Advertising: Key Concepts and Strategies
Unit 4: Promotion
BECS C1 – Week 08: 17.10.2022
W
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W
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In your groups, discuss what you think advertising means:
“
advertising
is the exercise of promoting a company and its products or
services through paid channels”
And what is the difference between
advertising
and
marketing
?
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A
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What do you think might be the difference between product &
corporate advertising?
•
Use some of the following words to help you explain:
•
brand image
•
PR expert/agency
•
campaign
•
media report
•
boost sales
•
increase profits
•
added expense
H
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Advertising
Activities
C
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advertise
•
carry out
•
give out
•
hold
•
launch
•
place
•
promote
•
put up
•
run
•
send
•
set up
•
sponsor
•
commercials
•
a new product line
•
free samples
•
brochures
•
leaflets
•
billboards
•
a stand/stall
•
banners
•
ads
•
the radio
•
TV
•
the cinema
•
the press
•
a webpage
•
the walls
•
the street
•
the post
•
public transport
•
the road/highway
•
word of mouth
•
viral marketing
•
trade fairs
•
on
•
in
•
at
•
by
•
through
Moodle Activities U4 4.1, 4.2, 4.3
C
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l
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c
a
t
i
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n
s
•
advertise
•
carry out
•
give out
•
hold
•
launch
•
place
•
promote
•
put up
•
run
•
send
•
set up
•
sponsor
•
commercials
•
a new product line
•
free samples
•
brochures
•
leaflets
•
billboards
•
a stand/stall
•
banners
•
ads
•
the radio
•
TV
•
the cinema
•
the press
•
a trade fair
•
the walls
•
the street
•
the post
•
public transport
•
the road/highway
•
word of mouth
•
viral marketing
•
a webpage
•
on
•
in
•
at
•
by
•
through
Moodle Activities U4 4.1, 4.2, 4.3
S
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&
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•
What’s the difference
between a slogan and a
tagline?
•
What are some of your
favourites?
A clever phrase, headline or jingle used
to capture the consumer’s attention and
help make the advertising message more
memorable.
Short, memorable advertising phrase:
Examples include "Coke Is It," (Coke) “Just Do It," (Nike)
and "I’m lovin’ it." (McDonalds). When a product or
company uses a slogan consistently, the slogan can
become an important element of identification in the
public’s perception of the product or the company.
S
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&
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What’s the difference
between a
slogan
and a
tagline
?
•
What are some of your
favourites?
A clever phrase, headline or jingle used
to capture the consumer’s attention and
help make the advertising message more
memorable.
Short, memorable advertising phrase:
Examples include "Coke Is It," (Coke) “Just Do It," (Nike)
and "I’m lovin’ it." (McDonalds). When a product or
company uses a slogan consistently, the slogan can
become an important element of identification in the
public’s perception of the product or the company.
S
l
o
g
a
n
s
&
H
o
o
k
s
•
a
slogan
•
Helps consumers remember a brand
•
Is designed to stick in peoples’ minds
•
Often matches the feel of the logo
•
a
tagline
•
Answers the question: what does this do?
•
Arouses interest in a product/service
A clever phrase, headline or jingle
used to capture the consumer’s
attention and help make the
advertising message more
memorable.
Short, memorable advertising phrase:
Examples include "Coke Is It," (Coke)
“Just Do It," (Nike) and "I’m lovin’ it."
(McDonalds). When a product or
company uses a slogan consistently,
the slogan can become an important
element of identification in the
public’s perception of the product or
the company.
S
l
o
g
a
n
s
&
T
a
g
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s
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For the slogans/taglines on this slide,
discuss what you think the following might
be:
•
Is it a slogan or tagline?
•
kind of product
•
USP emphasized
•
possible visual to accompany it
See and be seen with
See and be seen with
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t
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f
o
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o
w
i
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p
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Think about which methods (use collocations), and perhaps a tagline:
a)
a diet dog food – tasty “lean cuisine” for overweight dogs
b)
A dating app where you can´t see pictures and can only send
messages
c)
a 4-seater electric car that can self-park and regulate car speed
d)
a 50-inch-screen smart TV with built-in Netflix
e)
A nasally-ingested over-the-counter covid vaccine
D
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Q
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1.
What do you consider to be the most effective way of advertising?
2.
How honest should advertisers be about the products they are promoting?
3.
How effective is endorsement as an advertising technique?
