Английский язык для маркетинга и рекламы

МИНОБРНАУКИ РОССИИ

Федеральное государственное бюджетное образовательное учреждение

высшего образования

«Российский государственный гуманитарный университет»

(РГГУ)

Кафедра иностранных языков

АНГЛИЙСКИЙ ЯЗЫК

Учебное пособие

Английский язык для маркетинга и рекламы

Москва 2021

                             

«Английский язык для маркетинга и рекламы»

Учебное пособие

Автор-составитель:

Л.И. Пирогова, доцент

УТВЕРЖДЕНО                                                                           

UNIT I

What is Marketing

Lead-in

I. Read the following words correctly. Look them up in a dictionary if necessary.

company

competitive

concept

consumer

customer

design

either

geographical

key

marketing

obviously

occur

Organization

process

product

profit

purchase

require

Society

II. Read the quotations below. Chose one and comment on it.

1. "Always think of your customers as suppliers first. Work closely with them, so they can supply you with the infor­mation you need to supply them with the right products and services." - Susan Marthaller, Senior Regulatory Affairs Officer

2." The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter F. Drucker, American management consultant

3. "In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits." - Nicholas Dewolf, American businessman

III. Work in groups and make your mind map associated with marketing. (read App1)

IV. Make up your own sentences using the words from the mind map.

V. Answer the questions:

1. Who are "market players" and what do they do on the market?

2. What kinds of relationships do market players build?

3. What is the main aim of any business?

4. How doestheprofitofa company associate with the number of customers?

 

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following

expressions to start your answer. (for more useful phrases use App2)

I may be wrong but I think..........

The way I see it................

It's a well-known fact that.........

1. What is an essential term for a market to exist?

2. What is the subject matter of marketing?

3. What is the main idea of marketing?

4. Under what circumstances does the customer value occur?

5. When and how does the customer satisfaction happen?

 

II. Say whether these statements are true or false. Justify your answer.

e.g. To my mind it is true that.........

  I reckon it is false that........because......

1. The concepts "market" and " marketing" have the same meaning.

2. Marketing has the dual purpose.

3. Marketing management has the same functions as marketing itself.

4. The key goal of marketing is to bring profit for an organization.

5. The profit of a company highly depends on the number of customers.

6. Customer satisfaction occurs when their expectations are higher than the amount of money they have paid.

7. Customer value mostly depends on the price for the product.

 

Vocabulary Development

I. Match synonyms

1. to be referred to	a. to keep
2. goods	b. a consumer
3.to buy	c. to meet wants
4.to be required	d. to be related to
5.a transaction	e. to purchase
6.to satisfy needs	f. commodities
7. a customer	g. a deal
8. to retain	h. to be necessary

II.  Fill in the table for the following words:

commodity

consumer

Value

goal

retain

competition

The example is given to you

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions
product	an article of commerce; an exchangeable unit of economic wealth	продукт; продукция; выработка, изделие	good, item, produce, commodity,...		production, produce, productive,...	product placement,...

V. Make sentences of your own using the word partnerships in exercise IV

 

 

Language Development

I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. Big picture

e.g. Working on all these details, we have lost sight of the big picture.

2. Get something off the ground

e.g. Now that we have finished the planning phase, we're eager to get the project off the ground.

3.Go the extra mile

e.g. To give our customers the best shopping experience, we go the extra mile.

4. See eye to eye

e.g. It's difficult to agree with my boss about marketing campaign, he doesn't see eye to eye with me.

5. Get your head around it

e.g. I cannot get my head around why our marketing campaign has failed.

What is the Marketing Mix?

Great marketing doesn’t happen by pure luck. It may sound easy, but effective marketing takes a considerable amount of 1)…………... Putting the right elements together can be a challenge, but utilizing a framework or marketing mix can help direct you.

In general terms, marketing mix is a variety of different factors that can influence a consumer’s 2) …………..a product or use a service. It most commonly refers to the 4Ps of marketing─product, price, promotion and place which were created by marketing professor E. Jerome McCarthy in 1960.

Instead of leaving it up to chance and hoping that people will do what you want, you can increase your conversions by 3) ……………….. All of the four elements are centered around the………. It is important to know who your audience is and what they care about. Each P stands for a different element that influences a 4) ………………...

#1 Product                              

Product 5) ………..the physical goods or the intangible services that you offer, but there’s more to it than that. It’s also about the experience that users and customers have with your product. What makes customers 6) ……………over others? What problem does it solve? What attracts people to your products or services? They may be attracted to the product packaging, features, ease-of-use, name, quality, design or support. The transaction may be for the physical product. But, the 7) …………is influenced by the entire buying experience.

