UNIT 5 Advertising 19-20 Marongiu - unica.it

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UniversitàdiCagliariCorsodiLaureainEconomiaeGestioneAziendale

CorsodiLaureainEconomiaeFinanza

LinguaInglese

ChiaraFancelloM.AntoniettaMarongiuEleonoraMamusa

a.a.2019/2020

ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A

ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A

ExtendedMarketingMixhttps://www.youtube.com/watch?v=oMZMrnNWY-A

PROMOTION

1.   Advertising2.   PublicRelations3.   Sponsorship4.   SalesPromotion5.   PersonalSelling6.   DirectMail7.   DigitalContent8.   SocialMedia

a.  Providingsupportforsomethingorsomeone

b. Whenabusinessusespeopletosellaproduct

c.  Anycontentintheformofdigitaldatad.  Promotionalstrategyintendedtosell

aproducte.  Theprocessofpersuadingapotential

customertobuytheproductf.  Websitesandapplicationsusedto

sharecontentg.  Relationshipbetweenacompanyand

thepublich. Deliveryofpromotionalmaterialat

home

PROMOTION

1.   Advertising(d)2.   PublicRelations(g)3.   Sponsorship(a)4.   SalesPromotion(e)5.   PersonalSelling(b)6.   DirectMail(h)7.   DigitalContent(c)8.   SocialMedia(f)

a.  Providingsupportforsomethingorsomeone

b. Whenabusinessusespeopletosellaproduct

c.  Anycontentintheformofdigitaldatad.  Promotionalstrategyintendedtosell

aproducte.  Theprocessofpersuadingapotential

customertobuytheproductf.  Websitesandapplicationsusedto

publicizeaproductg.  Relationshipbetweenacompanyand

thepublich. Deliveryofpromotionalmaterialat

home

AdvertisingEnglishwordsconnectedwith……Whatwordscometoyourmindwhenthinking

aboutAdvertising?

Promotionalstrategiesintendedtosellaproduct

https://www.youtube.com/watch?v=NdLsQcYyAcc

https://www.youtube.com/watch?v=B4sT6I1deIc

Persuasivetechniquesusedinadvertising

https://www.youtube.com/watch?v=B4sT6I1deIc

– Glitteringgeneralities(noartificialflavors)– Symbols(HarleyDavidson)– Transfer(acreditcardforcommonpeople)– Testimonial(anybody’sstory)– Scientificlanguage(andnumbers)– Cardstacking(unprovedstatisticusedtoconvince)– Slogans(especiallyforkids)– Appeals(tosavemoney)

Visual content and design in advertising have a very great impact on the consumer, but it is language, and the combination of language and images that help people to identify a product and remember it.

Visual content Design IN COMBINATION Language

TheEnglishlanguageandAdvertising

TheEnglishlanguageandAdvertising

The use of English in advertising all over the world generally makes a positive impact on the consumer.

ENGLISH IS AN ATTENTION GATHERER English is still the most frequently used linguistic means in advertising. The French tried to fight this primacy and hegemony (1994, Toubon law) It is more easily understood and remembered by the world's audience, and its flexibility helps enormously those operating in advertising.

AlwaysCocaColaCanonyouCanWithVodafoneyoucanDon’ttouchmyBreil I’mlovin’itCARRERAsunglassesErmenegildoZegnaEyewearEmporioArmaniUnderwearSamsoniteFootwearZurich BecausechangehappenzSlogans: Most advertisements use a catchphrase or

slogan which becomes associated with the product

TheEnglishlanguageandAdvertising

Useofcompoundsadjectives:top-quality,economy-size,chocolate-flavoured,,feather-light,longer-lasting.

TheEnglishlanguageandAdvertising

Use of high degree adjectives (hyperboles):

Shining Extra-shining luxury Super luxury elegant Incredibly elegant Smooth Fantastically smooth

Adjectives are important in advertising, they are used to add prestige and desirability and approval for the consumer/client.

https://www.youtube.com/watch?v=azttKmT0rVc https://www.youtube.com/watch?v=AlQpt67L1es

TheEnglishlanguageandAdvertising

Use of Comparisons to relate the product to a rival or competitor. In reality, no real comparison is made in advertising. An advertisement for a detergent may say "It gets clothes whiter“…………. but whiter than what?

TheEnglishlanguageandAdvertising

Use of the imperative: “RelaxtheNaturalWay”“WintwoNights!”“GetReadyforSummer!”“Cruisehere!”“Findoutwhy........”

https://www.youtube.com/watchv=deNRiBQiQ3Q&list=PLC7E651F42B3C340C&index=24

TheEnglishlanguageandAdvertising

Use of repetitions: advertisements tend to repeat words or ideas. Something repeated frequently is easily remembered. Most often it is the brand name of the product, or some word associated with it.

