1. CANKAYA UNIVERSITY OFFICE OF BASIC AND ELECTIVE COURSES -ENGLISH UNIT-
ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
CANKAYA UNIVERSITY OFFICE OF BASIC AND ELECTIVE COURSES -ENGLISH UNIT-
UNIT 2
ENG 106
WEEK 5&6&7

2. NEW WAYS TO SPREAD THE MESSAGE
UNIT 2 MARKETING
NEW WAYS TO SPREAD THE MESSAGE
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3. CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT

4. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Advertise (v): to tell the public about a product or a service to persuade them to buy it
Word Formation : 1. Advertising (n) 2. Ad (Advertisement) (n) 3. Advertiser (n) Ex: They do not advertise cigarette or alcohol on TV anymore Ex: Advertising helps companies to sell their products. Ex: Some companies only advertise on the internet.
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5. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Goal(n): Something that you want to do or get; the reason for doing something
Synonyms : target/aim Ex: Your goal as parents is to help your children in every aspect. Ex: The goal of the team is to win the match.
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6. Media (n,pl.): The ways that people get information
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Media (n,pl.): The ways that people get information
Word Formation :1. Medium (n, sing.) Collocations : Mass Media Ex: The scandal was reported in media. Ex: Companies use mass media to advertise their products. Ex: TV is one of the most used media.
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7. Notice(v): to see or hear something
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Notice(v): to see or hear something
Synonyms : to become aware of Ex: Interesting, creative advertisements are noticed by more people. Ex: They did not notice any change in his behaviors.
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8. Produce(v): to create, make something
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Produce(v): to create, make something
Word Formation : Product (n) Ex: If the companies do not advertise their products, people will not buy it. Ex: New products of the company will be displayed on TV and in newspapers.
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9. Previewing the Academic Content
Companies want to sell their products, but to sell as many as possible, they have to tell many people about the products.
Advertising helps people to do this.
However, advertising can also have its problems.
For example, when people see so many advertisements, they stop noticing them.
Advertisers have some very interesting ways to overcome this problem.
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11. Work in groups. Think of an ad you have seen or heard and describe it to your group using the questions in the chart. Take notes in the chart about the other student’s answers.
Your Ad
Student 2’s Ad
Student 3’s Ad
What was the type of media?
What product did it advertise ?
Describe the ad
What did you learn about the product ?
What is your opinion about the product ?
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12. 2. Work in small groups and choose one of the ads from the chart
2. Work in small groups and choose one of the ads from the chart. Circle the best answers and add some of your own. More than one answer is possible.
1. What audience was the ad for ?
2. How do you know the ad was for this audience ?
3. What was the goal of the ad ?
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13. Previewing the Academic Skills Focus
Organizational Structure
Organizational structure is the patterns of the ideas across the text or lecture.
Many lectures, essay, and academic textbook sections in English follow the same basic structure :
The introduction
Gives the main idea of the text
It opens the topic with important general information (the general statement)
It also gives the main idea(s) of the text (the scope).
The scope and general statement can be one or more sentences in length
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14. Gives more specific information about the main idea.
The Body
Gives more specific information about the main idea.
Gives explanations, examples, reasons, effects,etc.
The conclusion
Returns to the main idea presented in the introduction and closes the topic.
The introduction and conclusion is usually short. The body is the longer, main part of the text.
Recognizing the organizational structure can help you to follow the main ideas throughout a lecture or reading.
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15. 1. Read the introduction to a chapter in a marketing textbook on page 24. Underline the general statement once and the scope twice. 2. Work with a partner and discuss the questions. 1. What main idea will come up later in the unit ? 2. Which main ideas might the conclusion mention ?
1. First sentence is the general statement
2. Remaining sentences are scope
timing of ad campaigns; other ways to get messages to companies
Ideas similar to the main ideas
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16. LISTENING
KEY WORDS
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17. Brand(n): the name of any company or product
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Word Formation : Brand name (n) Definition : The name of a well known brand Ex: What brand of car do you use ? Ex: Mango is one of the most known brand names among the woman.
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18. Influence(v): To change the way people think
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Influence(v): To change the way people think
Word Formation : Influence (n) Synonyms : effect Collocations : Influence on Ex:Advertisement always have an influence on people. Ex: She could not influence the buyers and could not make them buy the product.
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19. Strategy (n): a careful plan or method to complete something
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Strategy (n): a careful plan or method to complete something
Synonyms : technique / method Collocations : Strategy for doing something Strategy to do something Ex: Companies have advertising strategy for different products. Ex: What is your strategy to win the match ?
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20. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Viral Marketing (n): a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, especially by using unconventional means such as the Internet or .
