English for Marketing & Advertising

English for Marketing & Advertising by Sylee Gore

• Focus is on relevant vocabulary and speaking skills for marketing and advertising
• Covers essential responsibilities of marketing and advertising departments
• Includes practice in telephoning, emailing, meetings, and presentations
• Specialist vocabulary covers branding, market research, advertising rates, direct marketing, and public relations

Book Structure and Content

• Seven units, each starting with a Starter involving exercises, brainstorming, or a quiz
• Includes dialogues, texts, and authentic documents with exercises for learning vocabulary and expressions
• MultiROM offers realistic listenings to improve listening comprehension and communication skills
• Partner Files provide opportunities to practice language through role-plays
• Units cover important topics like finding customers, marketing strategies and tools, creating ads, and trade fairs
• Each unit concludes with an Output text for discussion
• Includes a final crossword puzzle for review
• Answer key, Partner Files, Glossary, and A-Z word list are located in the back of the book -Offers phonetics and translation space for vocabulary -Also includes a section on useful phrases and vocabulary

MultiROM Features

• Contains all listening extracts for playback on computer or CD player
• Offers extra listening practice for use in cars or on MP3 players
• Provides interactive exercises for vocabulary, phrases, and communication, valuable for self-study

Introduction to Marketing and Advertising Activities

• Doing market research
• Liaising with the sales department
• Providing support for customer service
• Drawing up a marketing plan
• Showing visitors around the company
• Writing press releases
• Commissioning advertising
• Creating advertisements
• Presenting at a trade fair
• Talking to customers
• Speaking to journalists
• Reading trade magazines

Introduction to Marketing and Advertising Jobs & Descriptions

• Brand Manager: Responsible for developing and executing brand strategies and marketing initiatives for an assigned product line to meet revenue, profitability, and budget targets.
• Director of Marketing: Must develop and execute a comprehensive marketing plan that reinforces the organisation's leadership position.
• Head of PR: Manages all aspects of public relations, publicity, etc.
• Marketing Assistant: Provides direct support to the media buyers.

Introduction to Job Adverts

• Art Director: Responsible for creating logos.
• Ad Agency: Responsible for creating advertisements.
• Market Research Firm: Conducts surveys to find out more about the customer.
• Graphic Designer: Supervises the design staff.
• PR Officer: Interacts with the media to communicate important company information to the public.
• Copywriter: Writes the text for advertisements.

Introduction to Collocations

• Media Mentions
• Customer Service
• Brand Strategies
• Product Line
• Strong Relations
• Primary Responsibility
• Public Knowledge

Brand Values Overview

Brand Values Sentences from the presentations include;

• Three main brand values which we try to ____ in all our internal and communication.
• Our customers _____ us with the highest quality products.
• Our products are _____ seen as the safest on the market.
• That’s something we can ______ through our brand.
• We have always had a _____ for coming up with new products and we try to _____ that through our brand.
• For us, the customer always comes first and we want to constantly ______ both ourselves and our customers of that fact.
• That’s something we continually ______ in our marketing.
• Hopefully that is ______ from our logo and corporate design.

Brand Expression Definitions

• Brand Name: What a brand is called.
• Brand Awareness: How much people are aware of a brand.
• Brand Identity: What a company wants people to think about a brand.
• Brand Image: What people actually think about a brand.
• Off-Brand: When a product doesn't fit the company's brand.
• Brand Equity: The value that a brand adds to a product or service.
• Brand Loyalty: When people like a brand and buy it again and again.
• Branding: When a product or service is associated with a brand.
• Brand Extension: When an existing brand is used to support a new range of products.
• Derived Brand: When a component of a product becomes a brand in its own right.

Billion Dollar Brands

• Fifty brands worldwide generate over one billion dollars in sales. -Beverage sector leads with most such brands. -Includes tobacco, snack foods, IT, diapers, etc

Peter Vane on Brand Love

• Branding is crucial for companies to consider.
• It connects products to customers through rational and emotional appeals.
• Successful brands become synonymous with quality and customer satisfaction.
• Betraying customer loyalty through inconsistent products can harm a brand (e.g., Cadbury's soup).
• Establishing a brand is important for long-term recognition and customer retention.