TheEnglishlanguageandAdvertising

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WordPartnerships:CollocationADVERTISING; MARKETING; PUBLIC; RETAIL; PRICE;

PROMOTIONAL; TECHNIQUES; PROMOTIONS; OUTLETS; RELATIONS;

MIX: CAMPAIGN; Advertising campaign

Advertising campaign Marketing mix Public relations Retail outlets Price promotions Promotional techniques

TheEnglishlanguageandAdvertising

•  Compound adjectives•  High degree adjectives (hyperboles)•  Comparisons•  Imperatives•  Repetitions•  Collocations

TheEnglishlanguageandAdvertising

ADVERTISINGCompletethetablewiththefollowingwords:

Directories persuade promote cinemaRun mailshots place freesamplesCommercials publictransport launch leafletsExhibition billboards/hoardings word-of-mouth radioPoint-of-sale posters research sponsorTarget endorsement slogans televisionPress jingles sponsorship publiciseMEDIA METHODS VERBSRadio Jingles Persuade

ADVERTISINGMEDIA METHODS VERBSRadio Jingles Persuade

Press Directories Run

Television Commercials Launch

Word-of-Mouth Sponsorship PublicisePublicTransport Billboards/hoardings SponsorCinema Freesamples PlaceMailshots Endorsement PromoteStreetFurniture Posters(BusShelter,PublicToilets)Leaflets

VOCABULARYMARKETINGANDADVERTISINGWriteinthemissinglettersinthewordsbelow.Theyareallwords

aboutmoney.

1 Ifyoubuytoday,we’llgiveyouatenpercent_i__ou__.

2 Mybankgavemeapersonal_oa_today.

3 Ithinkit’simportantwehelpAfricawithits_e__toothercountries.

4Hewantsanextratenthousandayearandhealreadyhasa_a_a__ofoverahundredthousandayear!

5Howmuchdoyouea__amonth?

6Thetypeofcustomerwewanthasenormous__e__i__power.

7 Myhouseis_o___abouttwohundredthousandpounds.

VOCABULARYMARKETINGANDADVERTISINGWriteinthemissinglettersinthewordsbelow.Theyareallwords

aboutmoney.

1 Ifyoubuytoday,we’llgiveyouatenpercentDiSCouNT.

2 MybankgavemeapersonalLoaNtoday.

3 Ithinkit’simportantwehelpAfricawithitsDeBTtoothercountries.

4HewantsanextratenthousandayearandhealreadyhasaSaLaRYofoverahundredthousandayear!

5HowmuchdoyoueaRNamonth?

6ThetypeofcustomerwewanthasenormousSPeNDiNGpower.

7 MyhouseisWoRTHabouttwohundredthousandpounds.

CombinewordsfromAandBtocompletethedescriptionbelow.Apublic/personal/direct/advertisingBmedia/marketing/selling/relations

‘TherearevariousmethodsofsellingstartingwiththemostexpensivelikeTVcommercials,radioadvertsandother(1)__________________________.Acheaperwaytosellisthrough(2)__________________________suchasdirectmailwhenyousendoutleafletstopeople’shouses.Face-to-facecontactwiththecustomerisobviouslyimportant.Forexample,(3)____________________________withsalesrepresentativescanbeveryeffectiveandit’seasytomeasure.It’smoredifficulttoseeif(4)________________________iseffective.Thisisbecauseit’saboutcreatinggoodcontactsratherthansellingdirectly.’

CombinewordsfromAandBtocompletethedescriptionbelow.Apublic/personal/direct/advertisingBmedia/marketing/selling/relations

‘Therearevariousmethodsofsellingstartingwiththemost

expensivelikeTVcommercials,radioadvertsandother(1)

ADVERTISINGMEDIA.Acheaperwaytosellisthrough(2)DIRECT

MARKETINGsuchasdirectmailwhenyousendoutleafletsto

people’shouses.Face-to-facecontactwiththecustomerisobviously

important.Forexample,(3)PERSONALSELLINGwithsales

representativescanbeveryeffectiveandit’seasytomeasure.It’s

moredifficulttoseeif(4)PUBLICRELATIONSiseffective.Thisis

becauseit’saboutcreatinggoodcontactsratherthansellingdirectly.’

Writeintheendsofthewordsinthesesentences.

1 Consump______ofcoffeehasincreasedeveryyearsince1950.

2 Clevermarket_________madedesignercoffeeverypopular.

3 Marketanalys________arewarningthattheeconomydoesn’tlookgood.

4 Didwegettheresultsfromthemarketresearchagen______?

5 Cigarettecompaniesoftenspons_____sportsevents.

Writeintheendsofthewordsinthesesentences.

1 ConsumpIONofcoffeehasincreasedeveryyearsince1950.

2 ClevermarketINGmadedesignercoffeeverypopular.

3 MarketanalysSTSarewarningthattheeconomydoesn’tlookgood.

4 DidwegettheresultsfromthemarketresearchagenCY?

5 CigarettecompaniesoftensponsORsportsevents.

1Consumption/2marketing/3analysts/4agency/5sponsor

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Read the definitions and write in the missing consonants to make the word.

1 _a__e_i___i_:Product,price,promotionandplacearethis.

2 __a__:Thenameofaproductorgroupofproducts.

3 a__i_a_io__:Thehopesandwishesofconsumers.

4 _o__u_e__:Thepeoplewhobuyorusetheproducts.5 _i___:Whatsalesrepsoradvertsdowhentheysellaproduct.

