Aiko UNIT 2 User Manual

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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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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

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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

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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.

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LISTENING

Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, promotion, price or place.

Product Promotion Price Place Speaker 1 Speaker 2 Speaker 3 Speaker 4

READING

Read the article and answer the questions.

Most people and many managers don’t understand the role of marketing in modern business.

Marketing is two things. First, it is a strategy and a set of techniques to sell an organization’s products and services. This involves choosing target customers and designing a persuasive marketing mix to get them to buy. The mix may include a range of brands, tempting prices, convenient sales outlets and a battery of advertising and promotions. This concept of marketing as selling and persuasion is by far the most popular idea among both managers and the public.

The second, is by far more important concept of marketing, focuses on improving the reality of what is an offer. It is based on understanding customers’ needs and developing new solutions, which are better than those currently available. Doing this is not a marketing department problem, but one, which involves the whole organization. For example, for Rover to beat Mercedes for the customer’s choice involves engineering new models, developing lean manufacturing processes, restructuring its dealer network.

Creating company-wide focus on the customer requires the continual acquisition of new skills and technology. Marketing is rarely effective as a business function. As the chief executive of Hewlett-Packard put it: “Marketing is too important to leave to the marketing department.” Such companies understand that everybody’s task is marketing. This concept of marketing offering real customer value is what business is all about.

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Answer these questions:

People who have home to

1. Which of the four Ps are mentioned here?

………………………………………………………………………………………………...

...................................................................................................................................................

2. Does the author think that the four Ps are a complete definition of marketing?

………………………………………………………………………………………………...

...................................................................................................................................................

3. Does the author think that marketing is for marketers?

………………………………………………………………………………………………...

Direct Marketing :

Hi, I’m Susan and I work in a direct marketing company in Montreal. We organize mailings for many different products and services. This is direct mail but people often call it junk mail. We target our mailing list very carefully: for example, we don’t send mailshots for garden tools to people who live in apartments!

We also do telemarketing, selling by telephone, including cold calls to people who have had no contact with us before. People are often rude to the workers in our call centers when they do this.

Many marketing specialists say that direct marketing is very successful for selling magazine subscriptions, insurance and financial services.

EXERCISE:

Read the bubbles and decide which expression in bold you would write instead of the underlined “it”.

I really hate coming through my letter box. It never stops.

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all that stuff

I have to do spoken to them before, but I’ve got no choice.

it.

I’ve never

It’s

a terrible place to work. We have to make 30 calls an hour, with few breaks.

The two main activities that make it up are mailings and

telemarketing.

300,000 well-targeted letters to cat-lovers?

We can organize it, no problem.

ten answerphone messages, all selling

things, tend to hate

it.

WRITING

A. Look at the following consumer survey on wines. Answer the questions. QUESTION ANSWER

1 Which group do you belong to? __Self-employed __employed __student 2 How old are you? __Under 30 __ 30-50 years __ over 50 3 Which wines do you prefer? __ white wine __ red wine __ rosé wine 4 How often do you drink wine? __ hardly ever __ sometimes __ often 5 How much do you usually spend on a

bottle of wine?

6 How many bottles of wine have you

selected during the last year?

7 Which taste do you prefer? __ white wine __ red wine

__ up to $ 3,000 __ 3.000-7,000 __ more than 7,000 __ fewer than 36 bottles __ more than 36 bottles

__ dry __ medium dry __ sweet

B. Work with your partner. Ask and answer each other the questions. C. Create a new consumer survey for a different product. Write 5-8 questions.

II.- PROMOTING A PRODUCT a.- Product Advertising: Product Advertising is an important part of the marketing mix. Its objective is to

increase sales by making a product or service known to a wider audience, and by emphasizing its positive qualities. A company can advertise in a variety of ways, depending on how much it wishes to spend and the size and type of audience it wishes to target. The different media for advertising include television, radio, newspapers, magazines, the Internet and direct mail. The design and organization of advertising campaign is usually the job of an advertising agency.

Corporate advertising is not directly concerned with increasing sales of a particular product or service, but more with the brand image, or picture, a company wants to present to the public. Public relations (PR) experts specialize in organizing activities and events, which generate positive publicity for companies. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign.

b.- Advertising Medium:

There are different advertising mediums. Some of them are: * Classified advertisements * Neo signs * Display advertisements * Special display * TV commercial * Open air hoardings (Br E)

* Open air Billboards (Am E)

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Product endorsement is when famous people recommend a product. Sponsorship is where companies sponsor (pay for the costs of) events like

concerts or sports events.

c.- The Sales Force:

A company’s salespeople (its salesmen and saleswomen) visit customers and persuade them to buy its products. Each member of its salesforce may be responsible for a particular region: his or her sales area or sales territory. The head of the sales force is the sales manager.

d.- Promotional Activities: Promotion (uncountable) are all the activities supporting the sale of a product,

including advertising. A promotion (countable) describes:

 A special offer :such as a discount or reduced price.  A free gift :given with the product.  A free sample :a small amount of the product to try or taste.  Competitions :with prices.

Supermarkets and airlines give loyalty cards to customers: the more you spend, the more points you get, and you can exchange these points for free goods or flights.

Cross-promotion is where you buy one product, and you are recommended to buy another product that may go with it.

SPEAKING

1. In groups answer these questions about product promotion. a) Do you know any products with strong brand images?

b) What advertisements and promotional activities does the University use? c) What advertising campaigns are famous in Chile?

2. Let’s practice some common expressions to talk about promoting products.

 QUALITIES FOR SUCCESS

Pair work: what qualities are important for the following? Add adjectives to each list. Then rank them from 1 to 7.

