In praise of the tv commercial

(by John Hegarty, creative director of Bartle Bogle Hegarty, an advertising agency)

Imagine for a moment you are the marketing and sales director of a large company. Achieving your sales targets is giving you sleepless nights. The company's share price is under pressure, the board is getting nervous, City institutions are questioning the company's investment policy.

How can you generate extra sales quickly and effectively through your consumer base, and expand your potential market?

Suddenly, I appear. I have invented a thing called the “television commercial”.

It is a new and unique way of talking to consumers. Between popular programmes, I will sell you slots of time ― anything up to 60 seconds. I will even negotiate for you the whole break, so no one else can compete with you.

Within this spot you can say whatever you like in whatever form you like. You control the dialogue, presenting your product or service any way you wish.

Of course, the television commercial has been with us since 1955. Since its arrival, it has been one of the most, if not the most, effective creators of brands and wealth. So why is it that you can hardly pick up a marketing magazine without reading about the death of this medium?

Before you rush to the Internet, or search for some fashionable alternative media, look at these facts. The average adult in the UK watches more than 24 hours of TV every week, 60 per cent of children have a TV set in their bedrooms. One in four adults watch the soap opera Coronation Street, even more watch EastEnders. So why do we read that the likes of Cadbury, the chocolate manufacturer that sponsors Coronation Street, think most advertising is nothing but froth and are putting more money into programme sponsorship? Why did we read that Heinz was pulling out of TV advertising (it has since gone back)?

Could it be that as the medium has become more competitive some companies have found it harder to create advertising that works? The medium is not a guarantee of success. It has to be used imaginatively. Perhaps this is the heart of the problem ― it's just that some companies find this process difficult to manage.

(From the “Financial Times”)

Exercises:

Ex. 1. Match up the words or expressions on the left with the definitions on the right.

1) distribution channel;	a) all the companies or individuals involved in moving a particular good or service from the producer to the consumer;
2) to launch a product;	b) an idea for a new product, which is tested with target consumers before the actual product is developed;
3) market opportunities;	c) attributes or characteristics of a product: quality, price, reliability, etc;
4) market research;	d) dividing a market into distinct groups of buyers who have different requirements or buying habits;
5) market segmentation;	e) places where goods are sold to the public ― shops, stores, kiosks, market stalls, etc;
6) packaging;	f) possibilities of filling unsatisfied needs in sectors in which a company can profitably produce goods or services;
7) points of sale;	g) someone who contacts existing and potential customers, and tries to persuade them to buy goods or services;
8) product concept;	h) collecting, analysing and reporting data relevant to a specific marketing situation (such as a proposed new product);
9) product features;	i) to introduce a new product onto the market;
10) sales representative;	j) wrappers and containers in which products are sold;
11) fragmented market;	k) a public space reserved for advertisers to put their ads on;
12) buying decision;	l) the person in charge of developing ideas for advertising campaigns;
13) focus group;	m) time and space given by the media to a particular news item;
14) billboard;	n) large pictures or notices put up in a public place to advertise something;
15) poster;	o) many different types of consumers who buy the same product;
16) coverage;	p) conclusions people reach about which products to purchase;
17) creative director.	q) an informal discussion group used for market research.

Ex. 2. Fill the gaps in these sentences, using the words from the list.

creative first mail order place profitably satisfy

process hire need posters promotion strengths

design purchase opportunities price range threats

distribution image outlets product rival weaknesses

end-users labels patterns production-orientated

1. What is marketing? Marketing is the _____ of satisfying customer needs _____. 2. What is “the marketing mix”? It consists of “the four P's”: providing the customer with the right P ______ at the right P _____, resented in the most attractive way (P _____) and available in the easiest way (P_____). 3. What is 'a product'? A product is not just an assembled set of components: it is something customers buy to _____ a _____ they feel they have. The _____ and the _____ of the product are as important as its specification. 4. What is “price”? The product must be priced so that it competes effectively with _____ products in the same market. 5. What is “promotion”? The product is presented to customers through advertising (TV commercials, _____, etc), packaging (design, _____, etc), publicity, PR and personal selling. 6. What is “place”? Your product must be available to customers through the most cost-effective channels of _____. A consumer product must be offered to _____ in suitable retail _____, or available on _____ or by _____. 7. What is meant by “S.W.O.T.”? A firm should be aware of its S _____ and W _____ and the О _____ and Т _____. It faces in the market place. 8. Why are firms becoming more customer-orientated and less _____? Because new products must be created to meet the changing _____ of customer’ needs ― a firm can't rely on the success of its existing _____ of products. The customer and his or her needs must come _____.

