Download the structure of english

Facoltà di Economia
CdL Economia e gestione dei servizi turistici
Lingua Inglese
Image
a.a. 2008/2009
IMAGE
English words or expressions connected with ………….
IMAGE
Aim at
products
to enter a target market
designer goods luxury market mass market
to promote promotion promoter promotional
affect
to build up and guard brand image
segment of customers imitations
Trade mark
fashion show
label logo
haute couture design
perfumes cosmetics accessories
clothing
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

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advertising n [U] telling people publicly about a product or service in order to
persuade them to buy it: [pubblicità] The cost of TV advertising is very high.
Collocation advertising campaign - advertise v [T] [pubblicizzare]
advertisement n [C] abbreviation advert, ad a piece of film, a picture or writing
used in advertising: [pubblicità] I saw the advertisement in the newspaper
yesterday.
brand n [C] a name that a company gives to a product so that people can
recognise it easily: [marchio] We built the Veuve Cliquot brand slowly over seven
years. Collocations brand name, brand image - branding n [U] [branding (creazione
e diffusione dell'identità di un marchio)]
image n [C] the general opinion that most people have of a person, organisation
or product: [immagine] Good advertising helps to promote a company's image.
logo n [C] a design or way of writing the name that a company or organisation
uses as an official sign on its products and advertising: [logo] Nike uses a tick as its
logo.
loss leader n [C] a product that is sold at a loss to encourage people to buy other
more profitable products: [loss leader, articolo civetta]
Supermarkets sometimes sell bread as a loss leader to bring customers into the
store.
 luxury n [C] something that is expensive and not really necessary, but pleasing
and enjoyable: [lusso] The store sells luxury goods such as perfume.
 promote v [T] to try hard to improve sales of a product by advertising it,
reducing its price, etc.: [promuovere] They are promoting her new film heavily.
- promotion n [C] [promozione] a special activity intended to sell a product or
service
 publicity n [U] the attention that a person or company gets from newspapers,
television, etc.: [pubblicità] The show received good publicity in the media.
 target market n [C] a group of people that a product is aimed at; advertising
of the product is designed to make the product appeal to this group: [mercato
target] You can't sell a product if you don't know the target market.
 value n [C, U] the amount of money something is worth [valore] - value for
money of good quality, considering the price: [ottimo rapporto qualità/prezzo]
These jeans are good value for money at only $15.

Image is important to companies as it
can affect how consumers see the
company and the goods they are
buying

What is your definition of brand?
The name of a product
The image of a company in the market
The name used to recognize a company in the market
The identifying symbol/sign of a company
Definition of “brand”
“Simply put, a brand is a promise. By identifying and
authenticating a product or service, it delivers a promise of
satisfaction and quality."
Walter Landor, guru of the advertising industry
Brand management issues.
A strong brand is the most valuable asset (property,
plus) of successful companies.
Brands are assets because, when properly managed,
they provide a secure flow of income (revenue, profits)
for the business.
Branded Goods
A high quality branded product is perceived by consumers as
being clearly better than competing products.
Therefore, it generates consumer preference and loyalty
Producer/Product Identification
Where markets are larger, complicated and
national
or
global,
the
identity
or
image
recognised by customers transfers from person
to product. No longer accompanied by the
producer, the product has to speak for itself.
BRAND IDENTITY BRAND IMAGE
B. Image: The perception of your product or your brand by
the consumer.
B. Identity: How you want the consumer to perceive your
product or your brand.
Companies try to bridge the gap between the brand image and
the brand identity. HOW??
Attracting the initial attention and recognition of customers, to
differentiate the product from rivals, and to make favourable
associations:
“this car/aftershave/shirt will make you attractive to women”.
Any symbol, such as a word, number,
picture, design, scent or sound used by
manufacturers or merchants to identify
their own goods and distinguish them
from goods made or sold by others. It is
a legal concept.
.
.
A Trade Mark which is registered gives the right to use the
® symbol and a much greater degree of certainty.
A registered Trade Mark gives the owner monopoly rights
to stop others using the Mark (or a similar Mark) in relation
to goods/services which are identical or similar to the
owner's goods/services.
What is the difference between trademarks and brands?
A trademark is a legal concept.
Brand is the difference between a bottle of soda and a bottle of
coke, the personal memories and cultural associations that orbit
around a product.
A brand is a promise. A brand is a collection of perceptions in
the mind of consumers.
THE LEGAL TERM FOR BRAND IS TRADEMARK
Image
(Reading Comprehension) p.35
Fashion’s favourite
1.
2.
3.
4.
5.
top-end
Haute couture
Off-the-peg
Fashion house
Designer label
a)
b)
c)
d)
e)
1d, 2e, 3a, 4c, 5b
Clothes made in a factory, not
specially for one person
The company’s name on the clothes
they have designed
A company that designs, makes and
sells fashionable clothes
The most expensive products in a
range
Making and selling very expensive
clothes, especially for women
Image
(Reading Comprehension) p.35
Fashion’s favourite
General:
- What is this article about?
- What is the point of top-end fashion?
- What is the meaning of the expression “the high cost of
fashion shows is worth every penny to the industry”?
 PARA I: What is the meaning of ‘commercial point’?
A loss leader is
A. a featured article of merchandise sold
at a loss in order to draw customers; B. a drawing card;
C. both of them
Off-the peg means A. mass-produced clothing; B. ready-towear; both of them
What is the opposite of ‘hand-made’?

