elsewhere can be bought at a particular locations. This type of advertising is especially important is self-service stores,wherethereareno salespeopletoguideorpersuadethe shopper.Direct-mail advertising includes all advertising material sent by mail to lists of prospective customers.The wide variety of material used includes letters, catalogs, pamphlets, brochures, samples, and evenattention-gettingnovelties.Agreatpart of direct-mail advertising isknown more specifically as mail-ordenadvertising. The mail-order advertiser uses this technique to get orders for his products or services directlyby mail, without the help of salesmen or retail stores. Companies that sell directly by mail also runadvertisements, usually with an order coupon included, in magazines and newspapers.Outdoor advertising includes all forms ofadvertising messages thatarepresented near thoroughfaresor in public places, such as baseball parks. Most prominent among the variety of devices used in outdooradvertising are highway billboards and electric signs.Building walls are also frequently used for advertisingAnd outdoor advertisement must present its message in very fewwords so that it can be read quickly bypassersby or motorists.Other advertising media include car cards placed in public vehicles, theater programs, industrial films,book jackets, giveaways, such as calendars with the company's name on them; skywriting, and leafletsdistributed by hand.Advertising isoften usedto obtain leads thatarefollowedupby either salesmen or sales literature.Insuch casesthe ads.invitereaders orlistenersto writetothe companyformore information about theproductor servicebeingoffered.Experience has provedthat thosewhorespondtosuch ads.aregood prospects.EacercisesI. Discuss the advantages of the advertising media mentioned in the text with your partner and writedown the answer.mediumadvantagesmagazineradiotelevisionpoint-of-sale advertisingdirect-mail advertisingoutdoor advertisingII. Match thefollowing words with the definitions on the right.1.adventA.amain road in a city or townwhich usuallyhas stores along it and a lot
elsewhere can be bought at a particular locations. This type of advertising is especially important is selfservice stores, where there are no sales people to guide or persuade the shopper. Direct-mail advertising includes all advertising material sent by mail to lists of prospective customers. The wide variety of material used includes letters, catalogs, pamphlets, brochures, samples, and even attention-getting novelties. A great part of direct-mail advertising is known more specifically as mail-order advertising. The mail-order advertiser uses this technique to get orders for his products or services directly by mail, without the help of salesmen or retail stores. Companies that sell directly by mail also run advertisements, usually with an order coupon included, in magazines and newspapers. Outdoor advertising includes all forms of advertising messages that are presented near thoroughfares or in public places, such as baseball parks. Most prominent among the variety of devices used in outdoor advertising are highway billboards and electric signs. Building walls are also frequently used for advertising. And outdoor advertisement must present its message in very few words so that it can be read quickly by passersby or motorists. Other advertising media include car cards placed in public vehicles; theater programs; industrial films; book jackets; giveaways, such as calendars with the company’s name on them; skywriting; and leaflets distributed by hand. Advertising is often used to obtain leads that are followed up by either salesmen or sales literature. In such cases the ads. invite readers or listeners to write to the company for more information about the product or service being offered. Experience has proved that those who respond to such ads. are good prospects. Exercises I. Discuss the advantages of the advertising media mentioned in the text with your partner and write down the answer. medium advantages magazine radio television point-of-sale advertising direct-mail advertising outdoor advertising II. Match the following words with the definitions on the right. 1. advent A. a main road in a city or town which usually has stores along it and a lot
oftraffic2.thoroughfareB.trainedordevelopedforaparticularpurpose orareaofknowledge3. skywritingC.cost a lot of money, often more than you would want to pay4. specializedD. an important event, invention, or situation that is starting or coming intoexistence5. costlyE. to describe someone who wants to be the thing mentioned or who is likelytobethethingmentioned6.prospectiveF. the forming of words in the sky by the release of smoke or vapor from anaircraftPassage 2AdvertisingThe primaryfunctionof advertising isto communicate marketing objectives to selected target audienceIt is used to accomplish a number of tasks, using differentmedia vehicles, reaching diverse audience, andgaining interestwitha number of creativeapproaches.However,despitethe seemingly endless channelsforutilizing advertising,it is basically a marketing communication too.When we examine unsuccessfuladvertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successfuladvertising must be oriented to specific objectives.Before we can determine advertising objectives, it isadvisable to distinguish between marketing and advertising goals.Effective advertising is an extension of the basic marketing plans and is derived from it. However,advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals orobjectives.The