What is....? 1Possibility of filling unsatisfied needs in sectors in which a company can profitably produce goods or services 2A promise by a manufacturer or seller to repair or replace defective goods during a certain period of time 3Product attributes: quality, price, reliability 4A small specialized, but profitable market segment 5The possibility of paying for a product over an extended period of time 6The standard pattern of sales of a product over the period that it is marketed 7The set of beliefs that the public at large holds of an organization 8Dividing a market into distinct groups of buyers who have different requirements or buying habits market opportunity warranty / guarantee product features niche credit facilities product life cycle image market segmentation

HW, MK p 65 – check! Combine the sentences into a four-paragraph text, adding phrases such as: ” During the introduction stage... And combining sentences with connectors: “During the maturity stage sales peak, but the product features may have to be changed because...” MK, p 66 - Discussion - Form small teams - Discuss the question assigned to you - Get ready to present your discussion results to the rest of the group

What do they have in common? wall paintings, billboards, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts and their handles (grabertising), web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, the backs of event tickets, supermarket receipts

Could be used as commercial advertising media wall paintings, billboards, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts and their handles (grabertising), web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in- flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, stickers on apples in supermarkets, the opening section of streaming audio and video, posters, the backs of event tickets, supermarket receipts MK, 69

Guerrila advertising →

PRODUCT PRICE PLACE PROMOTION PROMOTION MIX ADVERTISING PUBLIC PERSONAL SALES RELATIONS SELLING PROMOTION MARKETING MIX

Advertising and viral marketing (MK, p. 69) Paragraph 1 – Heading: Explain: 2 things advertising does (inform, persuade...) Underline: 3 things a client company gives the advertising agency 1. b _ _ _ _ t 2. b _ _ _ f 3. advertising s _ _ _ _ _ _ y (message) 2 things the agency does 1. creates a_s 2. develops a m_ _ _ a plan

Advertising and viral marketing (MK, p. 69) Paragraph 1 – Heading: How companies advertise Explain: 2 things advertising does (inform, persuade...) Underline: 3 things a client company gives the advertising agency 1. b u d g e t 2. b r i e f 3. advertising s t r a t e g y (message) 2 things the agency does 1. creates a d s or a d v e r t s 2. develops a m e d i a plan

Paragraph 2 – heading: Underline Three strategies of advertising spending: 1.spending a f _ _ _ _ p _ _ _ _ _ _ _ _ _ of c _ _ _ _ _ _ sales r _ _ _ _ _ _ 2.spending as much as the c _ _ _ _ _ _ _ _ _ _ 3.increasing c _ _ _ _ _ _ spending to increase s _ _ _ _ Explain: comparative parity method True or false: Creative and expensive advertising campaigns lead to increased sales.

Paragraph 2 – heading: Advertising spending and sales Underline Three strategies of advertising spending: 1.spending a fixed percentage of current sales revenue 2.spending as much as the competitors 3.increasing current spending to increase sales Explain: comparative parity method True or false: Creative and expensive advertising campaigns lead to increased sales. F

PARAGRAPH THREE – Heading? Explain: Why is advertising considered essential for launching new consumer products? (advertising + s_ _ _ _ p _ _ _ _ _ _ _ _ _ generate the i _ _ _ _ _ _ t _ _ _ _) Provide synonyms for generate: List examples of sales promotions: 1. Free s _ _ _ _ _ _ 2. Price r _ _ _ _ _ _ _ _ _ 3. C _ _ _ _ _ _ _ _ _ _ _ List the 3 drawbacks of traditional advertising:

PG 3 – Potential drawbacks of advertising Explain: Why is advertising considered essential for launching new consumer products? (advertising + sales promotions generate the initial trial) Explain generate: List examples of sales promotions: 1. Free samples 2. Price reductions 3. Competitions List the 3 drawbacks of traditional advertising: expensive, may fail to reach target consumers, may not be welcome

FINISH. Advertising… informs… persuades… helps launch… generates the initial trial… should lead to increased… should reach…

Pg 4 – heading? The best form of advertising: a) word-to-mouth advertising b) word-of-mouth advertising c) mouth-to-mouth advertising Explain x ! Answer: What is viral marketing? What is a P2P network? Explain: Viral marketing... creates a buzz... Name several strategies of viral marketing. Compare: viral marketing with word-of-mouth advertising

Pg 4 – heading: Word-of-mouth advertising and viral marketing The best form of advertising: a) word-to-mouth advertising b) word-of-mouth advertising c) mouth-to-mouth advertising Explain b ! Answer: What is viral marketing? What is a P2P network? Explain: Viral marketing... creates a buzz... Name several strategies of viral marketing. Compare: viral marketing with word-of-mouth advertising

GUIDED WRITING relationship between marketing, promotion and advertising two functions of advertising three things clients give to advertising agencies two things an advertising agency delivers to clients two methods of advertising spending correlation between advertising spending and increased sales advertising and launch of new products sales promotions three drawbacks of traditional advertising