2) Match Management traits and qualities given in the above box with their explanations. Mind that there are some odd ones and try to describe them.
When individual needs to be capable of understanding the basic goals of the business and developing his own strategies for achieving those goals. He needs to be committed to putting his all into the job every day without the close supervisions of a boss.
No matter what type of business you are in, you can benefit from having a manager who is excellent in dealing with customers and clients, and can diffuse the problem situation or to exacerbate it.
People trust a good manager because they know he or she has personal fairness. Workers need to know that you will fight for them, do what you say, and follow the rules.
Manager isn’t in the business solely for the selfish reasons of “getting ahead”. Instead, he is interested in growing the business because it is going to be to his benefit as well as to the benefit of the other people working with him in the company.
The ideal person for the job is going to be someone who already has advanced or specialized experience in this industry. A thirst for more knowledge about business is a plus.
Your superiors, as well as your subordinates, need to know that you can be counted on. Others in the organization should be able to rely on you.
A good manager should be able to write professionally and with correct grammar, speak publicly in an interview or addressing workers, organize and practice presentations and be active listener to workers, superiors and customers.
Role-play: What makes a good manager?
A. Make up the role-play “What makes a good manager?”, but firstly do before role-play exercises.
B. What Manager positions do you know? Match job descriptions (1-7) with business cards.
1) I buy all the things that the company needs. |
a) Public Relations Manager |
2) My job is to make sure that the company has a good image. |
b) Purchasing Manager |
3) My job is to find and test new products. |
c) Assistant General Manager |
4) I am in charge of the people who sell our products. |
d) Director of Research and Development |
5) I make sure we have the products which people want to buy. |
e) Production Manager |
6) I make the products which the company sells. |
f) Marketing Director |
7) I’m responsible for everything when the boss is away. |
g) Sales Director |
C. Unjumble questions commonly asked during interviews.
You position What of are interested type in?
What had of training experience kind have you?
This you do you are suited feel for Why position?
Want to company you Why do for work this?
Do this can you What for company?
Would years What you to five be like doing now from?
Did Why you your last leave job?
You get well along with Do others?
What you do about know company our?
Are main your What strengths weaknesses?
You do you Why think should we hire?
D. Name as many adjectives describing personal traits as you can, add them to the list below. Say what qualities you and your group mates possess?
Energetic Personable Enthusiastic Determined Ambitious Disciplined Adaptable Diplomatic Self-reliant Resourceful Enterprising Conscientious Tactful Fair Reliable Broad-minded Sincere Creative Objective Imaginative Optimistic Discreet |
E. Make up the role-play.
You are the personnel manager of a company which was created only 5 years ago and is rapidly expanding. At the moment your company needs a production manager (possible variants: sales manager, purchasing manager, assistant general manager, public relations manager, research and development manager, marketing manager).Conduct an interview with an applicant for the post of the production manager (and possible variants).Explain the nature of the job. Ask questions about the applicants’ personal background, his\her personal and business characteristics, find out why the applicant applies for the job, what salary he\she expects.
UNIT 2
MARKETING
Module 1 Marketing
Starting up
A. Answer the questions.
How do you understand the word “marketing”?
Who are the participants in marketing?
Can you say that marketing is all around us? Why?
What malls do you usually go to? What do you buy there?
How can you define “goods” and “services”?
B. Check your suppositions.
Marketing is the process of developing, promoting, and distributing products in order to satisfy customer’s needs and wants. Products include both goods and services. Goods are the kinds of things you can touch or hold in your hand. Hammers, automobiles, clothing, and computers are goods. Services are the kinds of things you can’t physically touch. They consist of a series of tasks performed for a customer. Dry cleaners, amusement parks, movies, theatres provide services.
Topical Vocabulary
marketing |
торговля, продажа, сбыт; маркетинг |
distribution |
распределение; раздача |
ultimate objective |
конечная цель |
to satisfy/meet customer needs |
удовлетворять потребности покупателей |
profitability |
прибыльность, рентабельность, доходность |
to generate/make profit |
получать прибыль |
consumer good |
потребительские товары, товары народного потребления |
industrial goods |
промышленные изделия |
marketing research |
маркетинговое исследование, маркетинговый анализ |
product life cycle |
жизненный цикл товара/продукта |
«business-to-business» marketing |
промышленный маркетинг (маркетинг товаров промышленного назначения) |
to be guided by |
руководствоваться чем-либо |
Reading 1: Marketing
A. Read the text and name the constituents of marketing.
Marketing includes the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods, and on the other hand it includes such marketing operations as product planning, marketing research, pricing and promotion selling.
