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" 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
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.
Who handles an Ad strategy? Small organizations: Marketingdepartment. Sales department works with an ad agency. Large organizations: Ad department. Hiring an ad agency.
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.
InformA d s trategy Pers uade C us tomers Remind
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)
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.
What stressful event is Joan dealingwith? She’s looking for another actress who does the voiceover.
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
Listen to Part A + B, then complete thediagram: s c ientific A dvertis ing creative A rt
What important information does anAd agency need from its client? Market segment Target audienceHow does it help the agency tocreate 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.
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 times2. And after studies3. Have been favourably influenced by the ads
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
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
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
Reading _ Generation X - Y1. 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.
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.
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.
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
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.