marketing department decides how to allocateresources to various tasks, includingadvertising.It also determines how these resources will be distributed to specific target markets and whatsales objective can be expected over time and geography.Examplesofmarketingobjectivesare:1)Attainingamarket share increasefrom2percentof industrysalesto4percent within18months2) Increasing distribution by number of retail outlets and/or geographical regions. If a product iscurrently available to 50% of the population or can be found in 50% ofretail outlets, a marketinggoal might be set to increase this figureto 60 percent by the end of the year.3)Increasing total sales.Goals maybe set in either number or units sold or unites sold or dollarvolumeof sales. Advertising goals are communication objectives designed to reach the target audience withthe appropriate message. Ad goals are based on marketing objectives, but they are not the same asmarketing goals.Advertising objectives might include:1) Increasing brand awareness from 20 percent to 30 percent among 18-to-34-year-old women withinone year.2) Increasing recall of brand advertising by 10 percent in the next three months
of traffic 2. thoroughfare B. trained or developed for a particular purpose or area of knowledge 3. skywriting C. cost a lot of money, often more than you would want to pay 4. specialized D. an important event, invention, or situation that is starting or coming into existence 5. costly E. to describe someone who wants to be the thing mentioned or who is likely to be the thing mentioned 6. prospective F. the forming of words in the sky by the release of smoke or vapor from an aircraft Passage 2 Advertising The primary function of advertising is to communicate marketing objectives to selected target audience. It is used to accomplish a number of tasks, using different media vehicles, reaching diverse audience, and gaining interest with a number of creative approaches. However, despite the seemingly endless channels for utilizing advertising, it is basically a marketing communication too. When we examine unsuccessful advertising campaigns, we often find that advertising was used to accomplish inappropriate tasks. Successful advertising must be oriented to specific objectives. Before we can determine advertising objectives, it is advisable to distinguish between marketing and advertising goals. Effective advertising is an extension of the basic marketing plans and is derived from it. However, advertising goals are not the same as marketing goals. The marketing staff sets the marketing goals or objectives. The marketing department decides how to allocate resources to various tasks, including advertising. It also determines how these resources will be distributed to specific target markets and what sales objective can be expected over time and geography. Examples of marketing objectives are: 1) Attaining a market share increase from 2 percent of industry sales to 4 percent within 18 months. 2) Increasing distribution by number of retail outlets and/or geographical regions. If a product is currently available to 50% of the population or can be found in 50% of retail outlets, a marketing goal might be set to increase this figure to 60 percent by the end of the year. 3) Increasing total sales. Goals may be set in either number or units sold or unites sold or dollar volume of sales. Advertising goals are communication objectives designed to reach the target audience with the appropriate message. Ad goals are based on marketing objectives, but they are not the same as marketing goals. Advertising objectives might include: 1) Increasing brand awareness from 20 percent to 30 percent among 18-to-34-year-old women within one year. 2) Increasing recall of brand advertising by 10 percent in the next three months
3) Increasing favorable product attitudes by 10 percent in the next year.Note that advertising goals are based on improving communication and consumer attitudes toward aproduct. It is interesting to note that a survey indicated that a majority of companies wanted to measureadvertising success basedon sales.Obviously,even sophisticated corporationsoftenconfusemarketing andadvertisinggoals.Advertising is the communication arm of the marketing process. It is a method of delivering a messagefroma sponsor,throughaformal communication channel,toa desiredaudience.Advertisinghas manyroles.It is designed to dispose a person to buy a product, to change minds, or even to advocate less consuming("demarketing"). It may be used to help elect a candidate, raise money for charity, or support a cause. Mostadvertising, however, is for the marketing of goods and services.Advertising is also part of theeveryday cultureof virtually everyAmerican.It is estimated that theaverage person sees orhears as many as1,200 ads and commercials each day.Advertising is partof the social,cultural, and business environment. It mirrors this environment and also brings about subtle changes in thebehavior ofthepublic that uses it.It is no wonderthat advertising is one of the most scrutinized ofall businessenterprises.Today, advertising is functioning in a changing economic and social climate. Advertisers are viewedin many ways by the publics they serve. Manufacturers are asking for more tangible evidence ofadvertising'srole in the selling process, and the media are constantly seeking higher advertising rates to cover spiralingexpenses. At the same time, the audiences that advertisers seek are becoming even more fragmentedConsumers, despite their seeming fascination with advertising's