Ex. 3. Complete the following definition of marketing by inserting these verbs in the gaps below.

design develop identify influence modify persuade

Marketers have to: (1)_____ or anticipate a consumer need; (2)_____ a product or service that meets that need better than any competing products or services; (3)_____ target customers to try the product or service; and, in the long term, (4)_____ it to satisfy changes in consumer needs or market conditions. Marketers can (5)_____ particular features, attractive packaging, and effective advertising, that will (6)_____ consumers' wants. Marketing thus combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.

Can you work out your own definition of marketing?

Ex. 4. Use the letters in brackets to form a word to complete each sentence.

1. Last year ______ (NAMDDE) for our products decreased slightly as some of our customers switched to cheaper, alternative products.

2. We are now processing the answers to our most recent ______ (ITSQEUNERNOIA) which was used to interview more than five thousand customers.

3. The new display units, which take up less space, have been designed specifically for use in small-sized ______ (STUOELT).

4. A ______ (VRUSYE) of existing customers has shown that a significant proportion are unhappy with the quality of our after sales service.

5. We have signed an agreement which will allow us to distribute through a ____ (TWENOKR) of supermarkets across Europe.

6. The promotional campaign will be centred on ______ (RITCED LIMA) which will be sent to potential customers in major towns in this area.

7. This is a completely new product so we will be promoting it with a series of ______ (LEPSAIC FOERFS) during the launch period.

8. When customers place an order, we guarantee ______ (VYREDLIE) within three days.

Ex. 5. Choose the correct word from the box to complete the passage. The first one has been done for you.

Advertisements exhibitions Trade copy-writer set up trade magazines

Commerce promotion market price sensitivity media

copy Marketing controls designer budgets

(1) Marketing and (2)______ involve letting potential customers know about a new product both before it is made and after it becomes available for sale. (3)______ in the local and national press and (4)______ in areas where there is likely to be a good market are among the ways in which this is done; the choice of (5)______ ― magazines, newspapers, radio and TV ― for the advertisements and of locations for exhibitions is made as a result of thorough (6)______ research, so that money (all marketing departments have tightly controlled (7))______ is spent where it is most likely to produce results. The advertising (8)______ usually provided by a specialist (9)______ and set out by a (10)______ to have the most impact, is probably the most common form of promotion, although the way in which stands are (11)______ at exhibitions is also extremely important. “News” items leaked to (12)______ are also important ― and they are free! (13)_______ Associations and Chambers of (14)______ can provide advice about the size of markets, their location, and also about such things as (15)______ and import (16)______ in specific areas.

Ex. 6. Complete the eight sentences below, by adding an example from the second box.

1. Conversional marketing is the difficult task of reversing negative demand,

2. Stimulational marketing is necessary where there's no demand,

3. Developmental marketing involves developing a product or service for which there is clearly a latent demand,

4. Remarketing involves revitalizing falling demand,

5. Synchromarketing involves altering the time pattern of irregular demand,

6. Maintenance marketing is a matter of retaining a current (maybe full) level of demand

7. Demarketing is the attempt (by governments rather than private businesses) to reduce overfull demand, permanently or temporarily,

8. Countermarketing is the attempt to destroy unwholesome demand for products that are considered undesirable,

A. e.g. a non-polluting and fuel-efficient car.

B. e.g. cigarettes, drugs, handguns, or extremist political parties.

C. e.g. for churches, inner city areas, or ageing film stars.

D. e.g. for some roads and bridges during rush hours.

E. e.g. for public transport between rush hours, or for ski resorts in the summer.

F. e.g. for dental work, or hiring disabled people.

G. in the face of competition or changing tastes.

H. which often happens with new products and services.

Ex. 7. Match up these marketing actions with the eight tasks described above:

I. Alter the pattern of demand through flexible pricing, promotion, and other incentives.

J. Connect the benefits of the product with people's needs and interests.

K. Find new target markets, change product features, develop more effective communication.

L. Find out why people dislike the product, and redesign it, lower prices, and use more positive promotion.

M. Increase prices, reduce availability, make people scared,

N. Keep up or improve quality and continually measure consumer satisfaction.

O. Measure the size of the potential market and develop the goods and services that will satisfy it.

P. Raise prices, reduce promotion and the level of service.

Ex. 8. Combine a word from A with one from В to match each of the definitions below.