Marketing is guided by two basic principles: the satisfaction of customer needs and profitability. The ultimate objective of а business corporation is to generate profits. Satisfying customer needs is а necessary condition to achieve this objective, but it may not be sufficient condition. The business-corporation must select not only the customer needs which it will satisfy, but also the actions that it should undertake to this end, in such а way that the firm is profitable.
Different business corporations operate in а large diversity of sectors such as soft drinks, detergents, pharmaceuticals, electric appliances, automobiles, computers, electronic components, machine tools, banking, insurance, airlines and telecommunications, to name but а few. It is evident that these different marketing sectors require different types of knowledge and activities. In marketing it is customary to organize these various sectors into three broad groups: consumer goods, industrial goods and services.
Consumer goods are products bought by individual consumers and households. From the above list, soft drinks, detergents, pharmaceuticals, electric appliances and automobiles, belong to this category.
Industrial goods are products bought by corporations or institutions such as schools or hospitals. From the above 1ist, computers, electronic components and machine tools belong to this group. Another expression used for this category is «business-to-business» marketing.
In services sector, what is bought by a client is mainly not а tangible product but а service. Banking, insurance, airlines and telecommunications belong to this group.
The boundaries between these categories are not always clear cut. Most products are sold with some form of service (e.g. automobiles), and most services are sold with some form of tangible items (e.g. restaurants); the same products (e.g. computers) can at the same time be consumer goods when they are sold to an individual and industrial goods when they are sold to а corporation.
B. Below is а list of words derived from the same stem. Indicate the parts of speech. Choose а suitable word for each blank in the sentences below.
compete |
competently |
competitive |
competition |
competing |
competitively |
competitor |
competitiveness |
competent |
|
competence |
|
They suggested three ... programmes.
А dеmосrасу should be ruled by the mеn most ... to rulе it.
This would еnаblе British shipbuilders ... оnequal terms with foreign yards.
Part of the reason for the drор in sales is ... from overseas suppliers.
Не carried out his mission with his usual ...
General Motors has definitely succeeded in designing а … car for the 1990s.
Why should we put such an emphasis on industrialism and... ?
Не did the work roughly but....
The firm is not really а direct ... in any significant markets.
The banks would be allowed to рау ... high rates.
C. Answer the questions.
What activities does marketing consist of?
What are two basic principles of marketing?
What do marketing operations include?
Is satisfying customer needs the only objective of a firm?
What groups of goods is it customary to organize marketing sectors into?
What consumer goods do you know? Whom are these goods bought by?
How do we understand the expression “business-to-business” marketing?
What kinds of services do you know?
Over to you
Think of a product you know or buy regularly, and about how the company markets it. Who is their target market? What are their objectives? Find out what you can about the company. What is their market share? Who are their competitors?
Functions of Marketing
A. Study the functions of marketing
B. Match functions with their definitions
purchasing |
It’s providing customers with goods and services they want to buy. |
selling |
It’s any form of communication used to inform, persuade or remind people about a business’s products. |
pricing |
It’s preventing or reducing business loss |
planning |
It’s getting the money needed to finance the operation of a business. |
Marketing information management |
It’s buying goods and services for a business’s operation. |
promotion |
It involves making decisions about where to sell your product. |
financing |
It involves all the decisions a business makes in the production and sale of its goods and services. |
distribution |
It means deciding how much to charge for goods and services |
risk management |
It’s the process of getting the marketing information needed to make sound business decisions |
C. Identify the functions from the content.
Taking decisions on product packaging, labeling and branding.
Before … one should consider how much the customer is willing to pay.
Shirt manufacturer buy cloth and thread to make his product.
Have you ever completed a restaurant questionnaire that asked you to rate the service you received?
It includes employee or customer accidents.
The TV and radio commercials you see and hear.
Business owners may request a bank loan.
Methods of transportation – truck, rail, ship.