6 _o_o:Thesymbolofacompanyfoundonitsproducts.7 _a__e_e__:Thepeoplewhomarkettheproducts.

8 a__e__i_e:Topromotetheproduct.

9 _o__e_i_o__:Othercompaniessellingthesameproducts.

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Read the definitions and write in the missing consonants to make the word.

1 MARKETINGMIX:Product,price,promotionandplacearethis.

2 BRAND:Thenameofaproductorgroupofproducts.3 ASPIRATIONS:Thehopesandwishesofconsumers.4 CONSUMERS:Thepeoplewhobuyorusetheproducts.5 PITCH:Whatsalesrepsoradvertsdowhentheysellaproduct.

6 LOGO:Thesymbolofacompanyfoundonitsproducts.7 MARKETERS:Thepeoplewhomarkettheproducts.8 ADVERTISE:Topromotetheproduct.9 COMPETITORS:Othercompaniessellingthesameproducts.

PhoneticsMatchcolumnAwithcolumnB

A

• marketing•  advertising•  price•  place•  product•  promotion•  value•  slogan• media•  brand

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

PhoneticsMatchcolumnAwithcolumnB

A

• marketing•  price•  product•  brand•  promotion•  advertising• media•  place•  value•  slogan

B

•  /'mɑrkɪtɪŋ/•  /praɪs/•  /'prɑdəkt/'prʌdɑkt/•  /brænd/•  /prə'məʊʃn/•  /'ædvətaizɪŋ/•  /'medɪə/•  /pleɪs/•  /'væljuː/•  /'sləʊgən/

Phonetics2

/'bærɪə/ /kən'sjuːmə/[lɔːntʃ] /prə'məʊʃn//'væljəbl/ /ə'piːl//'prɪːmɪəm/ /'ædvətaɪz//'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ//bɒm'bɑːd/ /'kwɑlətɪ/'kwɒ-/

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Phonetics2

/'bærɪə/BARRIER /kən'sjuːmə/CONSUMER[lɔːntʃ]LAUNCH /prə'məʊʃn/PROMOTION/'væljəbl/ VALUABLE /ə'piːl/APPEAL/'prɪːmɪəm/PREMIUM /'ædvətaɪz/ADVERTIZE/'spɑnsə(r)ʃɪp/'spɒn-] /kən'sɪstənsɪ/SPONSORSHIP CONSISTENCY/bɒm'bɑːd/BOMBARD /'kwɑlətɪ/'kwɒ-/QUALITY

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Persuasivetechniquesusedinadvertising

https://www.youtube.com/watch?v=B4sT6I1deIc

– Glitteringgeneralities(noartificialflavors)– Symbols(HarleyDavidson)– Transfer(acreditcardforcommonpeople)– Testimonial(anybody’sstory)– Scientificlanguage(andnumbers)– Cardstacking(unprovedstatisticusedtoconvince)– Slogans(especiallyforkids)– Appeals(tosavemoney)

Analysingads

•  Glitteringgeneralities:NewYorkCity:theBronx•  Symbols:FIAT•  Transfer:thiscarisforeverybody•  Testimonial:JenniferLopez(shemadeit!)•  Appeals:evenI(aLatinofromtheBronx)canaffordit!

•  Compound adjectives•  High degree adjectives (hyperboles)•  Comparisons•  Imperatives•  Repetitions•  Collocations

TheEnglishlanguageandAdvertising

Analysingads

•  Attractivevisualcontentforkids:glitteringandshiningsetting(aplaystation)

•  Attractivelanguageforkids:repetitions(inspeechandinrefrain)

•  “everykidisawinner!”“you’rethewinner!”“she’sthewinner!”“they’rewinnertoo!”“andthenextwinnerisYOU!”“everykid’sawinner!”“everykidgetsafreeticket!”“andthenextwinnerisyou!”

•  Glitteringgeneralities:high-standardlife-style(elegant,abitout-of-fashion,sensualmusic,sensuallysoundingvoice)

•  Testimonial:anactress•  Appeal:Iwishacouldaffordit!(sellingalifestyle)•  Language:persuasive,interiormonologue“beauty…outside…inside…sweat”“beautythat’swhat’sinyourmind...that’stheone”

3:11 Dolce & Gabbana

Analysingads

•  Setting:in-doorsbasketballfield

•  Glitteringgeneralities:

•  Testimonial:

•  Appeal:

•  Language:

3:50 Nike

Analysingads

•  Setting:in-doorsbasketballfield•  Glitteringgeneralities:averyfitandexpertbasketballplayer

•  Testimonial:afamousdisabledbasketballplayer

•  Appeal:ifIcanmakeityoucan,noexcuses!!!•  Language:firstperson,listofexcusesnottoplay,opposition:Ican’tvs.Ican MY FEET HURT!

3:50 Nike

Analysingads

•  Setting:HOME–everydayactions

•  Glitteringgeneralities:cartoonsforchildren

•  Testimonial:SesameStreetcharacters

•  Appeal:youshoulddowhattheydo!

•  Language:useofimperative,repetition

ads in the times of Covid 19 https://www.youtube.com/watch?v=Ebtn7hnR6To

Analysingads