Match the words with their definitions. Then translate the sentences from the text to check if you understand the new words correctly.

1. highlight a) a fairly large amount of something

2, delve into b) to emphasize something, especially so that people give it

more attention

3. chunk c) existing under the surface of something else

4. lure d) to persuade or trick somebody to go somewhere or to do

something by promising them reward

5. underlying e) a confusing problem that is very difficult to serve

6. conundrum f) to search for something inside a bag container;

1) This article will explore the key elements of successful advertising strategies, and highlight its importance in a highly competitive market.

2) The seller or producer, who can satisfy these needs more precisely, ultimately gets the biggest chunk of the market.

3) Advertising is an age-old marketing tool that simplistically speaking, focuses on luring a buyer to buy your products.

4) These factors will obviously differ for all companies, but the underlying elements of all the different types of advertising strategies remain the same.

5) But with so much knowledge and so much information comes the eternal conundrum of confusion.

6) Advertising is a vast field of study that delves into persuading a consumer to purchase a certain product

Reading

1. Read the text below and answer the questions:

- What are the biggest beneficiaries of the world's economy revolution?

- Who and where are our potential customers?. Where are they located?

- How do we communicate with them at present?

- What is our unique selling point?

- How can we reach them through advertising?

- What are the successful advertising strategies focus on?
- What are the elements of successful advertising strategies?

- What is the importance of the marketing mix strategy?

- Why is targeting of great importance?

Advertising is a vast field of study that delves into persuading a consumer to purchase a certain product. This article will explore the key elements of successful advertising strategies, and highlight its importance in a highly competitive market. In this vast consumer driven market that we have today, where there are numerous choices to fulfil each of our demands, it is the successful advertisingstrategies of companies that enable us to make a decision. The world's economy has opened up for one and all today, and the biggest beneficiaries of this revolution have undoubtedly been the consumers. But with so much knowledge and so much information comes the eternal conundrum of confusion. In the midst of this over exposure to information, those sellers who adopt the most efficient successful advertising strategies are the ones who reap the most benefits.
Advertising is an age-old marketing tool that simplistically speaking, focuses on luring a buyer to buy your products. How you convince him to do so lies entirely in your hands, and you can build your advertising techniques based on your company's offerings, size, budget and uniqueness. These factors will obviously differ for all companies, but the underlying elements of all the different types of advertising strategies remain the same. Furthermore, all the successful advertising strategies of today focus solely on personalization and consumer satisfaction.
Today, the consumer is the king and whatever he wants, he gets. The seller or producer, who can satisfy these needs more precisely, ultimately gets the biggest chunk of the market. Advertising is the vessel through which this message of personalization can be passed along. With a proper advertising strategy in place, the lowliest of products can gain huge profit streams. So let's take a deeper look into the strategy behind successful advertising.
Elements of Successful Advertising Strategies.
One of the most important things about a successful advertising strategy is the medium through which it travels. Convention tells us that the radio, the television and the newspapers are the best channels. But this was long before the revolution of the Internet occurred. Today, the Internet is the only guaranteed medium of advertising. Mass advertising methods like billboard advertising and banner advertising are still alive, but their effectiveness is in serious doubt. Even though everyone knows that they are virtually pointless today, no one can afford to get rid of them altogether.
Internet advertising, on the other hand, is cost effective, far reaching, and omnipresent. Moreover, it also provides the consumer with an instant means to compare, so this indirectly implies that for a product to be successful, it needs to be superior. This is where product innovation comes in. The whole idea is to create something so novel and revolutionary that it simply amazes everyone, and then go all out and declare it to the world. Just look at the Apple IPhone for the best example.
Successful advertising strategies need to remind the buyer what he is getting. It is not unusual for a buyer to regularly forget what he is getting exactly when he purchases a certain product. Advertising has to take responsibility for this act, and should go about attracting new consumers, as well as retaining existing ones. This advertising needs to be backed up with efficient customer relationships, after sales service and complaint solving capabilities.
All the companies that know how to create successful advertising strategy are well aware of the importance of segmentation. The market today is huge, and as such you cannot expect the entire market to be homogeneous. Therefore, you have to divide and conquer. Advertising campaigns need to be aimed at specific target groups, and cannot be generic in nature. These divisions can be made on the basis of age, gender, income level, lifestyle, geographical divisions or psychological reasoning. The most successful advertising strategies always know who they are targeting and as a result they act accordingly. All advertisers undoubtedly know the importance of the marketing mix strategy as well.

Follow-up

1. Look at the following tips for setting an advertising strategy. Do you think that they are the key points to create the perfect ad? Can you add anything else?

· Ensure that your headline, or tagline or slogan, is extremely eye catching and attention grabbing.

· Invest time and money into this, and ultimately it will pay the dividends.

· Imagine that your strategy is focused on one single person, and let this person represent the entire segment.

· Add some urgency to the strategy, so that the buyers know that they must make a decision fast or they will miss out on the limited opportunity.

· Constantly carry out research and studies to see how the market is responding to your strategy. If you feel that you are lacking in some area, fix it.

· Offer as much information as possible about you product, and highlight what makes it unique and appealing.

· Don't be afraid to get in your potential buyer's face, because the stronger you push, the more people you will reach.

· Successful advertising strategies are not created overnight. They take time and patience, and require a great deal of research beforehand and not to mention, a great degree of investment as well. The money that a company spends on advertising is an investment after all, and in the long run it repays that amount considerably. Do not hold back in any way while formulating and applying your advertising strategy, but at the same time do not forget that the customer is always right.

2. After studying the tips for setting an advertising strategy, think of any product and describe how to implement a push strategy or/and pull strategy for this product (e.g. Coca-Cola drink, IPad, etc).

TEXT 4

Before you read

1. Consult the dictionary to find information about the major classes of advertising. Give definitions and examples of retail, trade, industrial and institutional advertising. Explain the differences among different forms of advertising.

Date: 2016-01-14; view: 1786