Listening: An Interview with a Brand Consultant
(Market Leader, New Edition, Intermediate Business English CB by D. Cotton, Unit 1)
Module 2 Marketing Mix
Reading 1: Marketing Mix
A. Study the topical vocabulary.
-
target market
целевой рынок
marketing mix
составляющие маркетинга
meet quality standards
отвечать стандартам качества
focuse its activities
сосредоточить свою деятельность
promotion
продвижение
direct-mail
почтовая рассылка
market economy
рыночная экономика
domain
область
distribution channels
канал сбыта
product life cycle
жизненный цикл продукта
B. Read and translate the text
The term marketing concept is often said to be a philosophy. It makes the customer and the satisfaction of his or her needs, the primary point of all business activities. Marketing is not about selling what you make but making what you can sell. The marketing concept is based on the belief that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions more effectively than competitors.
Many companies today in the market economy have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands.
A formal approach to customer-focused marketing is known as the 4 P’s or marketing mix - a system built to provide a customer focus (Product → Solution, Price → Value, Place → Access, Promotion → Information).
The most controllable of these factors — product (service) must always perform the function for which it is intended and meet quality standards. All products and services have what is traditionally called «product life cycles». The stages of the product life cycle are: introduction, growth, maturity and decline. The length of product life cycle depends upon the intensity of competition and the extent to which* the new product is an innovation or modification.
Price. All products and all services have prices. The price depends on different things such as credit terms, delivery, quality and others. The price may be too high or too low to cover costs. Prices can be determined in different ways: the prices for agricultural products can be decided in large central markets, the prices for industrial goods are usually decided by large companies. Price can also be set by the government. If demand increases, prices rise, profits expand and new investments are attracted.
Place includes location of production and distribution. Catalogs, direct-mail coupons, telemarketing with telephone sales can be of great help to show your goods to the customer. The display during the exhibitions includes a wide range of industrial and consumer goods which show the latest production achievements.
Promotion includes all forms of marketing communication: advertising, direct mai1, customer service, image, special events*, sales, etc. Promotion is the most complex thing — how to select and divide your market according to the type of product, its price and where it will be available.
In recent years service marketing has widened the domains to be considered, contributing to the 7 P's of marketing in total. The other 3P's of marketing are: process, physical environment and people.
To undertake marketing effectively, businesses need information i.e. Information about customer wants, market demand, competition, distribution channels etc. This information is to be found through market research.
At this point a distinction should be made between marketing research and market research. 'Market' research is simply research into a specific market. 'Marketing' research is much broader since it relates to all research conducted within marketing. It also includes areas such as research into new products, or modes of distribution such as via the Internet. The most important branch of marketing research is demand analysis. Marketing experts have developed techniques for determining the needs of prospective customers.
C. In the text find words and phrases for the following definitions.
the kind of people you are interested in selling to
other companies that sell similar products
finding out about the market
the end result of the manufacturing process, to be offered to the marketplace to satisfy a need or want.
the four basic controllable factors of marketing
D. Fill in the gaps with suitable prepositions:
satisfaction … customers’ needs
find … customer needs
approach … marketing
information … customer wants
responsible … creating the strategy
product life cycle depends …
find information … market research
distribute … the Internet
price is set … the Government
contribute …
make a distinction … market and marketing research
E. Plan the marketing process using the following phrases.
First you have to…
Then …
Next …
After that… |
find out objectives competitors launch a product strategy price target market promotion product awareness needs and wants anticipate advertise forecast focus on opinions |
F. Answer the questions.
What is the idea of a marketing concept?
What are the main stages of the product life cycle?
What does the length of the product life cycle depend on?
What does the price depend on?
How can prices be determined?
Where can customers see the products?
What forms of marketing communication does promotion include?
What should companies be guided by in order to be efficient under market economy?
How does marketing research help a marketer?
