3. Advertising
• In NEW groups, do the vocabulary exercise (1c) on page 72 – refer
to the text on page 71
1. word-of-mouth advertising
2. institutional/prestige advertising
3. advertising agencies
4. an account
5. an advertising budget
6. a brief
7. advertising campaign
8. target customers/target market
9. media planners
10.the threshold effect
11.the comparative-parity method
12.counter-cyclical advertising
5. Exercise 2B, pg. 76
1. … inform customers about its
existence and develop brand
awareness.
2. …elements of the marketing mix;…
promotional tools.
3. … that it is much cheaper than
advertising, can have a better impact
because people are more likely to
read and believe publicity
4. …introduction, growth, maturity,
decline
6. Exercise 2B, con’t
5. …attracting price-conscious brand-switchers,
offsetting a promotion by a competitor, and
for stores, attracting customers by way of ‘loss
leaders’ (eg. printer, mobile phones, Xbox)
6. … they can also be used with distributors,
dealers and retailers, and with a company’s
sales force.
7. …bring information back to a company from
its customers, including ideas for new
products
8. Your Turn!
It’s time to get creative!
Your group should create a
commercial OR promotional
campaign for a product (real or
imaginary) of your choice
What’s the golden rule?
HAVE FUN WITH THIS!