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21. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Stealth Marketing: advertising a product in such a way that people are not aware that you are trying to persuade them to buy it. Product Placement is an example of stealth marketing. Ex: The TV series Yalan Dünya uses product placement extensively.
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22. Word of mouth (adj): orally communicated
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Word of mouth (adj): orally communicated
Collocations : word of mouth marketing Ex: Some companies use only word of mouth marketing.
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23. Before You Listen
1. Think about something you bought , either an electronic item or an item of clothing. (Page 25) 1. What was it ? 2. What brand was it ? 3. Was it a brand name item? 4. How did you find out about the product ? 5. Which of the items in question 4 influenced your decision to buy ? Which was the biggest influence ? 2. Compare your answers to questions 4&5 with a partner and find out the most popular way to find out about a product ?
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24. Global Listening Recognizing Relationships among Parts of a Lecture
We have learnt that main ideas are mentioned in the scope (introduction), the body and in the conclusion
How can we recognize which idea is main idea ?
Speakers usually use special words and expressions called signals to tell listeners what the main ideas are.
For example , a lecturer might say in the scope:
First, we’ll look at marketing brand name products. Then we ‘ll move on to other kinds of products.
The signals
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25. Signals include words and expressions called logical connectives.
Similar signals are used in the body of the lecture to introduce main idea.
Also, these signals introduce the conclusion: To conclude…. and In summary….
Signals include words and expressions called logical connectives.
These tell you the relationships between ideas. For example
However shows that next idea is different from the one before
Because shows that the next idea is reason
These will help you to understand lectures easily.
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26. 1. What is the general statement about ? b. Problem for advertisers
Listen to the introduction of the lecture. Answer the questions. (Page 26)
1. What is the general statement about ?
b. Problem for advertisers
2. What ideas are presented in the scope? Match the expressions with the main ideas in the scope
Today, we’ll look at—new marketing strategies
First,—viral marketing
then—stealth marketing
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27. 2. Listen to the body of the lecture. Then complete the questions
2. Listen to the body of the lecture. Then complete the questions. (Page 26) 1. a 2. viral marketing 3. b 4. stealth marketing 3. Listen to the conclusion of the lecture and answer the questions. 1. b 2. viral and stealth marketing
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28. 4. Check the choice that best summarizes the organizational structure of the lecture. (page 27) 3. Introduce ideas to be explained Explanation of idea 1 Explanation of idea 2 Conclusion
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29. Focused Listening Organizational Structure and Note-taking
Note-taking is important at the university level because it can help you remember what the professors said in the lectures.
Understanding how lectures are organized can help you with note-taking.
One way to take notes is to use a chart.
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30. Introduction General Statement Scope Conclusion Main Idea 1
Supporting details about main idea 1
Main Idea 2
Supporting details about main idea 2
Conclusion
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31. Review the organizational structure on page 24
Review the organizational structure on page 24. Then listen to the lecture and complete the outline on pages 27&28 . Compare your notes with a partners.
INTRODUCTION
Ideas in the general statement:
=> too many ads nowadays
=> people don’t notice them
=> companies not getting message across
=> normal ads (TV, magazine, Internet): very expensive
=> need new strategies: cheaper; people will notice
Main ideas in the scope: New marketing strategies—stealth and viral
Marketing
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32. Main Idea 1 : viral marketing
Definition:
• advertising message spreads person to person
• company has interesting message
• people tell friends because it’s interesting
• similar to a cold virus
Advertising medium: people
Examples: Google, Gmail, invitations
Advantages:
• word of mouth: people believe friends more than
ads
• cheap
Main Idea 2 : stealth marketing
Definition:
• a type of viral marketing
• difference is: it doesn’t look like advertising
Examples:
• movie company gave T-shirts + posters to
teenagers
• teenagers agreed to talk with friends about the
company’s movies
Advantages: same as viral
Dangers: people can feel tricked / bad opinion of the
company
Conclusion:
• many companies excited about viral / stealth marketing
• especially companies selling to young people
• interesting to see what happens in future
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33. 2. Work with a partner and complete the sentences on page 28.
1. people want to tell friends;
people;
people believe friends more than advertising;
there is no high cost of traditional advertising
2 . Special
3. who they are working for
4. stealth marketing
3. Work in small groups and discuss the questions.
1. What is an example of a viral and stealth marketing campaign?
2. Do you think viral marketing is honest or dishonest? How about stealth marketing?
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34. READING KEY WORDS
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35. Budget (n): a plan for money: how much to pay, and what to buy etc.
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Budget (n): a plan for money: how much to pay, and what to buy etc.
