Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
1
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
17
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
27
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.
28
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-/
31
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
32
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