A target celebrity hard company ad publicity public relations product

B sell logo audience endorsements launch event agency stunt

1. ________ an aggressive, persuasive way of selling a product.

2. ________ the marketing and advertising effort that is organised to promote a new item when it goes on the market.

3. ________ a printed symbol that stands for a business or their brand.

4. ________ an organised gathering to get media coverage for a brand, product or store opening.

5. ________ the demographic group that an advertising campaign is aimed at .

6. ________ well-known people promoting a particular product.

7. ________ a firm that specialises in creating advertising campaigns for businesses.

8. ________ an unusual, sometimes shocking action intended to attract people's attention in order to promote a brand or product.

Ex. 9. Complete the gaps with the correct form of ask, say or tell and give the correct form of the verbs in brackets.

As part of our most recent consumer survey, we recently interviewed 50 car drivers about their experience of buying fuel. The first question that they (1) were asked was how often they (2) had visited (visit) a petrol station during the last month. The majority of the people interviewed (3)______ that they (4)______ (do) so at least three times to buy either petrol or diesel for their vehicles. We then (5)______ them if they (6)______ (can) give us their opinion about the quality of the services that they had found. While most of our sample group (7)______ that they (8)______ (be) satisfied with the services provided, several drivers (9)______ us that they (10)______ (like) to see improvements in certain areas in the future. When these respondents (11)______ to elaborate on this, several of them (12)______ that they (13)______ (fееl) more relaxed if they did not have to do the work of refuelling their cars by themselves. Two respondents also (14)______ us that they (15)______ (be) happy to see the introduction of systems which would make it possible for drivers to complete all transactions without leaving the car. We also (16)______ everyone in the sample if they (17)______ (appreciate) some form of automated diagnosis of their vehicle. More than 50% of those interviewed (18)______ that they (19)______ (welcome) this especially if it could provide automated tyre pressure and oil level checks. In the final question they (20)______ if they (21)______ (hear) about any of our latest innovations such as “the auto pump” but only one person in the survey had any knowledge of this.

Ex. 10. Complete the following passage about the mineral water company Perrier, putting in the correct form of the article where necessary.

In February 1990, Perrier, one of (1) the most famous mineral water companies, faced (2)______ serious image problem when small quantities of benzene were found in some bottles. (3)______ company decided to take 160 million bottles, worth $70 m, off the market. (4)______ spokesperson from (5)______ communications department made (6)______ statement to the press

saying that this did not present (7)______ health problem but he did admit that for (8)______ product known for purity, it was definitely (9)______ mistake. (10)______ independent environmental consultant carried out (11)______ inspection at the Perrier plant and identified and corrected (12)______ fault. (13)______ same consultant said that a person spilling one drop of (14)______ lead-free petrol on their hand would absorb more benzene than if they drank a bottle of Perrier every day for a year. In this instance Perrier's policy of (15)______ honesty and its concern for (16)______ consumers saved its image and good name.

Ex. 11. Put the verbs in brackets in the passage in either the gerund or infinitive form.

Research conducted in 23 countries by an association called Europanel has shown that social and demographic factors as well as the marketing strategies of multinational food and drink companies tend (1) to make (make) the lifestyles and eating habits of different European countries alike. There are several reasons for the increasing uniformity in consumption in Europe: birth rates keep on (2)______ (fall) (Spain's birth rate is 9.8 per thousand, compared with 12.1 in 1984), thus creating smaller households which rely on (3)______ (use) microwaves and convenience foods. The number of one-person households in Europe also continues (4)______ (grow) rapidly (in Sweden, for example, 0% of homes are now one-person households, compared with 29% in 1984). The aggressive marketing strategies of multinationals can also (5)______ (play) a key role in (6)______

(change) buying habits. After (7)______ (win) a major share of a market, companies often decide (8)______ (expand) into new markets and make every effort (9)______ (attract) new consumers. For instance, the French, who used (10)______ (have) croissants for breakfast, now enjoy (11)______ (eat) breakfast cereals (sales of cereals keep on (12)______ (grow) in France each year). The British have become fond of (13)______ (drink) mineral water and Spaniards are beginning (14)______ (buy) frozen pizzas and tomato ketchup more than ever. With companies looking for new markets and increased choice for consumers, Europe's gastronomic diversity may (15)______ (end).

