Text 9 advertising strategy

The foundation of an effective advertising campaign is a sound advertisement plan. The plan includes three groups of objectives and strategies: those for marketing, advertising and copy. The three are interrelated and interdependent.

Marketing objectives can be either short-term (one year) or long-term (3 to 5 years) they should be expressed in numbers. Marketing strategies include increasing the sales force, changing the product and increasing advertising.

Advertising is communication, so advertising objectives are expressed as communication goals. Usually they are limited to a certain length of time. The result can be checked by survey sometime after the advertising campaign has begun. The find goal of all advertising is to have consumers use the goods or the service.

In the advertising plan objectives always tell what will be done and strategy

tells how. The advertising strategy is the main idea of the message that goes to consumers. The most prominent advertising strategy is the Unique Selling Proposition (USP).

Today`s market is highly competitive. Products in the same category are very similar, so in order to sell product it is necessary to «create» a difference. This does not mean to invent one where none exists.

To «create» a benefit means to capitalize on a feature that will sell the product. The USP is not the only possible advertising strategy. Some advertisers use motivation as a strategy.

Effective advertising depends on the creative aspect – the visible part – of advertising. Along with marketing and advertising objectives the advertising plan contains the copy objectives, also known as the creative objective.

Advertising strategy – what is needed is a «big idea». The big idea gives the product concept in capsule form. It is often summarized in a slogan. Slogans frequently use a play on words.

Vocabulary:

interrelate- взаимосвязывать

interdependent – взаимозависимыйe

express – точно выраженный, срочный

force - сила

increase – увеличивать, усиливать

objective - цель

prominent – выдающийся, известный

survey – обозрение, осмотр

the Unique Selling Proposition (USP) – особое (уникальное) предложение по продаже товара

competitive - конкурентоспособный

invent – изобретать, выдумывать

exist - существовать

feature – черта, особенность

depend on – зависеть от

contain - содержать

capsule - сокращенный

frequently – часто

Find the words in the text which describe or mean the following:

1. A series of organized, planned actions for a particular purpose -

2. A short film on television or short article on radio that is intended to persuade people to buy something -

3. Something that you hope to achieve -

4. Someone who buys and uses goods and services -

5. A short phrase used for advertising something -

Make up 10 questions to the text and ask your fellow student to give answers to them.

Text 10 types of public relations advertising

The largest percentage of public relations advertising is done in magazines, with net­work television and newspapers and Sunday supplements in second and

third place, respectively. The trend is increasingly to target niche audiences.

Magazines, which are already very specialized, will probably continue to get the lion's share of "image" advertising, and network television will lose ground to cable networks.

There are several types of public relations advertising. At times, the distinctions between categories can become blurred; however, we will deal with five basic types: image-building, investor and financial relations programs, public service messages, advocacy, and announcements.