PARA II: What is the difference between
publicity, advertising and advertisement?
What is the meaning of ‘glossy’?
‘The practice of giving expert advice within a
particular field’ is …
 PARA III: ‘talented’ means A. possessing a
natural ability or skill; B. possessing money and
good relationships
What is the meaning of ‘economic weight’?
Can you give a synonym and an antonym of
‘output’?
 PARA IV: can you give a synonym and an
antonym of ‘domestic market’?

Vocabulary p. 36
Vocabulary 2 – exercises n. 2 and 3
Word-formation
Adjectives in -al, -able: promotional,
practical, fashionable, reliable
Adverbs in –ly: promotionally, practically,
fashionably, reliably
Word building
Complete the table with the missing words
Noun
Adjective
_______________
luxurious
Fashion
________________
_______________
industrial
Creation
________________
Commerce
________________
Economy
________________
Fame
________________
_______________
talented
Brand (compounds)
IMAGE AWARENESS STRETCHING
LOYALTY LEADER MANAGER
a) A person responsible for planning and managing a branded product
b) The ideas which consumers have about a brand
c) The tendency of customers to continue buying a particular product
d) Using a successful brand to launch a product in a new category
e) The knowledge which consumers have of a brand
f) The brand with the largest market share
LUXURY BRAND
a)
CLASSIC BRAND
A brand associated with expensive, high quality products
b) A famous brand with a long history
MARKETING AND BRANDS
What are your favourite brands of the following products?
SOFT DRINKS
CLOTHES
CARS
SHAMPOO
Why do you prefer these to other similar brands?
Now choose one of the products you use and consider the marketing mix
for that brand:
PRODUCT: What are the product features?
PRICE: In comparison with similar products
PROMOTION: When and how is it advertised?
PLACE: Where can you buy that product?
The Marketing Mix
The Four Ps
Selling the right product at the right price,
through the right channels, with the right
support and communication, at the right place
(promotion & place)
Selling: Hard to reach p.75
Keynotes
Many manufacturers sell their products through retailers,
but they may also sell direct to the consumer by
telephone or on the Internet, or they may employ sales
representatives. A lot of companies sell products and
services business to business, or B2B. Product information
is created in the form of flyers or catalogues and some
companies send this information to large numbers of
potential customers through the post. This method of
selling is called direct mail. Marketers are always
looking for ways to promote their products to new kinds of
customers.
Marketing methods
Traditional – ‘above the line’ advertising
(e.g. TV, radio, press) and ‘below the
line’ (e.g. direct mail)
 Unconventional – guerrilla marketing: to
use imagination to capture attention,
while using minimum resources

Listening comprehension p.76
Promoting the product
Methods of selling

Advertising media
-

Personal selling
-
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Sales promotions
-

Public relations
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Direct marketing
-
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Sponsorship
-
TV, radio, the press (newspapers and
magazines), cinema, the Internet
employing sales representatives
special offers, discounts,
competitions, free gifts
creating news (information about the
company in the press or on TV)
direct mail, TV and Internet
shopping, telephone selling
where a company pays to have its
name linked to an event or a person
Selling
(Reading Comprehension) p.77
Marketing to students
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

