marketing
WHICH PART OF THE TEXT IN MK, pp. 69
& 70 DOES THIS SLIDE RELATE TO?
IS IT MORE OBVIOUS NOW?