creative process, tend to become morecynical and disbelieving about its claims.EacercisesI.Discuss and answer the following questions.1. By what does success or failure of advertising is judged?2. What is the major function of advertising?3. What is the relationship between marketing and advertising goals?4.What people tend to do today,owing to changing economic and social conditions?II. Match the following words with thedefinitions on the right.1.marketingA.the organization of the sale of a product, for example, deciding on its price,the areas it should be supplied to, and how it should be advertised2.mirrorB.a shop or organization which sells the goods made by a particularmanufacturer3. outletC.try to reduce thedemand of a popular products through ads4. spiralingD.have similar features to something,and therefore seems like a copy orrepresentationofit5.demarketingE.rise quickly and at an increasing rate
3) Increasing favorable product attitudes by 10 percent in the next year. Note that advertising goals are based on improving communication and consumer attitudes toward a product. It is interesting to note that a survey indicated that a majority of companies wanted to measure advertising success based on sales. Obviously, even sophisticated corporations often confuse marketing and advertising goals. Advertising is the communication arm of the marketing process. It is a method of delivering a message from a sponsor, through a formal communication channel, to a desired audience. Advertising has many roles. It is designed to dispose a person to buy a product, to change minds, or even to advocate less consuming (“demarketing”). It may be used to help elect a candidate, raise money for charity, or support a cause. Most advertising, however, is for the marketing of goods and services. Advertising is also part of the everyday culture of virtually every American. It is estimated that the average person sees or hears as many as 1,200 ads and commercials each day. Advertising is part of the social, cultural, and business environment. It mirrors this environment and also brings about subtle changes in the behavior of the public that uses it. It is no wonder that advertising is one of the most scrutinized of all business enterprises. Today, advertising is functioning in a changing economic and social climate. Advertisers are viewed in many ways by the publics they serve. Manufacturers are asking for more tangible evidence of advertising’s role in the selling process, and the media are constantly seeking higher advertising rates to cover spiraling expenses. At the same time, the audiences that advertisers seek are becoming even more fragmented. Consumers, despite their seeming fascination with advertising’s creative process, tend to become more cynical and disbelieving about its claims. Exercises I. Discuss and answer the following questions. 1. By what does success or failure of advertising is judged? 2. What is the major function of advertising? 3. What is the relationship between marketing and advertising goals? 4. What people tend to do today, owing to changing economic and social conditions? II. Match the following words with the definitions on the right. 1. marketing A. the organization of the sale of a product, for example, deciding on its price, the areas it should be supplied to, and how it should be advertised 2.mirror B. a shop or organization which sells the goods made by a particular manufacturer 3. outlet C. try to reduce the demand of a popular products through ads 4. spiraling D. have similar features to something, and therefore seems like a copy or representation of it 5. demarketing E. rise quickly and at an increasing rate
Il.Fill in each of the blanks with a given word below.attemptpersuaderationaleffortgrowingconvinceunconsciouspreferenceadvertisersmoneyStephen Leacock described advertising as the science of arresting the human intelligence long enoughto get1from it.In order to make the most out of advertising,those who2to influence what webuyhavehadtochangetheirmethodsfromtimetotime.Advertisers used to 3 us to buy only a particular brand of product, but the growing number ofproductswhichhasfollowed4economyhasforcedthemtoadoptmanyotherways.Itisnowadmitted that even if we have a strong 5_ for a particular brand, we still like to think about rivalproducts, especially when we are new.Atatime,advertisementswerefilledwith informationabouttheproduct,because6thoughtthatwe decided what to buy on rational grounds.But surveys of people's voting habits carried out by sociologistshave shown that most of us vote according to our emotion, and persuasion is wasted on us. So,advertisers have tended to take up advertisements designed to play on our 8motivations andassociations
III. Fill in each of the blanks with a given word below. attempt growing persuade rational effort unconscious preference advertisers money convince Stephen Leacock described advertising as the science of arresting the human intelligence long enough to get 1 from it. In order to make the most out of advertising, those who 2 to influence what we buy have had to change their methods from time to time. Advertisers used to 3 us to buy only a particular brand of product, but the growing number of products which has followed 4 economy has forced them to adopt many other ways. It is now admitted that even if we have a strong 5 for a particular brand, we still like to think about rival products, especially when we are new. At a time, advertisements were filled with information about the product, because 6 thought that we decided what to buy on rational grounds. But surveys of people’s voting habits carried out by sociologists have shown that most of us vote according to our emotion, and 7 persuasion is wasted on us. So, advertisers have tended to take up advertisements designed to play on our 8 motivations and associations
