Promotional tools and Advertising Advertising lecture MK, Unit 13

Marketing mix ProductPrice Promotion Place

Match up 1. Publicity 2. Word-of-mouth advertising 3. Advertisement 4. Commercial A. Satisfied customers recommending products to their friends. B. Any paid form of non-personal communication about an organisation, product,service, or idea from an identified sponsor. C. Ads on radio or TV. D. Any mention of a product that is not paid for in any media, aimed at assisting sales.

Sort these examples of promotional tools into 4 groups Free samples, blogs, newspaper ads, sales representative, TV commercials, price reductions, podcasts, word-of-mouth, publicity, competitions, posters, sponsorship, 2 for the price of 1

Promotional tools and examples Public Relations Sales Promotion Personal selling Advertising Publicity Sponsorship Free samples Price reductions Competitions 2 for the price of 1 Sales reps Blogs Newspaper ads TV commercials Podcasts Word-of- mouth Posters

Factors that determine the type of promotional tools used 1. The size of the company’s budget and the cost of each promotional tool 2. Market size and concentration a) Small market – personal selling b) Large market – advertising 3. Customer information needs a) When selling equipment for nuclear power stations – ? b) When selling beans – ? 4. The stage in the product life cycle.

Find word partnerships in the text (MK, p. 69) Media Sales Marketing Advertising ~ plan ~ revenue, increase ~, ~ promotion Viral ~ ~ agencies, ~ campaign, ~ strategy, ~ industry, word-of- mouth ~, ~ spending

Answer these questions 1. What are the 3 things a company gives to an advertising agency? 2. What are the 2 things they get in return? 3. What 3 different methods of determining advertising spending are mentioned? 4. List some disadvantages of traditional advertising. 5. How can the Internet be used in advertising?

Make 3 groups out of the following expressions Brief, the amount of money a company wants to spend on advertising, advertising strategy, the message, statement of the objectives of the campaign, the reason a company advertises, what to tell customers about the product, budget

BRIEFMESSAGEBUDGET statement of the objectives of the campaign advertising strategy the amount of money a company wants to spend on advertising the reason a company advertises (what it wants to achieve by advertising) what to tell customers about the product

Types of briefs. Choose the correct verb To ___ a new product. To ___ the initial trial of a new product. To ___ customers about a product To ___ customers to buy a product. To ___ sales To ___ brand awareness To ___ brand loyalty (or to ___ it at the existing level) To ___ the company or brand image To ___ competitor advertising A. boost B. offset C. generate D. persuade E. create F. build G. inform H. launch I. maintain

Types of briefs: To launch a new product. To generate the initial trial of a new product. To inform customers about a product To persuade customers to buy a product. To boost sales To create brand awareness To build brand loyalty To build the company or brand image To offset competitor advertising

Main types of messages: Unique Selling Proposition (USP): a customer benefit that no other product can claim (rare) Added value: something that makes your product better than the competition's

Explain: 1. “All publicity is good publicity.” (PT Barnum) 2. “Teen Party Canceled After Facebook Invite Got Too Viral” 3. “Internet buzz helps The Civil Wars find success Tweets by Taylor Swift, [...] helped drive first- week sales of their debut album to levels they didn't expect. "Instantly, with one click, five million people knew our names," White said of Swift's tweet.”

Fill in the missing words Ulla Popken, a clothing retailer specializes in selling clothes for larger women, this is an example of n____ marketing. Grey power, DINKS (Double Income No Kids) and YUPPIES (Young Upwardly-mobile Professionals) are all types of market s ____. Our company chose DINKS as the t ____ market for our newest product. We decided to change our p ____ strategy, we moved our product down-market from top-of-the range to value-for-money. Some companies don’t do market r ____ before launching a product, but these products have a high percentage of failure. The marketing m ____ the 4 Ps) has to be set when the product is first l ____ and then changed during the life of the product.

Watch and answer the questions Why was it necessary to change the advertising of Marlboro? 2. What was the originial target market of Marlboro? 3. Who did they decide to concentrate on afterwards? 4. Why did the new icon fit the new target market? 5. What was the result of the changed advertising? 6. Retell the story of the Ford Edsel. Why didn’t advertising help with sales?

Fill in the gaps “It is often profitable to stir controversy. An ad that upsets people and so generates headlines is an excellent source of __ ___. But if it angers ____ customers, it has gone too far. Benetton, a fashion ___, attracts young shoppers by annoying their parents.” Based on: “Ad Hominem” The Economist, p. 47 (Dec 31, 2011)

Fill in the gaps with these words: target, brand, free publicity It is often profitable to stir controversy. An ad that upsets people and so generates headlines is an excellent source of __ ___. But if it angers ____ customers, it has gone too far. Benetton, a fashion ___, attracts young shoppers by annoying their parents.

Fill in the gaps It is often profitable to stir controversy. An ad that upsets people and so generates headlines is an excellent source of free publicity. But if it angers target customers, it has gone too far. Benetton, a fashion brand, attracts young shoppers by annoying their parents.