1. Profile 3 – Unit 1
Target markets

2. Fruit juice
Ic ed tea
Beer
Green tea
Milks hake
Ic ed coffee
Ins tant c offee Types of Beverages
S oft drink
Milk
Wines
Ins tant tea Water
E nergydrinks
C offee

4. " We are very excited about
our partners hip and our long
term agreement with the O-
company. Their cutting edge
products and packaging are
exactly what luxury
cons umers are looking for.
The technology is ground
breaking, the mes s age is
s trong and the opportunities
are tremendous "
Mr. Bunting , Pres ident.
OGO OXYG E N WA TE R

5. Advertising strategy?
 An advertising strategy is a campaign
developed to communicate ideas about
products and services to potential
consumers in the hopes of convincing
them to buy those products and services.

6. Who handles an Ad strategy?
 Small organizations:
 Marketingdepartment.
 Sales department works with an ad agency.
 Large organizations:
 Ad department.
 Hiring an ad agency.

7. Ad Strategy’s goals:
 promoting awareness of a business and
its product or services.
 stimulating sales directly and "attract
competitors' customers.
 establishing or modify a business' image.

8. Inform
A d s trategy Pers uade C us tomers
Remind

9.  Which consumers would you target?
 luxury customers
 athletes
 older people
 How could you advertise the product?
 Print—Primarily newspapers (both weekly and
daily) and magazines.
 Audio—FM and AM radio.
 Video—Promotional videos, infomercials.
 World Wide Web.
 Direct mail.
 Outdoor advertising—Billboards,
advertisements on public transportation (cabs,
buses)

10. Advertising roles:
 Copy writer?
 Comes up with ideas, and writes ads and
slogans.
 Account manager?
 Plansthe campaign with the client and makes
sure everything goes smoothly.

11. What stressful event is Joan dealing
with?
 She’s looking for another actress who
does the voiceover.

12. Listen to Part A, then check True or False:
1. Her office is located in New York.
2. Her company never employs art directors.
3. The advertising campaign is impossible
without her contribution.
4. She has an easy job.
5. The actress who does the voiceover couldn’t
show up.
1. True 2. Fals e 3. True 4. Fals e 5. True

13. Listen to Part A + B, then complete the
diagram:
s c ientific
A dvertis ing creative
A rt

14. What important information does an
Ad agency need from its client?
 Market segment
 Target audience
How does it help the agency to
create an advertising strategy?
 Determining which media the agency
chooses to advertise in, and meaning that
an ad will be tailored to appeal to the
target audience.

15. Listen to Part C. Two ways of finding out
if an advertising campaign has been
successful?
Tracking studies let agencies know (1)___.
One way you can find out if a campaign has been
successful is by using before (2)___. This tells
the agency if the target audience’s attitudes
(3)___.
1. Who’s seen the ad and how many times
2. And after studies
3. Have been favourably influenced by the ads

16. Nouns
 Client  Media
 Idea  Image
 Slogan  Magazine
 Ad  Customer
 Campaign  Program
 Radio spot  Message
 Voiceover  Target audience
 Instinct  Agency
 Segment  Tracking studies
 Market  Sample
 Product  Commercial
 Before and after studies  service

17. Verbs
 Come up with (an idea)  Appeal
 Write  Determine
 Create  Select
 Buy  Target
 Plan  Put across (a message)
 Endorse (support)  Tailor
 Interview  Prove
 influence  sell

18. Adjectives
 Creative  Upmarket
 Interesting  Target
 Stressful  successful
 Scientific

19. To sum up
 Advertising seeks to
 inform
 persuade
 remind the consumers.
 Advertising roles include:
 Copywriters
 Account managers
 Advertising includes:
 Scientific side
 Creative side
 Art
 Two ways of finding out if your advertising campaign
has been successful:
 Tracking studies
 ‘Before and After’ studies

20. Reading _ Generation X - Y
1. Generation Y is the 60 million children
born in the West between 1979 and
1994. New generation don’t think or
behave in the same way as their parents
so they may not consume in the same
way. Generation Y is potentially a very
big market.

21. 1. Read paragraphs 1-3 of the article again
and answer the questions.
1. What do Laura Schaefer and Lori Silverman
tell us about changes in fashions between
generations?
 Children are not necessarily interested in the
same brands as their parents.
2. How has this affected companies like Nike
and Pepsi?
 They are fighting falling sales in the teen market.

22. 1. How is Generation Y different from
Generation X? In what way are they more
important?
 There are far more of them; they have a very
practical world view and are involved in family
purchases.
2. How is Generation Y different from the Baby
Boomer generation?
 They are cynical and show a lack of interest in
Baby Boomer brands.

23. 1. Read paragraphs 4-6, then decide if the
statements a-f are true or false. Find
evidence to support your answers.
Generation Yers:
a. Like celebrity endorsement…… F
T
b. Enjoy humour and irony in advertisements…..
c. Distrust slogans and image-building
campaigns….. T
d. Aren’t brand conscious…… F
e. Belong to different ethnic groups……T
f. Rely on TV to find out about fashion……
F

24.  How are some brand leaders trying to find
out what Generation Yers want?
 The companies are using teams of young
people to talk to them.