Добавил:
ivanov666
Опубликованный материал нарушает ваши авторские права? Сообщите нам.
Вуз:
Предмет:
Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
61
Nostalgia is also used in Russian advertising. For example, ads for the
chocolate brand Alyonka often use the well-known image of the little girl on the
chocolate wrapper. The brand has existed since the Soviet period, so the image
reminds many people of their childhood. The advertisement gives people a warm
feeling of something familiar and stable, like a tradition that has been with them for
many years.
Humor is another emotional trick that you often see in Russian ads. A popular
example is the creative and funny campaigns from the mobile operator Beeline. Their
commercials use bright characters and fun, playful situations that make people smile
and relax. When viewers laugh or enjoy the story, they are much more likely to
remember the brand later.
But brands have to be careful with emotions. If the feelings in the ad seem
fake, exaggerated, or “too much,” people stop believing the message. Strong
emotional advertising should feel simple, natural, and close to real life so the
audience can easily relate to it.
In the end, emotional appeal is a very powerful tool in advertising. When
companies speak to people’s feelings, their messages become stronger and stay in the
memory longer. Russian ads show this clearly: emotions like family warmth, nostalgia,
humor, and trust can seriously influence how the audience thinks and reacts.
Instead of only explaining product features, emotional advertising focuses on
how the product makes people feel. This is one of the main reasons why emotional
ads are so common and effective today.
2. Answer the following questions:
1. How can emotional communication help companies during times of
criticism or negative publicity?
2. Why is empathy important in advertising and brand communication?
62
3. How can emotional appeal be used to promote social or environmental
causes?
4. What role do images and storytelling play in emotional advertising?
5. How can emotional advertising encourage people to take action?
6. Why is emotional appeal considered one of the most powerful tools in
advertising?
Project
Find information about Coca-Cola advertising campaigns, select two or three
its major campaigns, e.g. holiday season ads. Research the key emotional themes in
these campaigns (happiness, togetherness, joy, etc.).
Present your findings to the group.
63
UNIT 7. MARKET RESEARCH IN ADVERTISING
Lead-in
Discuss the following:
1. Why is research essential in advertising?
2. How does research inform the development of advertising strategies?
3. What types of information do researches gather for advertising campaigns?
Reading
1. Read this text and do the tasks below.
TEXT A
Advertising Campaign Report for Samsung Galaxy Note 7
Client: Samsung Electronics
Samsung Electronics, a global leader in technology and innovation, launched
the Samsung Galaxy Note 7 in August 2016. The company wanted to show that this
phone was powerful, modern, and perfect for people who like technology. To support
the launch, Samsung created a big global advertising campaign that appeared on
television, online platforms, and social media.
The main idea of the campaign was simple: the phone could help people do
more in their daily lives. Samsung focused on the phone’s design, speed, and new
features. One of the main features in the campaign was the S Pen. It is a digital pen
that lets users write notes, draw, and control the phone in a simple, comfortable way.
In many ads, people used the phone on the move, at work, or just relaxing at home, so
the phone felt like a natural part of daily life.
64
Another big idea in the campaign was creativity. Samsung wanted to show that
this phone was more than a gadget for calls and texts. It was a tool for ideas. In the
ads, people sketched designs, wrote quick notes, and planned their day with the S Pen.
These moments helped viewers see how the phone could fit into their own routine.
The ad style was very clean and modern. Most of the visuals focused on the
phone itself — its curved screen, bright display, and smooth design. The ads also
pointed out the water resistance and strong performance. Samsung clearly wanted the
device to look both stylish and practical at the same time.
To reach younger users, Samsung went hard on social media and online video.
Influencers and tech reviewers showed the new features and shared their first
reactions. This kind of content helped build hype and got people talking about the
phone before and after launch.
But the story of the Samsung Galaxy Note 7 changed quickly. Soon after release,
reports appeared about battery issues that made some phones overheat. Because of these
safety risks, Samsung decided to stop production and recall the devices. The situation
became one of the most famous product crises in the tech world.
So, even though the campaign started strong and got a lot of positive attention,
the company had to change how it communicated. Samsung shifted the message to
safety, openness, and rebuilding trust. They later explained what went wrong and
introduced new battery testing steps.
Looking back, the Note 7 campaign is a clear reminder: great marketing is
important, but real product reliability is just as critical. A creative campaign can
attract a lot of attention, but long-term success also depends on product safety and
customer trust.