Word Formation : Budget (v) Definition : to plan and control the money you will pay Collocations : have a budget Ex: They have a budget of approximately € per person a month. Ex: You should budget more carefully this week.
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36. Objective(n): something that you are working hard to complete
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Objective(n): something that you are working hard to complete
Synonyms : Goal/ aim Collocations : set an objective Ex: Before acting , you need to set your objectives. Ex: Managers set specific objectives for their workers
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37. Profit(n): the difference between money coming in and money going out
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Profit(n): the difference between money coming in and money going out
Collocations : make a profit Ex: Without advertising it is hard to make a profit. Ex: The shop’s daily profit is $ 500 a day.
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38. Spend (v): to pay money for something
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Spend (v): to pay money for something
Word Formation :1. Spender (n) 2. Spending (n) Ex: Companies spend a lot of money on advertising Ex: With this product, they try to attract more spenders Ex: You need to reduce your spendings if you do not want to have money problems.
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39. Succeed (v): to do what you try to do or want to do
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Succeed (v): to do what you try to do or want to do
Word Formation : Success (n) Synonyms : achieve Antonym : fail Collocations : succeed in doing something Ex: They succeeded in getting an AA from ENG 106. Ex: The experiment was a big success.
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40. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Target Audience(n): the people who you want to see your advertising campaign
Ex: Advertisements are created according to wants and needs of target audiences. Ex: Target audience of luxury sports cars are people who are rich and like speed.
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41. Variety(n): many different types of things or people
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Variety(n): many different types of things or people
Word Formation : Various (adj) Synonyms : kind/ type various: different Ex: They have created a variety of products: from detergents to cars. Ex: There are various people from different background in this class.
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42. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Persuade(v): to make someone agree to do something by talking them a lot.
Synonyms : Convince Collocations : persuade somebody to do something Ex: She finally persuaded her mother to buy the doll she saw on TV.
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43. ÇANKAYA UNIVERSITY OFFICE OF BASIC & ELECTIVE COURSES
Demand (n): the need or desire of people for certain goods and services.
Word Formation : Demand(v) Collocations : meet demand Ex: The company cannot produce enough to meet the demands of the customers. Ex: Buyers always demand the latest version of the goods.
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44. Convenient(adj): easy to use or suiting your plans well
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Convenient(adj): easy to use or suiting your plans well
Synonyms : suitable Antonym : inconvenient Ex: Online shopping is a convenient way of shopping. Ex: Do you have a convenient time to meet ?
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45. Reminder(n): something that makes you remember something
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Reminder(n): something that makes you remember something
Word Formation : Remind (v) Collocations : reminder of something remind somebody of something Ex: This song is a reminder of my happy childhood. Ex: She reminds me of my primary school teacher.
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46. Before You Read Match the keywords with the definitions .
budget—a plan for money: how much to pay, and what to buy; the highest amount you will pay for something
objective—something that you are working hard to complete
profit—the money a company makes; the difference between money coming in and money going out
successful—producing the result you wanted; working in the way you wanted
target audience—the people who you want to see your advertising campaign; your goal is to for these people to see your advertising
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47. 2. Complete the passage with the keywords
2. Complete the passage with the keywords. You will not use all the words.
1. profit
2. budget
3. spend
4. objective
5. successful
6. target audience
3. Read the overview of a chapter in a marketing textbook on page 29 . Answer the question.
Companies advertise to sell their products. What other kinds of organizations might advertise?
government, non-profit organizations, law firms, colleges, and universities
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48. Global Reading Recognizing Organization of Written Texts
Like lectures, written texts have an organizational structure.
The stages are basically the same
The introduction includes a general statement and and a scope, giving the main ideas.
Each body paragraph show the main ideas followed by the supporting ideas.
The conclusion returns to the main ideas.
Just reading one part of the introduction, you can quickly find main idea.
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49. b. choosing advertising objectives, setting the advertising budget,
Read paragraphs 1-3 of the passage on pages and answers the questions.
a. paragraph 3
b. choosing advertising objectives,
setting the advertising budget,
developing the advertising strategy,
evaluating the advertising programs
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50. 2. Read all the headings and answer the question on page 30. c
2. Read all the headings and answer the question on page 30. c. -choosing the advertising objectives (heading: “Setting Advertising Objectives”) -setting the advertising budget 3. Read paragraph 4 and answer the question on page 30. d. the four advertising objectives: to inform, to persuade, to compare, to remind 4. Read paragraphs 5-8 and answer the question on page 30. e. yes
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51. Recognizing Purposes of Texts
Knowing the purpose of a text helps you to understand it easily. Here are some common purposes:
To give information
To show an opinion
To advertise
There are also a number of organizational structures, such as process, opinion, and explanation.
