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minimum … (10) of 1 to the end
-
user. A confectionary manufacture doesn’t deliver
individual bars of chocolate to consumers: distribution is done through wholesalers
and then … (11) who each ‘add value’ to the product by providing a good service
to their customers and stocking a wide … (12) of similar products.
1. order 5. distribution 9.sales
2. direct 6. wholesaler 10. range
3. directly 7. quantities 11. delivery
4. customers 8. costs 12. retailers
D. “The Marketing Mix” and the “4 P’s”: Promotion.
PROMOTION = … (1) the product to the customer. Promotion involves
considering the packaging and … (2) of the product, its image, the product name,
advertising and slogans, brochures, literature, … (3) lists, after-sales service and
training, trade exhibitions or … (4) public relations, publicity, and personal selling,
where the seller develops a … (5) with the customer.
Every product must possess a ‘unique selling proposition’ (USP) - … (6)
and benefits that make it unlike any other product in its … (7).
In promoting a product, the attention of potential customers is … (8) and an
interest in the product aroused, … (9) a desire for the product and encouraging
customers to take … (10) action (‘AIDA’).
1. fairs 6. prompt
2. features 7. relationship
3. presenting 8. market
1. presentation 9. attracted
5. price 10. creating
9. Vocabulary
1. (to) charge
заряд, цена;
заряжать, давать
поручение
30. fiat money
неразменные на
драгоценные
металлы
бумажные деньги
2. (to) decline
спад,
ухудшаться
31. fair/exhibition
выставка
32. funds
фонды, средства
33. goods
товар
3. (to) order
приказ, заказ;
приказывать,
заказывать
34. to guarantee
гарантировать
4. (to) rate
оценка; норма,
тариф; процент,
доля
35. inflation
инфляция
5. (to) value
ценность,
оценивать
36. to invest
инвестировать
By Geographic Area.
A neighbourhood store (or fine restaurant) usually uses local advertising in
its immediate trading area because that’s where the majority of its customers come
from. Local advertisers face a variety of special challenges.
On the other hand, a business that is part of a well-known chair, might use
any of the four classifications of advertising based on geography – local, regional,
national, or even international.
By Medium.
Advertising can be classified on the basis of the medium used to transmit
the message (e.g. radio, television, or newspaper). An advertising medium is any
paid means to present an advertisement to its target audience. Word-of-mouth,
therefore, is not an advertising medium.
By Purpose.
Advertising can also be classified on the basis of the sponsor’s objectives.
Some ads promote goods or service; others promote ideas. Some advertising is
meant to generate profits for the advertiser; some is sponsored by non-profit
groups. Some ads try to spur the target audience to action, others to create
awareness or understanding of the advertiser’s goods or service.
Product versus Non-product Advertising.
Product advertising promotes goods and services. Non-product advertising
sells ideas. An ad for gasoline is a product ad. So are ads for banking insurance, or
legal services. But an ad that promotes a company ‘s mission or philosophy (e.g.
how the company protects the environment while drilling for oil), is considered
corporate, non-product, or institutional advertising.
Commercial versus Noncommercial Advertising.
While commercial advertising seeks profits, noncommercial advertising is
used around the world by governments and non-profit organizations to seek
donations, volunteer support, or a change in consumer behaviour.
Action versus Awareness Advertising.
Ads may be categorized on the basis of expected consumer response.
Some ads are intended to bring about immediate action on the part of the reader,
whereas others have a long-term goal.
The objective of awareness advertising, for example, is to create interest
in, and image for, a product and to influence readers or viewers to select a specific
brand.
A direct-mail ad, on the other hand, exemplifies action advertising because
it seeks an immediate, direct response from the reader.
Most ads on TV and radio are awareness ads, but some are a mixture of
awareness and action. For example, a 60-second commercial may devote the first
50 seconds to image building and the last 10 to a local phone number for
immediate information.
31 34
By Geographic Area. minimum … (10) of 1 to the end-user. A confectionary manufacture doesn’t deliver
A neighbourhood store (or fine restaurant) usually uses local advertising in individual bars of chocolate to consumers: distribution is done through wholesalers
its immediate trading area because that’s where the majority of its customers come and then … (11) who each ‘add value’ to the product by providing a good service
from. Local advertisers face a variety of special challenges. to their customers and stocking a wide … (12) of similar products.
On the other hand, a business that is part of a well-known chair, might use
any of the four classifications of advertising based on geography – local, regional, 1. order 5. distribution 9.sales
national, or even international. 2. direct 6. wholesaler 10. range
By Medium. 3. directly 7. quantities 11. delivery
Advertising can be classified on the basis of the medium used to transmit 4. customers 8. costs 12. retailers
the message (e.g. radio, television, or newspaper). An advertising medium is any
paid means to present an advertisement to its target audience. Word-of-mouth, D. “The Marketing Mix” and the “4 P’s”: Promotion.
therefore, is not an advertising medium. PROMOTION = … (1) the product to the customer. Promotion involves
By Purpose. considering the packaging and … (2) of the product, its image, the product name,
Advertising can also be classified on the basis of the sponsor’s objectives. advertising and slogans, brochures, literature, … (3) lists, after-sales service and
Some ads promote goods or service; others promote ideas. Some advertising is training, trade exhibitions or … (4) public relations, publicity, and personal selling,
meant to generate profits for the advertiser; some is sponsored by non-profit where the seller develops a … (5) with the customer.
groups. Some ads try to spur the target audience to action, others to create Every product must possess a ‘unique selling proposition’ (USP) - … (6)
awareness or understanding of the advertiser’s goods or service. and benefits that make it unlike any other product in its … (7).
Product versus Non-product Advertising. In promoting a product, the attention of potential customers is … (8) and an
Product advertising promotes goods and services. Non-product advertising interest in the product aroused, … (9) a desire for the product and encouraging
sells ideas. An ad for gasoline is a product ad. So are ads for banking insurance, or customers to take … (10) action (‘AIDA’).
legal services. But an ad that promotes a company ‘s mission or philosophy (e.g.
how the company protects the environment while drilling for oil), is considered 1. fairs 6. prompt
corporate, non-product, or institutional advertising. 2. features 7. relationship
Commercial versus Noncommercial Advertising. 3. presenting 8. market
While commercial advertising seeks profits, noncommercial advertising is 1. presentation 9. attracted
used around the world by governments and non-profit organizations to seek 5. price 10. creating
donations, volunteer support, or a change in consumer behaviour.
Action versus Awareness Advertising. 9. Vocabulary
Ads may be categorized on the basis of expected consumer response.
Some ads are intended to bring about immediate action on the part of the reader, 1. (to) charge заряд, цена; 30. fiat money неразменные на
whereas others have a long-term goal. заряжать, давать драгоценные
The objective of awareness advertising, for example, is to create interest поручение металлы
in, and image for, a product and to influence readers or viewers to select a specific 2. (to) decline спад, бумажные деньги
brand. ухудшаться 31. fair/exhibition выставка
A direct-mail ad, on the other hand, exemplifies action advertising because 3. (to) order приказ, заказ; 32. funds фонды, средства
it seeks an immediate, direct response from the reader. приказывать,
Most ads on TV and radio are awareness ads, but some are a mixture of 33. goods товар
заказывать
awareness and action. For example, a 60-second commercial may devote the first 34. to guarantee гарантировать
50 seconds to image building and the last 10 to a local phone number for 4. (to) rate оценка; норма, 35. inflation инфляция
immediate information. тариф; процент,
доля
5. (to) value ценность, 36. to invest инвестировать
оценивать
34 31