Reading 2: Market segmentation
A. Study the topical vocabulary.
market segment |
сегмент рынка, часть рынка, целевая группа потребителей, рыночный сегмент |
segmentation |
сегментация рынка |
to differentiate |
дифференцировать, разграничивать |
target group |
целевая группа |
ACORN |
классификация жилых районов; сегментация рынка, в соответствии с которой все домохозяйства США и Великобритании классифицируются по географическому, социально-экономическому и демографическому признакам. |
Psychographics |
сегментирование демографических групп потребителей; психография |
questionnaires |
анкеты, опросные листы |
to profile |
профилировать, моделировать, представлять кого-либо |
VALS |
Values, Attitudes and Lifestyles System |
B. Read and translate the text.
1 Market segmentation refers to the division of a market of consumers into people with similar needs and wants. The world is made up of billions of buyers with their own sets of needs and behavior. Segmentation aims to match groups of purchasers with the same set of needs and buyer behavior. Such a group is known as a 'segment'. Segmentation, which can be done in various ways, allows marketers to identify and differentiate between the needs of the target groups of customers that make up a particular market. They may offer different products to different segments, or the same product, marketing it in different ways. For example, power tools are designed and marketed differently for professional users and do-it-yourself enthusiasts.
2 In demographic segmentation customers are divided up on the basis of occupation and social class: middle class, working class, etc. In the UK, marketers classify customers demographically as:
A. professionals such as senior business executives and senior civil servants;
B. people with very responsible jobs such as middle managers, heads of local government departments, and so on;
C1. all others doing non-manual jobs: technicians, nurses, etc.;
C2. skilled manual workers;
D. demi-skilled and unskilled manual workers;
E. those on the lowest income levels, such as pensioners.
In Britain, marketers also use a system called ACORN, which is a classification of residential neighborhoods, a system that assumes that people from a particular area will have a similar social background. It can be used to predict likely purchases of everything from cat food to financial products.
Customers can also be divided up by behavioral segmentation: why, when and how often they buy a particular product, their attitude towards it, etc.
Identifying people who eat popcorn at the cinema is an example of behavioral segmentation based on situation of use.
People from a particular social class may spend their money in particular ways, but it can be more useful to look at people’s lifestyles, the overall pattern of how they live, what they buy etc. Here, values, opinions, activities and interests are important.
Psychographics is the activity of attempting to categorize people in this way. For example, the VALS system divides people into groups such as Fulfilleds: mature people who like solid products that give value for money, and Experiencers: young, impulsive people who spend a lot on clothes, music, etc.
This information is often collected by means of questionnaires used to profile different kinds of buyers.
C. Complete the statements by people working for different organization with appropriate forms of expressions from 1 and 2 opposite. (Some expressions are used more than once.)
1) “I work for a food products company. We make a powder that can be added to hot milk to make a nutritious drink. It is used to make two different products and is sold under two different names, to mothers who feed it to their babies, and to old people who drink it to get important vitamins. This is the basis of our....
Of course, these are two entirely different ....”
2) “We sell car insurance. We calculate the premiums using ... because this tells us about the areas our customers live in and their ... …: we are great believers in ... …”
3) “I work for a political party. When we knock on people’s doors and ask them to vote for us, we never try to persuade people who are hostile to us. We concentrate on people whose attitudes are favourable to us in some way, even if they haven’t voted for us before, and this … … allows us to target our resources better.”
4) “I work on health campaigns to discourage people from smoking. One of the most important … … is young people from 12 to 18. We want to discourage them from taking up smoking in the first place.”
D. Match the two parts of these descriptions of VALS types.
1 |
Experiencers are young, enthusiastic people who spend a lot on clothes, |
a |
to familiar brands |
2 |
Strugglers are poorer, elderly people who are loyal |
b |
cultivated, expensive tastes |
3 |
Actualizes are successful, active people with |
c |
for example, without planning for a long time what they are going to buy. |
4 |
Believers are conservative traditionalists who prefer familiar |
d |
functional products such as tools. |
5 |
Makers are practical family-oriented people who buy practical, |
e |
products to imitate those with more money. |
6 |
Strivers are insecure people without much money but who buy stylish |
f |
products and established brands. |
E. Translate the following sentences from English into Russian.
How can a manufacturer target his products successfully on his chosen market segments?
Our aim is to reach the market segment between conventional motor inns and budget motels.
Social class is a useful variable for segmenting consumer markets.
Product segmentation focuses on how consumers perceive and differentiate between available products.
Far Eastern markets are more highly segmented.
It’s difficult for computer makers to differentiate between the technical features of their product and someone else’s.
The only viable strategy was to differentiate Citibank credit cards from all the low-cost alternatives.
To maintain product differentiation, the new models have all been styled distinctively.
Who is the target audience for this book?
These advertisements are aimed mainly at our target customers.
