PROMOTIONAL TOOLS AND ADVERTISING UNIT 13

MARKETING - RECAPPING MARKETING CONCEPT – you make what you can sell rather than sell what you make → does not mean that the product sells by itself 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 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. TASK 2 – Do exercise II, p 73.

PUBLIC RELATIONS (PR) PURPOSE: c_________, m_________, i_________ and p_________ the image of a company or product p_________, d_________ to charity, l_________, s_________, company p_________, community r_________ 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) PURPOSE: create, maintain, improve and protect the image of a company or product publicity, donations to charity, lobbying, sponsorship, company publications, community relations 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 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 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?

VOCABULARY – RB, p 73 Exercise IV – Find the ODD ONE OUT. Exercise IV – Find the ODD ONE OUT.

WHAT IS ADVERTISING? ' 'ADVERTISING IS THE GREATEST ART FORM OF THE TWENTIETH CENTURY.'' Marshall McLuhan ( ), 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? Advertising is essential for business, especially for launching new consumer products. A large reduction of advertising would decrease sales. Advertising often persuades people to buy things they don't need or the things they can’t afford to buy. Advertising encourages us to compare products and choose the best. Advertising raises prices of products. Advertising does not present a true picture of products. People remember advertisements not products. Advertising has a bad influence on children.

ADVERTISING AND SALES PROMOTIONS QUESTIONNAIRE – MK, p 71 How responsive are you to different advertising media and methods and sales promotions? Do the questionnaire and find out. 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.   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. 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

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! word-of-mouth advertising advertising agencies an account telemarketing a slogan an advertising budget a brief an advertising campaign target customers a media plan comparative parity method free samples viral marketing

WHICH PART OF THE TEXT IN MK, pp. 69 & 70 DOES THIS SLIDE RELATE TO?

IS IT MORE OBVIOUS NOW?