General:
What is this article about?
What is the ‘spending power’?
PARA I: What is a high-earning graduate?
What is the meaning of ‘hard to reach’?
Can you give a synonym for ‘target’?
PARA II: What is the meaning of ‘market’?
What is a strategy?
What adjective in the text means ‘moral, pertaining to
values and principles’?
Pay off means A. get revenge; B. to pay a debt in full;
C. to lay off
Selling
(Reading Comprehension) p.77
Marketing to students
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PARA III: ‘The Guardian newspaper runs careers fairs’
means …
PARA IV: Can you give a synonym and an antonym of
successful?
What is a sample?
What word in the text means ‘incentive, encouragement’?
‘rep’ stands for …
PARA V: ‘Field staff’ is A. people working on the topic; B.
people working in a field’; C. employees who work in the
targeted market’.
Word building p. 78
Noun
Person
Verb
___________________ ___________________ sponsor
consumption
___________________ ___________________
marketing
___________________ ___________________
___________________ ___________________ organise
analysis
___________________ ___________________
___________________ agent
Suffixes: -ship, -er, -ation, -ist
No verb
Advertising
Advertising
GOOD ADVERTISING IS GOOD FOR
BUSINESS
Consumers consider advertising as a source of information
and entertainment.
Advertisers must provide creative and effective ads.
Consumers believe that advertising is an integral part of
everyday culture: not only entertaining and informative, but
REAL!!!
The English language and
Advertising
Visual content and design in advertising have a
very great impact on the consumer, but it is
language, and the combination of language and
images that help people to identify a product and
remember it.
The English language and Advertising
The use of English in advertising all over the world
generally makes a positive impact on the consumer.
ENGLISH IS AN ATTENTION GETTER
English is still the most frequently used linguistic
means in advertising.
French attempt at fighting this primacy and
hegemony (1994, Toubon law)
It is more easily understood and remembered by
the world's audience, and its flexibility helps
enormously those operating in advertising.
The English language and Advertising
Always Coca Cola
Canon you Can
With Vodafone you can
Don’t touch my Breil
Nokia Connecting People
I’m lovin’ it
Golden Lady “I’m lost without you!”
“PAMPERS BABY DRY”
“Speedy Pollo: cercati uno sballo, cuccati di pollo…”
The New Fragrance for men
OSARE FORTIS getting you there
The English language and Advertising
CARRERA sunglasses
Ermenegildo Zegna Eyewear
Emporio Armani Underwear
Samsonite Footwear
ZurichBecause change happenz
Bicolor
Be Cooler:
HONDA The Power of Dreams
T-Shoes
24h comfort
MICROSOFT: Your potential. Our passion
The English language and advertising
Use of compounds adjectives:
top-quality,
economy-size,
chocolate-flavoured,
feather-light
longer-lasting.
The English language and advertising
Use of high degree adjectives (hyperboles) :
Shining
luxury
elegant
smooth
Extra-shining
Super luxury
Incredibly elegant
Fantastically smooth
Adjectives are important in advertising for they are used
to add prestige and desirability and approval for the
consumer/client.
The English language and advertising
Comparisons
to relate the product to a rival or competitor.
In reality, no real comparison is made in
advertising.
An advertisement for a detergent may say
"It gets clothes whiter“………….
but whiter than what?
The English language and advertising
Use of the imperative:
“Relax the Natural Way”
“Win two Nights!”
“Get Ready for Summer!”
“Cruise here!”
“Find out why........”;
The English language and advertising
Use of repetition: advertisements tend
to repeat words or ideas.
Something repeated frequently is easily
remembered.
Most often it is the brand name of the
product, or some word associated with it.
The English language and
advertising
Slogans: Most advertisements use a
catchphrase or slogan which
becomes associated with the
product:
'Nike. Just do it',
'Always Coca-Cola'
‘Froget About Stress’
‘Beat the WorldCup Blues’
Advertising
Word Partnerships
ADVERTISING; MARKETING; PUBLIC;
RETAIL; PRICE; PROMOTIONAL
CAMPAIGN; TECHNIQUES; PROMOTIONS;
OUTLETS; RELATIONS; MIX
Advertising campaign
Marketing mix
Public relations
Retail outlets
Price promotions
Promotional techniques
43
ADVERTISING
MEDIA
METHODS
VERBS
Radio
Jingles
Persuade
Press
Directories
Run
Television
Commercials
Launch
Word-of-Mouth
Sponsorship
Publicise
Public Transport
Billboards/hoardings
Sponsor
Cinema
Free samples
Place
Mailshots
Street Furniture
Endorsement
Posters
Promote
(Bus Shelter, Public Toilets)
Leaflets
Read the definitions and write in the missing
consonants to make the word.
1 _ a _ _ e _ i _ _ _ i _: Product, price, promotion and