Each type of organizational structure has a different purpose. For example
Process: to show the steps in a process
Opinion: to give reasons for an opinion
Explanation: to explain an idea
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52. 2. Read the whole text and answer the questions on page 31. 1
2.Read the whole text and answer the questions on page Which statement best describes the purpose of paragraph 1-3? b 2. Which statement best describes the purpose of paragraph 4-8, “Setting Advertising Objectives”? a
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53. Focused Reading 1. Read the text again. Then Answer the questions.
1. Which kinds of organizations are listed in the reading ?
businesses, not-for-profit organizations, professionals, government agencies
2. Complete the chart on page 33 by adding types of advertising next to their objectives.
Comparative
persuasive
reminder
informative
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54. Understanding Relationships within a Reading Text
The main reading in this unit is an explanation. Texts often explain by using these strategies:
Defining technical words
Giving examples
Giving a purpose or a reason
Comparing (showing similarities) and contrasting (showing differences)
Like in lectures, logical connectives show the relationship between ideas.
With logical connectives, we can understand which strategy is being used
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55. Example
Informative advertising works best for new products. However, if there are many similar products from other companies, persuasive advertising is better.
The logical connective “However” shows that two ideas are opposite. This is a contrast relationship.
The example uses a contrast relationship to explain something about two advertising types.
Texts with other purposes and structure use similar relationships.
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56. 2. Scan the text looking for logical connectives in the box and put them in the correct column on the chart on page 34. Purpose: to + verb Contrast: a different kind of…; but; however; rather than Reason : because
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57. 3. Look at the structure of each paragraph in the reading
3. Look at the structure of each paragraph in the reading. Which paragraph is being described in each list ? Write the paragraph number on the line.
definition
• examples
• more information
• contrast (with previous advertising
strategy)
• reason
• definition
• example
Paragraph 7
Paragraph 6
definition
• contrast
• reason
purpose
• an example
Paragraph 8
Paragraph 5
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58. Which strategy from the reading would you use ?
4. Work with a partner. Imagine you are going to advertise the products listed. Answers the questions and share your ideas with the class.
A car with a completely new kind of engine
A popular and fashionable brand of clothing (not a new one)
A new restaurant in an area popular for eating out
Which strategy from the reading would you use ?
Would you use viral or stealth marketing ?
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59. Answers will vary. Suggested answers:
• A car with a completely new kind of engine: Paragraph 5 says that
informative advertising is for new products. Persuasive, comparative, and reminder would be difficult because there would be few if any products to compare with.
• A popular and fashionable brand of clothing (not a new one): Paragraph 8 says that reminder advertising is useful for products later in life. Persuasive / comparative may work.
• A new restaurant in an area popular for eating out: Perhaps persuasive (or comparative) advertising. Persuasive is stated in paragraph 6 to be useful where there are many companies with the same kind of product.
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60. Before You Speak
You will hear a professor giving students some advice about their assignments.
The assignment is to plan a stealth or viral marketing campaign.
Listen and take notes in the middle column on page 35. Then listen again and write the logical connectives you hear in the right-hand column.
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61. What does the professor say about the message ?
Logical Connectives
Point 1 1. First Point 2 2. Second Point 2 Strategy 1 1. One 2. Another (idea)
Point 1 1. Must be interesting Point 2 2. Must be an easy way for people to get the message Point 2 Strategy 1 1. have a reason to talk to strangers(pretend to be a tourist, ask someone to take a picture) Point 2 Strategy 2 2. put stickers on lamp posts
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62. Focused Speaking Expressing Relationship between Ideas
Just like the professor you hear, you should use signals and logical connectives in your talks.
This will make the organizational structure, and the relationships between ideas, clear.
1.Work with a partner. Choose one of the ideas and brainstorm.
Three reasons to buy a product
Three things a business can make people want to buy a product
Three things a website can do to make people want to buy a product
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63. 2. Complete the outline about the topic you choose on page 36. 3
2. Complete the outline about the topic you choose on page Compare your outline with your partner. Tell your partner which signals and logical connectors you could use in your talk. 4. Find a new partner who choose a different topic. Take turns giving your short talks. Take notes as you listen.
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64. Integrated Speaking Task
You have read a text, listened to a professor speak about marketing.
Now use your knowledge of the content, vocabulary and academic skills presented throughout unit to plan a campaign using stealth and viral marketing.
You will give a short talk explaining your campaign to other students.
Follow the steps on pages 36 & 37.
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65. CANKAYA UNIVERSITY - OFFICE OF BASIC AND ELECTIVE COURSES- ENGLISH UNIT