Ex. 12. Use a word from box A or В to complete the first or the second part of the collocations and compounds in the sentences below.

A	B
shopping target consumer competitive mission	behaviour design position mix standardisation

1. The most important decisions for international marketing are probably those of product standardisation and variety reduction.

2. In international marketing, it is necessary to meet individual national requirements, in particular where consumer goods are concerned.

3. Licensing is an option which may enable the marketer to improve profits while retaining market ______.

4. In order to secure a ______ advantage, companies will try to make their products and services stand out from their competitors'.

5. It is extremely important for marketers to understand the buying ______ of existing and potential customers.

6. A ______ statement is a definition of the business which usually says something about customer needs to be served, customer groups targeted, and technologies used.

7. A good product ______ is one which satisfies the needs of the customer and makes a product eye-catching in the marketplace.

8. There are numerous large ______ malls in Britain, which offer the customer free parking and where all the major retail brands can be purchased under one roof.

9. The main elements of the marketing ______ are product, price, promotion, and place.

10. Marketers sometimes focus on particular segments of a given overall market. This process is known as “______ marketing”.

Ex. 13. Complete the statements with suitable marketing expressions from the box.

buying habits government bureaucracy monetary regulations

economic situation income distribution political stability

1. Because of tight ________ company profits could not be taken out of the country.

2. Red tape and other examples of ________ hinder a company's entry into a market.

3. The country is attractive to exporters because it has enjoyed ________ for the last 50 years.

4. The purchasing behaviour of consumers can be described as their ________.

5. The ________ is improving leading to a rise in employment.

6. ________ is a term used by economists to describe how wealth is shared in a country.

Ex. 14. Look at the words and phrases below. Underline the odd one out.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

a) growing market; b) developing market; a) swamp a market; b) corner a market; a) opinion poll; b) focus group; a) market sector; b) market potential; a) international market; b) overseas market; a) launch a product; b) introduce a product; a) sluggish market; b) flat market; a) point of sale; b) retail outlet; a) special offer; b) free sample; a) intermediary; b) distributor;

c) expanding market; d) declining market. c) flood a market; d) saturate a market. c) spot check; d) survey. c) market segment; d) market niche. c) domestic market; d) worldwide market. c) bring out a product; d) exhibit a product. c) stable market; d) volatile market. c) end user; d) sales network. c) discount; d) slogan. c) wholesaler;. d) exporter.

Ex. 15. Translate into English.

Маркетинг ― система управления современным производством, фирмой, компанией, которая подразумевает всесторонний, глубокий учёт всех процессов, которые происходят на рынке, с целью направленного влияния на потребительский спрос и расширения сбыта ранее произведенных и новых товаров. Коротко маркетинг можно назвать “рыночной концепцией” управления фирмой, философией рынка. Маркетинг призван обеспечить соответствие производства современному спросу в условиях резко заострившейся конкуренции. Маркетинг направлен на изучение спроса и предложения, всей совокупности торговых операций, связанных с управлением коммерческим персоналом, организацией обслуживания потребителей. Он направлен на изучение привычек потребителей, их социально-психологических особенностей, на определение общих принципов, стратегии конкуренции и захват новых рынков.

Маркетинговое планирование ― процесс выбора целей и решений, необходимых для их достижения в маркетинговой деятельности. Стратегическое планирование в маркетинге имеет ряд особенностей. В его основе ― данные маркетинговых информационных систем, маркетинговых исследований, отделов сбыта и т.д.

Служба маркетинга ― основное звено в системе управления современной большой фирмой. В Европе и США существует много специальных фирм, которые производят по заказу исследования по проблемам маркетинга. Существует ряд подвидов маркетинга: маркетинг услуг, торговый, социальный, международный и стратегический.