Trisha's customer base

• Health-conscious and enjoy keeping fit
• Not professional sports people
• Interested in sport as a hobby
• Prioritise value for money over cutting-edge fashions

Tools to learn about Customers

• Clients, Competitors, Find Out, Listening, Loyal Customers, News Trends, Sales Records, Search Terms

Customer Learning methods

• Email loyal customers
• Examine website search data
• Social events to understand wants
• Compare competition marketing
• Trade journals
• Study the sales history
• Trade fair spending time with people

Euphony Mobile for Children Survey Data Collection Methods

• Postal Survey
• Interviews
• Focus Group
• Street Interview
• Telephone Interview
• Online Surveys

Unit on data collection

• Useful answer = Insight
• A survey group which is not typical of a target group = Anomalous
• Model of a product in development = Prototype
• Percentage of people who complete survey = Response Rate
• The group of people a company wants to sell to = Target Audience
• Information known about a customer = Customer Profile

Analysing the Marketing Plan

• Current position
• Marketing activities (past and present)
• Results from last year
• Sales projections and costs
• Analysis of competitors
• Objectives
• Marketing tactics
• Problems and opportunities
• Benchingmarking
• Marketing Strategy
• Implementation
• Situation Analysis (target Market, Competitors, Economic Climate)

Martin's Marketing Meeting

Product

Have everything you need to connect to the internet

The Marketing Mix

• Advertising
• Appearence
• Channel of Distribution
• Discount
• Financing
• Logistics
• Location
• Service
• Media
• Public Relations
• Quality

Emails to Martin, responses

Emails should use the words "email" to complete the sentence.

• attachment
• see
• postpone
• input
• attend
• mind
• Cheers
• best
• hope

Cable Internet Pricing Model definitions

• When a customer pays the same fee each month/year/etc = A monthly flat Fee
• To sell a group of things = bundle
• Reduced price = Discount
• Another word for a product launch = for roll-out
• Enhanced features or services that customers have to pay more money for = options extras

The Definition of Pricing Models

• Captive product pricing- pricing one item very low and its complement very high
• Economy pricing pricing goods/services as cheaply as possible
• Geographical pricing pricing according to area where goods are sold
• Penetration Pricing - pricing goods at a very low price to encourage people to buy them - often the prices are later raised
• Premium Pricing -charging a high price for a unique high-quality item
• Price Skimming - charging a high price for an item where you have a competitive advantage

Commonly known pricing statements

We need to price goods low in lower per capita Our Pens justified their costs These prices will start low, being raised at a later date Ink Cartridges charge a bit extra Our brands are much cheaper than bigger known brands

Term to describe high and low pricing

• Recommended Retail Price
• Break-even point
• Profit Margin
• Price
• Overheads
• Price War
• Going Rate

Now the words to complete the sentences.

'Looking at the competition, €25/month seems to be the _____ 1. It's what most people are charging.' = Going Rate 'We can sell the modems for €100 each. They only cost €20 in total to produce and distribute, so we would have a healthy _____ 2 of €80.' =Profit Margin '€59.99 is a good _____ 3. We can suggest that stores sell it for that much, but if they want to use it as a loss leader and sell it for less, then that's fine too.' = Recommended Retail Price 'What I'm afraid of is an all-out _____ 4, when our company and the competition are all fighting for the same customers. We don't want to cut our prices so low that we go out of business.' = Price War 'We need to establish our _____ 5. When does the amount we're earning cover our costs?' =Break-even point 'Luckily, we have low _____ 6. Our rent is very low, and we got a great deal on our office equipment.' = Overheads

What Factors are Important for Product differentiation other than price

• Quality
• Appearance / Design
• Customer service
• Performance
• Image

AIDA Model

• Attention
• Interested
• Desire
• Action

AIDA model of advertising analysis

• Analyze impact
• Approve Design
• Choose the Media
• Commission ad agency
• Define target group
• Determine the desired response
• Establish message
• Place Ads

Red Arrow dialogue words and phrases, to choose from

• acheive
• perspective
• outside
• looking
• create
• campaign
• appeal
• appeal

List of Advertising Channels

• print Media
• online
• Outdoor
• other

What is essential for Marketing

• eye-catching
• devote
• good
• make
• print
• repeat
• traditional

Phrases of advertising dialogue

• Our area newspaper presents businesses
• Shops see this to advertise
• repeat is essential for getting advertising
• tight budget makes it difficult to advertise
• new ad campaigns stand out
• disadvantages are sometimes advert get lost