Main contents of the marketing project.

1. ENGLISH FOR
MARKETING AND
ADVERTISING

2. MARKETING PROJECT (in groups):
To present an innovative product which can find a gap
in the market.
- Think about the product.
- Prepare the ad + catchy slogan.
- Prepare the presentation of the product. The presentation should include:
- The ad and the slogan.
- A short explanation on the initial brainstorming and market research which lead
to the final product.
- A sample of the press release.
- It should state the business socializing acts taken place to let people know about
the product, including trade fairs.
- Informing about the giveaways thought for customers.
- A summary of the preparation of the campaign with the ad agency.
- Summary of the marketing plan and ad campapign.

3. INNOVATION

4. EXAMPLES OF INNOVATIVE PRODUCTS
IES SEDETA (15yo) IES FORT PIUS
Time-travel agency: (15yo)
travel to any time in LunchGum: a
history you wish chewing-gum that
provides all
nutrients of a meal
IES ICARIA (16yo)
No-Mosquitos: fashion
clothing with
rechargeable mosquito
repellant

5. MARKETING AND ADVERTISING ACTIVITIES
Done in the company Outsourced
-Liaising with the sales and purchasing -Analysing the feasibility of the proje
department. -Drawing up a marketing plan.
-Showing visitors around the company. -Creating advertisements.
-Speaking to journalists and writing press release -Organising the ad campaign.
.
-Offering giveaways.
-Offering free samples and periods of trial.
-Socialising.
-Presenting at a trade fair
-Choosing the ad agency and commissioning the campaign.

6. Choosing the ad agency and
commissioning the campaign.
Big comapanies usually organise TENDERS to decide the best ad agency to promote their
product.
A company winning the TENDER may
even need to contract more people to carry
out the project.
Use the SANDWICH APPROACH when contacting your ad agency: begin and end your
email/letter/conversation with positive feedback (the bread) and put any criticism in the middle (the filling).
That way you begin and end on a positive note and it is more likely that the person you are criticizing will
still feel confident and motivated. The following is an example: PHOTOC PAGE 33
.
Sentences used when discussin an ad campaign with your ad agency:
-Typically, our products have appealed to ...
-We have a high market share among teenagers.
-We want to appeal to a younger/older audience.
-Our product is very well known, but we want to raise the profile among teenagers.
-It’s important for us to reinforce our brand’s postiive image/to change perceptions of our product/to
reinvent our product as healthy and convenient.

7. You will be working with two kind of ad agencies:
- Creative agency:
1- Reception of the briefing (all the information from the customer).
2- Analysing the situation of the market, the concurrence and the target market of the
product.
3- Brainstorming to find the concept of the ad.
4- Development of the concept and preparation of all the versions (TV ad, page on a
magazine, online...).
5- Presentation of the different versions to the client.
6- Dispatch of the material to the media agency.
- Media agency:
1- Reception of the material
2- Analysing the situation of the market, the concurrence and the target market of the
product.
3- Analysing the audience chart and the most suitable media for the ad.
4- Analysing the cost of distributing the ad.
5- Presentation of the campaign to the client.
6- Buying the advertising slots by negotiating consecutive insertions.
7- Sending all the material to the media.
9- Controling te emission and analyising impact.

8. Speaking to journalist and writing press release

9. Offering giveaways
Foutain pens
Conference file
Ballpoint pen
USB stick
Mouse mat Golf tees
Conference bag Umbrellas

10. Presenting at a trade fair
A good opportunity to meet customers, search for new ones and meet business partners. It’s an excellent
opportunity to “meet and greet” and stablishing a relationship-building through small talk and introducing
mutual friends.
USEFUL PHRASES
Attending stand at a trade fair Visitor’s questions
May I help you? Could you tell me more about your company?
Let me introduce myself. I’m.. Do you offer..?
Let me give you my card. How can I reach you?
Can I ask what comany you’re with? Do you have some info I can take away?
Would you like to put your name on our mailing list? Excuse me, are these brochures to take away?
Just let me know if you need anything.
Photoc. Pàg. 54-55
Listening number 22.

11. Socialising
Many companies organise social events for their clients and business
partners. That provides an excellent opportunity for business people to “meet
and greet” in an informal setting. These “meetings” focus on relationship-
building through small talk and introducing mutual friends. They are a good
chance to speak to the competition and find out more about one’s rivals.
Listen to the radio from the BBC on Business socialising.

12. FINDING THE CUSTOMER:
Analysing the feasibility of the project; doing market research; talking to customers.
SOURCES OF AVAILABLE DATA:
-Sales and purchasing statistics (by studing your sales records, for instance, you see what facts you already
have about the people who buy from you).
-Geographical statistics.
-Panel surveys (A longitudinal study in which variables are measured on the same units/samples over time.
For example, studying the musical taste of a specific sector of the population
which ranges from 15 to 20 years old and repeating the same survey among
the same sector of the population after periodical periods of time). In contrast
to panel surveys, we have cross-sectional studies can be used to estimate
change by asking questions about past behaviour.

