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marketing/advertising chocolate

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an introduction to advertising and marketing

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marketing/advertising chocolate

  1. 1. Introduction to advertising
  2. 2. Learning objective <ul><li>To gain an understanding of the terms ‘marketing’ and ‘target audience’. </li></ul>
  3. 3. Pre-starter <ul><li>Re-write the following advertisement by changing all the boring adjectives for more interesting ones. </li></ul><ul><li>Remember, the more interesting we can make products sound then the more chance we would have of selling them. </li></ul>
  4. 4. Pre-starter <ul><li>To celebrate this holiday season you need to buy one of our great pre-lit Christmas trees. </li></ul><ul><li>Watch as the lights shine and listen to the nice carols they play. They will make your home look good this Winter. Buy our pretty trees today! </li></ul>
  5. 5. Starter <ul><li>What do we mean by the term ‘audience’? </li></ul>
  6. 6. Audience <ul><li>The term ‘ audience ’ can mean the people who are watching/ reading a film or piece of writing. </li></ul><ul><li>In advertising the term ‘ target audience ’ is used by advertisers to refer to the people who they are trying to encourage to buy their products. </li></ul>
  7. 7. Target audience activity <ul><li>Look at the following pictures of famous adverts and state who you think the advert is aimed at and why. </li></ul><ul><li>You could mention age, gender (male or female), money, lifestyle, and interests. </li></ul><ul><li>We will do the first example together. </li></ul>
  8. 8. Advertisement 1
  9. 9. Advertisement 2
  10. 10. Advertisement 3
  11. 11. Advertisement 4
  12. 12. Advertisement 5
  13. 13. Advertisement 6
  14. 14. Task <ul><li>Over the next few lessons you will be marketing a brand new chocolate bar of your own invention. </li></ul><ul><li>Before we start this we need to look at what the term marketing means in more detail. </li></ul>
  15. 15. Marketing <ul><li>Copy this . </li></ul><ul><li>Marketing means: </li></ul><ul><li>Investigating who buys, when they buy, where they buy, how often they buy and how much they spend. </li></ul><ul><li>Finding the best way to sell the item to make the most money. </li></ul>
  16. 16. Marketing chocolate <ul><li>Every chocolate bar has an ideal target market (buyers) and this is broken down into: </li></ul><ul><li>Age </li></ul><ul><li>Gender (male or female) money/economics/lifestyle </li></ul><ul><li>Values/interests </li></ul>
  17. 17. Target markets <ul><li>If a chocolate bar is aimed at different people to you it’s unlikely you’ll buy it for yourself. </li></ul><ul><li>Companies choose their target market and focus on persuading them to buy their product. </li></ul><ul><li>They do this through using various marketing strategies. </li></ul>
  18. 18. Marketing strategies <ul><li>Re-launch a product and aim at a new target audience. For example, Yorkie bars. </li></ul>
  19. 19. Marketing strategies <ul><li>Find new versions of the same product. For example Mars ice-cream bars. </li></ul>
  20. 20. Marketing strategies <ul><li>They will reduce the price or make the product bigger. </li></ul><ul><li>Bring out seasonal versions (Christmas, Easter etc) </li></ul><ul><li>Run special promotions (competitions, money off etc) </li></ul>
  21. 21. Task <ul><li>You are now going to work in pairs to answer questions on a particular chocolate product. </li></ul><ul><li>Discuss the questions with your partner. Answer in full sentences in your exercise book. </li></ul><ul><li>Do not write on the sheet. </li></ul>
  22. 22. Cadbury’s Dairy Milk
  23. 23. Cadbury’s Flake bar
  24. 24. Milky bar
  25. 25. Malteasers
  26. 26. Task <ul><li>You are now going to begin to create your own chocolate bar. </li></ul><ul><li>Your target market is: </li></ul><ul><li>Boys and girls aged 8-16 </li></ul><ul><li>Reasonably cheap (under 40p.) </li></ul>
  27. 27. Task <ul><li>Invent a new chocolate bar. </li></ul><ul><li>Describe what your product would be like: </li></ul><ul><li>Is it a bar, a drink, an egg etc? </li></ul><ul><li>What ingredients are in it? </li></ul><ul><li>What size is it? </li></ul><ul><li>How much is it? </li></ul>
  28. 28. Design a wrapper for your product <ul><li>Your wrapper is also a persuasive tool. </li></ul><ul><li>Think carefully about colours, fonts, wording, material, and information. </li></ul>
  29. 29. Explain how you would market your new bar <ul><li>Focus on your target audience and try to appeal to them </li></ul><ul><li>How could you convince your target audience to buy your product? (promotions seasonal versions etc) </li></ul><ul><li>How would you advertise the product and why? </li></ul>
  30. 30. Design an advertising poster to launch your product <ul><li>Think carefully about the colours, fonts, images and words you choose </li></ul><ul><li>Decide which magazines you’d place the advert in. </li></ul><ul><li>Where would you put a billboard poster? </li></ul>

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