Communications
Activity guide: Advertising
Communication Strategies for marketing
How to gain customers?How to gain customers loyalty?
by means of:
Promotion:
Advertising + sales promotion
Advertising
Advertising is a form of communication intended to persuade its
viewers, readers or listeners to take some action, usually to
persuade potential customers to purchase or to consume a particular
brand.It usually includes the name of a product or service (brand)
and how that product or service could benefit the consumer.
Types of Advertising I
Commercials
A television advertisement or television commercial often just
commercial or TV ad (US), or advert or ad (UK/US), is a span of
television programming produced and paid for by an organisation
that conveys a message.
Infomercials
long-format television commercials, typically five minutes or
longer.
Types of Advertising II
Radio advertising
Press advertising
Online advertising
Online Advertising
Extension Exercise:
Use this link to start a research on this
subject:http://en.wikipedia.org/wiki/Online_advertising
1. Write a brief explanation and get a screen capture of each
type of online advertising.
2. Decide if online advertising would be positive for your
business and decide which of its forms would be better.
Types of Advertising III
Mobile billboard advertisingBillboard advertisingInstore
advertisement
Types of Advertising IV
Product placement
Celebrities
Let's have a closer look at Advertising
Class exercise
Look at the following 4 advertising examples. But ... before you
start, you should know what to look at ...
Observe
Observe and think
Think and discuss but...
Use adjectives like:
Interesting - BoringOriginal - commonFun - seriouseye-catching -
dullHilarious - sadKind - AGRESSIVECrazy sensibleTrendy
old-fashionedElegant casualColourful - colourlessDynamic -
static
Use intensifyers like:
CompletelyExtremelyReallyVeryQuiteA littleNot very
Please, use these tips:
Please, use these tips:
Write your own opinion
1. Write the main ideas and opinions about three of the
advertisements you have seen.(ex. 3)
2. Write your personal opinion about your favourite one.(ex.
4)
Now, it's your turn!
Project Stage III
Create the image and desig the best markenting strategies for
your business using the 4 C's model.
Marketing Strategies
Reinforcement Exercise
Find three different types of advertisement on the internet,
capture the image and explain on a presentation what they
communicate and how.
Marketing Strategies
Extension Exercise
Take two of the following brands, analyse their communication
strategies and compare them.
Item advertisedmediaADVERTS LINKS OR SOURCES
Tv commercial
Tv infomercial
press advertisement
radio advertisement
online advertisement
billboarding
mobile billboarding
celebrities advertising
Product placement
others
Agreeing with an opinionDisagreeing with an opinion
We use these words and phrases to agree with someone elses point
of view: We use these words and phrases to disagree with someone
elses point of view:
Of course.
Youre absolutely right.
Yes, I agree.
I think so too.
Thats a good point.
Exactly.
I dont think so either.
So do I.
Thats true.
Neither do I.
I agree with you entirely.
That's just what I was thinking.
I couldn't agree more.
Thats different.
I dont agree with you.
However
Thats not entirely true.
On the contrary
Im sorry to disagree with you, but
Yes, but dont you think
Thats not the same thing at all.
Im afraid I have to disagree.
I'm not so sure about that.
I must take issue with you on that.
It's unjustifiable to say that...
Ambience
MoodDesignBasic componentsImage-text relations
Use of space
Signs and symbolsPeople or animalsBackgroundAction (plot)
Language
Item advertisedAesthetics decisionsSocial context shownTheme
Language key: Expressing opinionsPersonal Point of View
We use these words and phrases to express a personal point of
view:
In my experience
As far as Im concerned
Speaking for myself
In my opinion
Personally, I think
Id say that
Id suggest that
Id like to point out that
I believe that
What I mean is
General Point of View
We use these words and phrases to express a point of view that
is generally thought by people.
It is thought that...
Some people say that...
It is considered...
It is generally accepted that...
