v Think of a product you have bought recently and analyze your purchase in terms of behavioural segmentation.

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v Think of a product you have bought recently and analyze your purchase in terms of behavioural segmentation.

v Do the VALS questionnaire and get your own VALS profile at the SRI Consulting Business Intelligence site: www.sric-bi.com

Module 3 Advertising

Starting up

Discuss in pairs.

v Did you buy something on the basis of the advert?

v Do you think that advertising using children or animals are acceptable?

v Do you agree with the AIDA model for advertising?

Catch the audience’s Attention

Make them            Interested

Create                    Desire

State the                Actionthe audience should take

v Analyze any ads you have seen lately using four stages in promoting a product.

Reading 1: Advertising & Promotion

A. Study the topical vocabulary.

advertising  

рекламная деятельность, рекламный бизнес

advert/ad  

объявление; реклама; анонс

endorsement  

подтверждение; поддержка; одобрение

advertising agency

рекламное агентство

advertising campaign

рекламные кампании

direct marketing  

прямой, персонализированный маркетинг

mailing shot

разовая рассылка рекламных материалов в прямой почтовой рекламе

junk mail

"макулатурная" почта (реклама, приглашения)

promotion

продвижение, раскрутка, рекламная кампания

point-of-sale advertising

реклама в местах продаж, реклама на месте покупки

merchandising

розничная торговля;

марк. мерчендайзинг, выкладывание

B. Find the answers to the following questions in the passage given bellow. Put the passage in the correct order to form the text (use questions as the prompt)

1) Why is advertising so important?

2) What are the three generic objectives of advertisements?

3) What are the means of commercial advertising media?  

4) What promotional activities support the sale of a product?

5) What is merchandising?   

1 Some commercial advertising media include billboards or hoardings, printed flyers, radio, cinema and television ads or commercials, web banners, bus stop benches, magazines, newspapers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, and the backs of event tickets and supermarket receipts. The Internet is a new advertising medium. Any place the sponsor pays to deliver his message through a medium is advertising. Recommendation of a product by famous people is called a product endorsement. Advertising agencies often design and manage advertising. An advertising campaign consists of a series of advertisements, adverts, or ads which are run in various media. A person or business that advertises is an advertiser. Direct marketing, using techniques like mailings, (mail shots) is another way of telling people about products. These are often referred to derisively by recipients as junk/ mail.

2 Merchandising is a promotion of a product by developing strategies for packaging, displaying, and publicizing it, and more commonly, to commercial products that are developed as spin-offs from the success of a movie, TV program, sports team, or event such as toys and T-shirts.

3 Advertising is the paid communication by which information about the product or idea is transmitted to potential consumers.

In general, advertising is used to convey availability of a "product" (a physical product, a service, or an idea) and to provide information regarding the product. One of the main objectives of advertising is to stimulate demand for the product.

4 More specifically, there are three generic objectives of advertisements: communicate information about a particular product, service, or brand (announcing the existence of the produce, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye (institutional advertising).

5 The promotion includes all forms of marketing communication: including advertising, direct mail, customer service image, special events, sales, etc.

However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts or reduced price; a free sample, a small amount of the product to try or to taste; cut-price vouchers; loyalty cards in supermarkets and air lines, the more you spend, the more points you get; free gifts, given with the product; displays or events; the point-of-sale, the place in the retail outlet where the product is sold.

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