Aiko UNIT 2 User Manual
UNIT 2 MARKETING AND ADVERTISING
VOCABULARY
Use a monolingual online dictionary to look up the meaning of these words.
1. advertisement:
2. billboard / hoarding:
3. to promote:
4. target audience:
5. AIDA:
6. eye-catching:
7. brand:
8. consumer:
9. word of mouth:
10.product features:
11. market research:
12. distribution:
13. label:
14.To endorse:
15. to launch:
16. product development:
17. sponsor:
18. point of sale:
19.unique selling proposition:
20.commercial:
STARTING UP
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Texto adaptado para el Programa de Inglés de la Universidad Central de Chile
1
Discuss these statements with your partner. Put a tick √ if you agree with the
statement or x if you don’t agree
1______ Marketing executives are good at selling us things we don’t really need.
2______ Advertising cigarettes and alcohol should be prohibited.
3______ Advertising is an art.
4______ Advertising is a clever way of lying about products.
5______ TV, radio or internet without advertisements would be very boring.
6______ I once bought something just because I really liked the advertisement.
7______ Things like Christmas and Halloween shouldn’t be marketed.
8______ The best type of advertisement is word of mouth.
VOCABULARY
Advertising, media and methods.
Newspapers and TV are two advertising media. Can you think of others?
Complete the table with the words in the box.
Directories
public transport
leaflets
place
target
radio
press
endorsement
billboards/hoardings
MEDIA METHODS VERBS
radio
promote
cinema
commercials
free samples
exhibition
point of sale
television
research
publicise
sponsor
ADVERTISING
jingles persuade
persuade
mail shots
launch
run
sponsor
word of mouth
poster
slogans
jingles
Texto adaptado para el Programa de Inglés de la Universidad Central de Chile
2
Word partnerships
Look at the following word partnerships (1-5).Match the words to the definitions (a-c).
1 Market research
segment
share
2 Consumer behaviour
profile
goods
3 Product launch
life cycle
range
4 Sales forecast
figures
target
5 advertising campaign
budget
agency
a) the percentages of sales a
company has
b) information about what
customers want and need
c) a group of customers of similar
age, income level and social
group
a) description of a typical
customer
b) where and how people buy
things
c) things people buy for their own
use
a) introduction of a product to the
market
b) length of time people continue
to buy a product
c) set of products made by a
company
a) how much a company wants to
sell in a period
b) how much a company thinks it
will sell in a period
c) numbers showing how much a
company has sold in a period
a) a business which advises
companies on advertising and
makes ads
b) an amount of money available
for advertising during a
particular period
c) a programme of advertising
activities over a period, with
particular aims
Writing
Work with your partner. Look at this chart with different well known brands. Fill in the spaces with a
typical consumer profile for each of the products.
Age
Sex
Job
Income level
Other products the
consumer probably
buys.
BMW Las últimas noticias
(Chilean newspaper)
IPod Coke Zero
Texto adaptado para el Programa de Inglés de la Universidad Central de Chile
3
READING
I. - MARKETING
a. - Definition:
Marketing is the term given to the process of planning, designing, pricing promoting
and distributing ideas, goods and services, in order to satisfy customer needs, so
as to make a profit.
Special characteristics of products and services are pointed out by companies to
make customer feel satisfied after buying them.
Organizations which have non-profit social goals, such us persuading people not to
smoke, or to give money to people in poor countries, also use the techniques of
marketing.
b.- Marketing Mix:
There are four factors, which involve all the different activities intended to make
and attract a profitable demand for a product. They are referred to as the “The four
Ps” or the “marketing mix.”
The four Ps are:
Product : deciding what to sell.
Price : deciding what prices to charge.
Place : deciding how it will be distributed and where people will buy it.
Promotion : deciding how the product will be supported with advertising.
A fifth P which is sometimes added is packaging: all the material used to protect
and present a product before it is sold.
To market a product is to make a plan based on this combination and put it into
action. A marketer or marketeer is someone who works in this area.
Texto adaptado para el Programa de Inglés de la Universidad Central de Chile
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