P-task: Your ad here! English skills “P-taak” M. v. Dijk, D. Notten Communication Skills Term 4

Situation In groups of 4/5 you work in communications for an export firm or multinational of your choice You choose (1) the product, (2) the marketing campaign and (3) the target country/audience

Requirements P-Task Write a proposal in which you are trying to sell a new product of your choice in a country of your choice (not the Netherlands) to the chief executive of the company you work at. In this proposal you argue & recommend (1) the product (2) the marketing campaign (3) the best country/audience for investing in a new market for your product Hand in first draft week 23 (week of 6 June – 10 June) Hand in second draft week 25 (week of 20 June – 24 June) Make a word file (hand in with 2nd draft of the proposal) Actively participate in class Do all set homework exercises

The proposal must consist of A description of your product. At least 2 arguments in favour of your choice of product + 1 counter argument (or threat) which you try to disprove A description of your campaign At least 2 arguments in favour of your choice of the marketing campaign (and the budget ) As an enclosure add an example of a marketing strategy (newspaper add, script for a TV/radio ad, text for the front page of a website, max. of 250 words) A brief description of your target country/audience including at least 2 arguments in favour of your choice with a clear argumentation of the link between the product and the country/audience Between 1500–2000 words (double-spaced) (incl. marketing strategy)

Over the next weeks we’ll do the following in class: Choose a product Discuss format/requirements of a proposal Work on English vocabulary, including persuasive language and linking words Choose advertising strategy and work on your campaign (inlcuding your target country/audience) Optional: Handing in proposal practise letter in class 3 Exercises on linking words

Right now: Make (new) groups of 4/5 people. Sit together in a group in such a way that you can still see the smartboard. Decide upon the company you’d like to represent. Write down the company of your choice plus the names of your group members on the piece of paper the teacher has distributed.

Blurring and stretching 1. Why would you pay more today than you paid yesterday for the same product? Read the article and find out. After reading, discuss the text as a groups so that everybody understands what it is about.

Blurring and stretching 2. In your group discuss the following questions: What is the advantage for manufacturers of ‘bypassing established price references’? Why not just create a new brand for a new product?

Blurring and stretching 3. Example of new product concept by mixing brand, product and packaging: Nike chocolate paste in a toothpaste tube. Now you brainstorm new product concepts by blurring and stretching products, brands and packaging. Use the product information on your hand-out. You have 10 minutes for this.

homework 1. Individually, do the same type of brainstorm for your own company. Come up with two new product concepts by blurring and stretching products. Write down the following information and bring it to class: (1) The new product, (2) The (new) brand name, (3) A slogan (4) The packaging and (optional) (5) a logo 2. On BB: Read the document on the word file + write down any questions you have about this. It is recommended that you immediately start collecting words. 3. On BB: Read the document on format/requirements proposal + write down any questions you have about this. 4. Optional: Read the document (on BB) about the proposal practise letter + write down any questions you have about this. Remember: it is due in class 3