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A successful magazine A successful salesperson A successful department

…….. variety of products

store

……. Cheap ……. Clever …….. convenient prices ……. Entertaining ……. Dynamic ……. Informative ……. Friendly …….. ……. Useful ……. Persuasive …….. ……. Well written ……. Good-looking ……… ……. ……. …….. ……. ……. ……..

DESCRIBING FEATURES AND GIVING REASONS

Describing Features: A nice thing about NEW YORK CLUB is the great music. Giving Reasons: I like NEW YORK CLUB because it’s absolutely great.

It’s so popular because of the great music. The reason people go there is just a matter of style.

Pair work: complete these statements describing a feature or giving a reason.

1. The reason people eat so much fast food is

……………………..…………………………………

2. One thing people like about Levi’s jeans is

……………………….………………………………

3. Coca-Cola is popular worldwide

…………………………………….......…………………………………….

4. The thing people like about megastores is

.……............………………………………….

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LANGUAGE REVIEW

USING ADJECTIVES AND QUANTIFIERS TO PROMOTE PRODUCTS

1. COMPARISON WITH ADJECTIVES:

 We add –er to one-syllable adjectives to form the comparative.

high – higher low – lower nice – nicer

 We add –est to one-syllable adjectives to form the superlative.

high – highest low – lowest nice – nicest Example:

Demand for our product is high in India, higher in China but the highest demand is in Japan.

 We add –ier and –iest to adjectives ending in -y. wealthy weathier the wealthiest easy easier the easiest

 There are “irregular” comparatives and superlatives. good better the best bad worse the worst

 We add more/less and the most/the least to adjectives of two or more

syllables.

Important: more/less important - the most/the least important

2. QUANTIFIERS:

The use of quantifiers before an adjective can make it more precise. Some common quantifiers are: slightly – a little – moderately - somewhat - considerably – much – significantly – far.

Example: Most customers wanted a much faster and easier service than anything already available.

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PRACTICE:

Rewrite the following sentences using a quantifier and a comparative form of the adjective in brackets.

Example:

We have a very large market share in comparison to our competitors. (big) Our market share is much bigger than our competitors.

a) This year’s sales figures increased by only 1% on the last year’s figures.

(high) This year’s figures are

………....…………………………………………………………………………

b) In few years a few advertising laws concerning children have been relaxed.

(easy) Advertising to children has become…………………………………………..

c) Our products only cost a bit more than our competitors’ products.

(expensive) Our products are

…......……………………………………………………………………………..

d) In comparison to the US, advertising laws in Europe are very complex.

(complicated) Advertising laws in Europe are ………………………………………………

e) We can see small improvement in our market share this year. (good) This year’s market share …………………………………………………………………………………..

f) It is interesting to learn other languages, but English is the international

language of business. (useful)

English is ……………………………………………………………………….

LISTENING

Six people answer the question: What is the best thing you have ever bought? Listen and match what each speaker says to each of the following things.

a) a bed b) a car c) play

kitchen

d) a house e) a book f) a pair of

wellies

Sharon Marina Mark Nada Fiona Clare

Texto adaptado para el Programa de Inglés de la Universidad Central de Chile

DESIGNING A TELEVISION COMMERCIAL

A TV commercial generally consists of a short film sequence of between 30 and 60 seconds with an accompanying soundtrack with includes a mixture of live recordings (what people actually say in the commercial), a voice-over (the voice of someone who does not appear on screen) and music and sound effects. Various techniques are used in commercials to convince the viewer of the product or service that is being advertised. One of the most common of these is “dramatization” where a short story is developed around the product or service. The original ideas behind a commercial of this type are developed from a scenario, a written document that summarizes the action, the atmosphere, the characters and the scene where the sequences of the commercial will be filmed. An artist then produces a storyboard, or series of pictures, to show how the commercial will look.

Activity:

Watch some TV commercials and make notes about: a) the character(s) ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… b) the setting ……………………………………………………………………………………………… ……………………………………………………………………………………………… ………………………………………………………………………………………………

c) the action ……………………………………………………………………………………………… ……………………………………………………………………………………………… ………………………………………………………………………………………………

d) the soundtrack ……………………………………………………………………………………………… ……………………………………………………………………………………………… ………………………………………………………………………………………………

e) the final slogan ……………………………………………………………………………………………… ……………………………………………………………………………………………… ………………………………………………………………………………………………

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Task

You are members of an advertising team. Get in groups of 2-4 and prepare and advertising campaign for one of these products or for another you like. Use the key questions below to help you.

Sports car Lipstick MP3 player Music

magazine

Key questions (Advertising team)

o What is the name of your product? o What special features does the product have? o Who is your target audience? o What media will you use? Several, or just one or two? o What is your slogan? o What famous people will endorse your product? o What is the budget for the campaign? o What song/kind of music will you use?

Useful language

Introducing the product

• This is our new product.

• I’m going to tell you about our new

product.

• It has several special features

Describing the product

• Let me tell you about its special features.

• It’s made of leather/steel/wood/plastic.

• It weighs just 2.3 kilos.

• It comes in a wide range of colours.

Stating the product’s uses

• It’s ideal for travelling.

• It’s designed to be used with any type of

material.

Introducing yourself

• On behalf of myself and my advertising team, I’d like to welcome you. My name’s John Smith.

• Hi.I’m Dominique Hidgon.Good to see you all.

Introducing the topic

• This morning, I’d like to outline the campaign concept we’ve developed for you.

• I’m going to tell you about the ideas we’ve come up with for the ad campaign.

Inviting questions

• Does anyone have a question?

• Would anyone like to ask a question?

Perfume

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