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Business English (Subject) / Advertising (Lesson)
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- What is a product? A products is anything that can be offered to a market that might satisfy a want or need
- What is a brand? A brand is a name, or a symbol, or a logo that distinguishes (abgrenzen) products and services from competing offerings, and makes consumers remember the company, product or service.
- advertising agencies companies that design advertising for clients
- advertising campaign the advertising of a particular product or service during a particular period of time
- brief (kurzanweisung) the statement of objectives that a client works out with an advertising agency
- target customer - Your target customers are those who are most likely to buy from you- 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
- media plan the choice of where to advertise in order to reach the right people
- comparative-panty method choosing to spend the same amount on advertising as their competitors
- sample a small amount of a product given to a customers to encourage them to try it
- Advertisement
- word-of-mouth advertising free advertising, when satisfied customers recommend products to their friends
- viral marketing trying to get consumers to forward an online marketing message to other people
- 2 functions of advertising inform and persuade informs consumers about the existence and benefits of product and services, and attempts to persuade them to buy them
- channel of information company gets information from the customers
- Difference between space and time for media to pay for space: posters, billboads, print media time: TV, radio, cinema
- threshold effect Schwelle
- brief aim, strategy
- 4 promotional tools 1. advertising 2. sales promotion, discount 3. public relations (PR), publicity 4. personal selling
- Different types of spending budget on advertising - comparative-panty method: spend as much as their competitors on advertising - fixed percentage of sales revenue
- Distribution channels - Producer - wholesaler: Person or firm that buys large quantity of goods from various producers or vendors, warehouses them, and resells to retailers. - retailer: A business or person that sells goods to the consumer, as opposed to a wholesaler or supplier, who normally sell their goods to another business. - consumer: 1. A purchaser of a good or service in retail. 2. An end user, and not necessarily a purchaser, in the distribution chain of a good or service. See also customer.
- Difference between traditional and untraditional advertising Traditional: Traditional advertising is messages or commercials communicated through historically established media such as television, radio, outdoor (billboards), print, and direct mail. Untraditional: viral marketing, Internet, setting up blogs or online forums, social networking websites
- marketing the commercial processes of promotion, selling, and distributing a product or service; involving packaging, as well as price, promotions,advertising, and distribution