#2 Price

It is critical to choose the right price for your product or service. If your product is 8) ……., consumers may question its effectiveness or think that it’s “too good to be true”. On the other hand, if you price your product too high, consumers may see it as 9) ……………. There are a number of pricing strategies that businesses employ. The strategy that you choose should be based on the value of your product, the production and distribution costs, 10) ……………and competitive landscape.

#3 Place

Place refers to the distribution of your product. How will customers find and purchase what you’re trying to sell? Will it be sold in retail stores or exclusively online? Two of the most common distribution channels are: 11) ……………….

If you run a local retail business, you will likely use direct sales at your location. You may also offer certain items through an online store. Whether in-store or online, you are the primary contact managing and shaping the customer experience.

Another option for businesses is to sell through 12)…………─a wholesaler or reseller. If you sell through Walmart or Amazon, you would fit into this category. The advantage of working with a wholesaler is that they tend to have a wider 13)…………….and larger customer-base.

#4 Promotion

Note that promotion isn’t synonymous with marketing. Promotion focuses on how you will communicate your product to people. Before you can jump to the 14) …………… part, you need to let people know what your products and services are, what they offer customers, and why they are worth buying.

Ask yourself and clearly answer the following questions: What makes your business 15) ……………………..? Is it a lower-price? Higher quality?Fasterservice?Moreflexibility?When selecting which channels to use for promotion, remember that your audience is the focus. What types of content do they consume on a daily basis? Where are they located? Whendo they most actively consume your content?

Some channels that you may use for promotion are: word-of-mouth, podcasts, radio, social media, email, press releases, 16) ……………, print, television ads, and pay-per-click (PPC) ads.

 

https://toggl.com/marketing-mix-4ps/

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about marketing before working with the unit?

3. What new facts have you learnt from the unit?

4.What is the role of marketing mix in bringing profit to a company?

 

 

Unit II

Globalization

Lead-in

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer: (for more useful phrases use App2)

I'm inclined to think that...................

I think no one doubts that.............

I do not pretend to be the expert in this issue but I think.......

1. What is globalization?

2. How does globalization facilitates consumers access to goods and services?

3. How do technologies help trade internationally?

4. What are positive consequences of globalization?

5. What are negative consequences of globalization?

 

Vocabulary Development

I. Match synonyms

1. interaction	a. shortage, scarcity
2. to utilize	b. proper, convenient
3. lack	c. change, stager
4.to results in	d. flow of communication
5. well suited	e. mixture
6. restrictions	f. to lead to
7. fluctuation	g. to use, to exploit
8. interpenetration	h. a rival
9. a competitor	i. limits
10. to reduce	j. survive
11. to withstand	k. decrease

II.  Fill in the table for the following words:

utilize

cost

profit

property

foster

insecure

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

 I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

To corner the market

e.g. Intel has pretty much cornered the market of microprocessors for servers. Their direct competition, AMD, is a distant second.

2. a bridge too far

e.g. I think that Sam is clever but taking the higher exam would be a bridge too far for him.

3. ahead of the pack

e.g. If we want to stand ahead of the pack, we'll have to increase our marketing budget.

4. go down the drain

e.g. All our efforts in entering this new market, unfortunately went down the drain.

5. on the same page

e.g. Let's go over the contract details once again to make sure we are on the same page.

InternationalMarketing

 

International Marketing is the application 1).......... to satisfy the varied needs and wants of different people residing across the national borders.

Simply, the International Marketing is 2)...................... in more than one nation. It is often called asGlobal Marketing, i.e. designing the marketing mix (viz. Product, 3)........., place, promotion) worldwide and customizing it according to the preferences of different nations.

The foremost decision that any company has to make is whether to 4)................., the company may not want to globalize because of its huge market share in the domestic market and do not want to learn the new laws and rules of the international market.

But however, there are following reasons that attract the organization to be global:

• Increased Economies of Scale
• High-profit opportunities in the international market than the domestic market
• 5).......................
• Elongated life of the product
• Untapped International Market

There are following ways through which companies can globalize:

1. 6)................: The easiest way to enter the market is through exports that can be indirect or direct. In Indirect Exports, the trading companies are involved that facilitates the buying 7).......................and services abroad, on behalf of their companies. Whereas in Direct exports, the company itself manages to sell the goods and services abroad, by setting Domestic based Export Department, through overseas sales branch or by their sales representatives traveling abroad.