13. COLLECTION OF NEW DATA:
- Individual interviews
-Street interview
-Postal survey (by mail)
-Email surveys. (They can be done, for instance, to the most loyal
customers. This is called DIRECT MARKETING).
-Telephone surveys: photoc. Page 15.
-Feedback forms: forms to know about your company’s performance.
Thus you know the level of satisfaction of your clients. They may include
questions such as “please tell us if you plan on doing business with us
again/consult professionalism/consult overall performance/ rate the
quality of your meal: excellent, good, sufficient, abismal/please enter
any request you may have below…”).
-Social events. (This is a good chance to know about what existing and
potential clients need).
-Studying the competition. (what are their most successful products?
Why?).
-Trade journals (by reading them, you learn about new trends).

14. Drawing up a marketing plan
Analysis of competitors
Objectives
Sales projections and costs
Results from last year
Marketing tactics
Target market
Economic climate
Implementation
Photoc. Page 26

15. When organising your marketing plan, take into
account what is called the MARKETING MIX,
that is to say, the four Ps:
- product
- price
- place (=distribution)
- promotion.
-Product: why do people want to buy your product?
-Price: what factors affect your price?
-Place: when and where is your product available to customers? Which kind of stores would I
like to be sellers of my product?
-Promotion: list the ways in which you reach customers. What are your contact points?

16. PLACE: These are some types of shop which can become sellers of your product.
Match the definitions with the name of the shop:
Chain stores – convenience stores – franchises – high-street shops - hypermarkets
mail-order stores – online stores – outlet stores
a. Large no-frills stores located outside the town centre OUTLET STORES
b. Stores selling thorough the Internet ............ONLINE STORES......
c. Independently-owned shops licensed to trade under the same name .FRANCHISE.....
d. Shops located in the centre of town .....HIGH-STREET SHOPS.............
e. Shops run by a single company with multiple locations around the country...CHAIN......
f. Very large stores that sells groceries, clothes, and many other products..HYPERMARK
g. Stores selling through a catalogue posted to customers ..MAIL-ORDER STORES.......
h. Small, independently-owned stores selling essential products CONVENIENCE STORE

17. PRICING MODELS:
3.Captive product pricing
4.Economy pricing
5.Geographical pricing
6.Penetration pricing
7.Premium pricing
8.Price skimming
j.Pricing goods/services as cheaply as possible.
k.Charging a high price for an item where you have a competitive advantage (“the quality justifies the cost”).
l.Charging a high price for a unique high-quality item.
m.Pricing goods at a very low price to encourage people to buy them – often the prices are later raised.
n.Pricing according to area where goods are sold. (cheaper in countries with a lower per-capita income).
o.Pricing one item very low and its complement very high. (cheap printers and expensive cartridges)

18. CREATING ADDS
-Use convincing adjectives: reliable, easy to use, luxurious, good value for money,
trustworthy, innovative, unusual, user friendly...
-Emphasize what makes you different from the competition (price, delivery
services, after-sales service...)
-Offer trial periods or money-back guarantees which encourage your customers to
try a new product.
-Use white space in written ads (don’t make people bored; put yourself on your
client’s shoes (focus on benefits,etc); build rapport by saying you/your; use product
endorsements (=quotes from satisfied clients); call to action!.
Remember the AIDA model:
Catch the audience’s Attention
Make them Interested
Create Desire
And state the Action the audience should take (e.g.Call now!)

19. Advertisements should be in some way UNIQUE:
-Sad
-Surprising
-Impressive
-Funny
-Short
-Catchy slogan: A catchy slogan often adopts a figure of speech that makes it
easier to say, alludes to a concept beyond simple description and/or makes it more
memorable. Different kinds of figures of speech: rhyme, metaphor, personification,
hyperbole, play on words usually to create an ambiguous meaning, alliteration (the
same letter at the beginning of each word), etc. These figures of speech become a
kind of mind glues for the audience and allow the ad to stay in their mind even
when the ad is long gone.
Some examples of successful ads:
http://www.youtube.com/watch?v=OAlyHUWjNjE&feature=related
http://www.youtube.com/watch?v=i8Qt24kZbXs

20. Some good slogans for countries/cities:
The Anaguilla experience – feeling is believing. (Anguilla = islands in the
Caribean).
Belize. Mother nature’s best kept secret. (Belize (country in Central America,
north of Mexico).
California, find yourself here.
Croatia. The Mediterranean as it once was.
Visit Finland. Breathe.
See the world. Visit London.
Namibia. Land of contrasts. (southwest of Africa)
I love NY.

21. WELL-KNOWN SLOGANS
Just do it. (Nike)
I’m lovin´ it! (McDonalds)
Think different. (Apple computer)
Liberty, equality and fraternity (French revolution)
Melts in your mouth. (M&M chocolate candy)
The ultimate driving machine (BMV)