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Advertising and Promotion

The document discusses various types of advertising and promotion strategies. It provides examples of different types of advertising, including print, personal, street, online, and television advertising. It also lists common statements about different advertising methods and whether they are effective or not. Additionally, it defines key promotion terms and discusses tactics like publicity, sales promotions, direct marketing, and online marketing. The document aims to help businesses understand different promotion and advertising options to attract customers.

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92 views2 pages

Advertising and Promotion

The document discusses various types of advertising and promotion strategies. It provides examples of different types of advertising, including print, personal, street, online, and television advertising. It also lists common statements about different advertising methods and whether they are effective or not. Additionally, it defines key promotion terms and discusses tactics like publicity, sales promotions, direct marketing, and online marketing. The document aims to help businesses understand different promotion and advertising options to attract customers.

Uploaded by

repir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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ADVERTISING AND PROMOTION

1. Types of advertising Study the following types of advertising and put them into the correct
categories below. Some terms may belong to more than one category.

banner ads billboards brochures classified ads


cold calling commercials fliers mailshots
neon signs pay-per-click ads pop-up ads pre-roll ads
product endorsement product placement shop displays word of mouth

1. Print advertising:
2. Personal advertising:
3. Street advertising:
4. Online advertising:
5. Advertising on TV

2. Read the statements below and discuss whether you agree with them or not.

1. Word of mouth is the most effective form of advertising.

2. Pre-roll ads are very annoying for the viewer but effective for businesses.

3. Commercials are a waste of money.

4. Pop-up ads are very distracting.

5. Billboard ads are only effective for certain types of businesses.

6. Cold calling is an old-fashioned of marketing and a waste of time.

7. Pay-per-click ads are the most effective form of advertising.

8. Classified ads in newspapers don’t work anymore.

3. Promotion Read the text on the next page and complete the definitions below with the bold
words and phrases:

1. somebody who has recently arrived


somewhere or recently joined a group (noun):
2. have, own (formal verb):
3. keep, continue to have (verb):
4. be noticed (idiom):
5. an official statement issued to newspapers
giving information on something (noun):
6. using special strategies to get a high-ranking
position in search engines (Google, Yahoo!,
Bing, etc.) (noun):
7. difficult (adjective):
8. public attention (noun):
Successful promotion

The goal of marketing is to stand out from the crowd.

A successful marketing campaign attracts the attention of potential customers to your products and
services. Your prospects are more likely to become your customers if you offer unique and
competitively-priced products and services.

If you are a newcomer in your market, it will be tough to attract and retain new customers. You will
have to work much harder to promote your business than your more established competitors.
Therefore, it’s a good idea to implement a variety of promotional activities to meet your marketing
needs.

• personal selling or telemarketing - effective personal selling relies on staff who possess good
interpersonal and communication skills, excellent knowledge of your product and service as well as
selling and negotiating skills.

• publicity - publicity can be generated by sending out press releases to print and broadcasting
media, giving interviews to the media and from word-of-mouth.

• short-term sales promotions - a new product or service can be promoted using coupons,
competitions and contests. An online deal-of-the-day service such as Groupon could be considered.

• direct marketing - this involves sending letters, emails and brochures to potential clients. It is often
followed up by personal selling or telemarketing.

• online marketing - this involves promoting a business using social media sites, pay-per-click
advertising, search engine optimization and publishing a company blog. Online marketing can be a
very effective way of increasing a company’s exposure.

You can use any combination of these methods to target your customers. The right marketing mix
will help you satisfy your customers’ needs, increase sales, improve your results and increase your
ability to reach a wide audience within your target market

4. Advertising and promotion phrases. Match the answers to the questions.

1. We target young adults with a high a. Do any of your competitors engage in false
disposable income. advertising?
2. No, we target a wide audience. b. Does your business target a niche market?
3. We would organise a press conference. c. How would you describe your company’s
brand image?
4. We are associated with quality and reliability. d. How would you handle bad publicity?
5. No. Everybody plays by the rules. e. Who is your company’s target market?

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