Promotional tools and
Advertising
Advertising lecture
MK, Unit 13
Marketing mix
Product
Price
Promotion
Place
Match up
A. Satisfied customers
1.
2.
3.
4.
Publicity
Word-of-mouth
advertising
Advertisement
Commercial
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
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Promotional tools and examples
Public
Relations
•Publicity
•Sponsorship
Sales
Promotion
•Free samples
•Price
reductions
•Competitions
•2 for the
price of 1
Personal
selling
•Sales
reps
Advertising
•Blogs
•Newspaper
ads
•TV
commercials
•Podcasts
•Word-ofmouth
•Posters
Factors that determine the type of promotional
tools used
The size of the company’s budget and the
cost of each promotional tool
Market size and concentration
1.
2.
a)
b)
Customer information needs
3.
a)
b)
4.
Small market – personal selling
Large market – advertising
When selling equipment for nuclear power
stations – ?
When selling beans – ?
The stage in the product life cycle.
Find word partnerships in the text
(MK, p. 69)
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Media
Sales
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Marketing
Advertising
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~ plan
~ revenue, increase ~, ~
promotion
Viral ~
~ agencies, ~ campaign, ~
strategy, ~ industry, word-ofmouth ~, ~ spending
Answer these questions
1.
2.
3.
4.
5.
What are the 3 things a company gives to an
advertising agency?
What are the 2 things they get in return?
What 3 different methods of determining
advertising spending are mentioned?
List some disadvantages of traditional
advertising.
How can the Internet be used in advertising?
Make 3 groups out of the following
expressions
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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
BRIEF
MESSAGE
BUDGET
statement of the
objectives of the
campaign
advertising
strategy
the amount of
money a company
wants to spend on
advertising
the reason a
what to tell
company
customers about
advertises (what it the product
wants to achieve
by advertising)
Types of briefs. Choose the correct verb
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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.
B.
C.
D.
E.
F.
G.
H.
I.
boost
offset
generate
persuade
create
build
inform
launch
maintain
Types of briefs:
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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:
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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:
“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 firstweek 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.”
1.
Fill in the missing words
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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
http://www.youtube.com/watch?v=b7c27ikbR20
1.
2.
3.
4.
5.
6.
Why was it necessary to change the advertising
of Marlboro?
What was the originial target market of Marlboro?
Who did they decide to concentrate on
afterwards?
Why did the new icon fit the new target market?
What was the result of the changed advertising?
Retell the story of the Ford Edsel. Why didn’t
advertising help with sales?
Fill in the gaps
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“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
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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
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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.