2. 8)...................: Nowadays, companies need not go to the international trade fairs to show their products, they can very well create the awareness among the customers worldwide through an electronic media i.e. the Internet, where customers can 9).............., generally written in different languages, about the product and can order online.

3. 10)....................: One of the ways to globalize is through licensing, wherein a domestic company issues a license to a foreign company to use the manufacturing process trademark, patent, name of the domestic company while facilitating the sales. In licensing, the domestic company has a less control 11).................. However, in case of franchising, a domestic company enjoys higher control as it allows the franchise to function on its behalf, and in line with the terms and conditions of the domestic company.

4. 12)...............: The companies can go international by joining hands with other country based companies with the intention to monetize their existing relationships with the local customers.

5. 13)........................: Ultimately, firms can establish their own business facilities or own a part of a local company to facilitate the sale of goods and services.

The companies go international with the objective to have increased sales along with the huge market share. But certain things such as 14)........................situations should be kept in mind while designing the marketing principles since these are different for the different nations.

 

https://businessjargons.com/international-marketing.html

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about globalization before working with the unit?

3. What new facts about globalization have you learnt from the unit?

4. How does globalization affect different social spheres?

5. How can a company enter the global market?

UNIT III

Marketing Strategy

Lead in

Reading

Comprehension

I. Read the text. Give extensive answers to the questions. Use the following expressions to start your answer: (for more useful phrases use App2)

I assume that....

That goes without saying......

As far as I'm concerned....

1. What is strategic marketing aimed at?

2. What opportunities can a company realize with strategic marketing?

3. How does Philip Kotler define marketing strategy?

4. What is the purpose of strategic analysis?

5. What kinds of strategic analysis can marketers exploit?

6. What is the difference between PEST and SWOT analyses?

7. How do goals and objectives differ in terms of marketing strategy?

8. How do marketing strategy and marketing mix correlate?

 

Vocabulary Development

I. Match synonyms

1. to aim at	a. understanding
2. a rival	b. thus
3. limited	c. to estimate
4. insights	d. a result, an effect
5. constraints	e. to hamper
6. a deficiency	f. limitations
7. to hinder	g. to use smth to maximum advantage
8. an outcome	h. to focus on, concentrate on
9. to measure	i. a competitor
10. thereby	j. a drawback
11. to leverage	k. scarce

 

 

II.  Fill in the table for the following words:

challenge

increase

asset

exploit

demand

erode

 

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

 

Language Development

 Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. in the driver's seat

e.g. Being offered the position of a managing director, I'll soon be in the driver's seat.

2. keep one's eye on the ball

e.g. We should not diversify our product offering too much, but rather keep our eye on the ball.

3. in a nutshell

e.g. In a nutshell, we will run out of cash in three months time.

4. not going to fly

e.g. This product is unsuccessful and definitely is not going to fly.

5. put the cart before the horse

e.g. Trying to find an investor without having a business plan is like putting the cart before the horse.

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about marketing strategy before working with the unit?

3. What new facts about marketing strategy have you learnt from the unit?

4. How much does company success depend on an effective marketing strategy?

 

Unit IV

Market Segmentation

Lead-in

Reading

Target Market Segmentation

In order to successfully develop a marketing strategy, the company needs to identify who they are targeting, i.e. who their customers are. The way they establish their target market is through market segmentation.

The difference between market segmentation and market segment is that the former is the process, whereas the latter is the result. In order to create market segments, the business needs to go through the process of market segmentation. The reason market segmentation is so critical to business is because it is difficult to satisfy the needs of all consumers with the same products and messaging. Consumers have different interests, needs, goals, likes and dislikes, so businesses need to cater to groups of consumers in different ways according to their traits.

Ways to Segment the Market

While there are several ways to segment the market, they can be categorized into four main groups:

Demographic: This is the most basic way to segment the market. Businesses can group consumers basing on age, gender, race, religion, nationality, occupation, income, marital status and social class. If a business sells graphic T-shirts, it may segment its market by age and gender to better appeal to its customers. Its shirts for females may have a different shape and sizing chart from the shirts for males. Plus, the graphics put on the shirts may be categorized by the age group it is targeting. What a millennial would wear on a graphic T-shirt will likely differ from what someone from Generation Z would prefer.