2. Choose the correct answer:
1. What was the main reason for the crisis faced by Samsung due to the launch
of the Galaxy Note 7?
a) faulty design of the smartphone
b) battery malfunctions and safety issues
c) problems with the operating system
d) lack of consumer demand for the product
2. How did Samsung initially respond to the crisis related to the Galaxy Note 7?
a) they immediately discontinued the product
b) they launched a PR campaign to address the issue
c) they offered refunds and exchanges for customers
d) they conducted extensive research to understand the problem
65
3. What was the main objective of Samsung's PR campaign in response to the
Galaxy Note 7 crisis?
a) to increase sales of their other smartphone models
b) to shift the blame for the crisis onto external factors
c) to regain consumer trust and restore the brand's reputation
d) to introduce a new and improved version of the Galaxy Note 7
4. Which of the following methods did Samsung use to gather information
about the impact of the crisis on their brand?
a) conducting consumer interviews and focus groups
b) analyzing only formal data such as technical reports
c) monitoring social media platforms and online reviews
d) both A and C
5. What was one of the key steps taken by Samsung to address the safety
concerns related to the Galaxy Note 7?
a) offering extended warranties on future products
b) establishing a new 8-point battery safety check system
c) launching a global advertising campaign to promote the brand
d) providing financial compensation to affected customers
6. How did Samsung use media channels to communicate their efforts to
resolve the crisis?
a) they only used traditional media outlets like TV and newspapers
b) they relied solely on social media platforms and online videos
c) they utilized a combination of traditional and digital media
d) they did not actively communicate their efforts through any media channels
7. What was the overall outcome of Samsung's PR campaign in response to the
Galaxy Note 7 crisis?
a) the campaign was unsuccessful, and Samsung's brand reputation remained
damaged
b) the campaign had a limited impact, and consumer trust was only partially
restored
c) the campaign was successful in restoring consumer trust and re-establishing
Samsung's position
d) the campaign led to the permanent discontinuation of the Galaxy Note 7
product line
Vocabulary
1. Match the words on the left to their definitions on the right:
66
1. Fact
a) checking how well PR efforts are working by counting things like how many
people saw or talked about something
2. Monitor
b) finding information about what people think, what is happening in the media,
or how a PR campaign is working
3. Research
c) something true that someone can prove
4. Result
d) watching or checking media and social platforms to see what people are
saying about a company or topic
5. Measure
e) the outcome of PR activities. For example, how many people saw an ad or
how people’s opinions changed
6. Analyze
f) looking at data and information to understand what happened in a PR
campaign and why
7. Collect
g) a document or summary that shows the results and findings of PR work. It
helps explain what was done and what happened
8. Gather
h) something you cannot trust because it might be wrong or not true
9. Unreliable
i) gathering information from different places, like news, social media, or
surveys, to use in PR work
10. Report
j) bringing together information or data from different sources, similar to
collect, but often in a broader way
2. Complete the sentences with some words from Exercise 1.
1. It is essential to … the feedback from our clients after every campaign.
2. Our team will conduct … to determine the best strategies for public
engagement.
3. We need to … social media platforms for mentions of our brand regularly.
4. It is important to … the success of our PR activities through surveys.
5. We must … information about our audience to tailor our messages
effectively.
6. During the meeting, we will … ideas on how to improve our
communications.
7. The manager asked us to … the results of our recent publicity events.
3. Read the sentence pairs. Choose which word or phrase best fits each blank.
1) data / tests
A. The public relations team analyzed the … to improve their strategies.
B. They conducted several … to see how the audience would respond.
2) analyze / report
A. To create a successful campaign, we must … our target audience carefully.
B. The team will … on the success of the recent marketing campaign next week.
67
3) formal / informal
A. In our strategic planning session, we primarily relied on … data to drive our
messaging decisions and target audience engagement effectively.
B. The campaign’s success was largely attributed to the incorporation of …
data gathered from social media interactions and audience feedback.
Speaking
1. Read these opinions. Which one do you agree with the most and why?
Discuss it with your partner.
Words and phrases you may use:
To give your opinion:
I think…. I believe …. I guess…. According to me…. In my view….
In my opinion…. It seems to me that…. From my perspective….
From my point of view…. Personally, I think…. Generally it is thought that….
Some people say that…. It is generally accepted that….
It goes without saying that…. I hold the view that….
To compare and contrast:
Compared to / with…. Similarly to…. Whereas…. In contrast to….
Unlike…. As opposed to…. On the one hand, on the other hand…
68
To talk about advantages and disadvantages:
(One of) the huge / great / big advantages of… is
A distinct / great / huge advantage over … is
The good / bad thing about …
One of the best points of this is that …
Major / main / only drawback is…
… has its downsides.
Brian: “Honestly, I don't see the point in all this research for public relations.