4.
Should tobacco advertising have been banned?
5.
Do billboards spoil our cities and countryside?
6.
What is the role of a regulator for advertising standards?
7.
Is non-digital advertising a waste of money in today’s world?
8.
Google can gather data about your preferences to personalise the internet ads
that you see. Should this be allowed?
Explore the fundamental aspects of advertising, including its definition, comparison to marketing, product vs. corporate advertising distinctions, advertising activities, and the importance of slogans and taglines in capturing consumer attention. Engage in discussions on what advertising means, its role in promoting companies and products, and how it differs from marketing. Dive into collocations related to advertising activities across various mediums, such as radio, TV, cinema, and more.
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Presentation Transcript
Unit 4: Promotion BECS C1 Week 08: 17.10.2022
What is advertising? What is advertising?
What is advertising? What is advertising? In your groups, discuss what you think advertising means: advertising is the exercise of promoting a company and its products or services through paid channels And what is the difference between advertising and marketing?
Product vs. Corporate Advertising Product vs. Corporate Advertising What do you think might be the difference between product & corporate advertising? Use some of the following words to help you explain: brand image PR expert/agency campaign media report boost sales increase profits added expense
How do we advertise products & services? How do we advertise products & services? Advertising Activities
Collocations Collocations the radio TV the cinema the press a webpage the walls the street the post public transport the road/highway word of mouth viral marketing trade fairs advertise carry out give out hold launch place promote put up run send set up sponsor commercials a new product line free samples brochures leaflets billboards a stand/stall banners ads on in at by through Moodle Activities U4 4.1, 4.2, 4.3
Collocations Collocations the radio TV the cinema the press a trade fair the walls the street the post public transport the road/highway word of mouth viral marketing a webpage advertise carry out give out hold launch place promote put up run send set up sponsor commercials a new product line free samples brochures leaflets billboards a stand/stall banners ads on in at by through Moodle Activities U4 4.1, 4.2, 4.3
Slogans & Taglines Slogans & Taglines What s the difference between a slogan and a tagline? A clever phrase, headline or jingle used to capture the consumer s attention and help make the advertising message more memorable. What are some of your favourites? Short, memorable advertising phrase: Examples include "Coke Is It," (Coke) Just Do It," (Nike) and "I m lovin it." (McDonalds). When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public s perception of the product or the company.
Slogans & Taglines Slogans & Taglines What s the difference between a slogan and a tagline? A clever phrase, headline or jingle used to capture the consumer s attention and help make the advertising message more memorable. What are some of your favourites? Short, memorable advertising phrase: Examples include "Coke Is It," (Coke) Just Do It," (Nike) and "I m lovin it." (McDonalds). When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public s perception of the product or the company.
Slogans & Hooks Slogans & Hooks A clever phrase, headline or jingle used to capture the consumer s attention and help make the advertising message more memorable. a slogan Helps consumers remember a brand Is designed to stick in peoples minds Often matches the feel of the logo Short, memorable advertising phrase: Examples include "Coke Is It," (Coke) Just Do It," (Nike) and "I m lovin it." (McDonalds). When a product or company uses a slogan consistently, the slogan can become an important element of identification in the public s perception of the product or the company. a tagline Answers the question: what does this do? Arouses interest in a product/service
Slogans & Taglines Slogans & Taglines For the slogans/taglines on this slide, discuss what you think the following might be: Is it a slogan or tagline? kind of product USP emphasized possible visual to accompany it Doesn t he deserve a dinner as good as yours? Not everyone was meant to fly
How would you advertise the following products? How would you advertise the following products? Think about which methods (use collocations), and perhaps a tagline: a) a diet dog food tasty lean cuisine for overweight dogs b) A dating app where you can t see pictures and can only send messages c) a 4-seater electric car that can self-park and regulate car speed d) a 50-inch-screen smart TV with built-in Netflix e) A nasally-ingested over-the-counter covid vaccine
Discussion Questions Discussion Questions 1. What do you consider to be the most effective way of advertising? 2. 3. 4. 5. 6. 7. How honest should advertisers be about the products they are promoting? How effective is endorsement as an advertising technique? Should tobacco advertising have been banned? Do billboards spoil our cities and countryside? What is the role of a regulator for advertising standards? Is non-digital advertising a waste of money in today s world? 8. Google can gather data about your preferences to personalise the internet ads that you see. Should this be allowed?
