Advertising and Marketing

1. Remember the words:

- advertisement (ad) - public announcement in the press,

TV

- research - investigation, study

- source - place from which smth comes or is

got

- datum (lat) (pl-data) - facts, information

- census - official counting of the population

- survey - examination, study

- advantage - benefit, profit

- disadvantage - unfavourable condition

- sample - example, model

2. Read and translate the text:

Advertising by definition is a public announcement or sale offer located in public area or medium expressed in print by other visual means or presented orally.

Before the advertising account managers can begin to plan an ad, much research must be done. Who will buy this product? Why do customers buy this product? Advertisers need to know how many people of a certain age or sex live in this city. How can advertisers find this information about people? They do research. Social and behavioral scientists do research also. They need to find information about people. There are many sources of data and there are many ways to collect data.

In this age of computerization, many databases are available. A database is a large amount of information stored in the computer. There are databases that include information about the stock market, business and many other fields. After the information is collected, it is loaded in the computer memory so that researches can use it.

Other large collection of information of data is the census. Periodically the population is counted. At the same time the government gathers information about the people. This information includes people’s living habits, their spending and saving habits, their educational plans and achievements and other things. This information can also be used by researches.

Another sources of data for social sciences is test scores. Each of the tests measures a different part of human experience.

Other ways to collect data are survey, interview, telephone survey. These techniques are very common. The researcher tries to measure the opinions of people on some subject.

3. Answer the questions:

1. What is the definition of an advertisement?

2. What do advertisers need to know?

3. What ways to collect data are there?

4. What is the census?

5. What information is gathered during the census?

4. Useful information:

The term advertising is closely connected with the definitionmarketing. Marketing is the term given to all the different activities intended to make and attract a profitable demand for a product. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and market research.

Here people mostly talk about the marketing mix or “The Four Ps”, that consists of:

- choosing the right product (= what a company produces/ makes or offers);

- selling it at the right price (= what it costs to the buyer/ consumer);

- using the right kind of promotion (= the ways to make the product popular and well-known; this include advertising);

- making it available in the right place ( = where you sell the product and how it reaches the consumer; also known as distribution)

Thinking Marketing

Everyone who works for the company must “think marketing”

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To think marketing we must have a clear idea of

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What the customers need

What the customers want

What causes them to buy

What the product is to the customer with its functional, technical and economic aspects as well as aesthetic, emotional and psychological aspects

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“Features”(what the product is) + “Benefit”

We must be aware of our firm’s strengths and weaknesses as well as the opportunities and treats we face in the market (S.W.O.T.)

5. Check if you know marketing terms. Fill the gaps in the sentences with the given words:

- commercials - place

- competes - posters

- design - price

- distribution - product

- end-users - promotion

- hire purchase - public relations

- image - weakness

- labels - radio spots

- mail order - rival

- materials - satisfy

- newspaper advertisements - strength

- opportunities - threats

- outlets

a) What is “the marketing mix”?

The marketing mix consists of “the four Ps”: providing the customer with the right P….. at the right P….., presented in the most attractive way (P…..) and available in the easiest way (P…..).

b) What is “a product”?

A product is not just an assembled set of components: it is something customers buy to s….. a need they feel they have. The i..... and the d….. of the product are as important as its specification.

c) What is “price”?

The product must be priced so that it c….. effectively with r….. products in the same market.

d) What is “promotion”?The product is represented to customers through advertising (e.g. TV c….., r….., n….., p…..), packaging (e.g. design, l….., m…..), publicity, PR (…..) and personal selling.

e) What is “place”?

Your product must be available to customers through the most cost-effective channels of d……

A consumer product must be offered to e….. in suitable retail o….., or available on h….. or by m….. .

f) What is meant by “S.W.O.T.”?

A firm must be aware of its S…… and W….. and the O….. and T..... it faces in the market place.

Date: 2015-12-11; view: 1014