Geographic: Where a consumer lives affects their interests and purchasing habits. When segmenting geographically, businesses group customers by location, climate, population density and size of region. For example, if a small business makes hand-knit thermal socks and gloves, it’s unlikely they will have success in warmer climates because there is not a high need for those products. Instead, it can segment its market by climate to target those who live in colder climates with subzero temperatures.

Behavioral: This segmentation type involves understanding the way people behave towards products and services. It is affected by benefits consumers are looking for, whether they are loyal to a brand, how often they plan to use the product, how ready they are to buy and whether they have already purchased from the company before. For example, some customers will like a particular aspect of a brand and continue to purchase its products. This kind of brand loyalty should be nurtured and rewarded. Creating campaigns to target loyal customers can help businesses to establish brand ambassadors that are highly trusted by the market.

Psychographic: The kind of lifestyle a consumer lives is an important part of market segmentation. A consumer’s hobbies, opinions, attitudes, values and interests are how a business can segment their market.A target market segment example for psychographic segmentation is focusing on a group of people who share the same hobby. If a company sells athletic wear, for example, it may want to target consumers who play basketball. The way it targets this market segment may include showing images of professional NBA basketball players in ad campaigns or playing a specific kind of music in its stores. The idea is to focus on the lifestyle with which your segment identifies.

Customer Profile

After a business has evaluated its potential market segments and established their target market, it’s important to develop a customer profile. It is a vital marketing document that outlines all of the important traits of an ideal customer within the target market that affects the way they purchase and look at products.

The customer profile should be detailed and include information on all four segmentation categories: demographic, geographic, behavioral and psychographic. It helps the business to build a comprehensive picture of who they are selling to. It also provides a quick reference point so that anyone who is working on marketing or product messaging can quickly understand the consumers' needs, wants and goals.

 

https://bizfluent.com/facts-5813531-difference-market-segmentation-target-market.html

Comprehension

Vocabulary Development

I. Match synonyms

1. critical	a. full
2. to cater	b. to specify
3. to be categorized into	c. to concentrate on
4. to affect	d. important
5. to establish	e. feature
6. brand ambassador	f. to supply
7. to focus on	g. data
8. to identify	h. influence
9. trait	i. an official representative of the brand
10. information	j. to introduce
11. comprehensive	k. to fall into

 

II. Fill in the table for the following words:

income

purchase

loyalty

campaign

profile

evaluate

 

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. back to the drawing board

e.g. This project is not going as planned, let’s get back to the drawing board and fix what’s going wrong.

2. from the ground up

e.g. Building a company from the ground up can bring you great pride if you are successful.

3. the bottom line

e.g. At the end of the day, what shareholders care about is the bottom line which will determine the dividends they take home every year.

4.uphill climb

e.g. This project requires a lot of efforts, it's an uphill climb.

5. smooth sailing

e.g. Once our largest competitor went out of business, it was smooth sailing.

 

 

Lush Cosmetics

Lush Cosmetics’ unique selling proposition is that all of its 1)………are environmentally friendly, and have not been tested on animals. Lush’s range of products is extensive, and if you’ve ever used them, you know how good they are.

At the risk of playing into 2)……….., women are more likely to spend more on cosmetics and beauty products than men (though the male grooming industry is 3)………….$6 billion annually). However, take a look at the Lush homepage – there are some very telling signals here.

For starters, look how much screen real estate is dedicated to advancing Lush’s charitable 4)…………. This tells us that, as a brand, social and environmental responsibility is one of Lush’s 5)………... The homepage even tells us about an entirely new product line centered around the notion of 6) ……………..and conservation projects.

Something else that reveals a great deal about Lush and its target market is its products. Many Lush cosmetic products – 81% in fact – are vegan, meaning they are made 7)…………..of any animal byproducts. All Lush products are suitable for use by vegetarians. Lush products are also made by hand by actual people, not mass-produced in factories, and many adhere to fair trade commerce practices and their ingredients are ethically sourced directly from communities, which improves 8)…………...

Now it’s time to play detective again.

We already know that women are more likely to buy cosmetics products than men. Based on Lush’s commitment to its manufacturing processes, we can 9)………..many people within Lush’s target market are either vegetarian or vegan. We can also infer that a substantial part of Lush’s target market is under the age of 30, as individuals in this age group are significantly more likely 10)…………… socially responsible brands.

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about market segmentation before working with the unit?