When I was part of a small business launch, we just went with our gut instinct, and it
worked out fine. Sometimes it's better to just use your intuition rather than fussing
over numbers and surveys.”
Chloe: “I'm really unsure about this whole conducting research thing. I mean,
on one hand, it sounds like it could give you valuable insights, but I’ve also seen it
complicate things too much. Last year, my team spent ages on analysing data, and in
the end, we missed the actual connection with our audience.”
David: “This topic honestly makes me feel quite emotional. I remember when
I joined a non-profit group, and they didn’t bother researching their audience. They
failed miserably at getting support, and it broke my heart to see so many people who
needed help miss out. I've always thought that if we really cared, we would take the
time to understand what people want.”
Alice: “I really think conducting research in public relations is essential. When
I worked on a campaign for a local charity, we did proper research, and it totally
changed our approach. We found out the community wanted more engagement, not
just donations, which made the event much more successful.”
Reading
1. Read this text and do the tasks below.
TEXT B
Types of Research in Advertising
In advertising, research is a key step if you want to really know your audience,
plan smart campaigns, and see what actually works. Professionals usually talk about
two main types of research: primary research and secondary research. Both matter,
but they are used for different goals.
69
Secondary research means you use information that already exists. This saves
time and money, because someone else has already done the hard work of collecting
the data. Many advertising and PR teams start with this kind of research to get a basic
understanding of the topic and to see what is already known.
One common way to do secondary research is an archival search. This means
you look at past documents, reports, articles, or old campaigns that can give you
helpful insights. For example, if a team is working with a car brand, they might
review previous ads or old sales reports to see which messages worked well before.
Another useful method is working with databases. Databases hold a lot of
information from research studies, news stories, and industry reports. Advertising and
PR professionals use them to track market trends, consumer behavior, or changes in
their field. For example, a company could check a database to learn what people
currently think about electric cars.
However, secondary research alone is usually not enough. It gives a good
starting point, but teams often need more specific, fresh data to answer detailed
questions about their audience or campaign.
This is where primary research comes in. Primary research means collecting
new data directly from people or sources. PR professionals use primary research to
get specific, detailed information about their audience or campaign.
There are two main types of data collected in primary research: qualitative data
and quantitative data.
1. Qualitative data focuses on opinions, feelings, and motivations. It helps PR
teams understand why people think or act a certain way. This type of data is often
collected through interviews or focus groups. In an interview, a PR professional asks
a person detailed questions to get in-depth responses. For example, a PR team for a
fashion brand might interview customers to learn what they like or dislike about the
brand's latest collection.
A focus group is similar to an interview but with a small group of people. The
group discusses a topic or product, and the PR team observes how the participants
70
feel or think. For example, if a company is launching a new mobile phone, they might
use a focus group to see how people react to the design, features, or price.
2. Quantitative data is all about numbers and statistics. It helps PR
professionals measure trends or patterns in large groups of people. A common
method to collect quantitative data is through a survey. Surveys ask people specific
questions and use their answers to gather numerical data. For instance, a company
might use a survey to find out how many people prefer their brand over competitors.
Surveys can be done online, by phone, or in person.
When conducting primary research, it is important to choose the right group of
people to study. This process is called sampling. PR teams cannot ask everyone for
their opinion, so they select a smaller group that represents the larger population. If
the sample is carefully chosen, the results will give a good idea of what the whole
audience thinks.
Often, PR teams use both primary and secondary research to get a complete
picture. They might start with secondary research to gather general information and
then conduct primary research to fill in any gaps or get more detailed insights. For
example, after using secondary research to find out what competitors are doing, a PR
team might conduct a survey or focus group to see how their own product compares.
Before starting a research project, PR professionals usually write a research
proposal. This proposal outlines the goals of the research, the methods they will use,
and the timeline for completing the project. It is a detailed plan that ensures the
research will be focused and effective. The proposal might explain what kind of data
the team hopes to collect, whether they will use interviews or surveys, and how they
will choose their sample.
In conclusion, research plays a vital role in public relations. Secondary
research provides background information through archival searches and databases,
while primary research gathers new data using methods like interviews, focus groups,
and surveys. PR professionals collect both qualitative and quantitative data to
understand their audience. By combining both types of research and creating a clear
research proposal, they can make informed decisions that lead to successful PR
campaigns.
Answer the questions:
What is secondary research, and why is it useful in PR?
1. Can you explain what an archival search is and give an example of when a
PR team might use it?
2. How do PR professionals use databases in secondary research?
Соседние файлы в предмете [НЕСОРТИРОВАННОЕ]