Vocabulary:
Sale-driven companies, market driven, customer driven
Larger goal
Conduct a market research, shift from smth to smth,
All-pervasive
Falsify company’s image
Fight over crumbs
Leadership is ownership
Product features – the attributes or characteristics of a product, such as size, shape, quality, price, reliability etc.
Sales representative – someone who contacts existing and potential customer and tries to persuade them to buy goods or services
Public awareness
Integrate the customer
Ad campaign
Supply поставка revenue доход
Discontinue прекращать
Reduce уменьшать
Niche пробел в рынке
Niche products для ограниченного круга покупателей
UNIT 13 – ADVERTISING
Question 56: What are the two functions of advertising?
To inform consumers about existence and benefits of a products and services and to persuade them to buy them.
Question 57: What is a media plan?
An advertising plan specifying which media will be used and in which proportions. (the choice where to advertise in order to reach the right people.)
Question 58: What is a comparative-parity method?
A method in which companies spend simply as much money on the advertising as their competitors.(the choice to spend the same amount on advertising as one’s competitors)
Question 59: What is word-of-mouth advertising?
People telling their friends about good products and services. It’s considered the best form of advertising. (free advertising, when satisfied customers recommend products to their friends)
Question 60: What is viral marketing?
Viral marketing, developed from word-of-mouth, means that companies succeed in getting people to spread commercial messages, like a virus, via peer-to-peer (P2P) networks on the internet (‘share’ buttons and stuff). It allows companies to inform and persuade, and create a ‘buzz’, so an idea spreads very quickly at very little cost. (trying to get consumers to forward an online marketing message to other people)
Vocabulary:
Advertising agencies – companies that design advertising for clients
Campaign – the advertising of a particular product or service during a particular period of time
Brief – the statement of objectives that a client works out with an advertising agency
Target customers – a defined set of customers whose needs a company plans to satisfy
Budget – the amount of money a company plans to spend in developing its advertising and buying media time or space
Setting up blogs, making podcasts, price reductions
Advertising – adverts –ads
Media plan – the choice of where to advertise in order to reach the right people
Free sample
Launching- smth new at the market
61. What is the difference between an advertisement and a commercial?
Commercial on the radio or TV
62. What is a banner?