3. What new facts about market segmentation have you learnt from the unit?

4. How do marketers identify the proper segment for their products?

5. Think of a product and make up a customer profile for it. Say what segmentation tools you used.

 

Unit V

Brand

V. Answer the questions:

1. What brand with high brand awareness do you know? What products do they provide in the market? 

2. What brands are you loyal to? What are their taglines? What message do they convey?

3. Do you buy generic brands? Why? Why not?

4. Think of a well-known brand. What associations come to your mind in relation to it?

5. Think of companies that have extended their brand? What are they? Are they successful?

 

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer. (for more useful phrases use App2)

That goes without saying...............

To my mind....................

I have no doubts that.............

1. Some people consider a company logo or name to be a brand. To what extend are they right or wrong?

2. How does Philip Kotler define a brand?

3. What functions does a brand comprise?

4. What elements does a brand involve?

5. How does a brand work as a psychological trigger?

6. How do strong brands build their target audience?

7. How does branding help outperform competitors?

 

Vocabulary Development

I. Match synonyms

1.to simplify	a. outstanding
2.unique	b.eco-friendly
3.stimulus	c.along with
4.distinguish	d.tool
5.in conjunction with	e.huge
6.tremendous	f.incentive
7.organic	g.to tell smth from smth
8. vehicle	h. to facilitate

II. Fill in the table for the following words:

attribute

concoction

interact

distinguish

perceive

retailer

manufacturer

 

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

III. Fill in the correct word or word combination according to the text.

 

1............... Philip Kotler, a brand is.

2. In......... terms

3. powerful............of the marketplace

4. helps...........the choice for the consumer

5. a company or offering........in the customer’s mind

6. features that..............the goods and services of one seller from another

7. work as a............or stimulus

8. Brands are a combination of................elements

9. brand associations increase the............that consumers will select

10. a great.......... for effectively reaching target audiences

11. Retailers also...........carrying the branded products

 

Language Development

 Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. to learn the ropes

e.g. It took her a while to learn the ropes, but now she is confident and we feel that we can count on her to manage her client portfolio effectively.

2. It’s not rocket science

e.g. I don’t understand why there are so many mistakes in this report. It’s not rocket science!

3.rock the boat

e.g. Don't rock the boat until the negotiations are finished.

4. same boat

e.g. None of us has any ideas left, so we are all in the same boat.

5. shoot something down

e.g. You shouldn't shoot down your co-workers' ideas during a brainstorming session.

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about a brand before working with the unit?

3. What new facts about a brand have you learnt from the unit?

4. Speak about any brand (on your choice), its visual design elements, distinctive product features and customer perception.

 

 

Unit VI

Advertising

Lead-in

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer. (for more useful phrases use App2)

That goes without saying...............

To my mind....................

I have no doubts that.............

 

1. How does advertising defined by the American Heritage Dictionary?

2.does advertising defined by American Marketing Association?

3. What are the main features of advertising?

4. What variations of advertising are listed in the text?

5. What are four main objectives of advertising?

6. What business issues does advertising work out?

7. What social issues does advertising work out?

 

Vocabulary Development

I. Match synonyms

1. to reveal	a. a would-be client
2.  space or time	b. to convey
3.  a potential customer	c. to disclose
4.  to deliver	d. to get used to
5. to convince	e. a slot
6. to stick on to	f. to bring over

II.  Fill in the table for the following words:

advertise

benefit

aware

acquire

try

issue

 

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. stand one's ground

e.g. They tried to cut my travel budget but I stood my ground.

2. take the bull by the horns

e.g. My mid-level managers constantly delayed projects, so I took the bull by the horns and fired several of them.

3. the elephant in the room

e.g. The growing budget deficit is the elephant in the room that nobody wants to talk about.

4. think outside the box

e.g. Our current approach will bring us nowhere. We have to think outside the box.

5. up in the air

e.g. Our international expansion plan is still up in the air.

 

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about advertising before working with the unit?

3. What new facts about advertising have you learnt from the unit?

4. Speak on an advertising campaign (on your choice), its goals and objectives. Say how they were reached.

 

Unit VII

Ethics in Advertising

Lead-in

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer. (for more useful phrases use App2)

 I may be wrong but I think.....

I am definitely sure that............

As far as I am concerned.........

 

1. What is the ultimate goal of advertising?

2. Do all companies nowadays realise the importance of responsible marketing practices?

3. To what extent do consumers trust advertising?

4. What gimmicks do advertisers resort to with a view to attracting customers?

5. How are companies penalized for violating consumer-related laws? Give examples.

6. What are the consequences of misleading customers?

II. Say whether these statements are true or false. Justify your answer, using the following clichés:

I believe it is true that...............

