Transcript Promotional tools and Advertising

Promotional tools
and Advertising
Advertising lecture
MK, Unit 13
Marketing mix
Product
Price
Place
Promotion
People
Process
Physical evidence
Sort these examples of
promotional tools into 4
groups
Free samples, newspaper ads,
sales representative, loss leaders, blogs
TV commercials, price reductions,
publicity, competitions, posters, sponsorship,
2 for the price of 1, coupons
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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
•coupons
•loss leaders
Personal
selling
•Sales
reps
Advertising
•Blogs
•Newspaper
ads
•TV
commercials
•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.
Task:
p. 64/Vocabulary
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1.
2.
3.
4.
5.
Match up the terms with the definitions.
Group the terms into 5 groups:
What marketers do
Product
Price
Place
Promotion
Solution
1.
2.
3.
4.
5.
What marketers do:
1. Market segmentation, product differentiation,
market opportunity
Product
1. Product features
Price
1. Market skimming, market penetration, price
elasticity
Place
1. Distribution channel, wholesaler
Promotion
1. Sales representative
The product life cycle (MK, p.
65)
Solution:
 Introduction: D, E, J, P
 Growth: A, G, K, N
 Maturity: B, F, L, M
 Decline: C, H, I, O
Find the expression in the reading
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The number of products sold
The number of products sold is
the highest in the life cycle of
the product
Enter a market
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Sell off something
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sales volume
the sales
volume peaks
penetrate a
market
liquidate
Verbs and prices/ pricing
Turn them into nouns.
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skim a market
penetrate a market
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Reduce a price
Set a price
Maintain a price
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Skim pricing/ market skimming
Penetration pricing/ market
penetration
Price reduction
Price setting
Price maintenance
The product life cycle (MK, p. 65)
1.
2.
3.
4.
5.
6.
7.
What is the connection between product
awareness and sales?
Why are costs high at the introduction stage?
When do they decrease? Why?
When can skim pricing be used effectively?
When should penetration pricing be used?
Explain the connection between prices and
competition. (say which type of pricing
strategy you are talking about)
What is the connection between competition
and product differentiation?
Advertising
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:
Types:
• To launch a new • Unique Selling
product.
Proposition
• To inform
(USP)
customers. Etc. • Added value
Find word partnerships in the
text (MK, p. 69)
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Media
Sales
Marketing
Advertising
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~ plan
~ revenue, increase ~, ~
promotion
Viral ~
~ agencies, ~ campaign, ~
strategy, ~ industry, word-ofmouth ~, ~ spending
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Fill in the missing words
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.
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.