GUIDE 6 ADVERTISING

Activity 1

1.1 Vocabulary activities
a. Open your Market Leader book on page 47 and do exercises A, B, C, and D.  IMAGE

A.   What makes a good advertising?

I believe a good advertising is overall eye-catching. However, sometimes the creatives focus the efforts on image and forget to get basic information.

 Thus a good advertisement must include two things: image and information.

On the other hand, people remember more the funny and clever ads than the serious adverts.

On my mind, the best way is studying the target to decide the message and the plan.

VOCABULARY

A.   Newspapers and TV are advertising media. Can you think of others?

Internet

Radio

Mobiles phones

Billboards

Public transport

D. Give examples of :

1.        Outdoor advertising on the buses…

In Transmilenio, in Bogotá, we can see ads about different products of companies like banks, food or several services.

2.        Clever slogans

In Colombia, I remember two clever slogans of famous campaigns:

.           Company: Davivienda. Slogan: “You are in the wrong place”.

.           Company: Dolorán. Slogan: “Bye Dolores, Pain has afraid of Dolorán”.

b. Go to the following website and read the glossary:
http://www.learn-english-today.com/business-english/advertising-vocabulary.html
Make a list of 15 important words and practice writing sentences with them.

WORD	SENTENCE
Advertisement	They received criticism over an advertisement on their website and Facebook page
Campaign	A campaign has been launched to promote the news Nike’s shoes.
Features	The new campaign shows a shoe with renew features.
Jingle	Nike asks to advertising agency to create a successful jingle for this campaign.
Launch	A campaign was launched to promote the news Nike’s shoes.
Prime time	One strategy of Nike’s campaign is to promote the brand with commercials on prime time.
Promote	The new campaign of Nike promotes shoes to old people.
Slogan	The slogan of new campaign of Nike is “Old ages, news ideas”.
Target	The target of Nike’s campaign is the people over 50 years.
Advertising agency	Nike signs a contract with the best Colombian advertising agency to do this campaign.
Commercial	One strategy of Nike’s campaign is to promote the brand with commercials on prime time.
Mass media	One strategy of Nike’s campaign is to promote the brand with commercials on prime time of mass media.
Tabloid	Nike will use ads on tabloids too for this campaign.

Activity 2

2.1 1) Listening activities
a. Open you Market Leader book on page 49. Do the "Listening" activities (CD 1, tracks 6.1 and 6.2). Check your answers against the audio scripts at the end of the book.  IMAGE

b. Listen to the following podcasts and write down important advertising-related words: http://www.betteratenglish.com/real-english-conversations-tv/ 

·         Messages

·         Commercial

·         Advertisement- Ads- Adverts

·         Revenue

·         Channel

2.2 Interactive activity #2 (objeto de aprendizaje No. 1): Listen to a speech and be ready to answer some questions about it in the next exercise! 

2.3 Interactive activity #3 (objeto de aprendizaje No. 2) Please choose the best answer based on the text you heard in the previous exercise.

Activity 3

3.1 Open your Market Leader book on page 50 and do the Language Review exercises.
Share your answers with your team mates. IMAGE

3.2 Interactive activity #1 (objeto de aprendizaje No. 3): A or AN? Please fill in the blanks with either “an” or “a”.

Activity 4

4.1 Speaking activities

a. Go to the following website and work on your pronunciation.
http://www.youtube.com/watch?v=DyJOsR4hdEU

Activity 5

5.1
Open your Market Leader book on pages 48 and 49 and do the "Reading" activities. Share your answers with your partners. ( IMAGE)

A. Discuss with your partner:
Which celebrities from your country are used in advertising?

In Colombia, a lot of actors and musicians are used in advertising. For example, the top model and show presenter Andrea Serna is an image of a shampoo brand. Another top model, Carolina Cruz, is an image of electrodomestics brand; and the football player El Pibe Valerrama was used in a potato campaign.

Do you think this kind of advertising is effective?
I do, because, for example, if you see in a commercial a woman with a beautiful hair, you can get one same and buy this brand.

C. Now answer the questions.
1. According to Phil Knigth,what are the thre factors wich have led to the huge success of Nike?
a. Use the celebrity athlete endorsement.
b. Being product design.
c. Advertising.

2. Why did Nike lose market share in the mid 1980s?
Because the company tryed to expand into non athletic market and lots position to Reebok.

3. Which innovation saved the company?
A new marketin strategy that included the Beatles and Michael Jordan.

3. Which celebrity saved the company?
Michael Jordan.

4. What is Phil Knight's key idea about advertising?
"To wake up the consumer".


In most jobs, it is often necessary to make presentations. Open you Market Leader book on page 51 and do the "Skills" section from Unit 6.
 Reading and Writing - Business Skills – Portfolio II

a. Final assignment 4 part 1: (individual activity) Based on the recommendations you read on your book, write a presentation (100-150 words).