Unit5GlobalizationSupplementaryReadingPassage1Making Brands Work around the WorldNo-one disagrees with the economic necessity of geographically extending a product. Not only does itincrease turnoverbut it also makes economies of scale possible,thus giving companies a competitiveadvantage inlocal markets.But howfardo wepush theglobal idea?Shouldweglobalizeall aspects of abrand: its name, its creative concept and the product itself?Global branding implies the wish to extend all three aspects throughout the world.Rarely,though, is itrealistic and profitableto extend all of them.The Mars brand, for example, is not absolutelyglobal.The Marschocolate bar is sold and an all-roundnutritious snack in the UK and as an energizer in Europe (differentconcepts and positioningforthesamephysical product).Nestle adapts thetaste of itsworldwidebrandstolocalmarkets.TheNescafeformulasvaryworldwide.Nowhereisglobalization moredesirablethan in sectors that revolvearoundmobility,suchas thecarrental and airline industries.When a brand in these sectors is seen as being international, its authority andexpertise are automatically accepted. Companies such as Herze, Avis and Europcar globalized theiradvertising campaigns by portraying typical images such as the busy executive.An Italian businessman whois not ItalianthanwithanItalianwho is notabusinessman.Themainaimof suchglobal marketingcampaigns is notto increase sales buttomaximizeprofitabilityFor example, instead of bringing out different TV advertisements for each country, a firm can use a singlefilm for one region.The McCann-Erikson agency is proud of the fact that it has saved Coca-Cola S9Om overthepast20yearsbyproducingcommercialswithglobalappeal.Social and cultural developments provide a favorable platform for globalization. When young peopleno longer identify their long-established local values, they seek new models on which to build their identity.They are then open to influence from abroad.When drinking Coca-Cola, we all drink the American myth-fresh, young, dynamic, powerful, all -American images. Nike tells young people everywhere to surpassthemselves, totranscend the confines of their race and culture.Globalization is also made easier when a brand is built around a cultural stereotype. AEG, Bosch,Siemens, Mercedes and BMW rest secure on the“Made in Germany" model, which opens up the globalmarket since the stereotype goes beyond national boundaries.People everywhere associate the stereotypewithrobust performance.Barilla is anotherexample.It is built on the classic Italian image oftomato sauce,pasta,a carefree way
Unit 5 Globalization Supplementary Reading Passage 1 Making Brands Work around the World No-one disagrees with the economic necessity of geographically extending a product. Not only does it increase turnover but it also makes economies of scale possible, thus giving companies a competitive advantage in local markets. But how far do we push the global idea? Should we globalize all aspects of a brand: its name, its creative concept and the product itself? Global branding implies the wish to extend all three aspects throughout the world. Rarely, though, is it realistic and profitable to extend all of them. The Mars brand, for example, is not absolutely global. The Mars chocolate bar is sold and an all-round nutritious snack in the UK and as an energizer in Europe (different concepts and positioning for the same physical product). Nestlé adapts the taste of its worldwide brands to local markets. The Nescafé formulas vary worldwide. Nowhere is globalization more desirable than in sectors that revolve around mobility, such as the car rental and airline industries. When a brand in these sectors is seen as being international, its authority and expertise are automatically accepted. Companies such as Herze, Avis and Europcar globalized their advertising campaigns by portraying typical images such as the busy executive. An Italian businessman who is not Italian than with an Italian who is not a businessman. The main aim of such global marketing campaigns is not to increase sales but to maximize profitability. For example, instead of bringing out different TV advertisements for each country, a firm can use a single film for one region. The McCann-Erikson agency is proud of the fact that it has saved Coca-Cola $90m over the past 20 years by producing commercials with global appeal. Social and cultural developments provide a favorable platform for globalization. When young people no longer identify their long-established local values, they seek new models on which to build their identity. They are then open to influence from abroad. When drinking Coca-Cola, we all drink the American mythfresh, young, dynamic, powerful, all -American images. Nike tells young people everywhere to surpass themselves, to transcend the confines of their race and culture. Globalization is also made easier when a brand is built around a cultural stereotype. AEG, Bosch, Siemens, Mercedes and BMW rest secure on the “Made in Germany” model, which opens up the global market since the stereotype goes beyond national boundaries. People everywhere associate the stereotype with robust performance. Barilla is another example. It is built on the classic Italian image of tomato sauce, pasta, a carefree way