1. ADVERTISING Informs consumers about the existence
and benefits of products / services
(to buy)

2. Purchases – influenced by advertising???

3. Product / service  more attractive/different
to advertise = inform in order to encourage people to buy
or use the product
advertiser = a company or a person that advertises
advertisement (advert, ad) = a particular piece of advertising
Product / service  more
attractive/different

4. Advertising depends on the:
money - size of your advertising budget
size of your market - locally, nationwide,
worldwide
type of the target market

5. Firms advertise for four reasons:
make aware of new products
remind about existing products
persuade to switch from rival products
improve the image of the business
The ultimate aim: to sell more products

6. Advertising can be:
informative – describe the product in an impressive-sounding way (make you free to make up your own mind about the product)
persuasive – try to convince that you cannot survive without the product, play on fears and vulnerabilities, create desires

7. How companies advertise
in the company
by own advertising departments
hiring advertising agencies
more resources
more knowledge

8. Hiring an advertising agency
The client company gives:
1. Budget - an amount of money
2. Brief – objectives of the advertising campaign
3. Advertising strategy – message / media

9. The advertising agency
1. Creates advertisements
2. Develops a media plan
3. Does research of the target market

10. Spending on advertising
a) a fixed percentage of current sales revenue
b) the comparative-parity method
Match the competitors’ spending
Excessive advertising is counter-productive

11. ADVERTISING MEDIA
1. Print media – newspapers, magazines, brochures, leaflets, journals
2. Broadcast media – TV, radio, cinema
3. Endorsement – famous people speak on behalf of a product
4. Outdoor advertising – posters, billboards
5. Displays of logos – at stadiums, on clothes, bags, stationery etc.

12. 6. Websites - e-commerce, video games
7. Transportation - public transport vehicles, stations, stops
8. Point of sale - window displays, product demonstration,
stands
9. Skywriting
10. Sponsorships - racing cars, championships,
sports events
11. Viral marketing – information about products is spread
by people telling other people or sending
on s (buzz marketing)

13. Word-of-mouth advertising
Viral marketing
(spreading commercial messages, like a virus, via peer-to-peer networks
on the internet – hotmail, blogs, online forums, YouTube)

14. Social networking creates a “buzz”
idea – spreading quickly, at very little cost

16. Match up the verb-noun collocations:
1. to satisfy a) a new product
2. to develop b) attention
3. to inform c) needs
4. to build up d) a message
5. to draw e) blogs/online forums
6. to have f) consumers
7. to communicate g) sales
8. to create h) the target market
9. to increase i) advertisements
10. to launch j) an impact
11. to reach k) relationships
12. to set up l) a media plan

17. Put the following sequences of actions in the correct order:
1. Product: design, develop, distribute, launch, manufacture, sell, test
__________________________________________________________
2. Advertising: carry out campaign, develop advertisements, establish
media plan, receive advertising brief
3. Distribution channel: end-user, manufacturer, retailer, wholesaler
4. Product life cycle: decline, maturity, introduction, withdrawal, growth
_________________________________________________________
5. Consumer behaviour: awareness, loyalty, preference, trial purchase
6. Consumer response: action, attention, desire, interest
___________________________________________________________

18.
1. Why are social media so popular today?
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________http://
2. Make a short summary focusing on the part you like most.
_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________