With your group, create an advertising campaign (250-300 words), and submit it into the Virtual room.

COMPANY: OLYMPIC ICE CREAM

¿What we do?

Olympic Ice Cream is a company founded in 2012 by Diana Marcela Tinjacá and Mauricio Puerto, in Bogotá (Colombia) with the objective to offer quality products with competitive prices and international flavors, for this reason it was called Olympic Ice Cream.

We add value to our products creating special flavors based on specific ingredients of American countries like papaya, passion fruit, guava and soursop mixed with fresh cream and milk.

We have stores in the principal cities of Argentina, Brazil, Chile, Colombia and México.

Thinking about a campaign to Brazil Olympics 2016

To take advantage of our brand in the one of the biggest sporting events, the Olympics, we need to develop an advertising campaign to show our best products in the principal competitions.

Although we never before develop a campaign in a big event, this is our opportunity to launch our brand in the world and we know the sports events are the most versatile way to do it.

OBJECTIVES

·         To show our brand to the assistants to the Olympic Games 2016, in Brazil.

·         To create awareness in our customers about our versatile flavors and the stylish of our brand.

·         To create an international image taking advantage of this world event.

·         To get close to potential customers of new countries.

·         To test new possibilities to show our products.

TARGET

Our targets are the children, teenagers, young people professional and parents. Studies say the most of the assistants to the Olympics are between 30 and 40 years old and a big amount go to their sons.

MESSAGE

Olympic Ice cream: The flavor of victory

We design the message:  Olympic Ice cream: The flavor of victory

This message will add to each media strategy to connect the essence of our products with the sense of the Olympic Games, based on the competition.

MEDIA STRATEGIES

We use a sport sponsorship campaign with the message: Olympic Ice cream: The flavor of victory

So over to analyze our targets we decide use the following media in our stores in Brazil and kiosks created especially for the event in strategic places and sports

The principal strategies will be:

Endorsement

For Olympics Brazil 2016 we will sign endorsement contract with two famous tennis players: Sam Stosur and Rafael Nadal, who will integrate into key marketing efforts for our brand.

These tennis players will be ambassadors of Olympics Ice cream and we will use their images in carts of free ice cream that we will put on strategic places near the principal competitions.

We choose these stars because we want to get two different targets. The young Latin people, with Nadal, and young Anglo people, with Stosur.

Customize the product

For this campaign will be create different popsicles made with ice cream molded into the shapes of well-known sports like football, basketball and golf.

These popsicles will have several of our classic flavors but with the characteristic colors of the sports chosen.

In addition, the central shape will be the Olympic flame, which will be delivered some days free of charge in our carts of ice cream.

We hope to get grow up our image with this creative and customized product.

Merchandising product

We will develop a campaign to create leave a positive impression of our brand in customers through souvenirs. In this case we will use countries flags in each ice cream cup and that each customer will chose.

Budget

The budget reflects the market analysis carried at an average of 5 outlets per country, taking into account that our business coverage includes the countries of Chile, Argentina, Brazil, Mexico and Colombia, for a total of 25 points sale.

The values are based on monthly average projected at each point of sale and taking into account different factors such as: the time of year, weather, target population, estimated foreign visitors and especially the time of sporting events.

Within the budget are analyzed several options ranging from TV commercials to strategies more economical as Merchandising.

The conclusion to our sales strategy is to use specifically three options: Endorsement, Customize the product and Merchandising, because in relation with business income and advertising impact on customers are the strategies that are best suited to it.

Evaluation

The advertising campaign meets the expectations of promoting and selling in the market using an event as important internationally as are the Brazilian Olympic 2016. This event launches our product to an international market in search of a business expansion to other countries.

The means used for our marketing agree with the budget and the target population counting important factors such as famous athletes and our brand image and customization of our products for the sports event and Merchandising, having a high impact on customers of all ages.

The result of the advertising campaign is the increase in average sales outlets especially in Brazil and the launch of the brand to other markets using the benefit of foreign visitors.

c. Portfolio

•                     Choose 3 successful jingles from different commercials. Explain why you like them and why you think they are successful. Post your work on your portfolio.

COCACOLA JINGLE

1. I chose this jingle because is very popular in all the world. In fact, when this song begins to sound each year mark the start of Christmas. Don´t matter how time has passed from its launched, we always remember it

2. Second, I would want to share these jingles because are very funny and show us how, supposoly, the creatives make the songs for commercials.

3. Third, I was searching about successful jingles and found this. I saw a lot of positive comments about the song.