Consumers filled out a detailed questionnaire about their habits.
The stock was favorably profiled in Friday’s edition of “Investor’s Daily”.
F. Answer the questions.
What is market segmentation?
What does the segmentation allow marketers?
How do UK marketers classify customers demographically?
Will you describe marketers’ classifying customers demographically in the UK?
What is a system ACORN?
Which factors are important in lifestyle segmentation?
Would you explain the notion “psychographics”?
Listening: An interview with a marketing manager
(Market leader, CB, Intermediate Business English by D. Cotton, Unit 4)
Over to you
Which demographic segment in B opposite do you belong to?
Think of a product you have bought recently and analyze your purchase in terms of behavioural segmentation.
Do the VALS questionnaire and get your own VALS profile at the SRI Consulting Business Intelligence site: www.sric-bi.com
Module 3 Advertising
Starting up
Discuss in pairs.
Did you buy something on the basis of the advert?
Do you think that advertising using children or animals are acceptable?
Do you agree with the AIDA model for advertising?
Catch the audience’s Attention Make them Interested Create Desire State the Action the audience should take |
Analyze any ads you have seen lately using four stages in promoting a product.
Reading 1: Advertising & Promotion
A. Study the topical vocabulary.
advertising |
рекламная деятельность, рекламный бизнес |
advert/ad |
объявление; реклама; анонс |
endorsement |
подтверждение; поддержка; одобрение |
advertising agency |
рекламное агентство |
advertising campaign |
рекламные кампании |
direct marketing |
прямой, персонализированный маркетинг |
mailing shot |
разовая рассылка рекламных материалов в прямой почтовой рекламе |
junk mail |
"макулатурная" почта (реклама, приглашения) |
promotion |
продвижение, раскрутка, рекламная кампания |
point-of-sale advertising |
реклама в местах продаж, реклама на месте покупки |
merchandising |
розничная торговля; марк. мерчендайзинг, выкладывание |
B. Find the answers to the following questions in the passage given bellow. Put the passage in the correct order to form the text (use questions as the prompt)
Why is advertising so important?
What are the three generic objectives of advertisements?
What are the means of commercial advertising media?
What promotional activities support the sale of a product?
What is merchandising?
1 Some commercial advertising media include billboards or hoardings, printed flyers, radio, cinema and television ads or commercials, web banners, bus stop benches, magazines, newspapers, sides of buses, taxicab doors and roof mounts, musical stage shows, elastic bands on disposable diapers, stickers on apples in supermarkets, and the backs of event tickets and supermarket receipts. The Internet is a new advertising medium. Any place the sponsor pays to deliver his message through a medium is advertising. Recommendation of a product by famous people is called a product endorsement. Advertising agencies often design and manage advertising. An advertising campaign consists of a series of advertisements, adverts, or ads which are run in various media. A person or business that advertises is an advertiser. Direct marketing, using techniques like mailings, (mail shots) is another way of telling people about products. These are often referred to derisively by recipients as junk/ mail.
2 Merchandising is a promotion of a product by developing strategies for packaging, displaying, and publicizing it, and more commonly, to commercial products that are developed as spin-offs from the success of a movie, TV program, sports team, or event such as toys and T-shirts.
3 Advertising is the paid communication by which information about the product or idea is transmitted to potential consumers.
In general, advertising is used to convey availability of a "product" (a physical product, a service, or an idea) and to provide information regarding the product. One of the main objectives of advertising is to stimulate demand for the product.
4 More specifically, there are three generic objectives of advertisements: communicate information about a particular product, service, or brand (announcing the existence of the produce, where to purchase it, and how to use it), persuade people to buy the product, and keep the organization in the public eye (institutional advertising).
5 The promotion includes all forms of marketing communication: including advertising, direct mail, customer service image, special events, sales, etc.
However, promotion is often used to refer specifically to marketing activities other than advertising: offers such as discounts or reduced price; a free sample, a small amount of the product to try or to taste; cut-price vouchers; loyalty cards in supermarkets and air lines, the more you spend, the more points you get; free gifts, given with the product; displays or events; the point-of-sale, the place in the retail outlet where the product is sold.
C. Read the information in more detail and decide if the following statements are true or false?
Advertising is used to stimulate demand for the product.
