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3. What the customers need. What the customers want. What causes them to buy. What the product is to the customer:
its functional, technical and economic aspects as well as the aesthetic, emotional and psychological aspects.
4. 'Features' (what the product is) + 'benefits' (which means that...).
5. We must be aware of our firm's strengths and weaknesses as well as the opportunities and threats we face in
the market ('S.W.O.T.').
T a s k 2. Read, translate and discuss the following text.
Promoting products and brands
Promoting a product doesn’t only involve advertising, it involves considering it as a "Total Product": its brand
name, presentation, labeling and packaging are all part of a total product – as well as its instructions, reliability and af-
ter-sales service. A service is also a product and customers must be made aware of what is being offered.
Promoting a product involves developing a "Unique Selling Proposition" (USP): the features and benefits which
make it unlike any of competing products.
There are four stages in promoting a product – AIDA:
1. attract the Attention of potential customers;
2. arouse Interest in the product;
3. create a Desire for its benefits;
4. encourage customers to take prompt Action.
T a s k 3. Cut a few ads from magazines and newspapers and present them to the group, covering these
points:
1. Target customers.
2. The USP of the product: its features and benefits.
3. How the ad works in terms of the four stages of AIDA.
T a s k 4. Describe your favorite TV commercials and explain why you think they are effective. Use the fol-
lowing statements:
a) I’d like to show you an ad that really impressed me.
b) What do you think of this ad? It shows …
c) This ad seems to be aimed at …
d) According to this ad, the USP of this product is …
e) What I don’t like about this ad is …
T a s k 5. Fill the gaps with suitable words from the list below:
Ways of promoting products: packaging, personal selling, point of sale advertising, public relations, publicity,
sales literature, show rooms, sponsorship, telephone sales, trade fairs and exhibitions, word of mouth.
1. Brochures, leaflets and catalogues can describe
your product in more detail and give more information
than an advertisement. Potential customers can be sent
direct mail.
Sales literature
3. Labels and presentation increase the impact of
your product.
…
4. You can contribute to the cost of a sporting or ar-
tistic event, where your brand name or logo is displayed
prominently.
…
5. Potential customers can come to your premises
and see a display or a demonstration of your products and
get hands-on experience.
…
6. Your company takes a stand or mounts an exhibit
to enable customers to see your products and talk to your
representatives.
…
7. The public are informed of a new development
through newspaper articles. You can inform the press by
issuing press releases.
…
8. PR can ensure that your firm keeps a high profile,
and that people are aware of your good reputation and
image.
…
9. Existing customers tell their friends or colleagues
about your product and hopefully recommend it to them.
…
10. Your staff can call customers, or customers can …
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