I suppose it is false that......... because............

1. Some businesses assume that misleading of customers can bring them more money.

2. The major goal of advertising is to persuade customers to buy products and services.

3. According to Banwari Mittal advertising is to blame for excessive pressure on customers.

4. Exaggeration and insufficient or incomplete information are common deceptive practices.

5. Forgotten ethical and moral lines lead to the race to beat the competition.

6. Gillette had to pay a hefty settlement for violating consumer-related laws.

7. Ferrero was punished for purveying harmful products.

8. The cost of lies in advertising is a loss in reputation, brand loyalty and consumer trust.

Vocabulary Development

I. Match synonyms

1. ruthless	a. to avoid
2. with respect to	b. uncertain, ambiguous
3. to accuse of	c. misleading
4. to purvey	d. intentional
5. triviality	e. considerable payoffs
6. to deliberate	f. to justify
7. to puffery	g. banality
8. vague	h. cruel, savage
9. to get away with	i. to cater
10. hefty settlement	j. with regard to
11. to back with	k. to blame for
12. deceptive	l. exaggerated advertising

II.  Fill in the table for the following words:

 

promote

ethics

exaggerate

deceive

puffery

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. add fuel to the fire

e.g. I had plenty to say about the situation, but I was afraid I would add fuel to the fire. So I kept my mouth shut.

2. ball is in somebody's court

e.g. I have told him he can have his job back if he apologizes. Now the ball is in his court.

3. beat around the bush

e.g. Don't beat around the bush! We can have an open discussion here.

4. bend over backwards

e.g. Our company is bending over backwards to satisfy our customers.

5. cry over spilt milk

e.g. There is no way to win back this customer. Don't cry over spilt milk

 

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about ethical issues in advertising before working with the unit?

3. What new facts about ethical / unethical aspects of advertising have you learnt from the unit?

4. What spheres of life does ethics concern? Give examples (positive / negative) of advertising activities in these spheres.

 

Unit VIII

 Advertising Techniques

Lead-in

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following clichés to start your answer.

Though I can't say for sure, I think..............

 As far as I am concerned..............

The way I see it....................

 

1. Who was the first to use subliminal advertising? Was it a success?

2. Under what conditions can subliminal advertising be effective?

3. What results did the experiment with Lipton brand show?

4. Did the results of the experiment denied the possible impact of subliminal advertising?

5. What is the author's attitude to subliminal advertising practice?

II. Say whether these statements are true or false. Justify your answer, using the following clichés: (for more useful phrases use App2)

I have no doubt that......

I dare say.......

As a matter of fact.......

 

1.  James Vicary claimed that sales of products promoted through subliminal advertising increased.

2. The result of Vicary's experiment turned out significant and was highly appreciated. 

3. Some psychologists and social psychologists claimed that flashes work only when people are unaware of a brand.

4. After removing those who were immune to the subliminals, experts agreed that differences in results were not statistically significant.

5. The most viable strategy to make flashes work is to insert them in the central part of a film.

6. If the subliminals influence the choice immediately after the film, it is doubtless that there would be a lasting effect.

7. Subliminal advertising is considered dangerous and illegal.

Vocabulary Development

I. Match synonyms

1. nagging anxiety	a. to work out \ design
2. hangover	b. do smth again
3. cognitively accessible	c. to cause
4. to replicate	d. base component
5. dubious	e. not to be receptive to
6. messiness	f. permanent uneasiness
7. to devise	g. recognizable
8. thirst-quenching	h. razzle-dazzle
9. to be immune to	i. to finish successfully
10. to pull off	j. meet the goal\ requirements
11. kernel	k. time-consuming
12. to induce	l. questionable
13. to fit the bill	m. refreshing
14. laborious	n. impact

II.  Fill in the table for the following words:

 

conscious

confess

cognition

sign

induce

effect

affect

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1.give the benefit of the doubt

e.g. I can’t check your results anyway, so I’ll give you the benefit of the doubt.

2. hear on the grapevine

e.g. I heard on the grapevine that our boss will be leaving us soon.

3. Jump on the bandwagon

e.g. Everybody jumped on the bandwagon to try and stop smoking in the workplace.

4. leave no stone unturned

e.g. I’ll leave no stone unturned until I find out who did this.

5. once in a blue moon

e.g. My sister lives in Alaska, so I only see her once in a blue moon.