There are two generic objectives of advertisements: communicate information about a particular product and keep the organization in the public eye.
Internet is not used as an advertising medium.
Promotion is used to refer to marketing activities other than advertising.
Merchandising has nothing to do with a promotion of a product.
D. Insert the italysed words into the following sentences.
printed flyers to stimulate demand web banners to deliver message advertisement a free sample cut-price vouchers to convey stickers on apples in supermarkets adverts the point of sale merchandising ads |
Advertising is used … availability of a "product" and to provide information regarding the product.
One of the main objectives of advertising is … for the product.
Some commercial advertising media include … … ….
Any place the sponsor pays … through a medium is advertising.
An advertising campaign consists of a series of … … … which are run in various media.
Promotion is often used to refer to marketing activities: offers … … ….
Merchandising is a promotion of a product by developing strategies.
E. Do you know what these abbreviations stand for? Search a dictionary or the Internet if necessary: AD, AIDA, U.S.P., RPI, IAA, NOAB
Reading 2: Advertising media and methods
A. Match the following words with their definitions.
a |
commercial (n.) |
memorable motto or phrase |
b |
billboard |
a large, square sign used to post advertisements |
c |
complimentary |
a statement (about a product) released to the news media |
d |
campaign |
an advertisement on TV, the radio, etc |
e |
readership |
the attempt to manage how a public sees a product |
f |
slogan |
the number of people that read a particular newspaper, magazine, etc |
g |
press release |
a plan of action (to promote a product) |
h |
features |
a measure of how popular a brand is (how many |
i |
publicity |
special characteristics, qualities |
j |
brand awareness |
free |
B. These eight verbs are commonly used in advertising. Choose the right one to complete each sentence.
e.g. 1 = appeal
attract promote
boost persuade
spend appeal
launch project
The copywriter created a slogan which would … to a wide cross-section of consumers
The agency wants to … a campaign targeting the under-16 market.
The consumers we want to… are professionals who purchase up-market products.
All advertising must … the right product image.
Giving away free badges helped to … ice-cream sales to children.
The number of TV commercials in a campaign depends on how much the client wants to … and who he wants to reach.
The function of advertising is primarily to inform and to …
Our plan is to … the new product across a wide range of media.
C. Translate the following sentences from English into Russian.
Оnе definition of merchandising is о marketing practice in which the brand or image from one product or service is used to sell another. It is most prominently seen in connection with films, usually those in current release and with television shows oriented towards children.
Merchandising, especially in connection with child-oriented films and TV shows, often consists of toys made in the likeness of the show's characters or items which they use.
What we call junk mail is actually the result of direct marketing campaigns designed to get you to buy a product or service. It's called direct marketing because it attempts to match you and your buying preferences with offers that are likely to make you buy a product or service.
The fluency lost a $ 15 million account for Nikon cameras when it mistakenly ran an advert for a new product before it had formally been introduced.
The world's biggest advertising campaign rests on the denim-clad shoulders of that anonymous cowboy, the Marlboro Man.
Despite heavy promotion, new car sales rose by only 1.7% in August over the figure for August last year.
Although the number of drug salesmen may decline, firms may still need a big marketing operation to handle the advertising and point-of sale promotion necessary in retail outlets.
D. Discuss in groups.
Where do you see a lot of advertising?
What advertising campaigns are famous in our country?
What commercials do you like?
What cannot be advertised on TV in our country?
Advertising can influence people's behavior, sometimes - as in a case of the anti-smoking campaign – with very positive results. In what other fields could advertising play a beneficial role?
What advertisements and promotional activities does your company use?
Discussion: Advertising via the internet is a new medium
Discuss with your partner the following questions and make up short dialogues using them.
What advertisements have caught your eye recently? Explain why you consider them to be successful.
Describe any good advertising gimmicks you have seen. What sort of impact did they have?
How do you see the promotion of merchandise by in-store demonstrators? What makes a good demonstration?
Over to you
A. Write a summary about the advertising on one of the following topics and present it to your group mates.
Advertising styles
Advertising media and methods
Advertising campaigns
B. Prepare a short presentation of ads covering the following points:
Target customers
The Unique Selling Proposition (USP) of the product, its futures benefit
How the ad works in terms of four stages of AIDA
UNIT 3
FINANCE
Module 1 Investments
Starting up