place are this.
2 _ _ a _ _: The name of a product or group of products.
3 a _ _ i _ a _ _io _ _: The hopes and wishes of
consumers.
4 _ o _ _ u _ e _ _: The people who buy or use the
products.
5 _ o _ o: The symbol of a company found on its products.
6 _ a _ _ e _ e _ _: The people who market the products.
7 a _ _ e _ _ i _ e: To promote the product.
8 _ o _ _ e _ i _ o _ _: Other companies selling the same
products.
9 _I_ _ _: What sales reps or adverts do when they sell a
product.
45
Read the definitions and write in the missing
consonants to make the word.
1 MARKETING MIX: Product, price, promotion and place
are this.
2 BRAND: The name of a product or group of products.
3 ASPIRATIONS : The hopes and wishes of consumers.
4 CONSUMERS: The people who buy or use the products.
5 LOGO: The symbol of a company found on its products.
6 MARKETERS: The people who market the products.
7 ADVERTISE: To promote the product.
8 COMPETITORS: Other companies selling the same
products.
9 PITCH: What sales reps or adverts do when they sell a
product.
46
LANGUAGE
1 Underline the correct modal verb in brackets.
1 The government says companies (have to / should) follow
certain rules when advertising.
2 You (mustn’t / don’t have to) say your product does
something that it doesn’t.
3 I don’t think you (should / need to) ignore the students
market because they are your future customers.
4 You (don’t have to / mustn’t) work late because George
said he can if you don’t want to.
5 They cancelled the meeting so we (shouldn’t / don’t need
to) go.
6 They (don’t need to / shouldn’t) invest in that company
because it isn’t doing well at the moment.
1 have to / 2 mustn’t / 3 should / 4 don’t have to / 5 don’t
need to / 6 shouldn’t
VOCABULARY
2 Write in the missing letters in the words below. They
are all words about money.
7 If you buy today, we’ll give you a ten per cent _i_ _ou_ _.
8 My bank gave me a personal _oa_ today.
9 I think it’s important we help Africa with its _e_ _ to
other countries.
10He wants an extra ten thousand a year and he already has
a _a_a_ _ of over a hundred thousand a year!
11How much do you ea_ _ a month?
12The type of customer we want has enormous _ _e_ _i_ _
power.
13My house is _o_ _ _ about two hundred thousand
pounds.
7 discount / 8 loan / 9 debt / 10 salary / 11 earn / 12
spending / 13 worth
3 Combine words from A and B to complete the
description below.
A public / personal / direct / advertising
B media / marketing / selling / relations
‘There are various methods of selling starting with the most
expensive like TV commercials, radio adverts and other (14)
____________ ______________. A cheaper way to sell is
through (15) ______________ ____________ such as
direct mail when you send out leaflets to people’s houses.
Face-to-face contact with the customer is obviously
important. For example, (16) ______________
______________ with sales representatives can be very
effective and it’s easy to measure. It’s more difficult to see
if (17) ____________ ____________ is effective. This is
because it’s about creating good contacts rather than
selling directly.’
14 advertising media / 15 direct marketing / 16 personal selling / 17 public
relations
4 Write in the ends of the words in these sentences.
18Consump______ of coffee has increased every year since
1950.
19Clever market_________ made designer coffee very
popular.
20Market analys________ are warning that the economy
doesn’t look good.
21Did we get the results from the market research
agen______ ?
22Cigarette companies often spons_____ sports events.
CAREER SKILLS
5 Write in these phrases to complete the discussion.
That’s a good / I like / How about / Brilliant / I’m not sure / we
could / why not / What about inviting
A: We need to decide how to increase sales this month. Any
ideas?
B: (23)____________________ offering some discounts?
C: (24)____________________ idea but our prices are already
cheaper than our competitors.
B: So (25)____________________send some advertising to
customers? We could tell them about our prices.
B: (26)____________________ that. I think we also need to
use Internet and email more.
C: What do you mean?
B: Well, perhaps (27)____________________ email some of
our old customers and update the website?
C: That’s true. Our website is the same as it was six months
ago.
A: OK. I’ll deal with that.
C: (28)______________________someone from the local
newspaper to visit the factory and show them our new
range?
A: (29)_________________! But I think we should
invite all the newspapers.
C: (30)______________________ about that. Do you
think they would come?
B: We could try…
18 Consumption / 19 marketing / 20 analysts / 21
agency / 22 sponsor
Career Skills
23 How about / 24 That’s a good / 25 why not / 26 I
like / 27 we could / 28 What about inviting / 29
Brilliant /30 I’m not sure