 

Over to you

 

1. List new words and expressions you have learnt from the unit.

2. What did you know about subliminal advertising before working with the unit?

3. What new facts about subliminal advertising have you learnt from the text?

4. Give examples of subliminal advertising. Say if it is effective or not. Justify your answer.

 

               Unit IX

 Psychology in Advertising

Lead-in

                     I. Read the following words correctly. Look them up in a dictionary if necessary.

 

component

design

consumer

unique

psychology

persuasion

authority

affect

purchase

luxury

leverage

irrefutable

alter

malleability

sterile

mourning

 

Reading

Psychology in Advertising

Glint Adv

 

A basic advertisement involves a lot of strategy and thought, as well as more planning than one may assume. From the color scheme and visuals to the actual words used, each component of an ad is designed to appeal to a consumer in a unique way. Every aspect is specifically designed using basic principles of psychology to generate a desired reaction or response. While there are many potential psychological elements to incorporate, the use of emotions, persuasion and authority, memories, and colors are a few of the more common ones.

Emotions
Advertising often plays to consumers’ emotions. Fear, love, pleasure or vanity can be powerful drivers of consumer desires and response. Each of these emotions can be manipulated and used in a different way to affect behavior:

· Fear is a very powerful emotion and can be a robust motivator. Fear is a primal instinct, and nothing makes people more uncomfortable than fear. Advertising can use fear tactics to create an uncomfortable position or situation, then provide a solution manifested through a given product or service. One approach where fear is used is “the fear of missing out.” This approach can be identified by phrases such as “one day only,” “limited time only,” “only a few left.” These “calls to action” emphasize that time is critical, and consumers need to act fast or they won’t get to participate. Fear is also commonly used in medical and health advertisements, convincing consumers they need to use the drug or service being offered, or face the ultimate fear of severe medical issues or even death.

· Advertisements utilizing fun and pleasure show consumers having a good time and enjoying themselves, all made possible by a given product or service. The individuals in the ad are having fun, and a consumer is led to believe that they too will have a good time, but only if they purchase the product or service. Fun and pleasure are often used in advertising for beer, theme parks, cigarettes and specific types of automobiles.

· Ads that feature love target consumers who want to provide for and take care of loved ones. Like fear, love is a very powerful and primal emotion that can drive strong consumer behavior. These ads tap into a core desire to provide only the best for those in our lives we most care about, and the products being advertised are necessary to meet that need. Subjects of these ads are typically families, pets, newborns and mothers, or happy couples. Pampers, Johnson and Johnson, jewelry stores and pet stores are just a few brands and industries that use love.

· Advertisements focused on vanity appeal to the consumer’s sense of well-being, pride, importance and relevance. Themes such as “the latest and greatest,” “you deserve,” new fashion trends and luxury drive this advertising. Society places significant importance on appearance and status, and by leveraging these themes advertising will drive awareness, interest and action for advertised brands. Industries that often use vanity include fashion, personal appearance, luxury goods, cars and more.

Persuasion and Authority
One of the best ways to persuade someone to action is to gain their trust or provide irrefutable logic. Advertising also uses these two basic principles to drive consumer purchase behavior. One of the most common ways advertising uses persuasion is through celebrity endorsement. Many consumers have a big (albeit often irrational) affinity for celebrities and give them implicit trust. Consumers feel they know these celebrities and believe if a product or service is good enough for the celebrity, then it is good enough for them. Celebrities can provide instant credibility for a product or service, often beyond what a “traditional” advertising program can provide.

An additional way persuasion and authority can be used is through irrefutable logic from the power of an authority or even a “trusted” peer. “Experts” in a given field, or representations of a given consumer group, will be cited as a reason a consumer should trust or buy a product. Ads will use phrases like “9-out-of-10 doctors recommend”, “4 out of 5 dentists suggest”, or even “3 out of 4 moms trust” to drive consumer purchase behavior. Through irrefutable logic from an “expert”, consumers will trust the product and brand and increase their purchase intent.

Memories
Psychologists tell us memories change each time they are recalled, and the original story is altered just a little, thus becoming a new reality. Memories are thought to be a strong source of information, which they are, but just not always reflecting the true reality for which the memory is attached. Either way, memories are all we have of the past if we don’t have a recording of actual events. Advertising can leverage this biological gap to create affinity and intent. Every time a consumer recalls an ad it is an opportunity for a brand or product to create a new, happy or positive memory. By engaging in ongoing communications and advertising, companies can capitalize on recency to create and reinforce positive brand and product memories, potentially even crowding out past transgressions.

To illustrate the malleability of memories, Disney conducted an ad test with people who had visited one of their theme parks but did not actively recall meeting a character during the visit. After showing a test-group various commercials of the sites and sounds or the Disney Parks, including meeting Mickey, a staggering 90% of respondents recalled that they either remembered meeting Mickey or were confident that it might have happened.

Color
Colors elicit strong, and sometimes conflicting, emotions. Some evoke passion, mystery, and coldness while others convey happiness, trust or peace. Every color has a different purpose within an advertisement to control the emotion and perception of the ad, and thus the effectiveness in driving a specific reaction or action. Here are some examples of how each color can change the mood of an ad:

· Red: passion, energy, strength, love, power, determination, intensity, anger, excitement.

· Blue: depth, stability, wisdom, trust, confidence, calming.

· Yellow: energy, happy, warming, attention, aggravation, joy.

· Purple: wisdom, wealth, royalty, power, luxury, magic, powerful, calming, strength.

· Green: growth, health, harmony, safety, nature, calm, refreshed.

· Orange: enthusiasm, heat, success, creativity, warmth, excitement.

· White: purity, light, clean, sterile, innocent, spacious, cold, unfriendly.

· Black: power, mystery, elegance, evil, mourning, death, confident, calm, stable, mysterious.

Psychology plays a large role in the overall design and success of an advertising campaign. By incorporating basic psychological principles, ads can be created to generate desired emotions and reactions, ultimately driving desired consumer behaviors. Ads can be targeted to specific demographic or psychographic groups enhancing brand recall and awareness and overall brand affinity. Understanding the human mind and knowing how to use basic psychological principles is key to successful advertising and branding.

 

https://glintadv.com/2017/01/10/psychology-in-advertising/

 

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following clichés to start your answer. (for more useful phrases use App2)

As far as I am concerned..............

It ran through my mind that..............

In fact.............

1. What is the purpose of using principle of psychology in advertising?

2. What human emotions are utilized in advertising?

3. What response is expected when fear, fun, live or vanity are used in advertising?

4. Why do advertisers use celebrity endorsement?

5. Why do consumers trust experts?

6. How do advertisers use customers' memories to create affinity and intent?

7. What did the experiment conducted by Disney company show?

8. What is the role of a colour in advertising?

 

Vocabulary Development

I. Match synonyms

 

1. to incorporate	a. trustworthiness
2. robust	b. attraction toward
3. to emphasize	c. to arouse feelings
4. to utilize	d. to include
5. irrefutable	e. to recollect, to remember
6. albeit	f. strong, powerful
7. implicit	g. benefit from novelty
8. credibility	h. to bring out
9. to recall	i. hidden
10 to alter	j. undoubted
11. affinity	k. to stress, to underline
12. to capitalize on recency	l. although
13. to elicit	m. to use
14. to evoke emotions	n. to change

 

II.  Fill in the table for the following words:

 

approach

emphasize

irrefutable

endorse

evoke

enhance

Word	Definition	Equivalent	Synonyms	Antonyms	Derivatives	Set expressions

Language Development

I. Read the idioms with the examples and try to explain their meanings. (check your guess in App3)

1. step up your game

e.g. If you really want to win this competition, you’ll have to seriously step up your game.

2. monkey business

e.g. This company sells fake Chanel bags. It’s a monkey business!

3. an eager beaver

e.g. Sally is an eager beaver. She works six days a week and comes home late.

4. a cash cow

e. g. The software is company’s cash cow because it earns almost 40% of gross revenue.

5. bait and switch

e.g. They put out expired products, go back on their contracts, bait and switch customers with cheap products but sell them at high prices.

Over to you

1. List new words and expressions you have learnt from the unit.

2. What did you know about the role of psychology in advertising before working with the unit?

3. What new facts about psychology in advertising have you learnt from the unit?

4. What psychological principles and techniques do advertisers exploit? Give examples.

 

 

Unit X

Advertising Copy

Lead-in

Reading

I. Answer the questions:

1. What is the main aim of an advertisement?

2. What devices do advertisers use to attract customers attention?

3. What techniques do copywriters use to induce people to read an advertisement?

4. What kind of headline seems eye-catching?

5. Do copywriters keep to any rules or are they led by inspiration?

Reading

Comprehension

I. Read the text again. Give extensive answers to the questions. Use the following expressions to start your answer. (for more useful phrases use App2)

That goes without saying...............

To my mind....................

I have no doubt that.............

 

1. Why should a